Author | Lightnews

Duane Forrester @duaneforrester.bsky.social · 2d

Traditional SEO taught us to optimize for algorithms. Now we optimize for models.
The stack has split from crawl & index to retrieval, reasoning, and response.
The future of visibility starts here:
duaneforresterdecodes.substack.com/p/the-new-op...

The New Optimization Stack: Where SEO Meets AI Retrieval

Why the old SEO layers still matter and how new retrieval and reasoning systems are redefining visibility

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · 9d

Browsers are evolving from passive windows to active agents that think, decide, and act. When that happens, discovery, trust, and marketing itself all change. Here’s what happens when the browser starts doing the work for the user: duaneforresterdecodes.substack.com/p/how-agenti...

How Agentic Browsers Will Change Digital Marketing

As browsers learn to think and act, marketers must learn to adapt.

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · 16d

AI assistants and search engines don’t always agree. The good news: you can measure where they overlap and where they diverge.
This article suggests the math marketers can actually test.
duaneforresterdecodes.substack.com/p/measuring-...

Measuring When AI Assistants and Search Engines Disagree

Suggesting a Marketer’s math framework to test where assistants and search overlap.

duaneforresterdecodes.substack.com

Duane Forrester @duaneforrester.bsky.social · 23d

Your content is being cited by ChatGPT, Perplexity, Gemini and Copilot right now.
You just can’t see it in your analytics.
Here’s how to start measuring AI citations before they become your biggest blind spot:
duaneforresterdecodes.substack.com/p/your-brand...

Your Brand Is Being Cited by AI. Here’s How to Measure It.

Measuring brand visibility in the answer layer above search

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · 29d

Google’s new AI Mode is shaking up how search behaves and what it means for publishers & SEOs.

Roger at Search Engine Journal gathered insights from some sharp industry minds (and I chimed in too) on what’s changing and what’s next.

Read it here: www.searchenginejournal.com/googles-ai-m...

Google's AI Mode: What We Know & What Experts Think

Google AI Mode introduces a different logic for ranking and rewards content that fits into this new way to discover information.

www.searchenginejournal.com

Duane Forrester @duaneforrester.bsky.social · Oct 5

Why should SEOs care about 2026? It’s the year AI assistants reach mass adoption and start to change how discovery works. Search moves upstream, where assistants decide what to trust and what to surface. Visibility is shifting.

duaneforresterdecodes.substack.com/p/2026-when-...

2026: When AI Assistants Become the First Layer

ChatGPT reaches mass adoption in 4 years. Google took 9. Visibility is moving upstream.

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · Oct 2

Massive thanks to everyone who’s joined my Substack, Duane Forrester Decodes! 🙏 Big shout-out to the 18 readers supporting my writing directly, thank you! More ahead: off-page factors in AI, an exec resource guide, and a big 2026 prediction.

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Duane Forrester @duaneforrester.bsky.social · Sep 29

SEO isn’t just concerned about crawlability anymore. In the retrieval era, clean chunks and embeddings decide if you get seen. Here’s why vector index hygiene is part of a new layer of technical SEO: duaneforresterdecodes.substack.com/p/vector-ind...

Vector Index Hygiene: A New Layer of Technical SEO

How clean chunks and embeddings decide if your content gets retrieved in AI answers.

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · Sep 24

Are you or were you an inhouse search marketer? This survey is for you! Please take a moment to fill it in and share what you can. Ash (the surveyor) is a great guy! docs.google.com/forms/d/e/1F...

Hiring Practices for In-House SEO Roles

This anonymous survey seeks to understand how businesses of different sizes hire in-house SEO professionals. Your input will help reveal hiring trends across industries. The survey takes ~10-15 minute...

docs.google.com

Duane Forrester @duaneforrester.bsky.social · Sep 21

Websites aren’t disappearing, but their role is about to change. Agents will become the new interface, and that changes the value of domains, SEO, and visibility.

I break down what this means here: duaneforresterdecodes.substack.com/p/when-agent...

When Agents Replace Websites

How Agentic Systems Devalue Websites and Domains

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · Sep 15

Is this a new risk for brands in the AI era: bad actors teaching LLMs to misrepresent you? One poisoned input, repeated enough, becomes the “truth” users see? Not saying it’s real. I am asking if it’s worth thinking about.

duaneforresterdecodes.substack.com/p/a-hidden-r...

A Hidden Risk in AI Discovery: Directed Bias Attacks on Brands?

LLMs don’t really verify the truth, and that opens the door for subtle reputational attacks marketers can’t afford to ignore.

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · Sep 9

SEO is still the foundation, but retrieval adds new rules. On the @VoicesOfSearch podcast, I cover chunking for LLMs, building machine trust, & why goal-driven content is the additive layer SEOs should consider. voicesofsearch.com/episode/mach...

Machine Trust And Retrieval-based Search Transformation | Voices Of Search

voicesofsearch.com

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Duane Forrester @duaneforrester.bsky.social · Sep 8

Bias in search isn’t always harmful, but it always matters. From algorithms to AI, bias shapes visibility, perception, and control. Here’s how marketers and communicators can manage it with intent: duaneforresterdecodes.substack.com/p/bias-in-se...

Bias in Search: Visibility, Perception, and Control

You can’t eliminate bias in search, but you can manage its impact on your brand and reputation.

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · Sep 1

Traditional search converged. AI answer engines don’t. ChatGPT, Gemini, and Perplexity often disagree, because each favors different signals. Here’s how answer engines likely choose winners, and what it means for your content: duaneforresterdecodes.substack.com/p/lets-look-...

Let's Look Inside An Answer Engine and See How GenAI Picks Winners

Modelling weights across lexical retrieval, semantic retrieval, re-ranking and clarity to help visualize how an AI-powered answer is chosen.

duaneforresterdecodes.substack.com

Duane Forrester @duaneforrester.bsky.social · Aug 26

SEO has been tactical for 20+ years. GenAI shifts the work upward, but let’s be clear, this doesn’t suddenly make SEO “strategy.” It forces SEOs to rethink their role as AI takes on some of the execution. duaneforresterdecodes.substack.com/p/seo-has-be...

SEO Has Been Tactical for 20 Years. GenAI Forces the Strategy Question.

Calling SEO “strategic” was comfortable. AI strips that away and forces a truer alignment.

duaneforresterdecodes.substack.com

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Duane Forrester @duaneforrester.bsky.social · Aug 22

Just hit #10 on Substack’s Top Rising Tech list! 🎉 Huge thanks to everyone reading, commenting & subscribing to DuaneForresterDecodes—couldn’t do it without you. If you haven’t joined yet, check it out here: substack.com/@duaneforres...

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Duane Forrester @duaneforrester.bsky.social · Aug 19

You’ve been told to “write tight.” GenAI doesn’t care. It retrieves overlap, not elegance. The difference decides if you’re invisible or in the answer set. Full breakdown here: duaneforresterdecodes.substack.com/p/semantic-o...

Semantic Overlap vs. Density: Finding the Balance That Wins Retrieval

Retrieval isn’t about short or long. It’s about balance. Overlap gets you seen, density keeps you credible.

duaneforresterdecodes.substack.com

Reposted by Duane Forrester

Shelley Walsh @shelleywalsh.bsky.social · Aug 14

Watch @duaneforrester.bsky.social offer his IMHO:

youtu.be/9VxczZRLMQ4?...

Duane Forrester: How AI Might Be A Threat, But Not In The Way You Think - IMHO

YouTube video by Shelley Walsh

youtu.be

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Duane Forrester @duaneforrester.bsky.social · Aug 12

AI can speed SEO work, but trust is still human-powered. Universal verifiers will change that, filtering AI outputs for accuracy before they’re seen or ranked. Here’s a new reason you’ll need to design for trust as a ranking factor: duaneforresterdecodes.substack.com/p/the-verifi...

The Verifier Layer: Why SEO Automation Still Needs Human Judgment

Is AI Content Automation Creating Legal Liability at Scale?

duaneforresterdecodes.substack.com

Duane Forrester @duaneforrester.bsky.social · Aug 5

Cohorts are forming that didn’t exist 5 minutes ago.
Not by demographics or keyword. But by meaning and intent.
AI systems are clustering prompts, not people, and very soon, ads will follow.
The next funnel isn’t visible and it’s already working.
duaneforresterdecodes.substack.com/p/cohorts-cl...

Cohorts, Clusters, and the Coming AI Ad System

GenAI already forms cohorts from your prompts. The next step? A fully autonomous ad platform built to target them in real time.

duaneforresterdecodes.substack.com

Duane Forrester @duaneforrester.bsky.social · Aug 2

I joined an expert round-up on how small businesses can use AI & automation. Lots of voices here, which means plenty of perspectives to pick through. If you’re exploring where AI fits in your ops, this might spark ideas: www.systemology.com/small-busine...

Small Business AI Automation: Real Wins & Results (Part 2)

More experts reveal how they use AI automation for business to save time, cut costs, and scale smarter. Find out what tools they use. Read part 2 of 3.

www.systemology.com

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Duane Forrester @duaneforrester.bsky.social · Aug 1

I’ve kind of talked about this in the past: taking a “what’s the one thing…” approach simply doesn’t work anymore. Success now comes from knowing all the things, not one thing really well.

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Duane Forrester @duaneforrester.bsky.social · Jul 31

Didn’t I just answer those questions in the article? 😁😁

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Duane Forrester @duaneforrester.bsky.social · Jul 31

Smokin’ up a chuck roast for lunch with a friend. He has a video production company here in LA (produced this dark female comedy series: youtu.be/IbSEVbjJt-w?...) and he’s helping me set up my studio properly here at home. Should be a fun, tasty afternoon!

IMPOSTER The Series | Teaser | Female Dark Comedy

YouTube video by Imposter The Series

youtu.be

Duane Forrester @duaneforrester.bsky.social · Jul 31

Which SEO jobs are at risk? Which are evolving fast? And which ones still have room to grow?

This isn’t fear-mongering. It’s a skills map based on Microsoft’s own AI task overlap study; plus tactical steps to stay relevant.

Read it here: duaneforresterdecodes.substack.com/p/which-seo-...

Which SEO Jobs AI Will Reshape, And Which Might Disappear

AI is redrawing the line between what's strategic and what's becoming added overhead in SEO. Here's how to pivot, up-skill, or double down, based on where your role sits now.

duaneforresterdecodes.substack.com

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