Latest news with #PageRank
Martechvibe
04-07-2025
- Business
- Martechvibe
Does GEO Render Traditional SEO Redundant?
In the 1990s, the web was a fragmented space. Users relied on manually curated directories like Yahoo! or early tools like Archi, which indexed FTP and Gopher servers, and the focus was on file names rather than full content. Then, search engines like AltaVista, Lycos, and Ask Jeeves introduced algorithmic indexing. The launch of Google in 1998 with its PageRank algorithm introduced the idea of link authority. By 2010, search engines began understanding context and intent, not just keywords. Fast-forward to now: According to recent research by Bain & Company , 80% of people use AI-generated answers for at least 40% of their online searches. That means fewer clicks, even if the content still ranks well on Google. Tools like ChatGPT and Perplexity are giving users fast and direct answers. These tools rely on Generative Engine Optimisation (GEO), an approach focused on ensuring the content is visible in AI-generated responses. As this new battleground for GEO heats up, solutions are in high demand. Berlin-based startup Peec AI is tapping right into that need, and investors are paying attention. Just five months after its launch, Peec AI has raised €7 million to expand its AI-powered search platform designed specifically for marketing teams eager to boost their GEO visibility. The Engine Behind GEO While SEO is built around keywords, backlinks, and metadata to help pages rank in search results, GEO is designed for AI-first environments, where the goal is not just visibility on a results page but inclusion in the answer itself. These systems crawl the web much like traditional search engines, but instead of indexing pages based on keywords alone, they convert content into semantic embeddings using LLMs. The embeddings capture the underlying meaning of text, allowing the system to understand nuance, tone, and context far beyond keyword-based systems. So, when a user asks a question, GEO platforms perform a real-time semantic search , not just scanning for matching words, but for matching ideas. From there, they use a process called Retrieval-Augmented Generation (RAG) . The AI retrieves the most semantically relevant content from its database and then generates a response based on that information. It ensures the answer is both contextually accurate and grounded in real data. Well, GEO is assumingly all-powerful. Instead of pointing users to websites, it delivers fully formed, AI-crafted answers that summarise or synthesise the best available information. That's a huge shift in how content gets consumed, and by extension, how it needs to be created. Now, here's the nail-biting question – Is GEO replacing SEO? Not entirely . SEO to GEO: What Has Actually Changed? Traditional search engines like Google monetise user attention. They showed ads, tracked engagement, and optimised for stickiness. In contrast, many LLMs — including ChatGPT — are paywalled, subscription-based services. Their incentives are totally different. Rather than keeping users in a loop of search results, these systems are designed to deliver the best possible answer quickly and efficiently. That also means they're less likely to reference third-party content unless it's high-value, additive, or enhances the perceived intelligence of the product. This makes the competition for inclusion even tighter and more strategic. That said, there are emerging signs that AI platforms can become meaningful traffic drivers. ChatGPT, for example, is already directing outbound clicks to tens of thousands of unique domains. But the mechanism is selective, not exhaustive. Natasha Sommerfeld, Partner at Bain & Company, stated in a report , 'For years, digital marketers have focused on optimising search engine rankings to drive brand discoverability and traffic to their websites.' 'Now, AI-generated search results are rewriting the rules, and SEO optimisation is no longer enough. Brands must evolve or risk losing visibility into their customer journey, and control over their brand positioning, in a world where traditional clicks are disappearing.' This change ties into a bigger challenge. A recent American Customer Satisfaction Index study found that just two years ago, customer satisfaction in the US hit its lowest point in 20 years. That's a sign that people expect faster, more accurate answers. And they're also turning to AI to get them. For content marketers, it's no longer just about ranking. It's about being found, quoted, or summarised in the answers people now trust. What Marketers Need to Do Differently Now It's a fundamental shift in how digital interaction is approached—no longer just about helping users find information, but about making them feel understood . GEO leverages AI to move beyond reactive search and static content delivery. Instead, it uses predictive modelling, contextual awareness, and behavioural analysis to anticipate what users might need before they even ask. Unlike traditional search engines that direct users to websites, generative AI tools aim to provide direct answers. That means if a brand's content isn't being picked up, summarised, or cited by these tools, it may be missing out on visibility—and potentially, on customer trust. Companies like Onfolio Holdings Inc., Amsive, Lily AI, and others have started offering new solutions to help marketers show up in AI-generated answers. During the launch of Pace Generative , Dominic Wells, CEO of Onfolio Holdings Inc., said, 'AI is where decisions are being made. If your brand isn't part of the answers, it's invisible to the customer. GEO isn't just an evolution of search—it's the new baseline for discoverability.' To succeed, content marketers need to focus on: Clarity : Write with purpose and make sure the key points are easy to extract. Credibility : Use trusted sources, original insights, and brand authority. Structure : Organise content with clear headings, definitions, and data points AI can parse easily. Instead of only chasing keywords or backlinks, the new goal is to become the source that AI engines trust and surface when users ask questions. That's the true shift from SEO to GEO. The Takeaway: It's Time to Evolve the Search Strategy Search is changing fast, and so should every brand's approach. If a brand's content isn't showing up in AI answers, it's already falling behind. During the recent launch , Lily Ray, VP of SEO Strategy & Research at Amsive, said, 'AI is fundamentally rewriting the rules of search, and waiting to adapt is not a strategy. Brands that aren't proactively optimising for how AI systems surface information risk losing visibility where it matters most.' And marketers are also starting to act. A recent report by Brightedge found that 68% of marketers are already adjusting their strategies for AI search, even though 57% say they're still figuring it out. It's clear: no one has all the answers yet, but standing still isn't an option. While GEO isn't here to replace SEO overnight, it's adding a new layer of visibility that's quickly becoming essential. Can brands keep pace when the algorithm is both gatekeeper and storyteller? The AI engine doesn't just index content, it decides what matters, what doesn't, and what gets erased. So yes, the search is changing. The real challenge is to make sure the brand's voice still shows up when the answer lands. ALSO READ: AI as the UA Optimiser: Smarter Targeting, Faster Iteration
Time Business News
20-06-2025
- Business
- Time Business News
Visibility Reimagined: When SEO Meets the Age of AI
Search is experiencing its biggest transformation since Google launched PageRank. Large language models, real-time generative answers and context-aware recommendation engines now filter the web before humans ever see a blue link. To stay visible, brands must understand how artificial intelligence evaluates information—and how to become the source AI trusts. Classic Search Engine Optimization (Søkemotoroptimalisering) was built on spiders that 'indexed' pages; relevance was a function of term frequency and backlinks. AI-first systems go further. They parse entities, analyze topical depth and gauge sentiment to decide which sources power their summaries. If your content isn't structured for machine comprehension—clear headers, schema markup, semantic HTML—you're invisible to these gatekeepers, no matter how many keywords you target. Practical upgrade: Implement schema types that match your expertise (e.g., FAQPage, Article, Product). This helps language models map relationships between concepts and pull accurate facts into generated answers. Algorithms now consider hundreds of credibility cues: author biographies, citations from authoritative domains, consistent NAP data, positive review velocity, even off-site engagement on platforms like GitHub or scholarly databases. Authority is no longer a vanity metric; it's a survival requirement. Checklist to signal trust: Publish expert bylines with verifiable credentials. Secure guest articles or quotes on niche-leading publications. Maintain coherent brand profiles across social, review and knowledge graph properties. Audit toxic or irrelevant backlinks—AI models penalize mixed signals. Topic clusters—pillar pages surrounded by supportive sub-topics—act like semantic maps. They show AI where your expertise starts and how deep it runs. Interlinking these assets, using descriptive anchor text and embedding structured FAQs, gives models a rich dataset to draw from when crafting responses. Advanced tip: Add short 'Key Takeaways' boxes summarizing facts. Many AI engines prefer concise, structured statements they can quote verbatim. Digital PR, podcast appearances, and citations in industry white papers build reputation far faster than on-site blogging alone. These off-site mentions feed the same data lakes that train conversational AI, making your brand a recognized entity rather than just another URL. Strategy in action: Target 5–7 high-authority domains relevant to your niche each quarter. Prioritize depth (in-depth interviews, case studies) over breadth (one-line mentions). Rankings and organic sessions still matter, but leading indicators now include: Metric Why It Matters AI Snippet Share Frequency your brand is cited in generative answers or 'People Also Ask' boxes Brand Mention Velocity Month-over-month growth in off-site mentions across trusted domains Knowledge Graph Presence Whether Google and Bing surface a knowledge panel for your brand/personnel Lead Attribution to AI Surfaces Form fills or demos that originate from AI recommendations Tracking these KPIs paints a clearer picture of your authority trajectory. Schema Everywhere: Add structured data to every core page. Topic Depth Audit: Expand thin content into authoritative guides with related FAQs. Thought Leadership Sprint: Publish or appear on at least one respected third-party site monthly. Sentiment Management: Solicit reviews; respond to negative feedback promptly. AI Surface Monitoring: Use tools that detect brand presence in generative search results; iterate content based on gaps. Executing this roadmap demands cross-functional skills—technical SEO, content strategy, PR outreach and data analysis. SalesUp integrates these disciplines into one framework, using high-authority publishing, AI-aligned optimization and conversion-focused UX to elevate clients from 'indexed' to 'recommended' status. In the age of AI, visibility is no longer a by-product of keyword rankings; it's the outcome of strategic authority building. Brands that embed trust signals, craft machine-readable content architectures and invest in off-site credibility will become the default references for generative engines—and the first choice of future customers. By reimagining SEO through an AI lens today, you position your business to lead tomorrow's search landscape. TIME BUSINESS NEWS
Mint
06-06-2025
- Business
- Mint
The transformer birthed GenAI. Meet the man who built it
Eight years ago, Ashish Vaswani led a team of Google Brain researchers that invented the transformer, the magic sauce behind generative AI. The new model, which learns and generates human-like text, took the world by storm as it made its way into ChatGPT, and later, others like Gemini, Grok and DeepSeek. India-born Vaswani, whose startup Essential AI works on building foundational models, now wants to establish an India team, access graphic processing units, find clients and spot a local strategic investment partner. 'We're building foundational AI models to automate coding and tasks in science, technology, engineering and mathematics (STEM) applications. The core idea is to build the best models in specific fields, so that we can then partner with large clients who will licence our models to build applications on," Vaswani said in an interview. 'Could have never imagined it' In June 2017, Vaswani led a Stanford University research funded under Google Brain, floating the transformer model now regarded as one of the world's most significant inventions in computer science—alongside the likes of Frank Rosenblatt's neural networks, and Sergey Brin-Larry Page's PageRank. Asked whether he expected the model to have the kind of impact it did, Vaswani, who is in India after 16 years, said that he 'could have never imagined it." 'What I had set out to build was a better version of machine learning, and improving the way machine understanding worked. I never thought it would explode into what it is today, and the way it has taken over our lives." Also read | Generative AI, data centres to define India's tech industries in 2025 Vaswani, 39, is chief executive of Essential AI, which he co-founded in 2023 alongside Niki Parmar, a co-inventor of the transformer model. He stayed on at Google until 2021, leaving to build Adept AI Labs—a platform that today has a licensing deal with Amazon to build its AI initiatives. Vaswani and Parmar left Adept in less than two years over reported differences with investors, and started Essential AI. Fundraise GenAI burst into prominence when Sam Altman-led OpenAI, a Silicon Valley peer of Vaswani's, unveiled ChatGPT in November 2022. Since then, AI has become a household term, catapulting the field into prominence well beyond engineers and researchers. His startup, which raised $56.5 million in December 2023 and counts AMD, Google and Nvidia as investors, will be looking to raise a second, larger funding round of around $100 million later this year, Vaswani said. 'The results of our early foundational models are here, and they look good. We'll be using these results as a reference point for our next fundraise," he said. As part of this move, Vaswani is open to interest from Indian strategic partners as well. 'India has some of the brightest minds, and it is absolutely important that India pursues building its own AI. There's no reason why foundational work in AI cannot happen in India," he said. Read this | Mint Explainer: What OpenAI o1 'reasoning' model means for the future of generative AI Investors negotiating with global ventures concur, stating that foundational work in AI will have the scope to differentiate the work on GenAI that ventures across India and abroad are pursuing. Foundational AI 'One has to look at a big enough problem, and assess how many millions of people a problem impacts," said Anand Daniel, partner at venture capital firm Accel. "Then, we look at the solution being built, and the foundational engineering that a venture is undertaking in order to build for the problem. It's still early days, but the scope for foundational work remains broader in the US, than what Indian startups have so far created," Daniel added. Both agree that there is room for ventures to exist even in the foundational engineering space in GenAI in the long run, despite a battle for dominance playing out in the US among the likes of Google, Microsoft and OpenAI. 'I fully think that there is enough space now to build products and companies that exist alongside and outside the Big Tech environment, and that will further widen as generative AI evolves. Eventually, there is ample scope for many to disrupt the global technology environment," Vaswani said. And this | India's generative AI startups look beyond building ChatGPT-like models Foundational AI, to be sure, is seen as a tough to crack since it requires firms to build and train their own algorithms from scratch. While the advantages include the ability to have a proprietary AI model that squarely targets a specific use case, doing so requires significant working capital, a key challenge in India. Capability questions Vaswani, felicitated as one of India's 30 leading minds in AI by Accel in Bengaluru on Wednesday, is based in San Francisco. While Essential AI is headed by Vaswani and Parmar, the core team is in the US, highlighting the country's lack of focus on core engineering driven by access to capital being much lower than in the US. 'This is certainly an issue, and core engineering capability continues to lag in India. This is one key factor that we're also looking for in startups, but a lot of work happening here goes amiss in terms of core foundational work. Strategic companies doing foundational work will be key to progress in the field," added Prayank Swaroop, AI investor and partner in Accel. Vaswani, however, said the evolution of GenAI likely has to do a lot with philosophy, alongside computer science and mathematics. 'Is computer science more mathematics or philosophy? It is perhaps both. Steve Jobs was the first person to articulate that successful products are a blend of technology, the liberal arts and philosophy. This is what can lead to us doing visionary work. Eventually, we're building the philosophy of how the world should be. The ethos behind technology is to solve problems, and that's the only job of innovation," he said. And read | Gen AI pushes global firms to pour money into hardware upgrades
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Business Standard
13-05-2025
- Business
- Business Standard
Google's Sergey Brin settles with family of pilot killed in plane crash
A settlement has been reached in the lawsuit over the deadly crash of a plane owned by Google co-founder Sergey Brin. In May 2023, pilots Dean Rushfeldt and Lance Maclean died when the twin-engine seaplane crashed off the California coast. The aircraft was en route from Santa Rosa to Brin's private island in Fiji. Rushfeldt's family filed a lawsuit in July, alleging the crash was caused by defective fuel equipment. On May 20, 2023, the Viking Air Ltd DHC-6 Twin Otter Series 400 aircraft crashed while attempting to return to Half Moon Bay. According to court documents filed in Santa Clara County Superior Court on May 9, the settlement is pending the exchange of closing documents and disbursement of the settlement fund. The parties expect the process to be finalised in about 60 days. What did the lawsuit claim? Rushfeldt's family sued Brin, his private family office Bayshore Global, and several affiliated entities, accusing them of negligence that led to the crash. Google, initially named as a defendant, was removed from the case in February following a request by the plaintiffs and was also included in the settlement. A second lawsuit Maggie Olarte Maclean, widow of Lance Maclean, also filed a lawsuit, accusing Brin and others of obstructing her efforts to recover her husband's body. Maclean, a former Navy pilot with global experience, had served as one of Brin's pilots for years. Her lawsuit alleged the plane was outfitted with an 'unauthorised and illegally installed auxiliary fuel system' that malfunctioned mid-flight, rendering the fuel inaccessible. She claimed Brin and his agents chose to leave Maclean's body at the crash site, along with evidence that could implicate them in the crash. In November, the parties said they were negotiating to resolve the matter, but it remains unclear if an agreement was reached. Born in Moscow and later emigrating to the US, Brin co-founded Google with Larry Page in 1998 while at Stanford. He played a pivotal role in developing the PageRank algorithm and spearheaded ambitious projects at Google X, such as self-driving cars and augmented reality technologies.
Time Business News
01-05-2025
- Business
- Time Business News
Are Wiki Backlinks Good for SEO?
When it comes to building a strong backlink profile, many SEO professionals and digital marketers wonder: are Wiki backlinks good? In this comprehensive guide, we'll break down everything you need to know about leveraging wiki backlinks, their potential benefits, and the pitfalls you should avoid. In this blog for you will get helpful details on optimizing your own website and understanding the role of wiki backlinks can help you make smarter link-building decisions. Wiki backlinks are links placed within wiki pages—most notably Wikipedia, but also on many niche or industry-specific wiki platforms. These backlinks can point to your website, blog, or resource page. Because Wikis allow collaborative editing, any user can potentially add or edit content, including external links. This open nature makes wikis a tempting target for SEOs looking to secure high-domain-authority links. One critical aspect to understand is the difference between nofollow and dofollow attributes on wiki backlinks: Nofollow Backlinks : These links use the rel='nofollow' attribute, signaling to search engines that they should not pass PageRank. Wikipedia applies nofollow to most external links by default, meaning these backlinks generally don't directly boost your site's SEO authority. : These links use the rel='nofollow' attribute, signaling to search engines that they should not pass PageRank. Wikipedia applies nofollow to most external links by default, meaning these backlinks generally don't directly boost your site's SEO authority. Dofollow Backlinks: Less common on heavily moderated wikis, dofollow links pass PageRank and can directly influence your site's ranking signals. Some smaller, self-hosted or lightly moderated wikis might allow dofollow external links, but these are rare and often short-lived. Understanding these attributes helps set realistic expectations: while a nofollow Wiki link may not directly increase your SEO juice, it can still drive referral traffic, brand visibility, and indirect SEO value. Wikis like Wikipedia boast very high domain authority (DA). Even if the links are nofollow, being associated with a trusted, authoritative domain can indirectly benefit your site. When users spot your link on a reputable wiki, they're more likely to click through, explore, and potentially share your content elsewhere—benefiting your SEO in the long run. A well-placed backlink on a relevant wiki page can send targeted visitors to your site. For niche topics, industry-specific wikis often attract enthusiasts and professionals. A backlink in a high-traffic wiki article can translate into meaningful referral visits, sign-ups, or conversions. Having your website referenced in a wiki lends credibility. Even if search engines don't pass authority through nofollow links, human readers perceive your brand as more legitimate and trustworthy. This brand lift can lead to additional organic mentions and get you backlinks from other websites, effectively amplifying your SEO efforts. Wikis typically maintain lists of references or 'external links' sections. These spots are where relevant resource links are welcome—provided they add value. By identifying wiki pages that cover topics related to your niche, you can propose or edit content to include your link. Contributing to a wiki is more than just dropping links. By improving or expanding articles, you build rapport within the community. Thoughtful edits that enhance page quality are often more tolerated, and you might be invited to contribute more—expanding your influence and backlink opportunities. While direct 'PageRank' benefits might be limited, the indirect advantages—like boosted traffic, increased brand awareness, and potential for future backlinks—make wiki backlinks a valuable part of a holistic SEO strategy. High-authority wikis like Wikipedia have vigilant editors watching for spam or self-promotion. Links that appear promotional or irrelevant are quickly removed. Investing time to insert links that end up deleted yields no lasting benefit. Aggressive or spammy linking behavior can flag your IP or account. If wiki administrators interpret your edits as promotional rather than informative, you risk being blocked from editing further. This damages your credibility and cuts off future opportunities. Because most wiki backlinks are nofollow, they don't pass authority directly. If your sole goal is to boost PageRank, focusing exclusively on wiki backlinks is unlikely to yield significant gains. A balanced backlink portfolio—featuring a mix of dofollow, nofollow, editorial, and natural links—is essential. Before suggesting a backlink, assess whether your resource genuinely enhances the article. Are you providing additional context, data, or a credible citation? Links should enrich user experience, not serve purely promotional aims. Follow the wiki's citation guidelines. On Wikipedia, for instance, you'll typically add an inline citation with a reference tag. Ensure your link is formatted correctly, includes a descriptive anchor, and is placed in the appropriate section. Begin by making non-link edits—correcting typos, improving grammar, or expanding stub sections. Establish yourself as a constructive community member. This track record makes editors more receptive when you propose external links. While Wikipedia is the most prominent, many industries maintain specialized wikis with less strict moderation. These platforms may allow dofollow links or be more open to new contributors. Identify wikis in your field—such as tech, fitness, or hobbies—and offer valuable insights. After your link is live, keep an eye on the page. If other editors remove your link, review their edit comments to understand why. Engage respectfully to discuss whether your resource meets the wiki's standards. This dialogue can sometimes restore or modify your link appropriately. While wiki backlinks can be a useful piece of the puzzle, diversifying your link-building approach is crucial. Consider these additional tactics: Guest Posting : Writing high-quality articles for reputable websites (like can earn you dofollow backlinks in author bios or within the article body. : Writing high-quality articles for reputable websites (like can earn you dofollow backlinks in author bios or within the article body. Resource Pages and Directories : Many niche sites compile resource lists. Reach out to site owners with a value proposition for including your link. : Many niche sites compile resource lists. Reach out to site owners with a value proposition for including your link. Broken Link Building : Identify dead links on relevant webpages and suggest your content as an updated replacement. : Identify dead links on relevant webpages and suggest your content as an updated replacement. Original Research and Infographics : Producing unique data or visual content attracts natural backlinks, as other sites reference your work. : Producing unique data or visual content attracts natural backlinks, as other sites reference your work. Social Media Promotion: While social links are typically nofollow, strong social engagement can lead to organic shares that result in dofollow links on blogs and news sites. To evaluate whether your wiki backlinks are worth the effort, track several metrics: Referral Traffic : Use Google Analytics (or your preferred analytics tool) to monitor visits originating from wiki pages. : Use Google Analytics (or your preferred analytics tool) to monitor visits originating from wiki pages. Engagement Metrics : Assess bounce rate, time on page, and conversion events for visitors coming from wiki links. : Assess bounce rate, time on page, and conversion events for visitors coming from wiki links. Link Persistence : Check periodically to ensure your links remain active and haven't been removed or marked as spam. : Check periodically to ensure your links remain active and haven't been removed or marked as spam. Brand Mentions: Track any upticks in brand searches or mentions that might correlate with your wiki contributions. By combining these data points, you can determine the ROI of your wiki backlink efforts and adjust your strategy accordingly. Because almost all major wiki platforms use nofollow, expecting a direct SEO boost is a myth. Instead, focus on indirect benefits. Low-quality or irrelevant wiki backlinks can hurt your reputation. Avoid posting for the sake of acquiring links—prioritize quality over quantity. Automated or low-effort edits are almost guaranteed to be caught and reverted. Invest in genuine improvements, not gimmicks. So, are Wiki backlinks good? The answer is: it depends on how you use them. While wiki backlinks may not provide significant direct SEO authority due to nofollow attributes, they offer valuable indirect benefits—such as referral traffic, brand exposure, and community credibility. By focusing on adding real value, adhering to best practices, and integrating wiki backlinks into a broader outreach strategy, you can maximize their potential without risking penalties or wasted effort. Wiki backlinks should be one tool in your SEO toolbox—not your sole focus. When combined with diverse link-building tactics, thoughtful content creation, and measured performance tracking, wiki backlinks can indeed contribute to a robust, resilient SEO strategy. TIME BUSINESS NEWS
