HeyJaredDuane Forrester Decodes
Duane Forrester is an ex-Yext, ex-Microsoft (launched Bing Webmaster Tools, helped launch Schema.org, ran SEO at MSN), McGraw-Hill author, international consultant focused on AI/ML and digital strategies and consumer behavior impacts on tech and search.
- Indexed issues, last 90 days
- 13
- Latest publication
- Sep 27, 2026
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- Jul 12, 2026
Latest issues
AI Changed Your Buyer Faster Than Your Business Can Adapt (opens the original)
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SEO and GEO Consulting AvailableI am shopping for a truck, and last week I walked into a dealership knowing more about the vehicle on the lot than the person selling it did.That is not a claim about my research habits. I gave an AI assistant the VIN and asked it to tell me what I was looking at. Within a few minutes it had confirmed what the truck actually was, which matters because listings mislabel trims. It had reconstructed the truck’s market history across every site it had ever been listed
LLMs Are Time Machines That Don't Tell You How Far You Went (opens the original)
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I consult on GEO & SEO.An LLM takes present-you, the version with a question, and hands back future-you, the version with a decision.That is the trick, and it is a real one. Go back far enough and answering a serious question meant a library. You looked up books, read them, took notes, found references inside those books that sent you to other books, and after some number of days you knew enough to decide. Search compressed that into hours. You asked, you got results, you followed the clues insi
Three Predictions for 2027, and Why You Won’t Be Able to Check Them (opens the original)
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Every practitioner reading this has already placed a bet on which interface survives. You made it when you decided where the effort goes this quarter, whether AI answers are a channel or a curiosity, and how much of your reporting still quietly assumes a click. Google has placed the same bet, with considerably more money on the table.What follows is tea-leaf reading rather than certainty. Three predictions about where Google sits by the end of 2027, and a fourth about whether anyone will be able
Everyone Is Quoting the Same Number and Getting Different Answers. (opens the original)
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Anthropic’s crawl-to-refer ratio has been reported as 70,900 to one, 38,000 to one, 23,951 to one, 11,122 to one, 10,300 to one, 4,580 to one, and 2,237 to one. Every one of those figures is attributed to Cloudflare. Every one was published inside about thirteen months. Two of them claim the same month and differ by roughly a factor of seventeen.GEO & SEO Consulting With DuaneIf crawl-to-refer is not a number you track, the whole idea fits in a paragraph. Every AI company runs crawlers that fetc
When AI Has Nothing On Your Company, It Describes Someone Else. (opens the original)
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Consulting Available NowWhen an AI model has nothing on your company, it does not tell anyone. It does not decline, it does not hedge, and it does not mark the spot where its evidence ran out. It reaches for the nearest well documented thing, which is usually a competitor, a category average, or a version of you from three years ago, and it delivers that substitution in the same confident register it uses when it actually knows.That much has been discussed. What has not been discussed is the par
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