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SEO updates you need to know
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Search with Candour podcast
SearchNorwich talk highlights
Season 4: Episode 88
Jack Chambers-Ward previews SearchNorwichXL and shares two talks from past SearchNorwich events:
First, Seb Atkinson shows how ChatGPTโs Code Interpreter is the cheat code you need to start automating SEO tasks and improve your data analysis abilities using Python - no prior coding skills required!
Second, Mark Williams-Cook, explains why using conceptual models is doing advanced SEO and what he learned from the Google exploit he discovered in 2023.
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Last week's SEO tips
Fanouts like these
It seem's ChatGPT's Astra is specifying the site: on the vast majority of external searches now. Those domains used in site: come from ChatGPT itself, so while RAG is happening a lot, I think getting a footprint in the training data is getting more and more important. Your biggest lever for this is digital PR.
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Learn to AI
What should you change now People Also Ask results are almost 100% AI Overview generated? Honestly, nothing because โคต๏ธ
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โ Traditional PAA results have always been unstable. If you did manage to get into a PAA, there was a 50% chance you'd lose it within 6 months.
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๐ค The traffic on PAAs was still low vs a traditional SERP listing
โ
๐ The overriding value of PAA is data is helping you understand what the next most likely question is for that user to solve their problem. It gives you the inside track on how to make the best possible content, and have all the answers in an easily citable and linkable place.
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The goal of PAA data should be used to understand visitors and improve your website, not try and win mentions in PAA boxes.
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My GEO-ro
ICYMI: all those GEO experts tell you that schema is vital for AI systems? I think it's BS, and my test seemed to confirm that.โฌ๏ธ๐ฆ
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tl;dr This test seems to indicate (as I would expect) that schema is treated like any other text so does not โworkโ and is not specifically used as intended. Link to long version in comments, please read through that if you want to argue ๐
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I've commonly seen "proof" that LLMs are parsing structured data in real-time when people perform an experiment such as only including the company address in the schema, not the 'visible' content . The fact an LLM could return this address is 'proof' they are using schema.
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So here is what I did:
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I set up a page for a fictional company "DUCKYEA t-shirts" and did not include a company address on that page.
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Instead, I completely made up my own JSON-LD schema:
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<โscript type="application/ld+json">
{
"@context": "https://api.the-great-pond.net/schema",
"@type": "MallardEnterprise",
"flockName": "DUCK YEA T-SHIRTS",
"waddleStyle": "Aggressive",
"nestingGrounds":
{
"@type": "LilyPadAddress",
"reedNumber": "77",
"puddle": "The Muddy Bank",
"region": "South Pondshire",
"featherCode": "DK99 YEA",
"country": "United Queendom" },
"migrationPattern": "Non-Migratory",
"quackVolume": "Loud" }
<โ/script>
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The result, when I ask ChatGPT or Perplexity: "what is the address of this company? [url]"
I got: "The address shown on that page (in its embedded structured data) is: 77 The Muddy Bank, South Pondshire, DK99 YEA, United Queendom."
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My conclusions:
1๏ธโฃ Firstly, I am *not* saying "schema is not worth it". Google specifically say they use their KG with their AI systems, and structured data helps reduce ambiguity (that is kinda your job). Still do schema.
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2๏ธโฃ I have long argued that because of how base LLMs are trained, the explicit nature of schema is lost, because the models do not retain training data. They are simply building a mesh of probabilities between tokens, your schema is lost within that.
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3๏ธโฃ In my opinion, this test shows that the LLM agent is simply picking up whatever you are listing in the HTML. It does not matter if it is valid schema. If the system interprets the text as relevant to the prompt, it is included. It would therefore indicate that schema is *not* being used in the explicit sense it was designed for with those systems.
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The takeaway: Schema, good. Repackaging the basics as some magical new GEO formula, bad.
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Keep testing and having fun๐ซก
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Everlog
Be careful using LLMs to process log files.
It is possible to exfil data by injecting prompts into HTTP headers to get LLM to call a URL controlled by attacker with data in query string.
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Stacked Askers
People Also Ask data updates quicker than any other primary source. Within hours of there being problems at Heathrow, the questions were already updated. So how do you leverage that? โคต๏ธ
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It's literally what we built AlsoAsked for and the main difference between us and 'major' SaaS SEO platforms:
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โ AlsoAsked gives you LIVE results, not something out of date from a database
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๐๏ธ Do you think the west coast of America asks the same questions as the east coast? No, they don't. Which is why you can specify a city to search from in AlsoAsked to get your localised data. There can be a massive difference in questions!
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Your search term is your start point, which helps define the searcher's knowledge. 'Re-Googling' to get more questions like other platforms loses this. AlsoAsked actually interacts with the PAA box to maintain this 'fingerprint' of data.
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I still think PAA data is the most valuable source of user intent data we have, especially in an AI era. Nobody gets it at scale like us, whether it's AIOs, data exports, API or MCP, we got it.
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This ended up sounding like an ad, but I'm passionate about this data and the tool was originally built (and is still used) by our own team.
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