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Articles by Patrick Geaney
ChatGPT Searches Google Shopping to Create its Recommendations
More and more research is unwrapping the hidden logic and processes that happen in the background of ChatGPT's search functions. Interestingly, most of these lean on Google. For example, previous experiments have confirmed that ChatGPT uses SerpApi for its search functionality. The reason why is pretty simple: Google has had 27+ years to build an enormous information ecosystem.
SEO vs. AI Search: Why It’s Not Either/Or
AI Overviews, ChatGPT, zero-click results, and other recent developments have all triggered the latest wave of goodbyes to SEO. Except SEO isn’t dead. It might even be thriving. Search engines still command approximately 88% of all search traffic. But alongside this, AI usage is almost doubling. So what gives? Well, consumers don’t care about AEO versus GEO versus SEO. Or even necessarily choosing between Google and ChatGPT. They simply use both. The marketing world loves a good binary.
Why Site Health Is Vital For AI Search Visibility
Here's a statistic that should raise the eyebrows of every SEO professional: 92-94% of AI Mode searches were zero-click searches. Naturally traffic drops are being widely reported or predicted. This means visibility in AI search is incredibly critical for brands. If your brand isn’t being mentioned or clearly cited, then you could rapidly become invisible. The thing is, AI search platforms and LLMs operate their own crawlers.
Making AI Your Team’s New Creative Superpower
In a world obsessed with speed, automation, and scale, creativity still wins. But how do we stay creative when our timelines are shrinking, our teams are overwhelmed, and AI tools seem to be everywhere? Mirjam Schuele, SVP of Marketing at Karl Lagerfeld, offers a refreshing perspective: AI isn’t killing creativity, but redefining it.
Why Sustainable Growth Demands The Right Mix Of Paid And Organic
Performance marketing used to be simpler: spend more, optimize fast, watch results scale. But those days are over. Luca Stef, Director of Growth at Adidas Digital Sports, has a wake-up call to brands still clinging to old paid media habits. With rising acquisition costs, stricter privacy laws, and AI-driven black boxes reshaping attribution, the traditional ad-only model no longer holds.
How To Prove (And Improve) SEO Performance At An Enterprise Level
SEO isn’t slow, but it’s often misunderstood. In this eye-opening session, Malte Landwehr, VP of SEO at Idealo, challenges outdated thinking around SEO metrics. While many CMOs and growth leaders chase traffic and rankings, Malte explains why these lagging indicators tell you little about the real-time impact of your strategy. Instead, he advocates for a shift toward leading indicators. These metrics predict future SEO success.
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