Research

    Insights from the frontier.

    Original research, controlled experiments and field reports on the rise of AI-mediated demand and the discipline of getting recommended by it.

    AI vs Search8 min

    The structural collapse of traditional discovery

    Three foundational assumptions of digital discovery (abundance, user evaluation, and website persuasion) are being simultaneously dismantled. This is not incremental change.

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    Real-World Tests8 min

    We tested 50 businesses on ChatGPT. 94% were excluded.

    We asked ChatGPT to recommend businesses across 10 industries. The result was not visible failure. It was silent exclusion: demand diverted without warning.

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    Visibility Failures6 min

    The hidden vulnerability: why your business appears fine

    Businesses continue to receive leads, maintain rankings, and operate as normal. Meanwhile, a growing portion of demand is diverted, gradually, silently, without diagnosis.

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    Client Results7 min

    From selection to category control: building competitive moats

    In emerging categories, authority is constructed, not given. The goal: your terminology reused, your frameworks referenced, your perspective as the default lens.

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    Real-World Tests10 min

    Interpretability vs authority: which dimension matters most?

    We ran controlled experiments across all four AVO dimensions. The results reveal which factors have the highest impact on AI selection probability.

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    AI vs Search6 min

    Why SEO alone cannot address machine-mediated demand

    SEO addresses presence within a list. AVO addresses inclusion within an answer. The strategic question is no longer how do I rank, but how do I become the answer.

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    AI vs Search11 min

    How ChatGPT decides which businesses to recommend

    A working model of how ChatGPT selects the businesses it names. Five mechanisms, ranked by impact, drawn from controlled tests across 50 UK brands and four AI systems.

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    AI vs Search12 min

    What is Generative Engine Optimisation (GEO)? The complete UK guide

    Generative Engine Optimisation (GEO) explained, from first principles. What it is, how it differs from SEO and AEO, who needs it, and how to start.

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    AI vs Search9 min

    AI SEO vs SEO in 2026: the side-by-side guide

    AI SEO and traditional SEO are categorically different disciplines. Side-by-side comparison: signals, timelines, ROI and how UK brands should run both in parallel.

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    Real-World Tests8 min

    ChatGPT vs Perplexity for B2B research: where your buyers actually are

    We tracked 200 B2B buyer journeys across ChatGPT and Perplexity. The split is not what most marketing teams assume. Here is where to invest in 2026.

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    AI vs Search9 min

    Why Google AI Overviews change everything for UK SEO

    Google's AI Overviews now appear above traditional results on a growing share of commercial queries. What this means for ranking, traffic and the work that actually wins.

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    AI vs Search10 min

    Schema markup for AI search: the 2026 UK implementation guide

    Schema is no longer just a Google rich-result lever. It is now the primary machine-legibility layer that ChatGPT, Gemini, Perplexity and Claude rely on to understand who you are.

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    AI vs Search7 min

    What is llms.txt? The new standard AI crawlers actually read

    llms.txt is the emerging standard that tells AI crawlers what to read on your site. Here is what it is, why it matters for ChatGPT and Perplexity inclusion, and exactly how to deploy one.

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    AI vs Search8 min

    AI search for local business: how UK SMEs win in voice and assistant queries

    When a UK customer asks ChatGPT, Gemini or Siri 'best plumber near me', the answer is now a single recommendation. This is how local SMEs win that recommendation.

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    Real-World Tests9 min

    ChatGPT Search ranking factors: what we know in April 2026

    ChatGPT Search now drives material referral traffic to UK sites. Based on six months of controlled testing, here are the ranking factors that actually move inclusion.

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    Real-World Tests11 min

    How to rank on ChatGPT in 2026 (the actual playbook)

    Forget the keyword tricks. Ranking on ChatGPT in 2026 is about being the source the model trusts to cite. Here's the 5-step playbook we use on every UK client.

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    AI vs Search10 min

    Best AI SEO tools UK [2026 review]: what we actually use

    We tested 14 AI SEO tools across six UK client engagements. Here's what genuinely moves AI visibility, what wastes budget, and the stack we run on every account.

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    Real-World Tests9 min

    How to get cited in Perplexity: the UK research guide

    Perplexity is the most predictable AI engine to win citations on — if you understand its retrieval model. Here's what we learned from 800+ tracked queries.

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    AI vs Search8 min

    AI SEO cost UK [2026]: what to actually budget

    Honest pricing for AI SEO and GEO in the UK in 2026. What £500/mo gets you, where £5K/mo is the right floor, and the red flags in cheap packages.

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    The AI Visibility Brief

    Field notes, weekly. No fluff.

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