Ewelina Podrez-Siama

Google doesn’t want to just answer queries anymore – it wants to point to content it can vouch for. That ambition has a framework: E-E-A-T – Experience, Expertise, Authoritativeness, Trustworthiness. And it has a widely missed implication: the...

Search used to end with a list of links. Increasingly, it ends with an answer – generated by a language model in AI Overviews, AI Mode, ChatGPT or Perplexity, with the sources reduced to footnotes. In this world, the term GEO (Generative Engine...

Trust Halo is the transfer of an established entity’s trust to a new domain connected to it. A documented case study: madera-online.pl launched with no backlink campaign and reached 4,000+ clicks in seven weeks – plus the leaked Google attributes...

Wikidata filled in, schema deployed, citations growing, resultScore in the Knowledge Graph API climbing. And yet on your branded query – the search for your brand or your own name – instead of a Knowledge Panel, Google shows… a Google Maps listing...

Open ChatGPT on a clean account and type your own name. If the answer is technically correct and completely useless – no context, no role, no reason to recommend you to anyone – you’re not alone. I spent years in exactly that spot. Without knowing...

In February 2026 Microsoft quietly shipped AI Performance – a free tool for monitoring your visibility in AI answers. Most SEOs shrugged, because Bing is nobody’s first tab. Then I opened the report, looked at the phrases AI systems use to pull my...

The longer an algorithm has to wait for the main answer in your text, the higher the risk it never gets there at all. The content can be good, but the problem sits elsewhere: in the cost of acquiring it. Enter BLUF – a mechanism with a military...

For over two years, the SEO industry tried to guess and reverse-engineer how AI Overviews and AI Mode work from the inside. Tests, patents, hundreds of articles and analyses. On May 15, 2026, Google published the answer. And the most interesting...

You can have fifteen years of track record and still be a typo to Google. Experience is not the same thing as an entity and the algorithm only understands one of them.

I write with AI. I also write without AI. That gives me a comparison a good portion of the people commenting on the topic don't have. And I still don't have a clear-cut answer to the question of authorship. This is an article about a tension...