Backlinks still matter, but brand mentions and AI visibility are reshaping where marketers should allocate link budgets. Use link building, linkable assets and digital PR together — and measure citations and AI visibility, not just followed domains.
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Microsoft Clarity introduced an AI Scrape-to-Referral Ratio that compares AI crawl activity to referral visits, plus operator-level breakdowns and direct links to session recordings to help site owners judge whether AI bots return traffic or only extract content.
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AI-generated search summaries can shape B2B buyer consideration before a click. Ranking still matters, but inclusion in AI Overviews requires connected, evidence-backed content, coordinated measurement with GA4 and CRM, and alignment between SEO and paid search.
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Many AI‑optimization gains come from cleaning up years of technical and content debt. Retrieval systems penalize buried, duplicated or script‑dependent content — start by fixing architecture, consolidation, headings, internal linking and exposure of key answers.
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Google added Search Generative AI performance reports in Search Console on June 3, 2026. The reports show impressions, pages, country and device breakdowns for content appearing in AI features on Search and Discover; rollout begins with a subset of sites.
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