Chris Green SEO
@chris-green.net
Technical Director (Torque Partners), experienced search trainer & mentor. #BeOnePercentBetter
- Tech deck and lack of focus most often “kill” tech SEO (see MSNbot references)
- Generally, the web is a bit of a mess 🤯
Huge respect to the team who helped this year, but also to everyone who has created and runs this process; it’s a huge asset to the industry.
🧵 3/3
- Generally, the web is a bit of a mess 🤯
Huge respect to the team who helped this year, but also to everyone who has created and runs this process; it’s a huge asset to the industry.
🧵 3/3
November 20, 2025 at 8:45 PM
- Tech deck and lack of focus most often “kill” tech SEO (see MSNbot references)
- Generally, the web is a bit of a mess 🤯
Huge respect to the team who helped this year, but also to everyone who has created and runs this process; it’s a huge asset to the industry.
🧵 3/3
- Generally, the web is a bit of a mess 🤯
Huge respect to the team who helped this year, but also to everyone who has created and runs this process; it’s a huge asset to the industry.
🧵 3/3
I won’t share any data yet, but here are some of the things I’ve taken from the experience with the data.
- CMS providers are a huge influence on SEO standards
- Llms.txt adoption is high, but still low (possible cause above)
- It’s too early to see AI’s impact on the web at a profound level
🧵 2/3
- CMS providers are a huge influence on SEO standards
- Llms.txt adoption is high, but still low (possible cause above)
- It’s too early to see AI’s impact on the web at a profound level
🧵 2/3
November 20, 2025 at 8:45 PM
I won’t share any data yet, but here are some of the things I’ve taken from the experience with the data.
- CMS providers are a huge influence on SEO standards
- Llms.txt adoption is high, but still low (possible cause above)
- It’s too early to see AI’s impact on the web at a profound level
🧵 2/3
- CMS providers are a huge influence on SEO standards
- Llms.txt adoption is high, but still low (possible cause above)
- It’s too early to see AI’s impact on the web at a profound level
🧵 2/3
We can speculate on the numerous reasons why we do not have it. It’s easy to snipe and say we want data, and it’s another thing providing it - I get that, I work very closely with product teams - but…
Give us the data. www.seerinteractive.com/insights/aio...
🧵 7/7
Give us the data. www.seerinteractive.com/insights/aio...
🧵 7/7
AIO Impact on Google CTR: September 2025 Update
Discover the impact of Google AI Overviews on SEO and PPC click-through rates over the first three quarters of 2025. Learn how to adapt your strategy.
www.seerinteractive.com
November 19, 2025 at 8:02 PM
We can speculate on the numerous reasons why we do not have it. It’s easy to snipe and say we want data, and it’s another thing providing it - I get that, I work very closely with product teams - but…
Give us the data. www.seerinteractive.com/insights/aio...
🧵 7/7
Give us the data. www.seerinteractive.com/insights/aio...
🧵 7/7
First-hand experience is that businesses are being forced to renegotiate their relationship with Google - at least in a marketing context. The lack of attribution, the lack of evidence or ROI and now this, that ROI gets worse, has a solution.
🧵 6/7
🧵 6/7
AIO Impact on Google CTR: September 2025 Update
Discover the impact of Google AI Overviews on SEO and PPC click-through rates over the first three quarters of 2025. Learn how to adapt your strategy.
www.seerinteractive.com
November 19, 2025 at 8:02 PM
First-hand experience is that businesses are being forced to renegotiate their relationship with Google - at least in a marketing context. The lack of attribution, the lack of evidence or ROI and now this, that ROI gets worse, has a solution.
🧵 6/7
🧵 6/7
It is just not enough to say “clicks are the wrong metric” - even though that’s clearly true, we don’t have the metrics to replace it. IF AIOs are valuable to users, and we should embrace them, give us a reason to!
🧵 5/7
🧵 5/7
AIO Impact on Google CTR: September 2025 Update
Discover the impact of Google AI Overviews on SEO and PPC click-through rates over the first three quarters of 2025. Learn how to adapt your strategy.
www.seerinteractive.com
November 19, 2025 at 8:02 PM
It is just not enough to say “clicks are the wrong metric” - even though that’s clearly true, we don’t have the metrics to replace it. IF AIOs are valuable to users, and we should embrace them, give us a reason to!
🧵 5/7
🧵 5/7
As search marketers, do we avoid paying for keywords where AIOs are present, or stop optimising for keywords “vulnerable to AIOs”? No shade on Seer’s work, but the way we collect data, lack of AIOs consistency, and other SERP features in flux mean these decisions could be bad for us.
🧵 4/7
🧵 4/7
AIO Impact on Google CTR: September 2025 Update
Discover the impact of Google AI Overviews on SEO and PPC click-through rates over the first three quarters of 2025. Learn how to adapt your strategy.
www.seerinteractive.com
November 19, 2025 at 8:02 PM
As search marketers, do we avoid paying for keywords where AIOs are present, or stop optimising for keywords “vulnerable to AIOs”? No shade on Seer’s work, but the way we collect data, lack of AIOs consistency, and other SERP features in flux mean these decisions could be bad for us.
🧵 4/7
🧵 4/7
Studies like this from Seer are transparently doing their best to see what impact AIOs are having on clicks, and they are delivering quite a damning picture - 61% drop in clicks when an AIO is present - holy cannoli!
🧵 3/7
🧵 3/7
AIO Impact on Google CTR: September 2025 Update
Discover the impact of Google AI Overviews on SEO and PPC click-through rates over the first three quarters of 2025. Learn how to adapt your strategy.
www.seerinteractive.com
November 19, 2025 at 8:02 PM
Studies like this from Seer are transparently doing their best to see what impact AIOs are having on clicks, and they are delivering quite a damning picture - 61% drop in clicks when an AIO is present - holy cannoli!
🧵 3/7
🧵 3/7
Google officially push back that AIOs/ AI Mode are negatively impacting click-throughs, yet the lack of data we get from tools like Google Search Console is only going to make the situation worse.
🧵 2/7
🧵 2/7
AIO Impact on Google CTR: September 2025 Update
Discover the impact of Google AI Overviews on SEO and PPC click-through rates over the first three quarters of 2025. Learn how to adapt your strategy.
www.seerinteractive.com
November 19, 2025 at 8:02 PM
Google officially push back that AIOs/ AI Mode are negatively impacting click-throughs, yet the lack of data we get from tools like Google Search Console is only going to make the situation worse.
🧵 2/7
🧵 2/7
Combining the output from model training AND these other sources makes the responses more accurate. OpenAI’s merchant feed is another of these sources; it gives you another opportunity to represent your brand and products as you want them.
🧵4/4
🧵4/4
November 18, 2025 at 7:45 PM
Combining the output from model training AND these other sources makes the responses more accurate. OpenAI’s merchant feed is another of these sources; it gives you another opportunity to represent your brand and products as you want them.
🧵4/4
🧵4/4
- Code interpretation - writing and running code for things like data analysis
- Search data - Through their search data (I’ve written about that here buff.ly/j3N1nD4)
🧵 3/4
- Search data - Through their search data (I’ve written about that here buff.ly/j3N1nD4)
🧵 3/4
Diving into ChatGPT-5's web.search() Function
ChatGPT 5 has been launched and Josh from Profound was quick off the mark to help provide some more insights into how the search service works.After seeing Charlie share potential System Prompts (I…
buff.ly
November 18, 2025 at 7:45 PM
- Code interpretation - writing and running code for things like data analysis
- Search data - Through their search data (I’ve written about that here buff.ly/j3N1nD4)
🧵 3/4
- Search data - Through their search data (I’ve written about that here buff.ly/j3N1nD4)
🧵 3/4
If you have followed changes to AI search via tools like ChatGPT, you’ll know that these get their data in a few ways. Some include:
- Model training data - a huge volume of stale/fixed data that forms the foundation of the knowledge
- Browsing tools - like fetching live page content
🧵 2/4
- Model training data - a huge volume of stale/fixed data that forms the foundation of the knowledge
- Browsing tools - like fetching live page content
🧵 2/4
Diving into ChatGPT-5's web.search() Function
ChatGPT 5 has been launched and Josh from Profound was quick off the mark to help provide some more insights into how the search service works.After seeing Charlie share potential System Prompts (I…
buff.ly
November 18, 2025 at 7:45 PM
If you have followed changes to AI search via tools like ChatGPT, you’ll know that these get their data in a few ways. Some include:
- Model training data - a huge volume of stale/fixed data that forms the foundation of the knowledge
- Browsing tools - like fetching live page content
🧵 2/4
- Model training data - a huge volume of stale/fixed data that forms the foundation of the knowledge
- Browsing tools - like fetching live page content
🧵 2/4
@johnmu.com being very consistent there.
November 18, 2025 at 3:41 PM
@johnmu.com being very consistent there.
Jes Scholz has done some great work in this area, testing a large number of actions and summarising key points - but there is no substitute for running this on your own sites and immediate competition buff.ly/Tr3HXVP
🧵 4/4
🧵 4/4
Agent Observations Matrix
buff.ly
November 17, 2025 at 8:15 PM
Jes Scholz has done some great work in this area, testing a large number of actions and summarising key points - but there is no substitute for running this on your own sites and immediate competition buff.ly/Tr3HXVP
🧵 4/4
🧵 4/4
The attached link contains a summary of the ChatGPT agent activity log, which GPT-5 has reformatted and summarised for me. This one is geared to look at potential UX issues and agent behaviour that you need to consider.
🧵 3/4
🧵 3/4
Agent Observations Matrix
buff.ly
November 17, 2025 at 8:15 PM
The attached link contains a summary of the ChatGPT agent activity log, which GPT-5 has reformatted and summarised for me. This one is geared to look at potential UX issues and agent behaviour that you need to consider.
🧵 3/4
🧵 3/4
Whilst there is a lot we don’t know about how agents work or what the “end game” for this is, I strongly recommend testing your key conversion pathways using agents and reviewing the process to see potential areas of issue.
🧵 2/4
🧵 2/4
Agent Observations Matrix
buff.ly
November 17, 2025 at 8:15 PM
Whilst there is a lot we don’t know about how agents work or what the “end game” for this is, I strongly recommend testing your key conversion pathways using agents and reviewing the process to see potential areas of issue.
🧵 2/4
🧵 2/4
Paste in your prompt/system instructions, and you'll get an appraisal of what it's likely good at and what it's less good at.
This is more geared towards SEO/Marketing problems (in how I've instructed it), but if you notice any obvious flaws, please let me know chatgpt.com/g/g-690243c5...
🧵 5/5
This is more geared towards SEO/Marketing problems (in how I've instructed it), but if you notice any obvious flaws, please let me know chatgpt.com/g/g-690243c5...
🧵 5/5
ChatGPT - CustomGPT Capability Checker
A conversational AI system that listens, learns, and challenges
chatgpt.com
November 13, 2025 at 8:15 PM
Paste in your prompt/system instructions, and you'll get an appraisal of what it's likely good at and what it's less good at.
This is more geared towards SEO/Marketing problems (in how I've instructed it), but if you notice any obvious flaws, please let me know chatgpt.com/g/g-690243c5...
🧵 5/5
This is more geared towards SEO/Marketing problems (in how I've instructed it), but if you notice any obvious flaws, please let me know chatgpt.com/g/g-690243c5...
🧵 5/5
By way of an experiment, I’ve built a CustomGPT which is tasked specifically with identifying the potential flaws in a prompt or CustomGPT. It looks at the tools available and some key, noted flaws in how LLMs work.
🧵 4/5
🧵 4/5
ChatGPT - CustomGPT Capability Checker
A conversational AI system that listens, learns, and challenges
chatgpt.com
November 13, 2025 at 8:15 PM
By way of an experiment, I’ve built a CustomGPT which is tasked specifically with identifying the potential flaws in a prompt or CustomGPT. It looks at the tools available and some key, noted flaws in how LLMs work.
🧵 4/5
🧵 4/5
If you spend a long time working with a given model and are aware of what tools it has to complete tasks, you can get better at anticipating the outcomes, but I’d wager that if you’re using a prompt library anyway, you don’t have the time to really dig in like this.
🧵 3/5
🧵 3/5
ChatGPT - CustomGPT Capability Checker
A conversational AI system that listens, learns, and challenges
chatgpt.com
November 13, 2025 at 8:15 PM
If you spend a long time working with a given model and are aware of what tools it has to complete tasks, you can get better at anticipating the outcomes, but I’d wager that if you’re using a prompt library anyway, you don’t have the time to really dig in like this.
🧵 3/5
🧵 3/5
The primary issue here is that people are overly optimistic as to what AI ChatBots can achieve, and something like ChatGPT is not in the habit of saying “sorry, I can’t achieve the exact output you’re looking for”.
🧵 2/5
🧵 2/5
ChatGPT - CustomGPT Capability Checker
A conversational AI system that listens, learns, and challenges
chatgpt.com
November 13, 2025 at 8:15 PM
The primary issue here is that people are overly optimistic as to what AI ChatBots can achieve, and something like ChatGPT is not in the habit of saying “sorry, I can’t achieve the exact output you’re looking for”.
🧵 2/5
🧵 2/5
Even though we still don’t have all the details of how we’ll use this yet, the future initiatives are becoming clearer! wordlift.io/blog/en/open...
🧵 7/7
🧵 7/7
OpenAI Product Feeds: From Catalogs to Conversations
With OpenAI’s new commerce feed we’re no longer optimizing listings; we’re supplying machine-readable context to an AI that negotiates intents.
wordlift.io
November 12, 2025 at 8:45 PM
Even though we still don’t have all the details of how we’ll use this yet, the future initiatives are becoming clearer! wordlift.io/blog/en/open...
🧵 7/7
🧵 7/7