5 guides
Opinion
Arguments, not summaries. These take positions we are willing to defend with data.
How to read this section
- 1Where the industry consensus is wrong.
- 2What the numbers actually support.
- 3What we would do differently.
Opinion
Is AEO Just Recycled SEO? What's Actually New
Mostly yes: Google calls AI-search optimization "still SEO". What is new is prompt sampling, proof on third-party pages and per-engine testing. What to ignore.
Oct 3, 2026 · 6 min read
Opinion
Is llms.txt Worth It? Cheap, but Don't Expect Citations
Create an llms.txt only if it takes an hour: Google ignores it, no AI engine documents using it, and 97% of files got zero requests in one 137K-site log study.
Oct 3, 2026 · 6 min read
Opinion
Is SEO Dead in 2026? No — Lazy SEO Is
Is SEO dead? No. Google says queries are growing and ChatGPT is a second front door, but AI summaries cut clicks. What's dying, what's growing, what to do.
Oct 3, 2026 · 6 min read
Opinion
Should You Block GPTBot? Usually No, and Here's Why
GPTBot only controls OpenAI model training. ChatGPT search runs on OAI-SearchBot. Our data on 384 sites shows who blocks what, and when a block is right.
Oct 3, 2026 · 6 min read
Opinion
AI Overviews and Your Traffic: What the Evidence Shows
Do AI Overviews cut your clicks? Yes, where they appear: about 38% fewer in a randomized test. See which pages lose, what to measure, and what to do.
Oct 3, 2026 · 6 min read
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