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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