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AI & The Evolution of Search

May 13, 2025 - 0  min reading time - by Danielle Escaro
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A practical guide to measuring your visibility with log analysis

Artificial intelligence is reshaping how users interact with search engines—and how search engines interact with your site.

This e-book examines an increasingly important challenge: understanding how AI tools like ChatGPT perceive, process, and use your web content in its responses.

The e-book dives into how SEO professionals can adapt by using log file analysis to:

 

  • Detect traffic from AI-driven bots
  • Understand when & where AI accesses your site
  • Track changes in crawl patterns across your site
  • Measure your site’s presence in AI-generated results
  • Integrate these insights into your SEO strategy

 

Whether you’re a technical SEO, content strategist, or digital marketer, this guide will help you navigate a future shaped by AI-assisted search—and increase your chances of being seen, cited, and clicked in the AI space.

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    They contributed to this e-book

    Jérôme Salomon

    Jérôme Salomon is a Senior Technical SEO at Oncrawl. As an integral part of Oncrawl's Customer Success team, Jérôme actively assists companies in executing technical audits for intricate and expansive website structures. His responsibilities include analyzing logs and crawl data as well as implementing SEO automation using Python. Additionally, Jérôme frequently engages as both a trainer and speaker, sharing his expertise on these subjects.

    Janaina Barreto-Romero

    Janaina Barreto-Romero is Senior Technical SEO at Oncrawl, where she implements her customer service experience. Passionate, she likes to understand the business issues of a company in order to propose a meaningful SEO traffic acquisition strategy.

    John Campbell

    Previously Head of SEO at ROAST, John founded Rabbit & Pork as the fourth agency and Voice Experience arm of TIPi Group. John now also stepped into Head of Innovation at ROAST, creating ROAST LABs and ensuring we are at the forefront of technological advances.

    Veronika Höller

    Veronika Höller is a seasoned professional in the digital marketing field, with a specialization in SEO, Social media and PPC marketing. With over 17 years of experience, her journey began in copywriting, eventually developing into a deep passion and expertise in digital marketing, with a strong focus on SEO and PPC strategies.

    Joshua Blyksal

    Joshua Blyskal is a leading expert in AI-driven search strategy and Answer Engine Optimization (AEO), currently serving as an AI Strategist at Profound. In his role, Blyskal conducts in-depth research on AI search trends, identifies high-impact opportunities for brands to outrank competitors, and develops actionable strategies to improve their presence in AI-generated search results.

    Mathieu Chapon

    Mathieu Chapon is one of the leading French-speaking experts in SEO. Passionate about organic search and digital marketing for over 20 years, he is the co-founder of the search marketing agency Search Foresight, renamed Peak Ace in 2022. Mathieu serves as Director of Data and Innovation at Peak Ace, where he and his team develop proprietary tools offered to clients as part of their consulting services. He is also a speaker, writer, and occasional lecturer.

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