Large Language Models (LLMs) are revolutionizing the way businesses interact with their customers online. These powerful AI-driven tools can understand and generate human-like text, enabling everything from automated customer support to sophisticated content creation. In this category, explore the cutting-edge potential of LLMs and how they can transform your digital marketing strategies.
Everyone’s talking about how AI is changing search, but what most people haven’t clocked is that GPT doesn’t replace traditional search infrastructure – it relies on it. That has huge implications for how we think about SEO, visibility, and the durability of existing systems. Why GPT’s Use of Search Engines Reinforces – Not Replaces –
For over a decade, SEO has revolved around two mantras: ‘Build great content’ and ‘optimise for the user’. Post-Panda, thin and duplicate content became liabilities. Post-Penguin, content turned into a vehicle for attracting links – under the pretence it was all for the user’s benefit. Then came EEAT, further reinforcing the idea that more content
Every few years, someone declares SEO dead. It’s a familiar pattern by now: new technology emerges, fear kicks in, and someone shows up with a sweeping, oversimplified solution. This time, the scapegoat is AI Overviews (soon to be ‘AI mode’) – Google’s latest UI feature that summarises information at the top of the search results.
Despite its impact, Machine Experience remains a blind spot for most teams. It’s rarely owned, often misunderstood, and typically dismissed as “just technical SEO.” While UX has matured into a discipline with defined ownership and clear processes, MX has been left behind – quietly (yet significantly) undermining performance in ways most teams never trace back
