For most of search’s history, two people searching the same query typically got similar results. That has shifted completely with AI search. AI responses are personalized to the user conducting the search by LLMs leveraging conversational context, previous chat history, and—in the case of Google—access to things like your Gmail, Google Maps, Search + YouTube… Continue reading How Google is Using Trust Signals to Personalize AI Results
Author: Mat Ingham
Mat Ingham is the Senior Director, SEO at Silverback Strategies, where he specializes in turning real business goals into performance-driving strategies. With over a decade of experience driving business growth, he brings expertise across a variety of channels, including SEO, AI Search, Paid Media, and Measurement. His testing mindset helps drive the innovation necessary to drive growth in today’s evolving landscape and ensures clients reach their goals. He helps clients turn complex SEO topics into actionable strategies that drive meaningful results.
Modern SEO Measurement Playbook
SEO has never been more important and more difficult to report on than it is right now. Search engines have evolved, consumer behavior has shifted, and AI-driven discovery is reshaping how people find information. Despite these shifts, marketers continue to use an outdated SEO measurement playbook. Relying on metrics that no longer tell the full… Continue reading Modern SEO Measurement Playbook
YouTube is the #1 Source for Google AI Overviews: Is Your SEO Strategy Ready?
In the AI Search landscape, the name of the game is being part of the response. With that, everyone is competing to be cited as a source for the answer. That’s becoming increasingly challenging, given how often LLMs are sourcing third-party websites, such as Reddit and now YouTube. In addition to being the second most… Continue reading YouTube is the #1 Source for Google AI Overviews: Is Your SEO Strategy Ready?