Research

Shorter, Focused Content Wins in ChatGPT

We analyzed 815,000 query-page pairs. The "ultimate guide" strategy produces worse citation results than a focused shorter page.

Apr 13 • Kevin Indig

How consumers navigate high-stakes purchases in AI Mode

A new user behavior study showing how AI Mode users accept shortlists built by the LLM, while classic Google search users build them themselves.

Apr 7 • Kevin Indig

The science of what AI actually rewards

Most AI SEO writing advice doesn’t hold at scale. This memo breaks down what AI actually rewards inside the content it reads and across verticals.

Mar 30 • Kevin Indig and Amanda Johnson

The science of how AI picks its sources

I analyzed over 21K citations to understand the impact of content length, depth and focus.

Mar 23 • Kevin Indig

Organic rankings vs. product grids: The new e-commerce divide

I analyzed 4K+ keywords and 40K product grids: The gap between classic SEO winners and product grid winners is enormous.

Mar 9 • Kevin Indig

The science of how AI pays attention

I analyzed 1.2 million search results to find out exactly how AI reads. The verdict? It’s a busy editor, not a patient student.

Feb 16 • Kevin Indig

GSC data is 75% incomplete

My analysis of 450M impressions shows Google filters 3/4 of your data. Here is how to measure the gap.

Feb 2 • Kevin Indig

The Alpha is not LLM monitoring

Exclusive data about the AI Search funding landscape reveals the true upside of the market - and potential down rounds

Nov 26, 2025 • Kevin Indig

LLM traffic is shrinking

LLMs are a visibility surface. Not traffic you can bank on.

Nov 3, 2025 • Kevin Indig

The impact of AI Mode on SEO - analysis of 10 studies

We looked for commonalities and differences across 10 AI Mode studies - here's what we found

Oct 20, 2025 • Kevin Indig and Amanda Johnson

Google’s AI Mode SEO Impact | AI Mode User Behavior Study Part 2

This week, I’m covering what’s measurable, what’s guesswork, and what’s possibly next for visibility, trust, and monetization in AI Mode.

Oct 14, 2025 • Kevin Indig and Amanda Johnson

What Our AI Mode User Behavior Study Reveals about the Future of Search

Here’s what 250 sessions of user behavior in AI Mode tells us about the future of search: It’s quietly rewriting all the rules.

Oct 6, 2025 • Kevin Indig and Amanda Johnson

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