Duane Forrester Decodes
Duane Forrester is the founder of CitationIQ, an ex-Microsoft (launched Bing Webmaster Tools, helped launch Schema.org, ran SEO at MSN), ex-Yext, McGraw-Hill author, and a consultant focused on SEO/GEO, digital strategies and consumer behavior.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 102 | Founded | 2 years ago | Last Issue | 11 days ago |
| Active | |||||
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duaneforresterdecodes.substack.comLatest Issues
Accurate Facts Can Still Produce a False AI Answer, and Courts Are Starting to Hold the Platform Responsible
A German court has held Google responsible for an AI answer assembled from true facts, because those facts belonged to a different man.
In a decision dated September 24, 2026, the Regional Court of Aachen ordered Google to stop spreading t...
Getting Indexed No Longer Means Getting Visited
Three spaces open for consulting time.
Every site owner on Google can now switch their site out of AI Overviews and AI Mode, and very few have thought about what that switch will be worth in three years. Google finished rolling the Search...
The SERP Stops Being the Default Between 2028 and 2030, and the Place It Moves Already Exists
The ranked results page stops being Google’s default first response for most queries somewhere between 2028 and 2030, starting in the US, with the UK and EU following a year or more behind. That is my forecast, not a finding, and the rest o...
Google Now Has the Math to Rank Without an Index, and the Results Page Does Not Survive It
Consulting: SEO, GEO, AIO
Google’s researchers have now proven, on paper, that a single language model can rank an unlimited number of documents without a separate index, and the practical consequence is that the ranked list stops being so...
AI Changed Your Buyer Faster Than Your Business Can Adapt
SEO and GEO Consulting Available
I 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 assi...
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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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