Latest / Found in AI: AI Search Visibility, SEO, & GEO / ChatGPT Got Smarter, Google Wants Agent-Ready Sites, and AI Citations Just Got Personal

Transcript

ChatGPT Got Smarter, Google Wants Agent-Ready Sites, and AI Citations Just Got Personal · Found in AI: AI Search Visibility, SEO, & GEO

• 0:41
  SPEAKER_00: Hey marketers, welcome back to another edition of AI Search News.
• 0:45
  SPEAKER_00: I'm Cassie Clark, a fractional content strategist and an AI Search optimization expert.
• 0:51
  SPEAKER_00: You're listening to Found and AI, the show that helps marketers and founders make sense of how AI search is actually changing.
• 0:58
  SPEAKER_00: So you don't get left behind and so you don't waste a quarter chasing tactics that don't actually matter.
• 1:03
  SPEAKER_00: We have three stories this week.
• 1:05
  SPEAKER_00: Let's get into it.
• 1:14
  SPEAKER_00: So on May 1st, Google published a new page on web dev called Build Agent Friendly Websites.
• 1:20
  SPEAKER_00: If you're a marketer and you're thinking, okay, well that sounds like a developer thing, why do I care?
• 1:25
  SPEAKER_00: Stay with me.
• 1:26
  SPEAKER_00: Because what Google is saying here matters more than what the headlines suggest.
• 1:30
  SPEAKER_00: Here's a line from the doc that really stood out.
• 1:34
  SPEAKER_00: Some users are pivoting from manual navigation to delegating goal-oriented journeys to AI agents.
• 1:40
  SPEAKER_00: In translation, that means that your customer isn't the one clicking through your site.
• 1:46
  SPEAKER_00: The AI is.
• 1:47
  SPEAKER_00: Now, if you listened to last week's Survey update, you might remember me saying that Google is all in on agents doing the work now.
• 1:55
  SPEAKER_00: This is Google officially telling developers that websites need to be designed for two audiences, both a human and the agents acting on behalf of humans.
• 2:06
  SPEAKER_00: They also go a step further.
• 2:08
  SPEAKER_00: They straight up say that websites with complex hover states, shifting layouts, and styled div everything aesthetics are quote functionally broken for agents.
• 2:20
  SPEAKER_00: End quote.
• 2:22
  SPEAKER_00: Functionally broken.
• 2:25
  SPEAKER_00: Strong words from a company that you know indexes absolutely everything.
• 2:29
  SPEAKER_00: Now the technical guidance is mostly stuff developers should already be doing.
• 2:34
  SPEAKER_00: We're talking semantic HTML, stable layouts, proper accessibility markup, and the accessibility tree.
• 2:42
  SPEAKER_00: All of that.
• 2:43
  SPEAKER_00: None of this is new, but the new part of this is that it's now an official Google developer resource framed as agent readiness.
• 2:51
  SPEAKER_00: Now there is one line in the guide that I also want to call out.
• 2:56
  SPEAKER_00: Google says everything we suggest to make a site agent ready also makes sites better for humans.
• 3:04
  SPEAKER_00: This is exactly what I've been saying about AI search optimization for a while now.
• 3:09
  SPEAKER_00: AI visibility is not a separate channel.
• 3:11
  SPEAKER_00: It's just a clarity layer on top of what you're already publishing and already doing.
• 3:16
  SPEAKER_00: The work that helps an AI agent find, parse, and understand your content is the same work that helps a human do it.
• 3:22
  SPEAKER_00: If you've been listening to the show for a while, you know I have a framework for this, the FSA framework, freshest structure and authority.
• 3:30
  SPEAKER_00: This is like Google publishing a love letter to the structure part of this.
• 3:35
  SPEAKER_00: There's a bigger story here that's not in the design tips.
• 3:39
  SPEAKER_00: It's the forward signal at the bottom of the page.
• 3:42
  SPEAKER_00: Google linked to something called WebMCP.
• 3:45
  SPEAKER_00: It's a proposed web standard that would let websites register tools with defined input and output schemas so that AI agents can discover them and call them like functions.
• 3:56
  SPEAKER_00: I'm gonna say that again because that's kind of wordy and it's kind of dense.
• 3:59
  SPEAKER_00: Your website would not just be a page that gets read, it would be a system that gets called by an agent on behalf of a human without the human ever visiting your site.
• 4:12
  SPEAKER_00: This is the future that Google is signaling, and they're accepting signups for an early preview program right now if you're interested.
• 4:19
  SPEAKER_00: So what do you do with this?
• 4:21
  SPEAKER_00: Well, if you're in marketing, you're probably not building web MCP integrations next week.
• 4:26
  SPEAKER_00: That's fine, but there are two things that are true.
• 4:29
  SPEAKER_00: One, start asking your dev team or your platform whether your site is agent readable.
• 4:35
  SPEAKER_00: Are you using semantic HTML HTML?
• 4:39
  SPEAKER_00: Are your buttons actually buttons?
• 4:41
  SPEAKER_00: Are they styled divs that an AI agent can't recognize as clickable?
• 4:45
  SPEAKER_00: This stuff is no longer just an accessibility problem, it's also a visibility concerned.
• 4:50
  SPEAKER_00: The other thing, we need to stop thinking of AI search optimization as something separate from a website.
• 4:56
  SPEAKER_00: The Google guidance is clear.
• 4:58
  SPEAKER_00: Structure for agents, structure for humans, it's the same job.
• 5:02
  SPEAKER_00: Okay, that's story number one.
• 5:04
  SPEAKER_00: Let's keep moving.
• 5:05
  SPEAKER_00: Alright, story two, on May 5th, and I'm pretty sure OpenAI absolutely picked this date on purpose.
• 5:11
  SPEAKER_00: It's 5.5, very on brand.5 instant as in the the new default model in ChatGPT replacing 5.3 instant.
• 5:25
  SPEAKER_00: This is the model that powers the version of Chat GPT that most people are using right now.
• 5:30
  SPEAKER_00: Free users plus users, the bulk of ChatGPT search queries, they're all running on 5.5 instant as of this week.
• 5:38
  SPEAKER_00: Now, two things in this update matter for AI search visibility.
• 5:42
  SPEAKER_00: The first is the hallucination reduction.
• 5:45
  SPEAKER_00: OpenAI says GPT 5.5 instant produced almost 53% fewer hallucination claims than its predecessor on what they called high-stake prompts.
• 5:58
  SPEAKER_00: That's medicine, law, and finance.
• 6:00
  SPEAKER_00: And it reduced inaccurate claims by roughly 37% on conversations users had previously flagged as factually wrong.
• 6:10
  SPEAKER_00: Now, big caveat.
• 6:12
  SPEAKER_00: Those numbers come from OpenAI's own internal evaluations.
• 6:16
  SPEAKER_00: We don't have third-party validation yet, but even if we discount them by half, that's still a big adjustment.
• 6:23
  SPEAKER_00: So why does this matter for your AI visibility strategy?
• 6:26
  SPEAKER_00: Well, because models that hallucinate less rely more on retrieval.
• 6:31
  SPEAKER_00: If your model or the model can't make up stuff confidently, it has to go find a real source.
• 6:37
  SPEAKER_00: And the brands with the cleanest, clearest, best structured content on a given topic become the source it goes to.
• 6:44
  SPEAKER_00: This is the moment where authority, the third pillar of the FSA framework, really starts paying off harder than ever.
• 6:52
  SPEAKER_00: If your brand is consistently mentioned across the web, structured well on your website, and clear about your point of view, you become the default answer when the model needs one.
• 7:03
  SPEAKER_00: If not, the model goes and picks someone else.
• 7:06
  SPEAKER_00: Now, the second thing is memory.
• 7:09
  SPEAKER_00: OpenAI is rolling out something called memory sources across all chat GPT models.
• 7:15
  SPEAKER_00: When ChatGPT gives a personalized answer, the user can now see which past chats, files, or connected accounts were used as context.
• 7:24
  SPEAKER_00: They can also delete or correct individual sources.
• 7:28
  SPEAKER_00: GPT 5.5 instant can also pull from past conversations, uploaded files, and Gmail to give more personalized answers.
• 7:38
  SPEAKER_00: Plus and pro users on web get this first and then it's expanding from there.
• 7:42
  SPEAKER_00: Here's what this means strategically.
• 7:45
  SPEAKER_00: AI Search is getting more personalized in a way that it wasn't before.
• 7:49
  SPEAKER_00: Two people asking ChatGPT the same question, say, what's the best CRM for Series ASAS?
• 7:56
  SPEAKER_00: Well increasingly get different answers.
• 7:59
  SPEAKER_00: Because ChatGPT is pulling from each user's past conversations, their files, and their context.
• 8:06
  SPEAKER_00: The brands that are gonna win in this environment are the brands that show up consistently, not just on the website, not just in one place, across the surfaces where your buyers are already talking, working, researching, and asking questions.
• 8:21
  SPEAKER_00: If a buyer mentioned your brand in a past conversation, your competitor mentioned theirs in another past conversation, guess when gets the answer.
• 8:30
  SPEAKER_00: Guess when shows up next.
• 8:32
  SPEAKER_00: This is exactly why entity building work, I this is exactly why I'm pushing it so hard.
• 8:38
  SPEAKER_00: I'm talking about the owned and earned distribution podcast, Reddit, third-party blogs, guest articles, the places where buyers, AI assistants pick up on your existence.
• 8:48
  SPEAKER_00: If you're only publishing on your website and waiting for the rest of the internet to discover you, the personalized AI search AR is gonna feel really lonely.
• 8:58
  SPEAKER_00: Okay, moving on to story three.
• 9:00
  SPEAKER_00: This one dropped this morning, May 6th.
• 9:03
  SPEAKER_00: Yes, I do record these on Wednesdays so that they go out early on Thursday mornings.
• 9:07
  SPEAKER_00: So this is the freshest thing that I'm covering today.
• 9:10
  SPEAKER_00: Google announced five changes to how it shows links and citations inside AI overviews in AI mode.
• 9:17
  SPEAKER_00: Now, if you have been frustrated because these were not appearing, this is good news.
• 9:22
  SPEAKER_00: And I think that's because Google is responding to a real problem they've been facing.
• 9:27
  SPEAKER_00: Publishers and creators have been pretty vocal that AI overviews are eating clicks and that the citations were not prom enough enough to drive traffic back to source sites.
• 9:38
  SPEAKER_00: Here are the five changes.
• 9:39
  SPEAKER_00: Number one, suggested angles at the end of AI responses.
• 9:43
  SPEAKER_00: This means you'll start seeing a section that links out to unique articles or in-depth analysis on different facets of the topic that you ask about.
• 9:52
  SPEAKER_00: So Google is pretty much saying, here you go, here are places to go deeper.
• 9:56
  SPEAKER_00: Number two, easier access to your new subscriptions.
• 10:00
  SPEAKER_00: If you subscribe to a publication, Google will highlight links from that publication inside AI overviews.
• 10:07
  SPEAKER_00: They said in early testing that searchers are significantly more likely to click links labeled as their subscriptions, which, yeah, of course they are.
• 10:16
  SPEAKER_00: That sounds that sounds pretty self-explanatory.
• 10:19
  SPEAKER_00: Um, number three, social media and online discussion citations now include the creator's name, handle, and community name.
• 10:27
  SPEAKER_00: Not just the website, but the actual person.
• 10:30
  SPEAKER_00: I'm gonna get into more of this in a minute.
• 10:33
  SPEAKER_00: Four, more inline links placed right next to the relevant text being cited.
• 10:38
  SPEAKER_00: So if a sentence in the AI response is pulled from your blog, the link to your blog now sits next to that sentence instead of the generic source list that's usually on the side or below.
• 10:48
  SPEAKER_00: Five, hover previews on desktop.
• 10:51
  SPEAKER_00: Hover over an inline link and you get a quick preview of the website or the page before clicking it.
• 10:57
  SPEAKER_00: So, why does this matter and what should you do about it?
• 11:00
  SPEAKER_00: Well, the change that I want everyone to really pay attention to is number three, the creator name and handle showing up next to the citations.
• 11:09
  SPEAKER_00: Because what that does and what Google is kind of being subtle about, but it's there, is it elevates personal authority inside AI answers.
• 11:18
  SPEAKER_00: And if it sounds like I'm excited, I am.
• 11:21
  SPEAKER_00: When someone is cited from Reddit, LinkedIn, or another community-driven platform, their name and handle now travel with that citation.
• 11:29
  SPEAKER_00: So this is where founder of POV Play like really, really comes into play here.
• 11:35
  SPEAKER_00: If the human behind the brand has a clear point of view, shows up consistently in places where people are talking about your category, and then they're working to build a recognizable presence, that human becomes a citable entity inside Google's AI search surfaces.
• 11:52
  SPEAKER_00: It's no longer just brand says X, it's at Cassie Clark on LinkedIn says X.
• 11:59
  SPEAKER_00: That's a different signal, it's a stronger one, and it travels with the personal brand.
• 12:05
  SPEAKER_00: So if you're sitting in the content meeting today, next week, whatever, right now thinking, do I really need to push our CEO to post on LinkedIn?
• 12:14
  SPEAKER_00: The answer just got more obvious.
• 12:16
  SPEAKER_00: Yes, yes, you do.
• 12:19
  SPEAKER_00: Or if you don't, your competitor CEOs are going to be the ones whose name show up when buyers ask Gemini about your category.
• 12:26
  SPEAKER_00: We don't want that to happen.
• 12:28
  SPEAKER_00: So stepping back, quick recap: Google says build your sites so AI agents can use it.
• 12:35
  SPEAKER_00: Open AI says the model people are using by default is now smarter, more accurate, and pulling from personal context.
• 12:43
  SPEAKER_00: Google says again, when our AI cites you, the human behind the citation gets the credit too.
• 12:49
  SPEAKER_00: So what's actually happening this week is that the AI search ecosystem is starting to build the infrastructure for the way people are actually using it, which is a mix of people, agents, and AI augmented humans all moving across the same surfaces.
• 13:04
  SPEAKER_00: The playbook has not changed.
• 13:05
  SPEAKER_00: Freshest, structure, and authority, the same FSA work I've been pushing, but what's changed is who's reading the page.
• 13:12
  SPEAKER_00: So here's what I'd take into next week.
• 13:15
  SPEAKER_00: Audit your site for agent readability.
• 13:17
  SPEAKER_00: Even just a quick check like are your buttons buttons?
• 13:20
  SPEAKER_00: Is your content semantic?
• 13:22
  SPEAKER_00: That kind of thing.
• 13:24
  SPEAKER_00: Look at where your brand shows up outside of your own website, because as Chat GPT gets more personalized, the entity building work, like the Reddit presence or the podcast appearances, or the guest articles, all that becomes a difference between being in the answer or being invisible.
• 13:41
  SPEAKER_00: And finally, think about whose name is on your content.
• 13:44
  SPEAKER_00: Brand citations are good.
• 13:46
  SPEAKER_00: We might like those sometimes, but the human attached to the brand citation is even better, especially now.
• 13:53
  SPEAKER_00: So if this episode helped you make sense of the noise, hit subscribe and leave a review.
• 13:57
  SPEAKER_00: I would love you forever.
• 13:59
  SPEAKER_00: It genuinely helps.
• 14:01
  SPEAKER_00: And if you want to see where your brand is actually showing up across AI Search right now, head over to CassieClarkmarketing.com and book an AI visibility audit.
• 14:10
  SPEAKER_00: We'll show you what ChatGPT, Perplexity, Gemini, and Google AI overviews say about your brand today and what's missing.
• 14:17
  SPEAKER_00: That's it for this week.
• 14:19
  SPEAKER_00: Until next time, stay visible.