Notes from measurement practice
Blog
AI models form judgements about brands every day — in answers you as a brand never get to see. These pieces cover what measurement practice makes visible: what models say, why they say it, and what can be done about it. Written by Jan Van Hove.
All articles
Absence was the right answer. It no longer is.
A month ago I turned down a services section on this site. Today the offer is openly on it. What changed — and what deliberately stays the same.
22 July 2026 · AI & Search EnginesWhat an AI sees when it reads your page — and what I found when I audited my own site
I put my own site through an AI audit: 63 out of 100, three fundamental gaps and one lesson no validator catches. What an AI really sees when it reads your page.
16 July 2026 · AI & Search EnginesYour citations are collapsing. Your visibility isn't.
Since May 2026, AI models have been showing fewer sources while brand presence in their answers holds steady. Why citation trends should never be read without mentions.
6 June 2026 · AI & Search EnginesEveryone looks at citation. Nobody looks at bias.
AI visibility is measured in citations. But before the model consults your source, it already has an opinion about you. On the two mechanisms behind every AI answer.
27 May 2026 · Digital StrategyWhy your website matters more than ever — but not to whom you think
Traffic is dropping, importance is rising. Your website is being visited less and read more — by machines. What that changes about how you write and measure it.
3 May 2026 · Digital StrategyWhat paid media managers need to know about AI visibility
Your paid campaigns are running. CTR and ROAS look healthy. But the decision happens before the click — in an AI answer your dashboard never sees.
18 April 2026 · AI & Search EnginesWhy AI visibility is a different game for financial brands
Almost half of all AI answers about financial products contain no brand name. Not because the brand is unknown — but because it loses its attribution. Here's why.
12 April 2026 · Digital StrategyWhy the best ad today isn't an ad — it's an AI answer
There's a moment in the buying process that marketers couldn't reach for decades. AI models are starting to take it over. Here's why AI answers are the new top of funnel — and what to do about it.
8 April 2026 · Online ReputationYour AI reputation already exists. The question is whether you know it.
AI models are forming an opinion about your brand right now — based on what others write about you. This piece explains how that works, what four states of AI reputation exist, and what you can do about it today.
3 April 2026 · AI & Search EnginesFrom keyword to entity: how GEO is rewriting the rules of SEO
AI answers show no ranking — they show a selection of knowledge. Discover how Generative Engine Optimisation (GEO) is rewriting the logic of SEO and why entities, structured data and topical authority are the new keys to visibility in AI.
28 March 2026 · AI & Search EnginesHow visible are you in AI? The rise of LLM Visibility as a new marketing metric
AI models are shaping buying decisions before people even open Google. LLM Visibility measures whether your brand shows up in those answers — and why that matters now.
22 November 2025 · SEO & FindabilityThe complete evolution of SEO: from meta keywords to AI search engines (P.S. SEO is NOT dead)
From meta keywords in 1995 to generative AI today: the complete evolution of SEO across five eras. A grounded look at what has changed, what remains, and what organisations need to do now.
