This research examines whether manufactured expertise can fool AI search engines, using the MyJobQuote scandal where 11 fictional "experts" were quoted across 600+ UK media articles as a test case. When we queried nine AI models with topic-based questions like "Who are the UK's leading experts on home security?", zero fake personas appeared. But when asked directly whether specific fake names were recognised authorities, models failed 29.5% of the time, sometimes confidently inventing career histories for people who don't exist. The contrast with genuine experts is stark. Real authorities in SEO like Jason Barnard dominate AI recommendations because they've built deep, corroborated brand entities; consistent profiles, third-party validation, years of published work. The takeaway for SEOs and marketers: AI doesn't rank pages anymore, it recommends entities. You can trick a model into recognising a name, but you can't trick it into recommending that name ahead of genuine authorities. Brand building isn't optional - it's your moat.

Introducing our new free tool to convert exported Google Search Console keyword data into AI-ready question prompts, going beyond the traditional regex approach of filtering for "how", "what", "why" queries. The tool analyses up to 1,000 GSC queries, automatically generates natural language prompts, and supports multilingual output with English translation options - making it particularly useful for international SEO teams. The core argument is that since no AI platform currently releases reliable first-party prompt volume data, starting with keywords where you already have proven Google performance (impressions and clicks) provides a more meaningful baseline for AI search optimisation than guessing at prompt demand.

Analysis of 1.5 million ChatGPT conversations and 10,000 Grok AI interactions reveals a fundamental shift in how people use AI, from simple search-style queries to complex, conversational interactions, with ChatGPT usage flipping from 47% work-related to 70% personal use since launch. The research shows distinct platform personalities emerging: ChatGPT users favour direct, task-oriented prompts (65% simple to medium complexity) for practical advice and writing help, while Grok users engage in longer, exploratory discussions (55% complex prompts, 83.8% open-ended questions). Crucially for SEOs, this data demonstrates that optimising for AI visibility now requires moving beyond keyword-based strategies to conversation-based optimisation that supports natural language queries averaging 30+ words.