Blog: AI and LLMs

It's neither the biggest nor the fastest-growing. So why invest in SEO for Copilot? For three reasons: 1 - Copilot is everywhere in Microsoft's ecosystem, and while the 430 million people using Microsoft 365 apps don't all necessarily use the web functionalities of...

Gemini is everywhere and on the rise.  Mid-2025, gemini.google.com took second place among AI chatbots and tools in terms of receiving traffic, and it still holds that spot today.  Gemini-driven AI Overviews (AIO) are seen by 2 billion users a month thanks...

Last year, when AI Overview first launched, we started tracking roughly 5,000 keywords associated with HR and Work Tech to measure the probability of AI Overview appearing for queries across search intent. You can read that study and the follow-up data here. In 2025,...

In 2024, Perplexity users spent an average of 10.3 minutes per session on websites versus 8.1 minutes for Google users. These people also visited more pages on average: 13 versus 11.8 through Google (Source). It's not surprising that Perplexity users are more engaged...

7% of B2B buyers reported using LLMs like ChatGPT in their buying process in 2025, and it's safe to assume that number will only keep on growing. On top of that, the referral traffic ChatGPT sends to websites often converts better than Google traffic. According to...

Guess what: SEO isn't dead. But it does need to change. Organic clicks are dropping across industries. Search engines pull AI-generated (or better: summarized) information from websites to provide answers directly in the SERPs, and customers turn increasingly to Large...

Let’s face it, reporting on AI and LLM visibility is hard. Classic Google Search got massively disrupted by AI Overview and AI Mode - but the performance data got lumped into Google Search Console and we can only guess what clicks and impressions come from where....

Google’s AI Mode rolled out in the US on 20th of May 2025. As I said many times over the last 2 years: the Search results page is dying.  For decades, we assumed that a prioritized list is the best answer to a search query. As a user, we had to click through...

In 2024, 17% of U.S. respondents reported preferring chatbot-style AI answers over traditional Search engines for faster and more precise results. (Statista) Adoption is expanding rapidly every single day. As user expectations are shifting and we are collectively...

With the emergence of Generative AI platforms such as ChatGPT, Copilot, and Perplexity it is important to understand how they work and how your brand can appear in their generated responses.  This presents new challenges for marketers, but it is an SEO problem....

Search will never be the same again. Google’s AI-powered Search has been rolling out since May, 14th, 2024: “AI Overviews will begin rolling out to everyone in the U.S. (…). That means that this week, hundreds of millions of users will have access to AI Overviews, and...

In June 2024 (and April 2025), we conducted an analysis of nearly 5,000 keywords in collaboration with Ziptie. These keywords ranged from top of funnel blog content to bottom of funnel industry-specific terms. Our goal was to assess the likelihood of an AI Overview...

Let’s be honest, International SEO and its tactics haven’t changed a great deal since I started doing SEO back in 2015. As an industry, we’ve gotten better at it and some very public misfires have mostly warned us off laziness and firmly into team “transcreation over...

Google announced their new search layout with generative AI on 10th of May and it will transform the way we search and gain visibility on Google. If you are a Flow client or marketing leader at a SaaS startup and want to talk about the future of search, book a time...

ChatGPT took the world by storm. However, many prompts provide generic responses that are forgettable and unengaging.  This is why we went on a quest to see what would happen if we were to train an AI on our expertise. In January 2023, we launched “Ask Flow”: A...

The integration of artificial intelligence (AI) into search engines has been an ongoing process since the early days of SEO. However, recent events have marked a significant shift in the industry. In late 2022, ChatGPT, an AI-powered search chatbot backed by...