Are you or were you an inhouse search marketer? This survey is for you! Please take a moment to fill it in and share what you can. Ash (the surveyor) is a great guy! docs.google.com/forms/d/e/1F...

Websites aren’t disappearing, but their role is about to change. Agents will become the new interface, and that changes the value of domains, SEO, and visibility. I break down what this means here: duaneforresterdecodes.substack.com/p/when-agent...

Is this a new risk for brands in the AI era: bad actors teaching LLMs to misrepresent you? One poisoned input, repeated enough, becomes the “truth” users see? Not saying it’s real. I am asking if it’s worth thinking about. duaneforresterdecodes.substack.com/p/a-hidden-r...

SEO is still the foundation, but retrieval adds new rules. On the @VoicesOfSearch podcast, I cover chunking for LLMs, building machine trust, & why goal-driven content is the additive layer SEOs should consider. voicesofsearch.com/episode/mach...

Bias in search isn’t always harmful, but it always matters. From algorithms to AI, bias shapes visibility, perception, and control. Here’s how marketers and communicators can manage it with intent: duaneforresterdecodes.substack.com/p/bias-in-se...

Traditional search converged. AI answer engines don’t. ChatGPT, Gemini, and Perplexity often disagree, because each favors different signals. Here’s how answer engines likely choose winners, and what it means for your content: duaneforresterdecodes.substack.com/p/lets-look-...

SEO has been tactical for 20+ years. GenAI shifts the work upward, but let’s be clear, this doesn’t suddenly make SEO “strategy.” It forces SEOs to rethink their role as AI takes on some of the execution. duaneforresterdecodes.substack.com/p/seo-has-be...

Just hit #10 on Substack’s Top Rising Tech list! 🎉 Huge thanks to everyone reading, commenting & subscribing to DuaneForresterDecodes—couldn’t do it without you. If you haven’t joined yet, check it out here: substack.com/@duaneforres...

You’ve been told to “write tight.” GenAI doesn’t care. It retrieves overlap, not elegance. The difference decides if you’re invisible or in the answer set. Full breakdown here: duaneforresterdecodes.substack.com/p/semantic-o...

Watch @duaneforrester.bsky.social offer his IMHO: youtu.be/9VxczZRLMQ4?...

AI can speed SEO work, but trust is still human-powered. Universal verifiers will change that, filtering AI outputs for accuracy before they’re seen or ranked. Here’s a new reason you’ll need to design for trust as a ranking factor: duaneforresterdecodes.substack.com/p/the-verifi...

Cohorts are forming that didn’t exist 5 minutes ago. Not by demographics or keyword. But by meaning and intent. AI systems are clustering prompts, not people, and very soon, ads will follow. The next funnel isn’t visible and it’s already working. duaneforresterdecodes.substack.com/p/cohorts-cl...

I joined an expert round-up on how small businesses can use AI & automation. Lots of voices here, which means plenty of perspectives to pick through. If you’re exploring where AI fits in your ops, this might spark ideas: www.systemology.com/small-busine...

Smokin’ up a chuck roast for lunch with a friend. He has a video production company here in LA (produced this dark female comedy series: youtu.be/IbSEVbjJt-w?...) and he’s helping me set up my studio properly here at home. Should be a fun, tasty afternoon!

Which SEO jobs are at risk? Which are evolving fast? And which ones still have room to grow? This isn’t fear-mongering. It’s a skills map based on Microsoft’s own AI task overlap study; plus tactical steps to stay relevant. Read it here: duaneforresterdecodes.substack.com/p/which-seo-...

We’re still teaching title tags while AI systems are citing chunks, not pages. SEO training is stuck in the past—and it's costing us visibility. Here's what needs to change, and how to lead the shift: duaneforresterdecodes.substack.com/p/the-seo-in...

ICYMI, now published on @sejournal - Beyond Query Fan Out: how that’s just the start of the journey - www.searchenginejournal.com/beyond-fan-o...

Are we hiring the right skills for the AI search era? Absolutely not. We’re still writing job posts like search is ten blue links; surprised we can't find good candidates. This isn’t a talent gap. It’s a vision gap. And it’s costing you visibility. duaneforresterdecodes.substack.com/p/are-we-hir...

Query fan-out is useful — but it’s not your GenAI SEO magic bullet. This guide breaks down what fan-out does, what it can’t do, and the testing, chunking, and trust work you still need. Map smarter: duaneforresterdecodes.substack.com/p/beyond-fan...

30+ AI SEO tools scored for task coverage and confidence. A map for GenAI optimization, not just hype. See the new quadrant and where each tool sits: duaneforresterdecodes.substack.com/p/the-genai-...

This won’t end well. Auto-blocking AI crawlers? Charging for crawling? Will end with businesses working to be included in answers and wondering why nothing ever works because they don’t know the crawler blocking is beyond their control, unless they pay. blog.cloudflare.com/introducing-...

Google’s updates came with names and warnings. GenAI shifts don’t. New models rewrite your visibility with no announcements. Here’s how to update your habits to keep up: duaneforresterdecodes.substack.com/p/from-panda...

You’re not being penalized. You’re being ignored. No alert. No warning. Just silence.
GenAI systems don’t flag your content as SPAM — they quietly skip it. And not getting retrieved is very bad.
Here’s what that actually means (and how to fix it):
duaneforresterdecodes.substack.com/p/redefining...

Definitely going to miss Jill Whalen. 💔💔 www.searchenginejournal.com/jill-whalens...

SEO’s existential threat is AGI — just not how you think. Agents that retrieve and complete are already replacing the work search used to do. And as this happens, traditional SEO doesn’t just fade. It's value erodes...to zero? duaneforresterdecodes.substack.com/p/seos-exist...

Local SEO isn’t just about ranking anymore. It's about being recognized—by AI agents that see, hear, and suggest. Smart glasses. Short-form video. Ambient signals. Welcome to the new local discovery stack: duaneforresterdecodes.substack.com/p/from-map-p...

Backlinks don’t make you the authority anymore. Machines decide who gets surfaced. Here’s how to be recognized, retrieved, and trusted in GenAI search systems. Your future visibility depends on this. 🔗 duaneforresterdecodes.substack.com/p/machine-tr...

You’re not out of time. You’re out of signal. Buried in noise. Swamped by summaries. Skimming instead of learning. This isn’t about reading more — it’s about reading better. Smarter. Here’s how I stay ahead when everyone else is overwhelmed: duaneforresterdecodes.substack.com/p/youre-not-...

Titles changed. Salaries jumped. The work got weird. I reimagined 14 marketing roles for the GenAI era — with task shifts, salary curves, and what every team needs to adapt. Part 4/4 just landed. Glossary, methodology and more - all shared. 🔗 duaneforresterdecodes.substack.com/p/machine-fa...

UX. Retention. Engagement. You still need them. But AI just changed the job. In Part 3 of my GenAI job series: 💡 4 reimagined roles 💼 Salaries through 2030 ⚙️ New task models The work after the click now starts before the first prompt. 🔗 duaneforresterdecodes.substack.com/p/after-the-...

Google just offered buyouts to staff in Search, Ads, and more. AI disruption? Cost cutting? Strategic shift? Whatever it is… it’s big. 🔗 www.theverge.com/news/603432/...

Copy. Trust. PR. AI isn’t replacing them — it’s rewriting how they work. Part 2 of my GenAI marketing job series just dropped. Meet the 4 roles driving visibility and verifiability in the new org chart: 🔗 duaneforresterdecodes.substack.com/p/from-copy-...

The work’s already changed. The titles just haven’t. I broke down 14 marketing roles by future visibility, workflow evolution, and salary impact. 4-part series starts today. Ends Thursday. Your next role might already be here. duaneforresterdecodes.substack.com/p/reimaginin...

I’m dropping a HUGE new 4 part series on how GenAISearch is going to affect jobs, titles and workflows over the next 5 years. Part 1 is June 9, Part 4 is June 12 - hit the link for the newsletter path: www.linkedin.com/posts/dforre...

If you want your content to show up in AI answers, not just search results, this is your guide. Practical, tactical, and built for how GenAI retrieves and reasons. It’s time to optimize for comprehension. 👇 duaneforresterdecodes.substack.com/p/chunked-re...

You said your execs will never understand these complex new metrics. I’m saying you don’t speak their language—and that’s the real problem. Translation & mapping. Here’s how to bridge that gap before your relevance gets chunked: duaneforresterdecodes.substack.com/p/explaining...

Search is changing fast. If you’re still tracking rankings and traffic, you’re already behind. My latest on @sengineland breaks down 12 KPIs every marketer needs to understand in the GenAI era. searchengineland.com/new-generati...

ICYMI: Sure, let’s just keep doing keyword audits. I’m sure that’ll help when your content doesn’t even show up in AI answers. SEO got complex. Fast. Execs didn’t notice — because you didn’t tell them. Rant incoming →  duaneforresterdecodes.substack.com/p/theyre-not...

Sure, let’s just keep doing keyword audits. I’m sure that’ll help when your content doesn’t even show up in AI answers. SEO got complex. Fast. Execs didn’t notice — maybe because you didn’t tell them. Rant incoming →  duaneforresterdecodes.substack.com/p/theyre-not...

ICYMI, my post from yesterday has blown up. People love it, people dislike it. LOTS of conversation - which was my goal! We’re talking about 12 new SEO KPIs for the AI search world. Agree or not, change is here. Adapt or die time folks. open.substack.com/pub/duanefor...

SEO dashboards are stuck in the past. If you're not tracking: • Chunk Retrieval Frequency • Embedding Relevance • AI Attribution Rate You're flying blind today. This is your new KPI blueprint (12 new KPIs at the link):  duaneforresterdecodes.substack.com/p/12-new-kpi... #SEO #GenAI #Search #LLM

Now up at @sengineland: Inside the AI-powered retrieval stack – and how to win in it —> A Tactical Guide To Success in GenAI Search - searchengineland.com/generative-a...

Dennis did a great job on this deep dive! Worth reading a couple times, gang! www.linkedin.com/pulse/why-se...

Had an excellent, deep conversation with GIanluca on the Advanced Web Ranking show recently. Please giveive It a listen! 🙏🙏 www.advancedwebranking.com/blog/attenti...

One of my most important posts ever: SEO isn’t dead. But the search pipeline has changed. You don’t need to rank; you need to be retrieved, fused, and reasoned over by GenAI systems. This is the new stack. Tactical guide + visuals + what to do next: duaneforresterdecodes.substack.com/p/search-wit...

Niche is the New Scale: How AI’s Impact Is Deeper Not Broader - let’s explore the shift from broad AI (everywhere) to niche AI (selective) - the growth of services focusing on SLM and not LLM. substack.com/home/post/p-...

🧠 Advertising isn’t dying. But the attention it relies on is. • Display CTR fell from 44% → 0.05% • Social CPMs are up, but link clicks? Flat. • 92% of videos are watched on mute • Google CPCs up 2× in 10 years We’re bidding more… to get less. clicksavvymarketing.substack.com/p/the-microa...

AI Doesn’t Read Like You: Rethinking Content for the Age of AI Intermediaries - SEO is still technical, but way more strategic and broad than you realize. Our future isn’t about ranking, it’s about being filtered: substack.com/home/post/p-...

Beyond Google: When Search Starts Somewhere Else - if your focus is on Google first, you probably need to update your playbook. Consumers have fractured search today, and you’re about to be left behind: open.substack.com/pub/clicksav...

AI-Search is Real, and it's a Danger - so many businesses are not ready for the shift that's several quarters away - not years away. Here is some fresh thinking on this topic (from me): open.substack.com/pub/clicksav...