Most people aren’t giving Common Crawl the attention it needs. But consider that Common Crawl is one of the most important upstream sources for LLM pre-training, and derived CC datasets have been used by most major LLMs. 🧵 1/5

Websites are becoming more layered as the number of experiences and users they need to cater to expands. I’ve written about the need for agentic tracking and catering for agent interactions, but that is only half of the picture. Rather than talking about how much we need to strip back an 🧵 1/4

The future of the web is weirdly human

The future of the web may end up looking a lot less like documents, and a lot more like the things it's trying to describe.

jonoalderson.com

It can feel like crucial metrics to measure our campaigns are being taken away from us. The reality is, we have more to measure, & the metrics haven’t caught up yet It helped me to think of it as a growing city: the streets are different and not well lit chrisgreenseo.substack.com/p/search-cit...

My old SEO metric chain wasn’t powerful just because it ended in revenue. It was powerful because importance, observability and attribution confidence all roughly pointed in the same direction. 🧵 1/4

Just because we can all build tools now, does that mean we should? There are circumstances where building your own tools can be liberating, educational, cost-saving, increase abilities & act quickly. 🧵 1/5

Build vs Buy: The Hidden Economics of SEO Tools

SEOs love tools. Perhaps to a fault.

chrisgreenseo.substack.com

This one is fascinating, it merges the old algorithm-update driven paradigm with the “new world” of AI search and agentic optimisation: ”May 23, 2026, is the first clearly documented ChatGPT Core Update. In 48 hours, the switch to GPT-5.5 redistributed almost half of all citations… 🧵 1/3

ChatGPT Core Updates: Chatbots Have Algorithm Changes Too

First documented ChatGPT core update: the switch to GPT-5.5 shifted citation distribution in German-language answers by 47% within 48 hours. Which domains won, which lost, and what it means for GEO.

sistrix.com

AI Search Optimization: What is it, Common Errors & How to Optimize AI for Success - The 1st Episode of the Crawling Mondays' AI Search Roadmap Series is here 👇 Along with the amazing @lilyray.nyc @chris-green.net Roxana Stingu. Watch it in full: www.youtube.com/watch?v=7hrG...

AI visibility and AI accuracy are not the same thing. AIMCLEAR found that major AI platforms sometimes credited trademarks to competitors, removed brand attribution, and surfaced incorrect or outdated information. 🧵 1/2

Study Finds AI System Crediting Brand Trademarks to Rival Companies

Between May 13 and May 27, 2026, AIMCLEAR audited how five AI answer systems (Anthropic's Claude Sonnet 4.6, OpenAI's GPT-4o, Perplexity Sonar, Google

aimclear.com

This is a fact that some SEO’s will find harder to handle than others; AI visibility is increasingly driven by brand strength, not just website optimisation. Maybe you’ve seen this in SEO over the past few years: a slightly belligerent “SEO the crap out of it” and hope it works. 🧵 1/3

How Brand Signals Impact Organic Search and AI Visibility

Brand signals are no longer just a marketing concern. Learn how branded searches, online mentions, sentiment, and entity recognition influence both organic rankings and AI visibility, plus practical…

womenintechseo.com

This is a resource I wish I had years ago. Site migrations are complex processes, not because building and moving websites is tough, but the project as a whole requires considered balance, patience and diplomacy. Rishi’s got you covered on the framework at least here

Site Migration SEO Mistakes: 32 Pitfalls & Fixes | Pwani

A phase-by-phase field guide to the 32 SEO mistakes that sink rankings during site migrations and rebuilds, with how to spot and fix each one.

pwani.co.uk

The transition to AI Mode will be a continuum, not a cliff edge. This puts me in mind of potentially boiling a frog. I remember feeling professional existential dread when we first saw AI Overviews rolling out. What happens when all of search is generative, and there aren't blue links? 🧵 1/4

Google CEO Sundar Pichai Is OK With AI Mode Replacing Classic Search

Pichai says users are happy with AI Mode and Google will be fine. Publishers may see a different future.

searchenginejournal.com

Another great talk from Dawn, there’s a lot to get your head around, but I would say it isn’t increasingly essential! If I could summarise any of it, though, I’d say that the future optimisation stack increasingly looks like: 1. Can AI discover the content? 2. Can AI understand the content? 🧵 1/3

Exploring the Future of AI-Driven Agentic Search Architecture and RAG

An in-depth look at Retrieval Augmented Generation (RAG), agentic search evolution, context graphs, and SEO strategies for AI-powered search and commerce in 2026 and beyond. - Download as a PDF or…

buff.ly

”Chunking” has been a contentious practice in SEO/AI search worlds recently. Mostly because we’re talking about different things when we use the same term. 1. UX chunking - Short paragraphs - Meaningful headings - Lists and tables - Logical section breaks 🧵 1/5

Chunking Your Content for AI?

1956 Called. They Want Their Method Back.

buff.ly

You may have noticed I’ve fired up a Substack. Not as an SEO newsletter (there are many great ones already), but more as a place to centralise a lot more of my thoughts without building an over-reliance on LinkedIn. 🧵 1/4

Return on Interest

Curiosity is a competitive advantage - join me on the journey.

chrisgreenseo.substack.com

This is a monster post, but a very important one considering the growth of “agentic” AI. “A technical guide to the protocols, headers, and well-known files that make a website readable by AI agents. With the SEO argument, the case study, and an honest look at whether you should bother yet.” 🧵 1/5

How to Make Your Website Agent-Ready (And Whether You Actually Should) — Suganthan

A technical guide to the protocols, headers, and well-known files that make a website readable by AI agents. With the SEO argument, the case study, and an honest look on whether you should bother yet.

suganthan.com

Earlier in my career, I’d have assumed this was “a bit much” or “too absolutist. Running more than one CMS on a single website is almost always a strategic mistake. I’ve always seen times where NOT making this decision would have been the bigger strategic issue. 🧵 1/7

One website, one CMS

Running multiple CMSs on one website doesn’t just create complexity. It quietly destroys coherence, agility, and growth.

buff.ly

Robin’s always been one of the most generous teachers in the SEO space - at least I have always felt that. This time, he’s helping us understand how we can more readily test LLMs and select the right tool for the job without adding a lot of overhead to our processes. 🧵 1/2

LiteLLM - increase your options with LLM tools | Robin Lord - Strategist, Data Scientist

This post is about using LiteLLM so that you can have more freedom and flexibility in the LLMs you use day-to-day. But let’s start by covering the “why bother”. You might say “just use good steel”…

buff.ly

I started this as a test to see how AI agents may get snared through honeypot-style links and hidden page cues. That part was messier than expected, but the failed test was probably more interesting than the original idea. 🧵 1/3

How curious are agents/chatbots?

People often mistake Agentic AI as a magical power that can achieve wonders. But can it really?

chrisgreenseo.substack.com

Are we at peak AI content? Honestly, that question is almost impossible to answer with certainty (since things change so quickly and measuring it is hard), but Graphite’s update to their highly important study suggests it could be. That got me thinking - 🧵 1/6

AI Now Writes as Many Online Articles as Humans Do

We build on our prior research by using 3 different AI detectors (Pangram, GPTZero, Copyleaks). We independently evaluate each to show that the false positive rates and average false negative rates…

buff.ly

Optimising pages for crawling has been the name of the game for SEO for years. We’re going through another key shift here at the moment. The target audience for our activities continues to expand. This Web.dev article (H/T Mark Williams Cook for putting it on my radar), 🧵 1/7

web.dev

Guidance to build modern web experiences that work in every browser.

web.dev

“Search would be an agent manager” for future users trying to complete a task. I don’t know about you, but a kind of “agent manager” which helps people solve tasks is a LONG way from the “search engines” we were raised on. 🧵 1/6

Search as Agent Manager”: what Pichai’s interview really means for SEO, commerce, and the open web

Google CEO Sundar Pichai redefines Search as an "agent manager". Explore the shift toward agentic workflows and what this means for the future of SEO and digital commerce.

buff.ly

What does a truly optimised AI search experience look like? We’re a long way from that now. We know that LLMs (large language models) with RAG are the main components of AI search. 🧵 1/7

Structured Linked Data as a Memory Layer for Agent-Orchestrated Retrieval

Retrieval-Augmented Generation (RAG) systems typically treat documents as flat text, ignoring the structured metadata and linked relationships that knowledge graphs provide. In this paper, we…

arxiv.org

This has probably done the most to further blow apart my assumption about “tracking AI” to date. I'll explain The easiest way to “explain” why AI tracking is worthless/rubbish has been to suggest that the probabilistic nature of the process makes the results too noisy and therefore worthless 🧵 1/7

Demystifying Randomness in AI

In this paper, we build on our previous work to demystify how randomness works in AI. We explain that AI often provides different responses to the exact same prompt because randomness is built into…

graphite.io

Most SEOs treat data feeds like someone else's problem. @chris-green.net is coming to Antalya to explain exactly why that's costing you. He's built a reputation for catching the moment your data starts lying to you. Grab your ticket: searchnstuff.co.uk/search-n-stuff-antalya-conference-2026/

More info on how and when Shopify data will be introduced into “agentic storefronts” - just the key points from a recent announcement email: - Shopify Catalog automatically structures and enriches your product data, and will distribute it to AI channels where buyers are actively shopping 🧵 1/6

Packt have just told me there is a limited time offer on Amazon for pre-orders for my forthcoming book, The AI SEO Playbook and asked me to share. I am increasingly intrigued as I write this book and guarantee you will not find the info I am writing on any regurgitating AI blah blah blogs or books.

It was no surprise that Shopify was the first to really offer agentic commerce at scale. Will it work? We need to get a real feel for the conversion rates and ROI of these channels for retailers. 🧵 1/4

Millions of merchants can sell in AI chats

Agentic Storefronts give merchants out-of-the-box access to major AI channels—ChatGPT, Microsoft Copilot, AI Mode in Google Search, and the Gemini app—managed centrally from the Shopify Admin.

shopify.com

@johnmu.com Hey John - we had this weird one, we saw a period where the robots.txt (and other files) were not fetchable. But the response we were getting was "Not Fetched - N/A". Can you help us understand what that means? The docs don't have this error type (support.google.com/webmasters/a...)

What content is the most “AI-friendly”? One of my most-asked AI-search related questions (just behind “can AI 'see' my content?). Research like this from Wix is useful for giving us a window into how we can identify this. 🧵 1/8

The content types most cited by LLMs

These findings will help you focus your GEO efforts where it matters most

buff.ly

I’ve done a lot of thinking about prompt-tracking and measuring AI recently - most of which has made it onto LinkedIn already, so I’ll keep this one brief. Tom has done a great job at distilling the key issues people have when approaching prompt tracking and how to tackle them. 🧵 1/3