Mark Williams-Cook

They're like synthetic CDOs.

They didn't cause a problem.

So they take those queries and basically they just hammer them into these AI search platforms to try and get the most common answer because that was my question to them of, well, how do you know they're being cited because I might get a different result?

And they're like, oh, we just keep...

like banging our head against the wall.

And look, it's like, isn't that like really expensive?

They're like, yeah.

Yeah.

And there's some very like hand wavy click stream data, which gets a little bit murky whenever, you know, you talk about click stream data, that's the usual stuff of,

people sacrificing privacy for functionality.

Like the whole free VPN game is basically, if you're using a VPN for free, it's probably because you're an exit point for people that are paying somewhere for a residential proxy that you didn't read the Ts and Cs about.

yeah absolutely so my view which isn't massively popular in the SEO world is at the moment I think the cost in terms of

time, literally energy and money for the value you get from some of this tracking is too high for me at the moment.

For some of our clients, we're just setting them up with their own tracking because it's actually not too difficult.

As long as you're not doing, you know, like 20,000 prompts daily to get a kind of toe dip into, are we even showing?

There's other really cool tools like what AI knows about you, YK.

which allows you to explore some of the base models as well.

And what that will do, it's really clever, is you just put in your website and it will basically start asking bunches of questions based on your website to the model to find out what it thinks about you, which I think is actually one of the most valuable things.

That's cool.

if in like the 1930s say right brand was basically what you told people what you would stick on billboards and what you ran on television and then you know as we got the web brand became more what people say about you what's alive on you know if you did something awful it would get around the web and people would know yeah and i think we're approaching an age where brand will become