Search engine optimisation, Google algorithms, AI Overviews and visibility in AI search.
On average, a visit from a ChatGPT ad brings in considerably less revenue than one from a Google ad. Reddit is testing ads in its search, and a single robots.txt rule may soon cover every AI company.
Throughout October, OpenAI shipped something new every day, led by GPT-6. For marketers, though, the smaller changes matter most: invisible watermarks in text and links without a source tag.
AI answers increasingly link to your site without naming your company. In AI, being cited and being recognized as a brand are two different things, and you need to track both.
AI answers take clicks away from classic results, and only about one user in a hundred clicks a link inside the summary itself. That small stream of visitors, however, converts noticeably better than the rest.
Google still has about 97% of users in Poland, yet more and more questions go to chat assistants. We checked how much of that comes back to websites as traffic and sales.
Google has added manual review of AI-written content to its guidelines and openly discourages tricks aimed at AI answers. In Google's view, there is no separate optimization for AI.
Brands vanish from AI answers even when the page is cited: in Google AI Mode that happens in almost half of cases. One in a hundred users clicks AI traffic, but it converts almost twice as well.
ChatGPT traffic in GA4 has dropped by half on some sites, but it didn't disappear - it now shows up as direct traffic. In the US, Google is launching a single cart for shopping across multiple stores.
Google Ads finally lets you decide which channel gets the budget first. ChatGPT searches the web for only one in seven answers, and when it does, it goes for first-hand sources.
The September spam update ran for almost two weeks, longer than any earlier one this year. Some of the ranking swings during that period, though, were a tracking error rather than a change in Google.
Google has updated its guidelines: AI content, including titles and descriptions, must be checked by a person before it goes live. On searches for a brand name, the AI answer increasingly sits above the brand's own website.
A field experiment confirmed that AI Mode and AI Overviews take clicks away from websites. At the same time, more than half of AI citations come from pages outside the top ten results.
