Notes from the answer layer
What's actually changing in AI search, and what to do about it. Written by the people building the measurement, not by a content team.
Zero-click is the default now. What that does to your traffic model.
Most searches end without a visit. That isn't a traffic problem you can fix with more content — it's a measurement problem, and the teams handling it well have already changed what they report on.
Read the article →How to structure a page so an AI engine will quote it
Answer-first structure isn't a writing style, it's a retrieval format. Here's the shape that keeps getting lifted into answers.
The five schema types that actually move AI citations
Most sites mark up the wrong things. A short, opinionated list of what to ship first and what to stop bothering with.
Why ChatGPT, Gemini and Perplexity pick different winners
Same question, three different shortlists. The reasons are structural, and they tell you which engine to fight for first.
Your brand is an entity now. Make the web agree on it.
Models resolve you against everything they've read. When the sources disagree about who you are, you lose the citation to someone clearer.
Selling AEO to a client who only asks about rankings
A practical script for the conversation, the two slides that land, and the trap of promising movement you can't deliver in a quarter.
One email a month, when there's something worth saying
What changed across the engines, what we measured, and what we'd do differently. No drip sequence.