leestuart
3.4K posts


@campion_steve Bad luck mate. Wondering how long you stick with Eddie though? It is not a case of he has taken it as far as he can? Meanwhile we are steadily screwing up automatic promotion.
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What's left of your website after LLM compression? What does AI consider important? What gets the model's attention? And what's discarded?
When you strip away the fluff, what does AI actually understand about your brand's positioning on any topic?
Every page compressed to entities, claims, facts, and statements. Classified. Deduplicated. Searchable by topic.
Coming in a day or so.
(or keep arguing about silly things like llms.txt I dunno)
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@RCollings98 Absolutely spot on EVERY single time we don’t support the manager at the crucial point. Many many times this has happened. Going all the way back to Karanka in the prem.
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This is what happens when you dont sign a goal scorer. A great season possibly thrown away by bad recruitment. Season was in our hands going into the last transfer window. #Boro
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How many total prompts u guys be tracking for your whole #SEO client portfolio? 🤔
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leestuart retweetet

@MalteLandwehr If the involvement of AI improves the content processed by resolving the query, delivering the information or solving the users problem more accurately then it’s absolutely fine and no modern search engine will penalise this. These platforms not so much :)
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Are AI content tools tanking their customer's rankings?
I recently discovered the term "Mount AI" - and I love it! It perfectly describes what happens when a website starts to publish large amounts of AI-written content.
First a rapid increase in SEO visibility. Often to millions of clicks per month. Followed by an equally quick decrease into oblivion.
If you follow @glenngabe or @lilyraynyc, you have probably seen 20+ examples of this in recent months.
I went ahead and looked at the case studies and reference customers of a popular AI content tool. The result is shocking: 57% of them tanked. 22% even with a perfect Mount AI shape.
Those without a Mount AI never saw a significant increase. They just went from flat to downhill and skipped the ranking peak altogether.
Important: these are not random customers. These are their flagship clients. The ones they interviewed for a case study. I don't even want to know what the development for the average customer looks like.
I do not want to call out the responsible tool. I don't even think they are the worst offender. But I urge everyone to think before you automate content creation.
Don't get me wrong. I have personally initiated and overseen the publication of millions of programmatic landing pages. And of hundreds of thousands of AI-written content pieces. They are one of my favorite SEO instruments.
But the way some tools sell and market AI content is irresponsible.
One last thing: If your Google rankings tank, you are less likely to be cited by LLMs. SEO is still the discovery layer for grounding.

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@Boro At every single critical occasion over the last 10 yrs including when in the premier league Boro have refused to support there manager at the most critical point of a season. Preferring prudence to promotion. You get what you pay for. Cult of mediocrity. Every time.
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@foley_seo Agreed. I wonder though at what point the contextual proof provided by organic is diminished to the point the ads lose their validation?
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As an SEO specialist who audits and runs an agency, I have seen firsthand SO much decimation from Google's practices and advancements in AI.
Google is killing off the value of exchange, now they've digested the web & trained their models, they have far less need to serve the results they once did for the exchange of value.
Now, they are PROACTIVELY pushing organic out of the way - JUST AI OVERVIEWS + blended sponsored results alone have done untold damage to hundreds of millions of websites.
Google WANTS PAID CLICKS, it wants USERS TO STAY in the ecosystem and not to click away.
But where do webmasters go from here?
After years of seamingly unending punishment (Google HCU, Blended Core Updates, AIOs and then Blended Sponsored Results) - it's FAR HARDER to get clicks.
Initially - it was easy to say that it only really ate into informational traffic - but, not only is that not true, but its where a lot of "pre-purchase" buyers go before deciding.
We can call Google's incessant push on Gemini, AIOs and AI Mode progress, but, we should also see it for what it is - another corporate giant who stands to profit from the losses of tens of millions of websites/businesses globally.
It's clear, Google is going more and more towards PAY TO PLAY.
Some may call it progress, others call it greed, but let's be real here..........
I see more SEOs bickering over GEO or giving themselves new titles "AI Experts" so they can muscle in on the tiny % share of traffic that comes from AI vs the ONCE large plethora of traffic that was available to SEOs.
The thing is, Google has NO shame whatsoever.
Look at the untold damage they've done to businesses globally - look at the carnage of Helpful Content - and what did millions of webmasters end up having to contend with?
Decimated CTRs as AIOs rolled out - rechurning peoples content with minimal / no proper source citation or anything meaningful enough to garner a click.
LLM traffic isn't going to account for a FRACTION of the traffic that Google has systemically taken away by entrenching more and more users in "in-page" features be it an AIO or AI MODE.
It's not that SEO isn't viable, it 100% still is, but the effort to get a click is HARDER at a time businesses are battling with touch economic climates, shrinking budgets + shiny object syndrome with AI.
I love SEO, but honestly, for the first time in my 25+ years in this industry, I can see the first cracks appearing in viability when Google is shifting more and more towards pay to play.

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@gaetano_nyc Flat is definitely the new up for mature sites in competitive knowledge domains.
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I don't think executives realize that FLAT organic traffic is actually a GOOD thing right now.
I am going to publish a case study from last year where we busted our asses on content (net-new plus updates) and the GAINS we made were not able to outpace the LOSSES we experienced with the declining pages that we ignored.
In other words, if we didn't bust our asses to stay FLAT we would have TANKED.
So we did all that work just to stay FLAT overall but the traffic was BETTER quality in the long-run which proved evident in the conversion data 🧠 🤓
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