Blog · Page 4 of 6
What we learn about search, AI assistants, and writing that gets found.
Every article here is made by the same process we offer our clients.
What percentage of searches have AI Overviews: check the denominator before you repeat the number
Somebody has just put a percentage in front of you. It says Google AI Overviews now appear on about half of everything people type into Google, or on a fifth, or on one in eight, and whichever version reached you it arrived without the one word that would let…
Do backlinks matter for AI search: what each published correlation was measured against
Somebody is about to renew a link building budget on the strength of a correlation coefficient. The coefficient is real, it came from a study with a stated sample size, and it was published in the last two years by a company with no reason to make it up.
AI search market share in 2026: the unit changes, and so does the answer
There is no single AI search market share figure. The six assistant-usage figures in circulation are not rival estimates of one number — they measure different things, under the same phrase, and get quoted against each other as though the gap meant somebody…
AI Mode citations: which question each published number answers
Eight published figures about what Google's AI Mode cites circulate on the pages ranking for ai mode citations, and they get quoted against each other as though they were rival readings of one thing. An 8.4x, a 17%, a 13.7%, a 12%, a 96%. They are not rivals…
AI Overviews and click-through rate: the studies disagree, and this is what each one counted
The five studies most often quoted on what an AI Overview does to click-through rate put the fall at anywhere between about 15% and about 61%, and the spread is not a sign that somebody measured badly. It is what happens when five studies count five different…
Zero-click search in 2026: what share of searches actually ends without a click
There is no single share, and anyone who quotes you one without a year, a country and a panel is passing on a number they did not check. The figures in circulation run from about a third to about two-thirds, and that spread is not sloppiness. It is what…
SERP overlap in keyword clustering: how often two keywords actually return the same pages
Across the 37 search-results records we re-pulled on 9 September 2026, 607 of the 666 pairs those keywords can form — every possible pairing of the 37 — share no URL at all, and 12 of the 666 reach the three shared results that four of the six guides we…
People Also Ask in an SEO strategy: read the questions against the results before you write
Our record of what Google's People Also Ask box returned covers 34 keywords, re-pulled on 9 September 2026. Thirty-one of the 34 returned a box at all, and those 31 boxes held 121 questions between them. In 8 of the 31, most of the questions were about a…