AI Overviews are expanding across commercial intent search [Study]
Google’s move to extend AI Overviews into a wider variety of SERPs is disrupting not only informational searches, but also searches with commercial intent and advertising value.
Original Research & Studies
Stay on top of the SEO industry with original research and studies. Here are the latest data-backed resources.
Only 25% of cited sources overlap between ChatGPT's different reasoning modes [Study]
Most AI visibility strategies treat ChatGPT as a single system. Our research found that‘s a mistake. Thinking mode and Instant mode cite different sources, favor different content, and can recommend different brands for the exact same prompt. Here‘s what marketers need to know.
ChatGPT traffic analysis: Insights from 17 months of clickstream data
Discover how ChatGPT is reshaping search habits and web traffic patterns. Analysis of clickstream records reveals changing user behaviors and referral trends in AI-driven search.
We Analyzed 89K LinkedIn URLs Cited in AI Search: Here's What Drives Visibility
What makes LinkedIn content appear in AI answers? Our analysis of 89K cited URLs reveals what AI models trust—and how brands can win visibility.
Selecting SEO Elements to Test
The means and inclination to test SEO changes is growing within the industry (finally), but a willingness to test does not always mean it will be successful and worth doing. Not everything is worth testing, and not everything is easily testable. So what follows are some of my lessons/examples from testing SEO changes (split testing or otherwise).
SEO Split Test Result: Adding Local Intent Keywords to Headings
We decided to run a test with SEO split testing software and see what effect local intent keywords added to headings have on organic clicks. Read the short case study to find out.
So You Want to Be a Forbes 30 Under 30 Winner? Here’s What We Learned from Their LinkedIn Profiles [Original Research]
What does it take to win the Forbes 30 Under 30? Dive into our original research exploring skills, experiences, and tips for up-and-comers.
SEO Split Test Result: The Importance of Writing Effective Meta Descriptions
Optimizing meta descriptions is something that just about every SEO has devoted time and attention to at some point in their career. Learn more about how a small change can lead to a big result.
SEO Split Test Result: How Negative Review Snippets Can Impact SEO Performance
The star rating rich result is one of the most sought-after SERP features for many SEOs. The main reason for this is that if you are listed as a rich result, searchers will notice you more because you stand out from the other search results. This can lead to a higher click-through rate (CTR).
Using Google Search Console to Better Test SEO Changes
Most SEOs will be comfortable/familiar with using Google Search Console as part of their SEO toolkit. But there are some great ways to better utilize this data without introducing additional cost or complexity into your reporting.