I have some big personal news: Detailed has been acquired by Ahrefs. 🎉 I'm also super excited to be joining the company to work on marketing and product. A few months ago Tim Soulo invited me to speak at their upcoming conference in San Diego, Ahrefs Evolve. I brought up an idea I hinted at on the Ahrefs podcast last year, and 24 hours later we were on a call about me potentially joining the company. If you follow me you'll know I'm obsessed with all things strategy and research in this space - and more importantly, doing the work - so to get to do that on a much bigger scale is genuinely a dream of mine. The Detailed SEO Extension and all current features will remain free. In five years it has grown to 450,000+ weekly users, which I'm incredibly grateful for. We'll add new features at some point, while keeping in place what's already there. Detailed will remain a separate brand and I'll continue to personally update relevant projects there. My focus now is on product and tool ideas, research reports, marketing insights and everything actionable we can share to help grow your business. Finally, a HUGE thanks to everyone who has read and shared my work over the years for this to even be a possibility. 🙏 I'm really excited for what's next.

Last year, I interviewed a dozen copywriters for a role at @Ahrefs. Only one could tell me which books, frameworks, courses or thought leaders they'd studied to get better at their craft. I posted about it on LinkedIn and it blew up. 545 comments. Most people agreed with me... Some others told me to just "judge the work," which I don't actually disagree with. Some people are just naturally very talented at putting ideas into words, without neccessarily knowing how they do it. 🤷 But even among those natural talents, many of them still take time to study the craft. And I'd argue those are the best of the bunch. Now... It's been 17 months since that post, and AI has gotten seriously good at writing copy. Which definitely raised the bar of what "average" looks like... But it didn't magically turn OK copywriters into AMAZING ones. (At least not from what I've seen.) That being said... We're looking for an AMAZING copywriter to join our team at Ahrefs. Specifically, for the role of "Brand Communications Manager." [Job posting linked in comments.] If you know someone who would be a great fit for us, please tag them below. 🙏 Other than that... Any help spreading the word to help us find an AMAZING copywriter is greatly appreciated! 🙏

Believe it or not, we [@Ahrefs] have DOUBLED our API/MCP limits on all plans! 🔥 AI is making it stupidly easy for marketers to build their own tools. The bottleneck isn't code anymore, it's quality data. @Ahrefs operates one of the largest marketing datasets in the world, and now all our users can pipe it directly into whatever they're building. Exciting times!

We’re increasing 2x MCP units on all @ahrefs plans. MCP has been our fastest growing product this year, and we’re investing in making it faster, better, and available to more customers.

My talk at BrightonSEO last week turned out to be the most shared of the entire event. 🥳 Just one slight issue: It hasn't happened yet, I didn't give any talks, and the quote is made up. I know @lilyraynyc has had these fake quotes attributed to her, but it's weird to see for myself. I wonder how many end up/will end up influencing AI responses.

Today marks 1 year since Detailed and I officially joined Ahrefs 🥳 (How quickly did that go?) Tons of highlights for me personally, but a few that come to mind: - Documented 250+ product updates and proudly announced a few, like API access on Lite+ plans - Shared data and opinions with reporters at places like the BBC, The Atlantic, Bloomberg, The Verge, and Business Insider - Beat @timsoulo in a head-to-head webinar on Ahrefs use cases (the "loser" donated to Children in Need), and got to review his upcoming book - It's probably nothing to most people, but scrolling LinkedIn and seeing my blog posts translated into other languages was very cool - Watched the Detailed SEO Extension grow by ~180K weekly users and get some great new features - Helped launch Letaido and market products like our MCP, which keeps hitting usage records and thousands of people try for the first time each week - Gave up pronouncing Ahrefs as A-H-refs. So much quicker now as "Aitchrefs" 😅 After being an Ahrefs customer for 10+ years, getting to nerd out about SEO and AI with smart colleagues and an absolute ton of data has been as fun as I hoped it would be. Lots more content, product updates, and launches on the way. Cheers! 🙌

Picked up a small mention in today's Business Insider article alongside @suganthan. (My quote was a small part of a much longer reply.) More interesting is that they were able to get both OpenAI and Reddit to respond. It's intermittently behind a paywall so I don't think I should share the exact wording, but will say there was nothing controversial in their responses. businessinsider.com/what-red… It's available on Apple News if you're a subscriber there.

Here's what public companies have said about AI & SEO in the past few days. AI has had an obvious impact on search traffic, and in raw numbers hasn't been able to replace it. Over the years I've reported on this, companies have been fairly consistent in saying referrals from AI don't make up a big percentage of their overall traffic, but bring higher-intent visitors. Different businesses are of course impacted in different ways. It makes logical sense that AI platforms aren't getting all of the attribution "credit" from their recommendations, but that's probably a topic for another post. This is my first time sharing a quote from Hostelworld, which I've been learning more about. While they're known as a budget travel platform, they're growing on the social network side, with messaging between members up 65% year over year. When asked about AI platforms being a source of customers, CEO Gary Morrison said, "I think the rules are still being written about how you get cited and how you get traffic. It's a bit of a watching brief." He also mentioned they had no plans to sell their data to help improve LLMs, and would be using it as their moat to increase revenue. As always, there's much more to investor updates than I can share in these summaries, so always do your own research before making investment or marketing decisions. I love diving into these calls, and hope these simplified takes are still interesting.

Today, Ahrefs is launching a brand-new adaptive model for organic traffic estimates. We've refreshed the weights we apply to SERP features, including AI Overviews, and the calculations behind those will update on a more frequent basis. For some sites you'll see only minimal changes, while for others the difference will be more pronounced. We're taking our time to make sure it performs as we expect, so for now it's opt-in only via Settings in Site Explorer. If you switch to the adaptive model, you'll see updated stats across Site Explorer, except for backlink reports and the 'Top organic competitors' widget. Historical data is also affected, though anything earlier than February 2025 uses the state of the model as it was in that month. You can use the new model in our API by passing the traffic_mode=adaptive parameter. We're happy with what we're seeing so far, but there may be some oddities, and we would appreciate any feedback as we continue to improve it. You can DM me here and I can pass it on to the right people, or please feel free to reach out to Ahrefs via the usual channels if you have any comments. Thank you! 🙌

AI search has a spam problem. → ChatGPT cited 80 spammy websites last month. Guess how many spammy sites (with no search traffic) Google cited in AI Overviews? Zero! And it's not just ChatGPT: ▪️ Perplexity cited 33 spam sites. ▪️ Copilot, a whopping 122. These numbers come from a recent analysis by Glen Allsopp (@ViperChill ), who used @Ahrefs’ Brand Radar to study the top 1,000 websites cited by each platform over the past six months. Now, having zero search traffic (according to @Ahrefs' data) doesn't automatically make a site spammy. So Glen manually reviewed hundreds of domains and many of them were pretty bad: - Fake authors, or no authors at all - Thousands of AI-generated articles with no obvious theme - eCommerce stores stuffed with 100K+ random products In other words, AI chatbots are suffering from the spam problem that Google solved years ago. But it’s not that they can't solve it. ChatGPT seems to be making clear progress with the number of low quality sites in each citations going down every month (see on the attached graph). Others don’t seem to be on the right track at the moment, but I’m sure they’ll get to it. ... The main takeaway for marketers is pretty simple: Whatever loopholes work today for getting cited in AI search with low-quality spam sites are going to stop working very soon. I’m not sure if AI chatbots will introduce penalties for those trying to game them, like Google does. But I'd still recommend playing it safe and not getting carried away with short-term hacks. ... Follow @ViperChill (and me) for more no-BS data-driven insights about AI search. 😉

Each week, thousands of people try out the Ahrefs MCP for the very first time. If you've ever wondered, "What should I ask?", here's a guide to hopefully inspire some starting points. ​ The aim is never to replace human insights, but to help scale what you already know how to do, and provide an additional perspective on your potential next steps. Some angles are specific and actionable, and others ("Your job is to increase traffic…") can just be fun to see what's brought up. ​ For Detailed, Claude mentioned I should refresh some of my studies that were popular in the past, and give more love to "top [category] blogs" pages. Both valid! I’m biased, but our API (and thus MCP) both keep getting better as we update our current endpoints and add new ones, so I’ll share some more practical guides on getting the most out of those soon. Hopefully the graphic is useful 🤝