SEO 101 Ep 523: Expert SEO Tips – AI Content Citations and Core Update Recovery Explained

Hosts: Ross Dunn & Scott Van Achte
Date: February 25, 2026
Podcast: SEO 101 (WMR.FM)

Overview

In this episode, Ross Dunn and Scott Van Achte deliver actionable SEO insights centered on two hot topics:

1. Recent research into how AI, specifically ChatGPT, chooses and prioritizes content for citations.
2. A breakdown of real-world strategies successful sites used to recover after Google’s December 2025 core algorithm update, based on data compiled by Marie Haynes.

The hosts focus on digestible tips and emphasize content quality, user experience, and trust-building, all while retaining their trademark easygoing, approachable style.

Key Discussion Points & Insights

1. Where Does AI Like ChatGPT Get Its Citations?

(Starts at 02:18)

• Study by Kevin Indig (featured in Search Engine Land) reveals:

  • 44.2% of citations come from the first 30% of page content.
  • 31.1% from the middle 30–70%.
  • 24.7% from the last 30%.
  • On a paragraph level, 53% of citations are from the middle of paragraphs; the first few sentences are cited slightly more than the last.
  • AI tends to cite content framed as conversational Q&A, especially where headings pose a question, and the following paragraph provides an answer.

• Actionable Takeaways according to the Hosts:

  • “Front loading your main topic closer to the top of your content performs best. Key insights should lean towards the middle of paragraphs.” (Ross, 02:57)
  • “Put your TLDR content at the top… That’s the core takeaway content you want your users to see.” (Scott, 04:09)
  • Direct, definitive language and clear subject-verb-object statements are most likely to be cited.

• Memorable Quote:

  • “Cited passages were nearly twice as likely to use clear definitions. Direct subject, verb, object statements outperform big framing.” (Ross, 04:34)

Other Success Traits of Highly Cited Content

• Entity Richness: Heavily cited content uses many proper nouns—averaging 20.6% compared to the normal 5–8%.
• Balanced Sentiment: Cited text hovers at a subjectivity score around 0.47 – neither totally objective nor fully subjective.
  • “A score of 0 means that text is completely objective and factual, whereas a score of 1 is highly subjective… 0.47 leans slightly more towards objective, but does contain elements of personal interpretation.” (Scott, 06:10)
• Clarity and Readability: Winning content is written at a Flesch-Kincaid grade level of 16 (college level) versus 19+ (PhD), meaning clear and straightforward beats dense or overly complex.
  • “Shorter sentences, plain structure beats out dense academic prose.” (Scott, 07:37)

2. Core Update Recovery: Case Studies

(Starts at 10:17)
Based on research shared by Marie Haynes, Ross and Scott break down specific, practical steps taken by four different sites to recover after Google’s December 2025 core update.

Site 1 – Medical E-commerce

• Actions Taken:
  • Improved overall blog post quality; avoided generic content.
  • Enhanced site speed and optimized images.
  • Upgraded FAQ sections, improved product descriptions, and developed comprehensive guides.
  • Increased transparency about expertise of authors.
  • Recruited more medically knowledgeable contributors.
  • Boosted customer reviews and improved customer service.
• Host Reaction:
  • “They worked their butt off. They deserve to get restored.” (Ross, 11:34)

Site 2 – Affiliate Marketing (High-Ticket Items)

• Actions Taken:
  • Personally purchased and reviewed products, showing photos/videos.
  • Added content by verified experts with bios.
  • Used AI for unique content ideas based on firsthand experience.
  • Employed Microsoft Clarity to fix user pain points.
  • Added quizzes to increase engagement.
  • Regularly updated core posts.
  • Focused on core web vital improvements (largest contentful paint).
• Notable Quotes:
  • “When it comes to core web vitals… you don’t have to have a perfect score. Just a good enough score.” (Scott, 13:53)
  • “To fix a site that’s been dropped in affiliate marketing… most people would just churn and burn it. Huge props to whoever did this.” (Ross, 15:05)
  • “Nobody does that. Well, not nobody, but few of these companies do it.” (Scott, 15:36) (on authentic product reviews)

Site 3 – YMYL E-commerce (Your Money or Your Life niche)

• Actions Taken:
  • Improved navigation and site structure.
  • Updated overall design for a more professional appearance.
  • Enhanced checkout to reduce abandonments.
  • Expanded “About Us” for increased brand trust.
  • Created timely content to earn authority-building links.
• Hosts Speculate:
  • “A lot of what Marie talks about… is really geared towards user experience and site design… I wouldn’t have expected it to have enough of an impact to pull them [out].” (Scott, 20:02)

Site 4 – City Guide (Affiliate/Sponsored)

• Actions Taken:
  • Incorporated original team-produced videos.
  • Featured unique photography.
  • Shared authentic, detailed personal recommendations.
  • Constantly updated relevancy.
• Host Reflection:
  • “It all comes down to the one thing that Google’s been telling us to do for years. Make your content great.” (Ross, 23:18)

Common Threads Across All Recovering Sites

(23:27+)

• Elevating content quality above commodity-level.

• Routinely updating and expanding content.

• Improving site and user experience.

• Demonstrating real expertise.

• Using original photos and videos for authenticity.

• Memorable Moment:

  • “It’s so simple, but yet… few people seem to be doing it. It’s so frustrating.” (Scott, 23:51)

Final Advice on Core Update Recovery

• Technical fixes and link building often aren’t the issue.

• Focus on real trust/authority signals if you’re in YMYL (“Your Money or Your Life”) topics.

• Put your main content and takeaways at the top; avoid burying users in fluff or ads.

  • “That just rings the bell for recipe sites, eh?” (Ross, 25:09)

• Quote:

  • “Ask yourself whether your content is mostly commodity content… If you’re not providing your professional experience and really adding value, it’s commodity. You’re not gonna succeed…” (Ross, 26:34)

3. Local SEO News – Google Business Profile Setup Traps

(Starts at 29:13)

• Cautionary advice based on a thread shared by Claudia Tamina (via Barry Schwartz/Search Engine Roundtable).
• Key Setup Options & Risks:
  • Avoid choosing “online only” unless that is truly your business – you’ll be ineligible for a profile.
  • For hybrid or service area models, make sure your staffing and documentation match Google’s requirements.
  • Only unstaffed entities like ATMs or EV chargers should claim that profile type.
• Quote:
  • “If you select my business online only… you are effectively disqualifying yourself.” (Scott, 31:20)
• Tip:
  • Do your homework before creating your Google profile to avoid unexpected suspensions.

Notable Quotes & Memorable Moments

Direct quotes with timestamps:

• “Front loading your main topic closer to the top of your content performs best.”
  — Ross, 02:57

• “Put your TLDR content at the top… That’s the core takeaway content you want your users to see.”
  — Scott, 04:09

• “Winning content averaged a Flesch-Kincaid grade level of 16… shorter sentences, plain structure beats out dense academic prose.”
  — Scott, 07:37

• “They worked their butt off. They deserve to get restored.”
  — Ross, 11:34

• “To fix a site that’s been dropped in affiliate marketing… most people would just churn and burn it. Huge props to whoever did this.”
  — Ross, 15:05

• “It all comes down to the one thing that Google’s been telling us to do for years. Make your content great.”
  — Ross, 23:18

• “It’s so simple, but yet… few people seem to be doing it.”
  — Scott, 23:51

Timestamps for Key Segments

| Segment | Timestamp | |------------------------------------------------------|--------------| | Welcome & Episode Overview | 01:50 | | ChatGPT AI Content Citation Study | 02:18–10:17 | | Google December 2025 Core Update Recoveries | 10:17–27:57 | | Local SEO: Google Business Profile Pitfalls | 29:13–33:11 |

Tone & Style

Casual, friendly, practical, and filled with real-world anecdotes and nerdy SEO banter. The hosts keep the tone light—thanks to quips about ‘90s web design, site nostalgia, and a recurring sense of partnership with listeners: “We crack ourselves up. Okay, so right into SEO news here…” (01:50)

Final Takeaways

• Put your main value and key takeaways at the top of your content, both for users and for AI-generated visibility.
• Unique, high-quality, expert-driven content trumps technical tricks for both core updates and AI citations.
• Winning at SEO in 2026 is all about substance, trust, and authentic user value—a lesson that never truly goes out of date.

For further reading: Search Engine Land (Kevin Indig’s study) and Marie Haynes’ detailed update recovery analysis (as mentioned throughout the episode).