ChatGPT isn't replacing search, it's reshaping how people navigate it.

New clickstream data by @semrush (17 months, 1B+ interactions) shows:
– where users go after ChatGPT
– how prompts are evolving
– what it means for SEO/PPC strategy

Here's what to actually do with it 🧵 Treat ChatGPT as a discovery layer, not a destination.

Referral traffic from ChatGPT grew 206% YoY in 2025.

Implication:
– It's increasingly a gateway to the web
– Visibility here influences what users click next

Action: Start thinking in terms of AI = site journeys, not just rankings.

Most brands underinvest in the one page that defines how search and #AI understand them.

Fix that, and you improve how algorithms interpret your brand + how users decide to trust it.

Here's how to build your "entity home" properly (by @jasonmbarnard)🧵 Start with this 👇

Your entity home = a single page that anchors your identity.

Usually your About page, but only if it clearly answers:
– Who you are
– What you do
– Why you're credible

This is where both humans and algorithms validate you.

Most local #SEO strategies miss high-intent demand before "near me" searches even happen.

The gap: customers start with problems, not services.

Here's how to capture that demand with jobs-to-be-done (#JTBD) pages 👉 and turn it into revenue 🧵 Why service pages alone fall short:

They target known intent ("furnace repair near me").

But many searches start earlier:
– "Why is my sink backing up?"
– "Is this dangerous?"

If you're not present here, you lose trust, and the eventual conversion.

Search engines and #AI don’t rank words—they rank meaning.

Your visibility now depends on how well you express context around entities, not how often you repeat a #keyword.

Here's what you need to know 🧵 Intent used to define relevance.

Now, context decides which entity you mean—and what result deserves to rank.

How-to:
➡️ Open every page with a one-line disambiguator:

“Reviewing Apple’s Q4 earnings for enterprise IT buyers”
—not—
“Apple results.”

Google’s AI Overviews and ChatGPT don’t see eye to eye ❌

New research shows they disagree on brand picks nearly two-thirds of the time.

Here’s what that says about the future of search 🧵 𝟭. 𝗔𝗜 𝘀𝗲𝗮𝗿𝗰𝗵 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗼𝗻𝗲 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺

SEOs need to monitor and measure cross-platform #AI visibility, not just classic SERPs.