AI

Anthropic updated its usage policy to ban using Claude to build networks of fake sources that sway search results and AI answers. The rule takes effect November 12 and reaches every product built on Claude. Michael walks through why he reads this as good news, how the case that prompted it got caught, where faking still works, and what to build instead.

A lot of AI search advice still centers on a company's own website: fix the technical setup and publish better content, and visibility will follow. But when ChatGPT or Google's AI Mode answers a question about a category, it builds its answer mostly from other people's pages. In this episode, Michael Transon makes the case that a deliberate brand mention program, not a stronger website, drives AI search visibility. Watch to learn why expertise and co-occurrence have to come first,...

Query fan-out breaks one search into several related questions AI systems run at once, then builds an answer from whatever addresses each. Learn how to structure content so it can be cited across that full set, not just the original query.

It’s time to expand our notion of formatting beyond readability and UX. If you want your brand’s content to be used and cited in AI search, shift formatting from an afterthought to become a part of your content strategy. This article is a tactical guide to formatting content for AI retrieval.

Google doesn't care if a person or a program wrote your thousand new pages. If they exist to manipulate rankings instead of help readers, that's scaled content abuse, and Google treats it the same either way.

AI overviews have increased zero-click searches, making visibility critical for brand awareness. Make sure you appear for important queries in your industry with an AI overview optimization strategy.

Your AI visibility tools are showing you two metrics that many teams treat as the same signal: how often your brand gets mentioned in AI answers and how often it gets cited. Understanding what each means is the first step toward gauging your brand presence in LLMs and crafting a strategy tailored to your brand’s goals.

Most marketers treat AI search as a black box that either likes their brand or doesn't. It isn't. Behind every answer an AI gives about you sit two very different machines, one that talks and one that knows, and they behave in ways you can actually reason about once you've seen how each was built. Learn more about the history of AI search in this week's episode.

Most AI-driven visits land in your analytics as direct traffic with no source label, which means your current reporting can't tell you whether your brand is showing up in ChatGPT, Perplexity, or Google's AI answers. This episode breaks down why that gap exists and shares how to build the measurement layer that actually captures it.

The buyers who arrive at your site from AI are further along in their decision than almost any other traffic source. Getting in front of them takes a different kind of work than ranking in traditional search, and that work is cheaper to do now than it's likely to be later.