Founder @ZyppySEO Ξ Get updates at https://xitter.cf/t.co/AeJMVsYdAx Ξ Follow for posts about SEO, AI, Brand Marketing, Google Ranking Signals + 10x Content

USA
Joined November 2010
Most businesses have no idea how well their YouTube Channels are actually performing. What is a reasonable number of views to expect each month? How is our subscriber growth compared to similar channels? Are we getting good levels of engagement from our viewers? So we’ve built something that tells you. Excited to launch the new free YouTube Audit tool from Showrunner It’s based on my 15 years of experience consulting on YouTube, anchored in the metrics that lead to sustainable and meaningful growth.
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Did you know the Google quality graders consider (among other things) "content effort" to differentiate things that somehow deserve to rank? Ever since speaking to @CyrusShepard about it, I've been thinking about what that might mean these days. I actually DON'T think it necessarily or only means "written by a human" - it may include consideration of the effort and organisation needed to gather the data, insights or information underpinning the content for example. Whatever it flows towards meaning, you'll be well-served to have a listen to Cyrus on the subject. Remember, if it were easy, everyone would be doing it, and then it by definition couldn't work in a competitive space! I'm always reminded, in these conversations of the old name for what we do: competitive webmastering. Get your competition on. (and if you want to hear more from Cyrus and me, register here for the full content: searchpilot.com/winning-ai-c… )
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Cyrus Maxx retweeted
What actually matters for ranking on Google in 2026? Thrilled to share my insights alongside 130 other SEOs in the latest expert survey from @CyrusShepard. Read the full breakdown: signal.zyppy.com/p/google-ra…
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Here is the day that Google decided it knew how to cook everything👇 In November 2025 Google started consistently showing AIOs for all "how to" recipe queries, ranging from easier to very complex recipes...literally everything! We worked hard to perfect these recipes by testing them countless times and responding to thousands of comments over the past decade. Then Google steals our recipe, photos, videos, and misrepresents our content in mangled AIOs that compete against us in position one. This isn’t “commodity” content @rajanpatel and @rmstein. We along with countless other recipe sites helped train the Google models. We perfected the recipes that Google stole by being human and doing all of the hard work. We purchased the groceries. We hired a chef. We filmed the videos. We maintained the recipes. We built something out of nothing. Google did nothing but steal everything. Look at the traffic loss👇👀 Google simply can’t do this to the open web and expect it to continue to train the AI models without compensation. Google is destroying Google search by doing this. If publishers are out of business Google won’t have anything to train on. We are easily seeing 50-70% drops in clicks for these queries. These how to queries represent only a fraction of the drops we are seeing. This is insane and completely unsustainable!
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ChatGPT stopped asking the crowd. After the switch from GPT-5.5 to GPT-5.6, ChatGPT seems to have lost some of its interest in Reddit. Yes, we already know that. But something else caught my attention: .gov and .edu domains have gained significantly more visibility in citations. Since the model switch, we’re seeing: 🔹 .edu: +160% Citation Share 🔹 .gov: +71.5% Citation Share That looks like a pretty clear shift toward more authoritative domains in retrieval. 👉 Could this be an attempt to reduce the impact of spam and low-quality content? What’s even more interesting is that we can see the same pattern inside the Query Fan-Outs. So the site: operator currently appears to play a major role in determining which domains are explicitly targeted during retrieval. And, unsurprisingly, the largest share of those fan-outs goes to brands offering specific products or services. ChatGPT frequently uses site: to search those domains directly. But .edu and .gov are also showing a surprisingly meaningful presence among all site: operator mentions in Fan-Outs: 🎓 .edu → 5.6% 🏛️ .gov → 4.0% And Reddit? Only around 0.4%. In other words, Reddit is barely being targeted through site: searches in Query Fan-Outs. --------- I guess it won’t be long before we see the first GEO tactics and partnerships designed specifically to get mentioned on .edu and .gov domains. Until the next model switch comes along and decides that a completely different pattern is suddenly more important. 😄 Welcome to GEO. cc @lilyraynyc @glenngabe @CyrusShepard @chris_nectiv
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📊 After just 3 days, the #SEOFOMO State of AI Search Optimization Survey has gotten 80 answers and we can already see some interesting insights, like the activities most often reported as delivering a meaningful positive impact on AI Search visibility: * Expanding content to better cover relevant questions, topics and intents with 38 responses (48%) * Restructuring content to make answers and information easier to retrieve with 34 (43%) * Improving technical crawlability and accessibility for AI Search platforms with 32 (40%) * Structured data follows with 21 responses (26%). Note how the most impactful activities focus on making relevant information more comprehensive, easier to retrieve and technically accessible: strong search and content foundations that can support visibility across both traditional and AI Search. If you haven't taken the poll yet, do it now and help us build an updated, community driven picture of how AI search is being approached across the industry, it will take less than 5 minutes and you’ll get the chance to participate in a big search giveaway, including: * @Similarweb : One 6 months access to the all-in suite: Competitive Intel, SEO & AEO & Ads. * @semrush : One 6 months access to Semrush Pro. * @peec_ai : One 6 months Pro license. * @Waikay_X : One 6 months access to the Small Teams plan. * @AlsoAsked : One 6 months access to the pro plan. * Finchling: One 3 months access to the Essential plan. * Glippy: One Lifetime MCP Pro and Chrome Extension License. * @screamingfrog: One Paid SEO spider license. * @sitebulb: One 6 months Pro license for the Desktop plan. * @keywordinsights: One 6 months Basic subscription. * @SERanking : One 6 months SE Ranking Core, SE Visible Basic, and Planable Basic. * More to come! Take it here: hub.seofomo.co/surveys/state…
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Cyrus Shepard, founder of Zyppy, joins Greg Sterling and Mike Blumenthal for Part 2 of the Near Memo brand-building series — this time on the technical side: how Google and AI systems actually model a brand, and what a local business can do about it.
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Cyrus Maxx retweeted
- It’s been 3.5 years since this headline. - There have 6 adjudicated illegal monopoly findings against Google in district courts. - There has been another $1B of ad revenue to Google. - There has been immeasurable harm to publishers, open web. - And we’re waiting on remedies.
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Cyrus Maxx retweeted
LinkedIn article traffic reversed after skyrocketing earlier this year. The likely culprit: a huge amount of AI use on the platform. Pangram recently cited that 41% of content there (!) is AI generated: pangram.com/blog/ai-in-your-… Seeing them less and less in AI citations.
LinkedIn posts are seeing a surge in SEO traffic. This is a trend to watch closely. It feels like it could be the start of a Reddit, Quora-type social acceleration trend -- and a reason to invest in organic social.
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Fan-out Framework: 5 Steps to Improve SEO and AI Visibility - An excellent guide by @CyrusShepard 👇 A 5-step process for turning AI fan-out queries into better rankings and greater AI visibility: 1. Find a keyword topic you already rank for 2. Find Fan-out Queries 3. Determine Your Most Important Fan-out Topics 4. Optimize for the Fan-out Queries 5. Measure The Results Read: signal.zyppy.com/p/fan-out-f…
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Reverse-engineered ChatGPT Deep Research and Agent Mode's click curve. For years, we've had click curve studies for Search Engines. But what about AI search? 🤖 Based on my recent research, I was able to reverse-engineer ChatGPT Deep Research and Agent Mode's click curve. Note: While analyzing the WebSocket traffic, I also discovered that Agent Mode sessions can be reconstructed in exactly the same way. I'll share more about that in a separate post, but one finding immediately stood out: 👉 Deep Research and Agent Mode follow almost identical source selection behavior. That allowed me to combine data from both systems and build a much larger dataset for this analysis. ⚠️ One important note: This is not the definitive click curve for ChatGPT. Like every click curve study, it's based on a sample, and there are certainly factors that still need further investigation. However, I believe it provides one of the first data-driven insights into what an AI click curve could look like. Here are the three findings👇 🥇 1. AI agents start at the top Position 1: 28.1% Position 2: 18.2% Position 3: 11.6% Position 4: 9.1% Position 5: 9.1% So somehow ranking still matters. 🔄 2. Top-ranked sources get revisited Position 1 sources are revisited in 73.5% of sessions, compared to 36.4% for position 5. Being ranked first doesn't just increase the chance of getting opened. It increases the chance of becoming part of the model's reasoning process. 🎯 3. Attention compounds Across an entire research session, Position 1 accounts for 40.7% of all source opens, while Positions 1 and 2 together receive 62% of the agent's total attention. 📌 What "position" means here: Each query the agent runs returns a ranked list of results. Position 1 is the top result in that list. The search engine used in these sessions was always Bing. More research is coming soon 🚀 I've linked my earlier article on ChatGPT Deep Research in the comments. 🔻
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17 Content Types to Survive Google’s Zero-Click Future - Excellent research by @CyrusShepard We know that Google favors different types of sites now. Winning content tends to be proprietary, unique, and solves problems beyond providing information. Here are 17 content types that currently perform decently-to-excellent in the AI era when properly executed: signal.zyppy.com/p/content-g…
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Cyrus Maxx retweeted
Anil Dash (@anildash) is right: the open web is in its endgame. But defense alone won't fix it. The indie web is mostly gone. The winners already paywalled their way out. And the AI deals go to who has distribution, not who has content. So.. 1/2
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If you believe AI has made SEO irrelevant, look closer. Google’s AI systems use search logs, human rater data and top ranking results to generate answers. And top ranking results are influenced, in part, by click signals. That means user behavior still feeds the machine. The data points exposed in the API leak point to five core signals: Impressions Clicks Bad clicks Good clicks Last longest clicks Google appears to test URLs in different positions, observe how users react and re-rank accordingly. Over months of data, not days. For growth-focused teams, this changes the strategy. Stop obsessing over keyword density. Start engineering better search experiences. Design snippets that match intent. Build pages that keep users engaged. Answer follow-up questions before they are asked. AI did not kill SEO. It made real user satisfaction the center of it. signal.zyppy.com/p/google-cl…
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Cyrus Maxx retweeted
AMA on Wednesday April 8 at 1pm ET with @CyrusShepard over on the r/localsearch Reddit page! Ask Cyrus all about the evolution of search! reddit.com/r/localsearch/
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🚨 How Google Click Signals Drive SEO Rankings and AI Answers - A must read piece by @CyrusShepard going through how Google is trying to answer three broad questions from user click data: * Is this result relevant? * Is the content useful to answer the question? * Does this completely satisfy the user search? ... and what can we do about these! Check it out: signal.zyppy.com/p/google-cl…
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Cyrus Maxx retweeted
Brilliant read on how click signals drive rankings and AI answers. Including details on known signals that are tracked, how it informs AI answers & a playbook you can apply. -> How Google Click Signals Drive Rankings and AI Answers by @CyrusShepard signal.zyppy.com/p/google-cl…
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Cyrus Maxx retweeted
We have had 1 negative review about @SeerInteractive in 24 years - yet to be "balanced" every AI model referenced it. This is our gameplan and all the metrics on how when we took ownership and published information about our company's internal data how it showed up and impacted what the LLMs said about us. We chose to use this as an experiment to take the "negatives" and pull data and do a post to change sentiment, it worked for a while, then didn't - now we're doubling down on sharing more of our data publicly. seerinteractive.com/insights…
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New data suggests small publishers (10k daily pageviews or less) are hit hardest by search traffic declines —Chatbots only drive 1% of all traffic referrals, so they can't make up the gap —News sites get most page views from AI platforms, but the lowest engagement @axios axios.com/2026/03/17/chartbe…
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