SEO 101 Ep 528: AI Assisted SEO Competitor Analysis, The Ghost Citation Problem, and More AI SEO Insights

In this episode of SEO 101, hosts Ross Dunn and Scott Vanak dive into the evolving landscape of AI-assisted SEO, beginning with Ross's newly published article on Search Engine Land about running effective AI-powered competitor analyses. They emphasize the importance of starting with real data, conducting human-in-the-loop reviews, and using gap analysis to identify content opportunities. The hosts caution that while AI dramatically speeds up research, poor execution leads to unreliable results. They then explore Kevin Indig's 'Ghost Citation Problem,' explaining how 62% of brand citations in AI search results are functionally invisible—just links without brand mentions—requiring distinct strategies for different LLMs like ChatGPT, Gemini, and Google AI Overviews. The discussion highlights the need for tailored content, strategic prompt phrasing, and avoiding over-reliance on aggregated AI visibility reports. Later, they examine Google's reported rise in organic CTRs (from 1.3% to 2.4%) amid AI overviews, though they question the study's methodology. They also cover Bing’s upcoming AI reporting features, back button hijacking warnings from Google, and Google’s new policy of discarding spam reports with personal info—prompting debate over whether AI could have stripped sensitive data instead of rejecting entire reports. The episode closes with reflections on how AI is reshaping SEO into a more nuanced, content-chunk-focused discipline.