There's Google advice...

Where do good SEO test ideas come from at adidas?

"A testing workstream can be so invaluable because you’re basically speaking the same language as everybody else in the company when it comes to business impact"

-- Matthew Morrissey talking about SEO testing at adidas

The next trillion searches won't look like the last.

I think we need to step into control mode:

And there is a key extra variable in GEO experiments when compared to SEO tests:

GEO vs. SEO is potential ragebait. I'm more interested in understanding what's going on.

Almost everything you see about how to do better in AI search is speculation. Guesswork. Predictions.

We need to move from react mode to control mode. We need to go from predicting the future to experimenting to discover it.

While we're all very excited about AI, there's another search change that is arguably MORE dramatic for ecommerce and retail in the short term: Google's changing approach to product search.

A challenge of testing is that detecting small, single-digit % improvements is hard. Doing so repeatedly can be transformational to business performance, but each individual one can get lost in the noise.

Join @rosshudgens.bsky.social and me tomorrow for a conversation about "future proofing e-commerce SEO".

I love Ross's take on how your 3 week vision is your new 3 year vision:

Veo3 video generation technology is amazing.

I'm proud to show off the latest @searchpilot.bsky.social advert.

I'm very confident this gives off the exact right message about how we help businesses succeed.

.....hang on a second.

About a decade ago, I ran a study to see how good SEOs were at figuring out which of two pages would rank better for a given query.

The punchline was "about as good as a coin flip".

We recently re-ran the study and put humans up against AI.

Check out the results: