Anthropic’s Claude Can Now Watch A Video And Learn Your Job via @sejournal, @martinibuster

Anthropic announced that users on its paid plans can now teach Claude Cowork a skill by recording a walkthrough of a task, which Claude can then use to create a skill that it can subsequently use to complete the same task. It’s called Record a Skill.

Anthropic tweeted:

“New in Claude Cowork: teach Claude a skill.

Record your screen while you do a task, talk through it as you go, and Claude turns it into a skill it can run again. Find it under Record a skill in the + menu of the Claude desktop app.

Available on Pro, Max, and Team plans.”

Screenshot Of Anthropic Claude Record A Skill

Screenshot: Anthropic

Also Available On OpenAI Codex

The ability to record a skill has been available for OpenAI Codex users since June 18. Known as Record and Replay, it’s available only to Apple Mac users and excludes users in the European Economic Area, Switzerland, and the United Kingdom. It’s not known when it will be available for Windows users.

Response To Anthropic’s Announcement

Several people who read the announcement felt threatened by it, commenting that it’s a way to quickly lose your job.

@alfredversa tweeted:

“This has to be the easiest way to be replaced and lose your job man.”

Several others used the announcement to complain that their accounts had reached their limits, preventing them from actually trying out the new feature.

Anthropic’s Teach A Skill Feature

It may very well be that the record a skill function may lead to job losses. Some may argue that if a job can be fully automated with zero humans in the loop then the job may not have needed a human to begin with. A counterargument can be made that a person’s skill and experience is what makes a difference in the output regardless if there’s an AI in the loop.

Which is it then? Is Anthropic’s new feature something good and a timesaver or maybe not so much?

https://www.searchenginejournal.com/anthropics-claude-can-now-watch-a-video-and-learn-your-job/583053/




Court Dismisses Google’s DMCA Claims Against SerpApi via @sejournal, @MattGSouthern

A federal judge dismissed Google’s DMCA claims against SerpApi, ruling that blocking automated access to public search results isn’t considered copyright circumvention when those results include no copyrighted content.

Google’s December lawsuit accused SerpApi of violating the DMCA by bypassing SearchGuard, Google’s anti-scraping technology, to collect and resell search results. SerpApi filed a motion to dismiss in February. Chief U.S. District Judge Yvonne Gonzalez Rogers approved this motion, resulting in the dismissal of both of Google’s anti-circumvention claims.

What the Court Decided

The ruling focused on whether Google’s SearchGuard protects a copyrighted work. Google’s results primarily consist of public information, but they often include a Knowledge Panel that may contain licensed images.

The court determined that for results lacking copyrighted content, SearchGuard cannot regulate access since there is no protected work involved. These claims were dismissed without the opportunity to amend, effectively ending them.

For results containing licensed images, the court found that Google didn’t demonstrate it used SearchGuard with the authorization of the copyright owners, as the law requires. These claims were dismissed but with permission to amend, allowing Google to attempt further action.

The court also rejected SerpApi’s argument that Google didn’t have the right to sue. SerpApi had argued that the DMCA protects only copyright owners, and since Google doesn’t own its search results, it couldn’t sue. However, the judge disagreed, clarifying that the law’s protection isn’t limited only to copyright owners.

What SerpApi Said

SerpApi CEO Julien Khaleghy called the ruling a win for open access to public data and said the company will keep supporting the developers and businesses that rely on public search data:

“We’re pleased that the court rejected Google’s attempts to expand the DMCA to assert control over access to public pages. The internet’s founding principle – open access to usable information – is essential to driving innovation and ensuring everyone benefits from the promise of data. SerpApi will continue supporting developers, AI companies, researchers, and businesses that rely on access to public search information.”

Google has not commented on the ruling as of publication.

Why This Matters

The ruling clarifies that scraping public results without copyrighted content isn’t a DMCA violation in this case, and Google can’t reassert that point.

Scraping plain search results is safer than pulling copyrighted extras, such as images in Knowledge Panels. This limits Google’s ability to use the DMCA against SERP scraping, without ending the case.

Looking Ahead

Google has 21 days to amend its complaint. To keep the copyright claims alive, it will need to present facts that the court previously found missing, starting with the copyright owners’ authorization to deploy SearchGuard.

The judge has paused discovery until Google makes the necessary amendments and the court rules on any new motion.

Additionally, SerpApi is facing a separate DMCA lawsuit from Reddit that raises similar questions about scraping publicly viewable pages. This order only addresses part of that issue.


Featured Image: beast01/shutterstock

https://www.searchenginejournal.com/court-dismisses-googles-dmca-claims-against-serpapi/583033/




Hugging Face violata da un agente AI: perché il primo attacco autonomo segna una svolta per la cybersecurity


Per anni l’idea di un attacco informatico condotto interamente da un agente di Intelligenza Artificiale è rimasta confinata ai laboratori di ricerca e alle presentazioni dei vendor. Oggi non è più così. La piattaforma Hugging Face, punto di riferimento mondiale per lo sviluppo e la distribuzione di modelli AI open source, ha confermato di essere stata colpita da quello che descrive come un attacco condotto dall’inizio alla fine da un sistema autonomo di agenti AI.  L’episodio rappresenta molto più di una violazione informatica: è probabilmente il primo caso documentato in cui un’infrastruttura di produzione di una realtà di una certa rilevanza viene compromessa da un sistema capace di pianificare ed eseguire autonomamente una campagna offensiva complessa, senza che un operatore umano debba guidarne ogni fase.

L’attacco è partito dalla supply chain dei dati

Secondo quanto comunicato da Hugging Face, gli aggressori hanno sfruttato una superficie d’attacco peculiare delle piattaforme AI: la pipeline che elabora dataset caricati dagli utenti. Un dataset malevolo ha abusato di due percorsi di esecuzione del codice, un loader che consentiva l’esecuzione di codice remoto e una vulnerabilità di template injection nella configurazione del dataset, ottenendo l’esecuzione di codice su un nodo di elaborazione.  Da quel momento il comportamento dell’attaccante è stato quello tipico di un’Advanced Persistent Threat: escalation dei privilegi, raccolta di credenziali cloud e di cluster, movimento laterale tra diversi sistemi e accesso non autorizzato a dataset interni e credenziali di servizio. Hugging Face precisa di non aver trovato evidenze di manomissioni ai modelli pubblici, ai dataset disponibili agli utenti, agli Spaces o alla propria software supply chain, ma l’incidente dimostra quanto le piattaforme AI introducano superfici di attacco nuove rispetto alle applicazioni tradizionali.

La novità non è la vulnerabilità, ma chi ha guidato l’attacco

La vulnerabilità sfruttata non rappresenta l’aspetto più innovativo dell’incidente. Ciò che cambia realmente è il modo in cui è stata sfruttata. Secondo la ricostruzione dell’azienda, l’operazione è stata eseguita da un framework agentico capace di svolgere decine di migliaia di azioni distribuite su una moltitudine di ambienti temporanei, con infrastrutture di comando e controllo che migravano automaticamente tra servizi pubblici per ridurre la probabilità di essere individuate.

In pratica, l’AI non si è limitata a generare codice o suggerire una sequenza di exploit: ha eseguito autonomamente una campagna offensiva articolata, adattandosi durante le diverse fasi dell’intrusione. È lo scenario dell’agentic attacker di cui il settore della cybersecurity discute da tempo e che oggi sembra essersi concretizzato.

L’AI ha difeso Hugging Face da un’altra AI

L’altro elemento interessante dell’incidente è che anche la risposta è stata in larga parte automatizzata. Hugging Face spiega di aver utilizzato sistemi basati su LLM per analizzare la telemetria di sicurezza, correlare gli eventi e ricostruire rapidamente la cronologia dell’attacco. Gli agenti di analisi hanno elaborato oltre 17.000 eventi, permettendo ai team di incident response di individuare gli indicatori di compromissione e distinguere le attività realmente dannose da quelle create per depistare gli analisti. Secondo l’azienda, un’attività che normalmente richiederebbe diversi giorni è stata completata in poche ore grazie all’automazione. Il risultato è un assaggio di quello che potrebbe diventare il nuovo paradigma della cybersecurity: AI contro AI, con attaccanti e difensori che operano entrambi a velocità macchina.

Il problema tanto temuto dei guardrail ciechi

Tra gli aspetti più curiosi emersi dal post mortem c’è un problema che fino a poco tempo fa sarebbe sembrato marginale. Durante l’analisi forense, Hugging Face ha inizialmente provato a utilizzare modelli commerciali accessibili tramite API. Tuttavia, le richieste contenevano exploit, payload, comandi di attacco e indicatori di compromissione reali: elementi che i sistemi di sicurezza dei modelli hanno interpretato come contenuti pericolosi, bloccandone l’elaborazione.

Per completare l’analisi, l’azienda ha quindi utilizzato un modello open-weight eseguito sulla propria infrastruttura, evitando sia le limitazioni imposte dai guardrail sia il trasferimento all’esterno di dati sensibili e credenziali compromesse. Questo ci riporta a un tema che è stato affrontato più volte dall’arrivo degli LLM al grande pubblico: è giusto limitarne le capacità quando gli unici che ne fanno davvero le spese sono gli utenti che li usano per scopi leciti? Ovviamente, la risposta è lunga e articolata, ma sembra abbastanza ovvio che qualcosa debba esser ripensato, a partire dalla disponibilità di servizi AI deputati all’analisi forense e al blue teaming.

Le piattaforme AI diventano una nuova superficie di attacco

L’attacco ad HuggingFace ci dice molte cose. Innanzitutto, la scelta del bersaglio è quantomeno curiosa e ovviamente tesa a dimostrare che con l’IA non si scherza. Secondo il mio modesto parere, questo attacco è stato un atto dimostrativo per mettere in guardia un’industria che è ancora largamente indecisa se correre a più non posso o imparare qualcuna delle dure lezioni che il cybercrimine ha impartito negli anni passati. Inoltre, sottolinea che la diffusione degli agenti AI amplia la superficie di attacco ben oltre il già tartassato modello linguistico, ma comprende dataset, memoria dell’agente, strumenti esterni, protocolli come MCP, supply chain delle estensioni e contesto operativo. Le minacce si spostano sempre più dal codice ai dati e alle interazioni runtime, rendendo necessari approcci di sicurezza che trattino ogni elemento esterno come potenzialmente non affidabile. Questo significa che la protezione delle piattaforme AI deve (sì, già oggi) estendersi ben oltre i tradizionali controlli su endpoint e reti, includendo controlli specifici sulla provenienza dei dati, sull’esecuzione degli strumenti e sulle informazioni che alimentano gli agenti.

Una nuova fase per la cybersecurity che potremmo non esser pronti ad affrontare

Il caso Hugging Face non dimostra che gli attaccanti abbiano improvvisamente acquisito capacità “sovrumane”. Dimostra però che l’automazione sta riducendo drasticamente il costo operativo degli attacchi e che fare automazione complessa oggi diventa sempre più semplice. Un sistema autonomo può eseguire migliaia di tentativi, adattare continuamente la propria strategia, sfruttare nuove opportunità e operare ventiquattro ore su ventiquattro senza la supervisione costante di un essere umano. Per le organizzazioni significa che i tempi di reazione disponibili continueranno a ridursi. Se gli attacchi si muovono a velocità macchina, anche il rilevamento, la correlazione degli eventi e la risposta dovranno essere sempre più automatizzati. Nik Zur (CTO di  Palo Alto) lo dice da tempo (ed era il suo slogan nel lancio di una serie di prodotti di qualche tempo fa), ma la massima continua a restare valida. Solo a marzo ho parlato con il capo dei laboratori di Mandiant che mi diceva che “ancora non accade, ma accadrà in futuro”. Il futuro è arrivato dopo neanche 4 mesi… Il problema più grande della sicurezza (e di tutta la società umana) è riuscire a tenere il passo dell’evoluzione… e non sarà facile.

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https://www.securityinfo.it/2026/07/21/hugging-face-violata-da-un-agente-ai-perche-il-primo-attacco-autonomo-segna-una-svolta-per-la-cybersecurity/?utm_source=rss&utm_medium=rss&utm_campaign=hugging-face-violata-da-un-agente-ai-perche-il-primo-attacco-autonomo-segna-una-svolta-per-la-cybersecurity




Google AI Mode Ads Rarely Match The Sources It Cites via @sejournal, @MattGSouthern

Google AI Mode returned a text ad on 29% of the commercial keywords in a new SE Ranking analysis, and for most of those keywords the advertiser’s domain was not among the sources the answer cited.

SE Ranking checked if the pages or domains of each keyword that produced a text ad also appeared in the sources listed by AI Mode for the same query. The domain was present 11% of the time, while the exact URL appeared 1.95% of the time. For the remaining cases, the paid ad’s advertiser was not among AI Mode’s referenced sources.

Ad Frequency Rose With CPC

Ad frequency more closely correlated with cost per click than any other factor SE Ranking examined. The CPC rate increased across three bands: 24% below $2, 32.45% from $2 to $10, and 53.56% at $10 and above. Search volume and keyword difficulty didn’t show similar patterns. Since the report doesn’t provide a model or sample sizes for each band, this indicates a correlation in the data, not a proven predictor.

Ad Presence Swung Hard By Niche

Ad presence varied by niche, dropping from 72% of Pets keywords to 2% in Healthcare. SE Ranking interprets the categories with higher ad presence as primarily for lead-generation and those with lower presence as more informational or YMYL-oriented. So, the advertising potential for an account depends on its category before considering any specific keywords.

Most Advertisers Didn’t Rank Organically Either

Advertisers rarely appeared in the organic search results for the keywords they paid for. Only 2% of paid URLs also ranked organically for the same keyword, and 15.35% at the domain level.

Part of the URL gap results from campaign landing pages that are not intended to rank, but the domain-level gap persists across the top 10, 20, and 100 rankings. SE Ranking also compared advertising and non-advertising domains matched on authority and organic presence, finding no increased citations for advertisers, although the details provided are limited for verification.

The Ad Layer Google Has Been Building

Google has gradually added ads to AI Mode. During Google Marketing Live, the company introduced two new AI mode ad formats: Conversational Discovery ads and Highlighted Answers, both embedded within AI responses. These are still in testing and not widely available yet.

This follows an annual letter from Vidhya Srinivasan, hinting at expanding AI Mode ads in 2026. Google also said AI Overview ads earn revenue similar to traditional search ads.

Why This Matters

AI Mode ads are independent, with data showing that ad placement, citations, and organic rankings often don’t align for the same keyword. Buying a slot doesn’t guarantee citations or rankings, so treat this as a separate paid channel, especially for high-CPC keywords.

The overlap between ads and citations is useful for visibility, not direct purchase. Remember, a competitor appearing in AI Mode isn’t necessarily cited as a source, as these usually don’t occur simultaneously. Monitor paid and citation presence separately.

Looking Ahead

Right now, paid ads and cited information are quite different, so you can track them separately. Google is trying out new formats like Conversational Discovery ads and Highlighted Answers, where the ad is part of the response itself, instead of being shown next to it. If these new formats become more common, the line between buying a spot and appearing in the response may start to blur.

SE Ranking sells AI Mode and competitor ad tracking. The keywords were preselected to trigger text ads and sampled about evenly across niches, so 29% reflects this test set on one date, not ad prevalence across commercial searches.


Featured Image: dintadonna/Shutterstock

https://www.searchenginejournal.com/google-ai-mode-shows-ads-on-1-in-3-commercial-keywords/582976/




AI SEO: Writing That’s Specific May Get Cited More via @sejournal, @martinibuster

Someone posted on social media about their experience writing deep and insightful articles last year and was pleasantly surprised to see that AI was leaning on their articles and even referencing them. Their secret was to choose highly specific topics, which is a good idea.

SEO And Natural Language AI

SEOs like to write articles based on keywords, and that’s actually how people did it in the relative caveman days of SEO, well over 25 years ago. Natural language processing has come a long way, and LLMs are now able to understand topics and questions in a conversational manner. So it’s truly outdated to proceed with SEO by focusing on keywords.

User behavior and what other sites and people are saying about a site or product are increasingly important. The best way to influence that is with content that’s insightful and gives users what they’re looking for and a lot of it, as often as possible.

It’s Not Just About Being Insightful

The person who started the discussion pointed out that they chose a “specific enough topic” and wrote something insightful about it. That’s a deceptively simple tip, but it is one of the key points about writing for an audience of humans and machines that interpret content as if they were humans.

Choosing a specific enough topic is about keeping the article focused on a topic and not allowing it to stray. One of the hallmarks of good writing is the willingness to remove the bits that tend to wander off topic. This is an American style of writing, although Europeans as far back as Charles Dickens knew the value of staying on topic so that the effect is a constant stream of interesting sentences that pull a reader all the way to the end of the page.

Writing is an art, like painting and composing music. But you don’t have to have a literature or journalism degree to engage users with text.

How Someone Got Lots Of Love From Claude AI

Bluesky user @danabra.mov posted about their experience writing an insightful article that subsequently began getting referred to by Claude AI.

He posted:

“If you write an insightful blog post on a specific enough topic, and people link to it, you have a real chance at influencing everyone’s LLM output in a year or so. it’s a bit wild.

I wrote some articles last year that I thought nobody would read because they’re super long. And now I see Claude regurgitating what I wrote in those articles in a perfectly condensed way (and occasionally explicitly referring to the posts). they took away exactly what I wanted the reader to take!

For me it’s a relief because i was worried about falling interest to longform blogs and declining readership. but in a sense maybe it has significantly expanded! It’s just that my reader is now infinitely patient and really wants to hear the entire thing.”

Others Agree That Being Specific Is Key To Success With AI Citations

The response to Dan’s post was overwhelmingly positive, with one person commenting that it gave them hope.

One person named Tyler shared that they had a similar experience with content they published that was specific.

‪@tylergaw.com‬ responded:

“I’ve seen a couple of mine, not even that insightful, just specific, get pulled into them and used within like 6 months. Wild.”

The person who started the discussion, Dan, agreed:

“I mean yeah but I think being specific by itself is enough…”

Why Is Being Specific Enough?

Based on my well over forty years of writing experience, including writing poems, short stories, one novel, blog posts, and articles for Search Engine Journal, my opinion on the matter is that focusing on being specific helps to keep a work focused in a way that matches the reader’s focus. The moment the article strays off topic is when the reader loses interest and jumps away.

Being insightful is not enough. Being witty or clever is nice in moderation, but in higher doses it becomes off topic and will, in my opinion, lose the reader. That’s why anyone who writes content must be willing to ruthlessly cut words out to keep it focused and specific (on topic).

What Google Said About The Topic

Google’s John Mueller reposted Dan’s post with the comment:

“Make more insightful & useful stuff.”

There was one skeptic in the crowd who argued that the economics remove the incentive to put in the work.

They wrote:

“Why on earth would anyone put in the effort required at this point only to have it immediately stolen, receive no compensation and no credit. It’s never been more hostile environment to be a creative. The economics DO NOT WORK.”

Yes, it’s true that today’s environment is hostile to creators because of AI. Yet there is always an opportunity for success by writing about the topics that interest you because they will be sure to be of interest to someone else.

Featured Image by Shutterstock/Nur Alam sabuz

https://www.searchenginejournal.com/ai-seo-writing-thats-specific-may-get-cited-more/582531/




KelbyOne Announces Launch of AURÉ, a New Fine Art Photography Magazine

FOR IMMEDIATE RELEASE

KelbyOne Announces Launch of AURÉ, a New Fine Art Photography Magazine

TAMPA, FL – July 15, 2026 – Scott Kelby and the team at KelbyOne today announced the launch of AURÉ, a new fine art photography magazine showcasing the extraordinary work of members in KelbyOne’s Master of Photography program. Designed as a highly curated visual experience, the magazine highlights only the strongest work submitted by program members, offering readers a gallery-like experience.

The magazine will be released every six weeks for the remainder of 2026, transitioning to a quarterly schedule in 2027 to align with the evolving body of work from Master of Photography members. Images are submitted by members for consideration, but inclusion is highly selective. Only a select group of photographers and images appear in each issue to maintain the publication’s elevated fine art standard.

True to its fine art focus, the magazine features a clean, minimalist layout where the images are the stars. Generous white space, large image reproductions, and minimal text create an experience that feels less like reading a traditional magazine and more like walking through a carefully curated gallery. Each spread is designed to encourage viewers to engage deeply with the photography, free from distractions.

The debut issue includes an in-depth interview with cover artist Kim Clark, offering readers insight into his creative process, influences, and approach to fine art photography. This feature sets the tone for future issues, which will spotlight select Master of Photography members whose work and artistic perspectives represent the highest levels of craft and vision within the KelbyOne community.

“KelbyOne’s Master of Photography members are creating some of the most compelling images we’ve ever seen,” said Scott Kelby. “This new magazine gives their work the kind of presentation it deserves—beautifully presented, thoughtfully sequenced, and crafted to truly honor the art.”

The inaugural issue is available now as both an interactive digital flipbook and a downloadable PDF.

Advertising opportunities are available for brands that align with the magazine’s fine art and photography audience. For advertising inquiries, please contact Kleber Stephenson at sales@kelbyone.com.

About KelbyOne 

KelbyOne is an online education community for photographers and creatives, offering comprehensive training, inspiration, and resources for photographers at every level. The KelbyOne Master of Photography program recognizes and develops exceptional photographic talent through advanced education, mentoring, and a focus on artistic excellence.

Media Contact 

KelbyOne | Attn: Press Office | Email: skelby@kelbyone.com

https://layersmagazine.com/kelbyone-announces-launch-of-aure-a-new-fine-art-photography-magazine.html




Google Brings Calendar To Personal Intelligence In AI Mode via @sejournal, @MattGSouthern

Robby Stein, VP of Product, Google Search, says Personal Intelligence in AI Mode now connects to Google Calendar. He announced the update in a post on X, writing that Personal Intelligence in Search “now connects to Google Calendar.”

With this update, AI Mode can “add invites or other meetings to your Calendar directly,” and responses become more tailored because they consider what’s on your schedule.

Unlike Gmail and Photos, which only give AI Mode information to reference, Calendar is the first announced Personal Intelligence connection that can also create an entry directly.

Stein confirmed the connection is available now in the U.S., with more countries to come.

Background

Google previewed a Calendar connection for Personal Intelligence at I/O in May without saying when it would ship. The rollout follows comments from Google’s Nick Fox in December, when he said personal context features for AI Mode were “still to come.”

Personal Intelligence has rolled out in stages since then, starting with the launch in January for Google AI Pro and Ultra subscribers. It rolled out to free U.S. accounts in March.

By May’s I/O, Google had expanded Personal Intelligence to nearly 200 countries and 98 languages with no subscription required.

Why This Matters

Every connected app is another variable that can make the same query produce a different answer for different people. That’s already measurable: iPullRank’s May report found that connecting Gmail to Personal Intelligence changed which brands showed up in AI Mode responses, using identical prompts across test accounts.

Calendar adds a different kind of variable tied to timing rather than interests. Ask AI Mode for dinner spots and, with Calendar connected, the answer can account for whether tonight is already booked. Multiply that by however many apps Google eventually connects, and the old idea of a single results page for a given query gets harder to hold onto.

Two people typing the same words could reasonably land on two different answers, based on nothing more than what’s already sitting in their calendars.

Looking Ahead

Google hasn’t announced when the Calendar connection will expand beyond the U.S. The bigger question is how tracking will evolve as personalization grows: if AI Mode answers rely more on connected apps, there’s no single result to verify, only a range of answers influenced by the searcher’s connected apps.


Featured Image: FotoField/Shutterstock

https://www.searchenginejournal.com/google-brings-calendar-to-personal-intelligence-in-ai-mode/582409/




ChatGPT Calls Turn Into Leads More Often: Invoca Report via @sejournal, @MattGSouthern

According to a benchmark report published by Invoca on July 13, calls referred by ChatGPT are more likely to qualify as sales leads than calls from any other channel. However, once answered, these calls convert at approximately the average rate.

The report states that the lead rate for ChatGPT-referred calls is 49%, which is approximately 10 percentage points higher than the average of the seven channels tracked by Invoca and 6 points above Google Business Profiles at 43%. The conversion rate from these leads is 40%, compared to an all-channel average of 42%. Invoca considers this to be about average.

All figures represent averages from Invoca’s customer base, based on over 70 million calls and 600 million minutes of conversations across 10 industries. Invoca sells the call tracking and conversation analytics that generate this data.

Invoca says this is the first year it had enough data to measure calls driven by generative AI search at all.

What The Data Shows

Across all industries, approximately 56% of calls to businesses are answered by a person. If a call lasts more than 15 seconds, the answer rate increases to about 65%, and for calls over 30 seconds, it rises to around 71%. Out of the answered calls, roughly 38% qualify as leads, and about 42% of those leads convert during the call.

ChatGPT sits above that baseline on the first number and below it on the second.

Paid search continues to generate the most calls, leads, and conversions among paid channels in the dataset. For multi-location businesses, Google Business Profiles are the top organic source. Invoca emphasizes that channel efficiency and scale are different factors, and percentages alone don’t reveal which channel brings in the most business.

What The Report Doesn’t Say

Invoca does not publish how many ChatGPT-referred calls the 49% is calculated from, only noting thatInvoca does not publish how many ChatGPT-referred calls the 49% is calculated from, only noting that the overall volume attributable to generative AI remains very low. When a rate is derived from a small base, it tends to be less reliable compared to the same rate calculated from the significantly larger paid search volume.

The report doesn’t specify a measurement window. The methodology explains that the figures are based on calls tracked and analyzed on the Invoca platform across 10 industries and seven marketing channels, but it doesn’t mention a specific start or end date. Gemini, Claude, and Perplexity aren’t included in the channel breakdown. Invoca notes that this is a measurement limit rather than a comment on those assistants, mentioning that ChatGPT is the only large language model generating measurable call volume in their dataset.

How Invoca Attributes The Calls

Invoca labels calls as ChatGPT-referred, but the report lacks details on how this attribution works, such as whether callers clicked from ChatGPT, used tracked numbers, or contacted the business through other means. It only accounts for calls directly attributable to ChatGPT and not those from users who researched a business in an assistant and later called via untracked methods.

I covered a version of that boundary in June, when Similarweb data linked ChatGPT brand recommendations to a 2.5x higher chance of a site visit within seven days. Most of the associated traffic appeared as branded search rather than as a direct referral, limiting what standard referral reporting could show. Calls add another attribution problem because the report doesn’t explain what digital trail Invoca used to connect them to ChatGPT.

Why This Matters

Calls attributed to ChatGPT qualify as leads more often than calls from the other channels Invoca tracks, by about 10 points. Once someone picks up, they convert at about the rate businesses manage with everyone else. That complicates the read that’s been forming around AI referrals over the past year.

I wrote in May about Adobe’s finding that the conversion sign flipped on AI-referred traffic to U.S. retailers. In twelve months, it went from the worst-performing channel to converting 42% better than the others. The explanation on offer was that the research had already happened inside the assistant. Invoca’s data fits the first half of that. Someone who compares options with an assistant and then calls may be further along in the buying decision, which is how Invoca reads it, too.

The second half of the data doesn’t quite match up. While a higher lead rate is observed, it doesn’t translate into a higher on-call conversion rate when looking at Invoca’s averages. In this dataset, the difference appears at the qualifying stage but then vanishes afterward.

Looking Ahead

Invoca believes this is more of a signal to monitor rather than a channel to invest in, supported by the volume caveat. The key metric influencing this view is call count, which the report doesn’t specify. Another question is whether the 40% moves. If AI-referred callers continue to qualify at the top of the list while converting in the middle, the focus shifts from increasing call volume to understanding what happens during those calls.

The report also notes that 64% of businesses don’t ask callers to make a purchase or schedule an appointment, which is an issue on the business side.

https://www.searchenginejournal.com/chatgpt-calls-turn-into-leads-more-often-invoca-report/582400/




Google Says No SEO Penalty For Year-Long A/B Tests? via @sejournal, @martinibuster

Google’s John Mueller recently answered a question about A/B testing web pages for long durations, warning that an unintended consequence is that enabling variations to be indexed can result in uncertainty as to which will be visible in the search results.

A/B Testing Traffic From Live Search Results

A/B testing is when one or more versions of a web page is shown to users. The reason for doing this is generally for testing conversion rates and user responses.

The important takeaway from the guidelines is that A/B testing live web pages is the guidelines were created to minimize impact on search performance.

The guideline begins:

“This page covers how to ensure that testing variations in page content or page URLs has minimal impact on your Google Search performance.”

While Google does not explicitly forbid using A/B testing to test which page ranks better, the context of the guidelines itself is defined as protecting search performance; measuring search performance is not in the guidelines.

What Google’s document describes getting measured is consistently user behavior, not rankings.

On a side note, something that’s not in the guidelines is that there is no “right” button color and size for improving clicks on a call to action button. Longstanding SEO knowledge and experience about this is that large buttons and/or colors that contrast strongly against the web page backgrounds tend to get more clicks. This likely explains why Amazon’s Add To Cart button is a bright mustard color and Walmart’s version is bright blue contrasted against a solid white background.

Google’s Guidelines On A/B Testing

Google’s guidelines on A/B testing describe it as showing different versions of a website and collecting data on how users react to them. In terms of SEO performance it says not to expect any disruption but by allowing Google to index the slightly different pages once the testing is over the winning combination will be indexed much sooner.

There are two kinds of A/B testing:

  1. A/B Testing
    Testing two or more changes to a web page. Google uses the example of testing different fonts on buttons.
  2. Multivariate Testing
    This is a test of multiple changes all at once in order to identify which combination of factors work best together. Google uses the example of testing different combinations of different fonts on buttons and on the web page itself.

Four Considerations For A/B Testing

Google also recommends four best practices:

1. Use The rel=”canonical” Link Attribute
This is probably the most important factor to consider. Using the rel=canonical link attribute enables site owners to put all kinds of variations of a web page online and still include a strong hint about which version of a web page is best.

2. Use 302 redirects
If you’re randomly redirecting users to different versions of a web page you should be using a 302 redirect, not 301 redirects. 302 means that a resource (like a web page) has been temporarily moved. That’s different from a 301 redirect which means that a move or change in URL is permanent.

3. Don’t Cloak
Cloaking is the practice of showing one thing to Google and something else to users. If you’re testing different web pages to see how users react when they click through from search then Google insists that site owners show the same thing to Google, even if the page elements are constantly changing.

4. Don’t A/B Test For A Long Time

Google warns site owners to limit how long A/B testing goes on. They warn that excessive testing could get a site in trouble:

“If we discover a site running an experiment for an unnecessarily long time, we may interpret this as an attempt to deceive search engines and take action accordingly. This is especially true if you’re serving one content variant to a large percentage of your users.”

That last warning relates directly to the question asked on the Bluesky social network.

Google Answers Question About Long-term A/B Testing

The person asking the question specifically wanted to know about how Google handles A/B testing that lasts for as long as a year.

They asked:

“Hey @johnmu.com, As Google’s A/B testing guide suggests to avoid running same A/B test for long durations, I was wondering how does Google handle long term holdouts (eg. 10% for 6-12 months), especially for a large scale marketplace with 10s of millions of crawls to similar amount of pages.”

Google’s John Mueller answered:

“Depending on your setup, what might happen is that one or the other version is used for indexing. If they’re close enough, probably that doesn’t matter. If they’re significantly different, that could be visible in search results too.”

The person who asked the original question then followed up with an additional question that revealed more about how much the web pages are changing.

They asked:

“…what if it’s fully different like a redesigned page, and since Googlebot is getting alternative versions with each crawl (sometimes in a day). Can that rapid change in core HTML structure cause issues with indexing and lead to Google potentially dropping the pages from index?”

Mueller responded:

“We’d take the content into account the way that we crawl it for indexing. There’s no (as far as I know) “penalty” or “demotion” for having varying content (lots of sites have that), but it can make it harder for you to debug & monitor if the content constantly changes.”

The person asking the question wanted to know how Google handled long-term A/B testing. They did not ask how Google handles indexing, but that’s the question Mueller answered. That may explain why the person followed up with a second question that was more precise about the extent of their A/B testing and Mueller again focused on indexing.

No Penalty For Having Varying Content?

Mueller’s statement seems to contradict Google’s own guidance about long-term A/B experiments.

The relevant context of Google’s guidelines is:

  1. It confirms that A/B testing is legitimate.
  2. Normal experiments are reasonably assumed to be temporary.
  3. Once enough data is collected to reach conclusions the A/B test it’s normal that it ends.

That’s where we get to the warning part of the guidance:

“If we discover a site running an experiment for an unnecessarily long time, we may interpret this as an attempt to deceive search engines and take action accordingly. This is especially true if you’re serving one content variant to a large percentage of your users.”

So the point of where things get fishy is when the experiment goes on longer than what seems reasonable and where one variation of the content becomes the prime version for most users as part of an attempt to “deceive search engines.”

Featured Image by Shutterstock/logofank

https://www.searchenginejournal.com/google-says-no-seo-penalty-for-year-long-a-b-tests/582349/




Google’s Mueller On First Link Priority & Link Obfuscation via @sejournal, @MattGSouthern

Google Search Advocate John Mueller responded to a plan to hide a homepage button from Google in hopes that a better-worded link further down the page would count instead. He suspects the person behind it is overthinking it.

The r/bigseo thread starts with a question about a homepage that links to the same services page twice. The first link is a ‘Services’ button near the top, while the second sits further down in an FAQ, worded the way the person wants Google to read it.

To get the second link to “win,” they plan to make the more prominent button stop being a link. It would still work when someone clicks it, but the page’s code wouldn’t call it a link anymore. That leaves the FAQ link as the only regular link on the page pointing to the services page.

They asked the thread whether it would make any visible difference.

What Mueller Said

Mueller replied in the thread:

“I suspect you’re overthinking it, Google has practice dealing with lots of websites so I wouldn’t expect you to see any visible change there.

That said, if you wanted to experiment with this, I’d suggest doing something more along the lines of using CSS / JS to position things on the page, regardless of where the link is placed in the HTML. That reduces the potential negative side-effects of “breaking” the HTML (turning links into buttons, or similar, ugh) while still letting you vary the position in your page’s HTML code.”

He didn’t say whether the first link wins. His answer is about the size of the effect and the cost of chasing it.

Why Anyone Would Try This

The idea behind the plan is called first link priority. It says that when one page links to another page twice, Google reads the words in the first link and ignores the second. If that were true, the button would win and the FAQ link would be wasted.

Google has never clearly defined “first link priority.” SEJ’s ranking factors chapter on first link priority traces the idea to a 2008 Rand Fishkin post and finds nothing to support treating it as a rule you can build on. Mueller has said before that Google hasn’t defined the behavior, and that whatever anyone figures out about how Google does it today isn’t necessarily how it will work tomorrow.

The idea keeps circulating anyway. SEJ’s Roger Montti covered a similar worry about anchor text dilution last April.

What Google Sees

Google can run JavaScript, but that doesn’t mean it treats everything clickable as a link. A link written the normal way puts the address inside a link tag, which tells Google where it goes. An address parked in some other element for a script to grab isn’t written as a link at all.

Google’s links best practices documentation says Google can generally only crawl a link when it’s an <a>element with an href attribute, and that it can’t reliably extract URLs from elements that behave like links through script events.

So the button doesn’t turn into a link with its words hidden; it stops being a link. The FAQ link is unaffected, and visitors clicking the button end up in the same place.

What Mueller Suggested Instead

His suggestion leaves the button alone. You move the FAQ link earlier in the page’s code so it comes first, then use CSS to put everything back where visitors expect it. The code order changes, the page looks the same, and both links stay links.

Google’s Martin Splitt made the same point in an SEO 101 session years ago, where his guidance was to use proper anchor markup and avoid buttons and click handlers as navigation.

Why This Matters

Internal anchor text has been an SEO lever for years. That’s why a plan like this sounds reasonable. It also means your homepage’s main button stops being a link, and Mueller wouldn’t expect you to see anything for it.

Looking Ahead

First link priority has gone unconfirmed since at least 2008, roughly as long as people have been running tests to pin it down, and one Reddit reply won’t end that. Anyone who keeps testing it now has Mueller’s version to work from, which changes the order in the code without taking a link away. He gave no indication that changing that order would produce a visible difference.

https://www.searchenginejournal.com/googles-mueller-on-first-link-priority-link-obfuscation/582316/