How to Build Topical Authority in the AI Search Era (7 Steps) You can be a strong brand, publish great content, and still lack topical authority. Take Great Jones, a kitchenware company. Their Dutch oven is beautiful and well-reviewed, featured in Vogue, the New York Times, and Bon Appétit. But search “best Dutch ovens” on […]
Your content can rank on the first page of Google and still never be cited or mentioned by LLMs. This makes sense once you understand query fan-out, a background process AI systems use to build answers. When someone asks ChatGPT or Perplexity a question, it doesn’t default to the best-ranking page. Instead, it runs related […]
AI search exists on a spectrum. On one end, you ask a question and get a quick answer. On the other end, an AI gets a goal and goes out to browse the web on your behalf – evaluating brands, making decisions, and leaving no trace in your analytics. That’s agentic search. And it’s already […]