Does topical authority matter in AI search?
New Semrush data shows topical authority still matters in AI search, helping brands earn and defend category ownership over time.
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Kevin Indig's latest articles
Where AI agents get stuck on your site
AI agents retrieve most B2B website content, but pricing often sends them to third-party sources. Learn why and how to fix it.
Why most original data never gets cited
Primary research is rare, but it earns 3.3x more AI citations per page. Learn why benchmark studies outperform other original data.
Why proprietary data is your most defensible AI citation asset
Original data helps pages stand out in search, but structure determines whether AI cites it. Learn how to optimize for extraction.
Stop trying to replace people with AI
Fear-based AI positioning grabs attention, but it can undermine trust. Here's why augmentation is a stronger long-term marketing strategy.
Topics matter for third-party authority signals
AI doesn't rely on the same publishers for every query. Here's how to find the voices shaping answers in your space and earn your place.
How to make prompt tracking much more accurate
AI answers are variable, but measurable. Use repeated runs, confidence intervals, and journey tracking to separate signal from noise.
What to do now that AI Overviews turned search into reading sessions
Search intent still shapes content strategy, but AI Overviews now shape how users behave on the SERP itself.
Users behave differently in AI Overviews vs. AI Mode
New clickstream data shows AI Overviews reshape user behavior, from reverse scrolling to longer SERP evaluation across search intents.
Reasoning lift: What happens to brand visibility when AI thinks harder
An analysis of 200 GPT-5.2 responses found high reasoning cites more sources, runs deeper research, and rewards early-funnel visibility.