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Cyrus Shepard
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Cyrus Shepard
@cyrusshepard
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Founder of Zyppy - Follow for content about SEO, AI, Brand Marketing, Google Ranking Signals, Higher Traffic/Conversions, + 10x Content
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New: 17 Content Types to Survive Google’s Zero-Click Future Google Zero is coming for many sites, but Google still sends billions of visits per day to the web What kind of content survives? Not generic blog posts. AI killed that strategy (1/2)
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4 mths
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New Post: Google decimated traffic to legions of websites. But traffic to other websites rose What makes the winners different? To quantify it, I analyzed 400+ sites, and the answers became obvious 5 Data-Backed Features Of Websites Winning Google in 2026 (1/2)
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5 mths
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New: AI Citation Ranking Factors Everyone talks about AI Citations as a way to boost visibility + traffic, but what works? To find out, I gathered every study/experiment from the past 2 years, and scored the biggest wins 22 Ranking Factors associated with earning AI citations
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4 mths
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Zyppy
https://zyppy.com/
Zyppy Signal
https://signal.zyppy.com/
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How do you handle AI Citations and future-proof your content in the age of AI? This is exactly what I talked about with longtime friend and SEO Jason Dodge on his very excellent <theredirect/> Podcast (great name for an SEO pod!) Here's what we discussed 1) Google Zero: A decline in direct search traffic is forcing brands to focus on high-intent conversions instead of informational clicks 2) Quality Over Quantity: How Google now treats content lacking "unique value" as spam, prioritizing original research, proprietary data, and first-party evidence 3) Entities & Brand: How a strong, consistent brand identity rather than just chasing keywords or specific content formats like listicles wins long-term 4) The Power of Evidence: (my favorite part) The most effective long-term strategy is to produce authentic, proprietary evidence that AI cannot easily replicate 5) The Traditional SEO Playbook: The old strategy of "publish content and earn links" is no longer sufficient
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12 hr
@jonahkirangi Exclusion via Search Console https://t.co/Le0x8RTZyT
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2 days
Here's exactly what happens to your AI impressions when you completely remove a website from appearing in Google's generative AI features It's damn near instant, too
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2 days
@Nickeubanks Underrated tweet right here 👆
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3 days
@inspiredtaste Boo!
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4 days
https://t.co/r2IzVYFkc7
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4 days
For folks looking for a Digital Marketing job anywhere in the world, the new job board by @danbarker looks amazing. Nicely done 👏
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4 days
@stromsodd Ha!
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1 wk
If you think Google renaming Lake Ontario to Lake America is the worst thing the company has ever done, you'd better sit down
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1 wk
Google drops (some) Site Reputation Abuse policy penalties in Europe, but publishers shouldn't celebrate Here's what you need to know: "Site Reputation Abuse" is, broadly, when a strong site publishes (monetized) third-party content that probably wouldn't rank on its own, but rides the coattails of the strong site in order to make money. For example, Forbes publishing low-value coupon pages from a third-party supplier. Google typically applies a manual penalty to those pages, causing them to disappear from search results. But now, EU regulations mean that the manual penalty will *no longer apply in the EU*, and those pages can technically rank again. BUT... Google is also creating a workaround to seemingly circumvent EU regulations. Instead of dropping those pages from search results, Google will *separate* the penalized sections from the main site, so they will be forced to rank on their own, which they likely won't do. In the end, those penalized site sections will likely STILL
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1 wk
New Research: 35% of all webpages published after the release of ChatGPT show *significant* AI editing or authorship Great study via @pewresearch
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1 wk
Before folks get worked up about AI watermarking, important to note that Google doesn't seem to care all that much In this @ahrefs study, nearly 1/2 of top-ranking URLs contained at least 20-50% AI text The very TOP results had slightly less AI text, so consider that...
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2 wks
I built an SEO app with Claude and FIRED my entire 3-person SEO team Because after the Claude app started doing SEO, I could no longer afford to pay the team
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2 wks
Google's biggest ranking "buckets", according to evidence collected at its antitrust trial, are: 1. Topicality: How relevant is the page to a topic/query. Heavily determined by the "ABC" ranking signals: • Anchors - the links pointing to the page • Body - the text on the page • Clicks - user click signals to determine relevance 2. Navboost: a re-ranking system that uses 13 months of user click data to adjust search results (first/long/last clicks) 3. Quality (Q*): One of Google's most important signals, based on site authority + quality adjustments (e.g., Panda, Helpful Content, spam) SEOs—including yours truly—often get distracted by shiny things. But focusing on these three ranking buckets will likely account for 80-90% of your Google visibility.
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3 wks
People upset by AI companies watermarking text when it's already blazingly obvious they used AI to write every piece of content
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3 wks
New: Content Effort - The Google Ranking Signal Nobody Talks About SEOs typically optimize for things they can easily measure, like keywords and links But Google has been measuring and scoring “subjective” factors like EFFORT for nearly 20 years, and we’ve barely noticed In the age of low-effort, scaled content, knowing the difference is important, and we CAN optimize for it
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3 wks
Basic AI optimization tip: position your company by nailing your brand facts e.g., [Brand] is a [product] targeting [customer], good at [problem] because of [differentiator] Do AI systems know *exactly* what you do by reading your home/about/product pages? Make it easy for them
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3 wks
My dream SEO tool 1) automatically tracks content changes 2) measures if traffic moves up/down, and 3) reports what changes made a difference So I built *exactly* that tool with @letaidocom as an #ahrefspartner. Cost pennies to run and we can scale it out to all our clients
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4 wks
Haters will say it's fake, but here's how we started reporting rising Google traffic with this one simple trick 📈
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1 mth
New: These SEO Strategies Drive 90% of Your AI Visibility Asking if GEO/SEO are the same isn't the right question, it's seeing where they overlap. If you tweak traditional SEO, you can use the same strategies+tactics for • AI Inclusion • AI Citations • AI Recommendations 1/2
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