Nội dung
- Measuring “prompt-level visibility” in AI search: SEO’s new challenge
- OKF: standardizing how AI reads data and content
- Paid media is becoming part of SEO investment in AI search
- Meta AI could be search’s “sleeping giant”
- AI content may not be underperforming — you may just be measuring it wrong
- Google responds to author.txt and author signals for SEO
- Search forums focus on robots.txt, AI Overviews, and product tracking
- A perspective for the Vietnamese market
- References
SEO is entering a phase where marketers can no longer track only rankings or clicks. As AI search, AI Overviews, and direct-answer interfaces take up more of the search journey, the ability to “be seen” in the new conversation is becoming a competitive advantage. For Vietnamese businesses, now is the time to reassess measurement, content distribution, and how trust signals are built across multiple platforms.
- Key points:
- Measurement in AI search cannot simply copy the traditional SEO model, because “position” and “clicks” are no longer the only metrics.
- Google’s Open Knowledge Format (OKF) shows a trend toward standardizing data so AI agent can understand content more easily.
- Paid media, Meta AI, and zero-click search are forcing marketers to view SEO as a distribution ecosystem rather than just organic optimization.
- Signals such as author data, robots directives, and discussions from the search community are shaping how AI tools collect and use content.
Measuring “prompt-level visibility” in AI search: SEO’s new challenge
Search Engine Land emphasizes that AI search does not operate like traditional search. A user may ask ChatGPT, compare options in Google AI Mode, then continue уточ their request through multiple rounds of conversation without ever visiting a website. That leaves marketers present in the answer, yet it is difficult to prove impact with familiar metrics.
The article shows that the key lies in “prompt-level visibility” — the ability to appear in each specific question-and-answer context. In the spirit of the analysis, businesses need to accept that AI does not have a single ranking system like SERPs. Therefore, tracking must shift from “what position am I in” to “which important questions do I appear in, and at what stage of the buying journey.” Source: Search Engine Land.
OKF: standardizing how AI reads data and content
Search Engine Journal introduces how the author built an “OKF brain” based on Google’s Open Knowledge Format. The notable thing about OKF is not that markdown is new, but that Google is pushing a standard structure so AI agent can read content more consistently, like a “common language” for automated systems.
For SEO, this points to a clear trend: content must not only be good for readers, but also structured clearly enough for machines to understand quickly. YAML frontmatter, indexes, and markdown may become important layers of signals in the agentic web environment. This is especially relevant for brands that want their content processed more accurately and consistently by AI systems. Source: Search Engine Journal.
Paid media is becoming part of SEO investment in AI search
Search Engine Land offers a notable perspective: as AI search changes how users discover brands, paid media is no longer separate from SEO as it once was. Instead, it is beginning to be seen as an investment that supports overall visibility across new search touchpoints.
The practical implication is that marketers should not view paid and organic as two separate silos. In the context of AI search, ads, useful content, brand signals, and visibility across multiple platforms can reinforce one another to increase the likelihood of being “chosen” by users and AI. This is a major shift in budget allocation thinking, especially in highly competitive industries. Source: Search Engine Land.
Meta AI could be search’s “sleeping giant”
Another Search Engine Land article argues that the SEO community is focusing too much on ChatGPT, Gemini, or Google AI Mode while overlooking Meta AI — a platform with a major distribution advantage. With billions of users across Meta’s app ecosystem, the key factor is not only model quality but also reach and usage habits.
The article shows that Meta AI could become a formidable competitor thanks to its “distribution first” strength. For marketers, this means future SEO strategy cannot be optimized for just one search tool. It is necessary to track where users actually consume information, from social networks to AI assistants built into familiar platforms. Source: Search Engine Land.
AI content may not be underperforming — you may just be measuring it wrong
Search Engine Journal pushes back on the idea that “AI content no longer works” with a simple argument: data reflects what is measured, but it does not always reflect the true value of content. In a context where more and more queries end without a click, declining traffic does not necessarily mean declining effectiveness.
The point to note is that old metrics may miss content’s role in building brand awareness, supporting multi-step search, and creating influence in a zero-click environment. For modern SEO, marketers need to combine traffic with other indicators, such as visibility in AI answers, branded search, or indirect engagement. Source: Search Engine Journal and analyses cited in the article from SparkToro and Ahrefs.
Google responds to author.txt and author signals for SEO
Search Engine Journal continues to note questions related to LLMs-author.txt and SEO, showing that author signals are a topic of growing interest in the community. While the summary source does not go deep into the final conclusion, the fact that Google had to issue a response shows that signals around authorship, content origin, and how machines read metadata are drawing increasing attention.
In practical terms, brands should take this as a reminder to strengthen author profiles, expertise information, page structure, and other trust signals. In the age of AI search, the authenticity of the writer and the publishing organization may affect how content is selected and cited. Source: Search Engine Journal.
Search forums focus on robots.txt, AI Overviews, and product tracking
Search Engine Roundtable compiles several developments being watched by the SEO community: Google says Cloudflare’s Content Signals robots.txt has no impact on crawlers or LLMs; AI Overviews now include a “further exploration” section; and some technical issues related to Google, YouTube, and Shopify product syncing may affect Merchant Center tracking.
The notable point here is that small infrastructure changes can have major effects on crawling, visibility, and measurement. For SEO professionals, this is a reminder that beyond content and strategy, it is also necessary to closely follow technical announcements from Google and related tools. Source: Search Engine Roundtable.
A perspective for the Vietnamese market
From these updates, it is clear that SEO in Vietnam is shifting from keyword optimization to optimizing visibility within the search and AI ecosystem. This is especially important for e-commerce, education, finance, real estate, and B2B businesses — sectors where users often research in multiple steps before making a decision.
In the short term, Vietnamese marketers should prioritize three things: standardizing content structure so machines can read it better, tracking metrics beyond clicks such as branded demand or assisted conversion, and continuously updating the AI search platforms their target customers are using. In other words, SEO is not disappearing — it is expanding into a multi-channel distribution, signal, and measurement challenge. Reference sources: Search Engine Land, Search Engine Journal, Search Engine Roundtable.
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This article focuses on SEO and AI search with a perspective for the Vietnamese market.
References
- How to measure prompt-level visibility in AI search
- Build An OKF Brain Like Mine!
- Paid media is becoming an SEO investment in AI search
- Why Meta AI could become search’s sleeping giant
- AI Content Didn’t Stop Working, Your Metrics Did
- Google Answers Question About LLMs-Author.txt For SEO
- Daily Search Forum Recap: July 6, 2026
- Search Engine Land — Search Engine Land welcomes Traffic Think Tank to its community portfolio
