AI search already has vast amounts of established knowledge to draw on. Repackaging that material gives it little reason to cite one business over another. What creates value is information that adds to what is already known: new findings drawn from proprietary data, first-hand experience or original analysis. In search, this is known as ‘information […]

AI is reshaping the front door of every business. More customers are starting their buying journey by asking ChatGPT, Claude, Perplexity, or Google’s AI Mode a question instead of typing keywords into a search bar.  For businesses, the imperative is clear: be visible where your customers are looking. But the nature of this shift matters

Don’t chase lagging signals – shape the conversation and become the primary source. As AI search reshapes online discovery, there’s a proliferation of new tools and tactics promising to show exactly which prompts your content appears in and how you should optimise for them. The workflow is seductive: audit prompts, find the gaps, and create

The BlockRank Paper signals search’s next leap: From synthesis towards comprehension. Google DeepMind has published research that signals the next stage of search. The paper – Scalable In-Context Ranking with Generative Models – describes a breakthrough in what’s known as In-context Ranking (ICR). This is a system where the model reads and evaluates content directly,

In a recent paper for my Master of Behavioural Economics at UTS, I explored a topic at the core of a seismic shift in the online economy: the intersection of AI, human decision-making, and the future of search. The findings reframe a problem causing widespread anxiety across digital marketing: the Great Decoupling – where website

For the last two decades, the digital economy has run on a simple transaction: the click. But that era is ending. With the rise of Google’s AI Overviews, which deliver direct answers to user questions, the fundamental trigger for online advertising – the user click – is becoming obsolete. My recent academic research, as part

For a long time, I didn’t feel I had much to contribute to SEO. Coming from a journalism background – writing for organisations like the ABC, The Guardian, and NPR – I was trained to value depth, originality, and clarity. But when I first began exploring digital content strategy, SEO felt like a field dominated