Ullash Tiwari

A lot of SEOs & SEO agencies are going to have had clients asking why organic performance has declined. So, client education is key. In this example a client came for an SEO audit because clicks were dropping off, they exhibited concerns about their current SEO agencies ability to deliver, but when you look at the right hand image you can see categorically POSITIVE movement from the SEO. I explained to the client over a loom video about their exposure to "INFORMATIONAL" queries which was where a majority of clicks had been lost to and explained that the agency hadn't done anything wrong. But, this is a REAL issue. Google lied - Liz Reid VP and head of google search said: “We’ve found that with AI Overviews, people use Search more, and are more satisfied with their results” and that “the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing. But she knew this was a lie. 25+ years people who use search engines click on links to get their answers / wants / needs. So when you launch something that answers questions IN SEARCH that is 1000% NOT going to increase clicks, its going to decrease clicks. The ISSUE here is two-fold, but the main one being: IF you train your LLM on peoples content and then resummarise peoples content but you don't give them the click you take away the EXCHANGE OF VALUE. Google + Publishers have had a relatively stable relationship over time - EXCHANGE of value looked like this: 🌟 10 years ago: 🩷 Google crawled roughly 2 pages for every 1 visitor it sent to publishers 🤮 Six months ago: Google’s crawl-to-click ratio rose to 6 : 1. OpenAI's crawl-to-click hit 1,500 : 1. Anthropic’s was a staggering 60,000 : 1 🤢 Today (as of July 2025): Google: 18 : 1 OpenAI: 1,500 : 1 Anthropic: 60,000 : 1 Do you see what's happening here? SEO thrived on the production of informational content. For many shit agencies it was an easy route for deliverables and irrelevant vanity traffic growth. For good agencies it provided an opportunity to reach people in different stages of their "CONSIDERATION" phases. But when you errode the benefit what then? So - the ADOPTION MODEL for SEO is and will continue to change: 1. You need to work HARDER for clicks 2. You need to work HARDER on conversion - make each click of greater opportunity to convert 3. DO NOT produce content for the sake of it - produce it to REALLY solve a problem, strike a cord, influence a decision and distribute it FURTHER than just uploading it as a page on your site SEO is still TOTALLY viable, but, it just got harder. In a way, it will drive a gap between THOSE who CAN do a good job and those who capitalise on people who don't understand SEO but want it (sheisters). Let me make this clear - Google OWES publishers I'm not anti-Google but I am anti what they are doing Google should ABOLISH AIOS and allow 2 models of search 1. Traditional Search 2. AI Mode conversational search

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SEO isn’t dead. It’s just fragmented. In 2025, being visible in Google isn’t enough. Because AI isn’t just summarizing content. It’s choosing who gets cited. (Comment “Playbook” to get the full AI Visibility Playbook for free) Today’s buyers don’t just “search” they ask: - ChatGPT - Perplexity - Gemini - Claude - AI Overviews - Copilot - Reddit - LinkedIn …and they trust the answers they get. So the real question is: Is your brand being cited or ignored? Here’s how leading brands are winning citations across LLMs 👇 Step 1: Be Found in AI Answers Turn long-tail keywords into questions and prompts. Track where your brand appears across AI platforms. Uncover opportunities to insert your brand into high-impact queries. What to analyze: → Prompt visibility → Cross-engine coverage (ChatGPT, Gemini, Perplexity, Claude) → Featured snippets in AI Overviews → Branded vs non-branded presence → Prompt-triggered brand mentions Step 2: Prove Your Authority AI answers rely on trust and trust comes from consistent authority signals. If your brand is cited across the web, AI will surface you more often. What to strengthen: → Domain rankings and authority → Link citations across the web → Share of voice vs competitors → Brand sentiment across UGC and media → Frequency and recency of brand mentions Step 3: Fix Gaps, Win Citations Don’t guess where you’re missing. Run structured audits to find and close citation gaps. Turn high-potential pages into citation-ready answers. What to fix: → On-page structure (clear chunks, FAQs, summaries) → Broken or outdated content → Missing authority signals → Thin or uncited landing pages → UGC signals and third-party trust markers Here’s the twist (via Semrush): 90% of ChatGPT citations come from pages outside Google’s top 20. LLMs don’t care about your rank, they care about: ✅ Chunked content (not full pages) ✅ Niche utility (not generic keywords) ✅ Contextual fit (not just domain authority) This is AI Visibility. Not just SEO. Not just PR. Not just content. It’s all of them… Optimized for the LLM-first internet. The 9-Part AI Visibility Framework 1. Traditional SEO 2. AI Search Optimization 3. Paid Search Visibility 4. LLM Answer SEO 5. Authority SEO 6. Community SEO 7. Parasite SEO 8. Platform SEO 9. Visibility Engineering Want the full AI Visibility Playbook? Built for marketers, SEOs, and growth teams navigating ChatGPT, Perplexity, Gemini, Claude, and more. Comment “Playbook” to get: ✅ Full Otterly.AI Funnel Explained ✅ Prompt Monitoring Strategy ✅ Authority Signals Framework ✅ On-page + Citation Audits ✅ AI Visibility Writing Guidelines ✅ 30-Day Execution Checklist It’s structured for action, not theory. Based on OtterlyAI’s real-world systems. Note: First comment, then connect (so I can DM the file). Built for SEOs, marketers & founders growing in an AI-first world. Powered by Otterly.AI ♻️ Repost it to share with your network Follow me Madhav Mistry for insights on marketing.

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6 𝐄𝐚𝐬𝐲 𝐖𝐚𝐲𝐬 𝐭𝐨 𝐂𝐫𝐞𝐚𝐭𝐞 𝐚𝐧 𝐒𝐄𝐎-𝐅𝐫𝐢𝐞𝐧𝐝𝐥𝐲 𝐇𝐨𝐦𝐞𝐩𝐚𝐠𝐞 𝐢𝐧 2025 Most people get homepage SEO wrong because it’s not just about keywords. It’s about clarity, structure, and intent. Here’s a quick guide to get it right:  ✅ Build around 1 primary keyword + relevant variations ✅ Craft a compelling, short title tag ✅ Write a clear, benefit-driven meta description ✅ Structure content for both users & search engines ✅ Use header tags to guide flow ✅ Optimize your footer for relevance, not clutter Your homepage is often your most visited page. Make it count. 🔗 Want a full 10-point checklist? Check out this guide: https://lnkd.in/g_vbJ4c9

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Long Live Traditional SEO This is the number of traffic sent by Google and ChatGPT to websites.  • Google = 41.91% • ChatGPT = 0.19% I have said this many times without any STUDY or DATA that BASIC SEO is the best and BASIC SEO is the only Advanced SEO, nothing else. And now a study conducted by Ahrefs on 44,421 sites proves my words 100% right. These LLMs are extra sources to generate traffic and places to optimize which makes #SEO more interesting and competitive too. But your 100% shift to LLM is a complete waste of time. Now the decision is yours: what to optimize and where to optimize for whom and why? Follow Sourabh Rana for interesting insights about Digital marketing. #SEORana

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The Platform Shift You’re Not Tracking IF your SEO conversions are down in 2025, you might be looking in the wrong place. I just tead that up in today's Growth Memo. Google is still the biggest player in search, but it’s no longer the only front door to discovery. Search behavior has fractured across multiple ecosystems, each with its own “search” layer: - Reddit is now the #2 site in the US (by traffic) and its content is appearing more prominently in Google results. - YouTube remains the second-largest search engine in the world, with intent-heavy queries (“best X,” “how to Y”) that used to live in Google. - TikTok has become a first-stop search tool for younger audiences, especially for local, product, and how-to queries. - LinkedIn is quietly becoming a discovery platform for B2B buyers, with native search and recommendation algorithms that surface solution-oriented content. - LLMs like ChatGPT and Gemini now handle billions of prompts a day, keeping users in AI environments longer and often overlapping with purchase-driven research. Most Search journeys still start on Google, of course. But more also start elsewhere. And when they do, your carefully built SEO funnel never gets the chance to work. Why this is accelerating: - Google’s integration of Reddit and other high-trust user content changes click patterns. - New AI model releases (ChatGPT o3, Gemini 2.5) make LLMs faster, better, and more reliable. - Younger audiences are growing up with TikTok-first search habits. - Search on niche platforms (Pinterest, Discord, industry-specific forums) is sticky because it’s context-rich and community-driven. Signals to check: 1. Referral traffic from non-Google search platforms   → Track YOY changes in GA4 from YouTube, Reddit, TikTok, LinkedIn. Look for gains that coincide with organic search drops. 2. Share of search activity across platforms   → Use Semrush, Similarweb, Statcounter, or GWI to compare market share shifts over time. 3. Self-reported attribution   → Add a “Where did you first hear about us?” field to sign-up and checkout flows. You may be surprised at the answers. If your attribution model still treats “search” as “Google,” you’re missing where the buyer’s journey actually begins in 2025.

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