Duane 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.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 77 | Founded | 2 years ago | Last Issue | 10 days ago |
| Active | |||||
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duaneforresterdecodes.substack.comLatest Issues
LLM Guidance Doesn’t Port the Way SEO Guidance Did
For roughly two decades, the SEO discipline operated on a quiet assumption that turned out to be one of its most valuable features. Guidance from one search engine traveled. If Google said sitemaps mattered, Bing said sitemaps mattered. If...
Stop Treating AI Visibility as One Problem. It’s Actually Three, on Three Different Layers.
When a brand stops appearing in ChatGPT, or when its share of voice in Perplexity drops by half over a quarter, the typical response from the marketing org is to write more content. Sometimes a lot more. The thinking goes that if AI systems...
Search Engines Were Built to Send Traffic Out. LLMs Were Built to Answer You, keep you in.
Search engines were designed to do several things at once: rank a field of options, route the user to one of them, and keep the human inside the decision so the engine never owned the choice. That last part was not an accident. It was the l...
AI Gives You the Vocabulary. It Doesn’t Give You the Expertise.
Hiring managers are watching something uncomfortable happen in interview rooms right now. Candidates arrive with the right credentials, the right vocabulary, the right tool stack on their résumés, and then someone asks them to reason throug...
Most Teams Won’t Fail Because They Lack Vision. Here’s What They Actually Lack
If you find yourself drawn to the kind of thinking this series explores, my book The Machine Layer covers the broader landscape of how AI systems are reshaping visibility, trust, and discovery for brands and practitioners navigating this sh...
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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, digital strategies and consumer behavior impacts on tech and search.
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