Google Says GSC Sitemap Uploads Don’t Guarantee Immediate Crawls via @sejournal, @martinibuster

Google’s John Mueller answered a question about how many sitemaps to upload, and then said there are no guarantees that any of the URLs will be crawled right away.

A member of the r/TechSEO community on Reddit asked if it’s enough to upload the main sitemap.xml file, which then links to the more granular sitemaps. What prompted the question was their concern over recently changing their website page slugs (URL file names).

That person asked:

“I submitted “sitemap.xml” to Google Search Console, is this sufficient or do I also need to submit page-sitemap.xml and sitemap-misc.xml as separate entries for it to work?
I recently changed my website’s page slugs, how long will it take for Google Search Console to consider the sitemap”

Mueller responded that uploading the sitemap index file (sitemap.xml) was enough and that Google would proceed from there. He also shared that it wasn’t necessary to upload the individual granular sitemaps.

What was of special interest were his comments indicating that uploading sitemaps didn’t “guarantee” that all the URLs would be crawled and that there is no set time for when Googlebot would crawl the sitemap URLs. He also suggested using the Inspect URL tool.

He shared:

“You can submit the individual ones, but you don’t really need to. Also, sitemaps don’t guarantee that everything is recrawled immediately + there’s no specific time for recrawling. For individual pages, I’d use the inspect URL tool and submit them (in addition to sitemaps).”

Is There Value In Uploading All Sitemaps?

According to John Mueller, it’s enough to upload the index sitemap file. However, from our side of the Search Console, I think most people would agree that it’s better not to leave it to chance that Google will or will not crawl a URL. For that reason, SEOs may decide it’s reassuring to go ahead and upload all sitemaps that contain the changed URLs.

The URL Inspection tool is a solid approach because it enables SEOs to request crawling for a specific URL. The downside of the tool is that you can only request this for one URL at a time. Google’s URL Inspection tool does not support bulk URL submissions for indexing.

See also: Bing Recommends lastmod Tags For AI Search Indexing

Featured Image by Shutterstock/Denis OREA

LinkedIn Study: Professionals Trust Their Networks Over AI & Search via @sejournal, @MattGSouthern

LinkedIn reports that professionals are more likely to seek workplace advice from people they know than from AI tools or search engines.

A new LinkedIn study finds that 43% turn to their networks first, with nearly two-thirds saying colleagues help them decide faster and with more confidence.

Key Findings

LinkedIn’s research indicates that professional networks rank ahead of AI and search for advice at work, with 43% naming their network as the first stop.

Sixty-four percent say colleagues improve the quality and speed of decision-making. The study also notes an 82% rise in posts about feeling overwhelmed or navigating change, suggesting that people are looking for clarity from trusted human voices.

Pressure To Learn AI

Learning about AI is causing stress for many people. Over half (51%) say upskilling feels like a second job, 33% feel embarrassed about their knowledge, and 35% feel nervous discussing AI at work.

Additionally, 41% say the fast pace of AI changes affects their well-being. Younger workers, especially Gen Z, are more likely to exaggerate their AI skills compared to Gen X.

Among those aged 18 to 24, 75% believe AI cannot replace the intuition from trusted colleagues. This aligns with the finding that people prefer advice from known experts, especially when the stakes are high.

Implications For B2B Buying And Marketing

The study shows that 77% of B2B marketing leaders say audiences rely on both a company’s channels and their professional networks. Millennials and Gen Z now represent 71% of B2B buyers, leading marketers to invest in trusted individuals within those networks.

Eighty percent of marketers plan to increase spending on community-driven content featuring creators, employees, and experts. They believe that trusted creators are key to building credibility with younger buyers.

This highlights that social discovery and community participation matter as much as search rankings. Content that’s easy to share and linked to recognized experts may reach more people than generic brand messages.

Why This Matters

As professionals turn to their networks for advice, you may need to adjust how you build trust and generate demand.

You can do this by encouraging your employees to share messages, working with trusted creators, and creating expert-led content that’s easy to find on social media.

While traditional SEO and paid ads still matter, networks can affect how people find, discuss, and validate your content before they visit your website.

Looking Ahead

As more people use AI, professionals are learning to combine new tools with their own judgment. Marketers can gain lasting benefits by focusing on building real relationships, rather than just mastering AI tools.

Methodology

The findings are based on research commissioned by LinkedIn and conducted by Censuswide. The study included 19,268 professionals and 7,000 B2B marketers from 14 countries, conducted from July 3 to July 15, 2025.

The percentages and program details mentioned above are taken directly from LinkedIn’s pressroom post.


Featured Image: Nurulliaa/Shutterstock

Google Brings Loyalty Offerings To Merchant Retailers via @sejournal, @brookeosmundson

Google has announced a new set of Merchant loyalty offerings, giving retailers a way to surface existing member perks.

Retailers who have loyalty offerings to their customers, such exclusive pricing, shipping, and points, can now show across both free listings and paid Shopping ads.

In addition to the loyalty offering, Google Ads is introducing a new loyalty goal to help brands optimize toward higher-value customers rather than focusing purely on short-term clicks.

The move, which officially launched on August 26, 2025, signals Google’s deeper investment in connecting retention strategies with its commerce ecosystem.

For retailers already managing robust loyalty programs, this rollout could be an opportunity to strengthen visibility and attract repeat shoppers directly within Google surfaces.

What is the New Loyalty Offering?

Merchant Center retailers can now activate a loyalty add-on within Merchant Center to display member benefits in Google Shopping results.

This includes member-only pricing, shipping perks, or points. This can appear across Search, the Shopping tab, free listings, as well as Wallet.

To go along with this loyalty offering, Google Ads is now offering a loyalty goal.

This gives advertisers the ability to steer Smart Bidding toward audiences with a higher lifetime value. This means campaign optimization shifts from a narrow one-time transaction focus to a longer-term view that considers repeat purchases and retention.

Where do Loyalty Perks Show Up?

Loyalty benefits can now appear across multiple touchpoints. Shoppers may see a member price next to the standard price or a shipping perk highlighted in listings.

Loyalty offerings example in Google Shopping adImage credit: Google Ads, August 2025

In the United States, retailers using Customer Match can show personalized loyalty annotations to identified members.

Google also allows member pricing to appear for unknown members in the U.S. and Australia, with more countries currently in beta testing.

This shift makes loyalty more visible during product research and comparison, when shoppers are deciding where to buy.

Who Can Take Advantage of Loyalty Offerings?

The program is currently available in the U.S., U.K., Germany, France, and Australia. Merchants must have an existing loyalty program and enable the loyalty add-on within Merchant Center.

To qualify, member pricing discounts must be at least 5% off or five units of local currency. Only national-level loyalty pricing is supported, and if a site-wide promotion is running, that will override any member pricing in ads.

Importantly, retailers need to use the dedicated “loyalty_program” attribute in their product feed. This supplies details like:

  • Member price
  • Points
  • Shipping benefits
  • Other member perks.

Google requires consistency between submitted feed data and what appears on-site.

Customer Match is required to show known-member personalization in ads within the U.S. Google is also piloting its use in free listings.

How do Retailers Get Started?

Retailers should begin by enabling the loyalty add-on in Merchant Center. Membership tiers and benefits must be clearly defined.

Feeds should be updated with the correct “loyalty_program” attributes. Customer Match lists need to be uploaded and kept current to unlock personalization for U.S. shoppers.

From there, testing the new loyalty goal in Google Ads will be key. Advertisers should compare performance against other bid strategies and review Merchant Center’s loyalty reporting to measure impact.

Highlighting Membership Value

Google’s loyalty features give retailers new ways to highlight membership value where it matters most: at the point of discovery. By surfacing perks in Search and Shopping, brands can differentiate themselves before the click.

The addition of a loyalty goal also encourages smarter optimization. Campaigns can focus not just on conversion volume but on the quality and long-term value of customers.

For retailers with established loyalty programs, this rollout is worth exploring now. It connects retention strategies with acquisition in a way that could drive measurable impact.

Product page SEO: 5 things to improve

Having great product pages is important for your sales. After all, it’s where people decide to click that buy button. Besides optimizing your product pages for user experience, you also want to make sure these pages work for your SEO. You might think this is obvious. That’s why we’ll show you a few less obvious elements of product page SEO in this post. And we’ll explain why it’s so important to take these things into account. Let’s go!

Table of contents

1. The basics of product page SEO

First things first: a product page on an online store is a page too. This means that all the SEO things that matter for your content pages matter for your product pages as well. Of course, there’s a lot more to product page SEO. But for now, this will be your basic optimization. Tip: If you offer not-so-exciting products on your site, you may want to read our post on SEO for boring products.

Let’s start with the basics.

A great title

Try to focus on the product name and include the manufacturer’s name, if applicable. In addition, if your product is a small part of a larger machine (screw, tube), for example, you should include the SKU as well. People might search for that specifically.

A proper and unique product description

While it might be tempting to use the same description as the product’s manufacturer, you really shouldn’t. That description might be found on hundreds of websites, which means it’s duplicate content and a sign of low quality for your website (to Google). Remember, you want to prevent duplicate content at all times!

Now, you might think: “But all my other content (content pages, category pages, blog) is unique!” However, if the content on hundreds of product pages isn’t unique, then the majority of your website’s content still won’t be up to par. So make time to create unique content! And if you need help, the Yoast WooCommerce SEO plugin comes with product-specific content and SEO analysis that helps you produce great product descriptions.

An inviting meta description

A product page usually contains a lot of general information, like the product’s dimensions or your company’s terms of service. To avoid Google using that unrelated text in a meta description, you want to add a meta description to your product pages. It’s arguably even more important than adding one to your content pages!

Next, try to come up with unique meta descriptions. This can be difficult sometimes. You might come up with a sort of template, where you only change the product name per product. That’s okay to start with. But ideally, all your meta descriptions should be unique. Yoast SEO has various AI features that will help you with this.

Pick a great and easy-to-remember URL

We recommend using the product name in the URL. However, keep it short and simple so that it is still readable for site visitors.

Add high-quality and well-optimized images with proper ALT text

Include the product name in at least the main product image. This will help you do better in visual search. Also, don’t forget video — if applicable.

Focus on your product page UX

Last but not least: UX, or user experience. This is an important step because it’s all about making your product pages as user-friendly as possible. Plus, it’s an important part of holistic SEO. There are many parts to UX, which is why we wrote a post with product page UX examples. Give it a read!

Read more: Write great product descriptions with WooCommerce SEO »

WooCommerce SEO simplified

Enhance product visibility and drive more traffic to your online shop.

2. Add structured data for your products and get rich results

Structured data is an essential part of a modern SEO strategy. You simply can’t do without structured data for your product pages anymore, because they help your product page stand out. For example, there is a specific Product schema that helps you get highlighted search results, so-called rich results. These are great for your site’s visibility, and they can also increase your click-through rate! And if you mark up customers’ reviews with Review structured data, they will show up in the search results. Seeing those beautiful stars underneath a product page will convince people they should check out your site!

Another reason to add it is to manage customers’ expectations. Your visitors will know your price up front and that the product is still in stock. How’s that for user experience?

Search engines and AI/LLMs will understand your page better

Structured data is also important for your product page SEO because the major search engines came up with this markup, not the W3C consortium. Google, Bing, Yahoo, and Yandex agreed upon this markup, so they could identify product pages and all the product elements and characteristics more easily. Why? So they could a) understand these pages a lot better and b) show you rich snippets like this:

That’s a lot of info in the search results, right?

The Product schema tells the search engine more about the product. It could include characteristics like product description, manufacturer, brand, name, dimensions, and color, but also the SKU we mentioned earlier. The Offer schema includes more information on price and availability, like currency and stock. It can even include something called priceValidUntil to let search engines know that the price offer is for a limited time only.

Add structured data with Yoast SEO

Boost your website’s presence with powerful schema structured data features, included for free with Yoast SEO.

Options to add structured data for product page SEO

Schema.org has a lot of options, but only a limited set of properties are supported by search engines. For instance, look at Google’s page on product page structured data to see what search engines expect in your code and what they can do with it.

This is why you want to add Schema.org data for product page SEO: It’s easier to recognize for Google, and it makes sure to include important extras in Google already. If you have a WooCommerce shop, our WooCommerce SEO plugin takes care of a lot of this stuff behind the scenes.

Keep reading: Rich results, structured data and Schema: a visual guide to help you understand »

A preview of how your product might look in Google thanks to structured data

3. Add real reviews

Reviews are important. In fact, 74% of consumers say that they check reviews on at least two sites before buying anything online or locally. Although not everyone trusts online reviews, many do, so they can be very helpful.

If you are a local company, online reviews are even more important. Most reviews tend to be extremely positive, but it might just be the negative reviews that give a better sense of what is going on with a company or product. In addition, getting awesome testimonials is another way of showing your business means business.

Leading Dutch online store Coolblue gives consumers a lot of options to make relevant and useful reviews of the products they buy

Try to get your customers to leave reviews, then show the reviews on your product page. Do you get a negative review? Contact the writer, find out what’s wrong, and try to mitigate the situation. Maybe they can turn their negative review into a positive one. Plus: You’ve gained new insights into your work.

If you’re not sure how to get those ratings and reviews, check out our blog post: how to get ratings and reviews for your business. And don’t forget to mark up your reviews and ratings with Review and Rating schema so search engines can pick them up and show rich results on the search results pages.

4. Make your product page lightning fast

Nobody enjoys waiting, especially when browsing on a mobile device. Many shoppers are now using their phones to make purchases, so speed on your product pages is crucial. Visitors expect instant access to content, and search engines reward that expectation. Compress images, implement responsive design, and streamline scripts to enhance load times. Regularly test your mobile layout to identify and fix problems before they impact your users. Prioritizing mobile performance not only satisfies your customers but also aligns with search engine preferences, potentially boosting your SEO rankings and increasing traffic.

Remember, a fast, mobile-friendly site is a win-win for everyone involved. To get you started, here’s a post about how to improve your Core Web Vital scores.

5. User test your product page

Looking at numbers in Google Analytics, Search Console, or other analytical tools can give you insight into how people find and interact with your page. These insights can help you improve the performance of a page even more. But there’s another way to ensure that your product page is as awesome as it can be: user testing. There are also many ways to get more value from site visitors with A/B testing.

How user testing can help you

Testers can find loads of issues for you, such as terrible use of images (including non-functioning galleries), bad handling of out-of-stock products, or inaccurate shipping and return information, which can lead to trust issues. Now, you might be thinking: Surely, my website doesn’t have those issues! But you’d be surprised.

In their Product Page UX research project, the Baymard Institute found that:

“The high-level benchmark results show that only 49% of e-commerce sites have an overall ‘decent’ or ‘good’ UX performance for their product pages, while 51% of sites have ‘mediocre’ or worse product page implementations. On the extreme ends of performance, only a couple of sites had a very ‘poor’ Product Page UX performance that failed to align with commonly observed user behavior in our large-scale PDP testing. This is a fortunate shift upward from 2021, which previously had 4% of sites with below ‘poor’ performances. At the other end of the scale, there aren’t any sites with an overall ‘Perfect’ or ‘“’State of the Art’ product page implementation (unchanged since 2021).

You can read this fascinating study on their Product Page UX site.

The Baymard report has loads of insights into the most common errors seen on product pages

While you compare your product pages to external user research, don’t forget to do your own user testing! Doing proper research will give you eye-opening results that you probably wouldn’t have found yourself.

Bonus: Build trust and show people your authenticity

Getting a stranger to buy something on your site involves a lot of trust. Someone needs to know you are authentic before handing you their hard-earned money, right? Google puts a lot of emphasis on the element of trust — It’s all over their famous Search Quality Raters Guidelines. The search engine tries to evaluate trust and expertise by looking at online reviews, the accolades a site or its authors receive, and much more.

Brand perception in AI and LLMs

AI search engines and LLMs also assess these trust factors to shape how your brand is presented. They analyze reviews, schema, and overall credibility to produce an accurate portrayal. A trustworthy online presence can positively influence how these systems perceive and convey your brand to users.

This is why it’s so important that your About Us and Customer Service pages are in order. Make sure people can easily find your contact information, information about returns and shipping, payment, privacy, etc. This will build trust with your customers. So, don’t forget!

Social proof is another way to build trust with your customers. Adding social proof to your product pages can significantly influence buying decisions. Display customer reviews, testimonials, and ratings to build trust and demonstrate real-life experiences. Include trust badges, like security symbols or industry awards, to boost credibility. Encourage happy customers to share photos or videos of your products and showcase this content on your website. These elements help assure visitors that your products are both credible and valued by others.

Conclusion: Be serious about your product page SEO

If you’re serious about optimizing your product page, you shouldn’t focus on regular SEO and user experience alone. You’ll have to dig deeper into other aspects of your product pages. For instance, you could add the Product and Offer Schema, so Google can easily index all the details about your product and show these as rich results in the search results. In addition, you should make your product pages fast, add user reviews, and try to enhance your website’s trustworthiness. And don’t forget to test everything you do!

Need a helping hand? Be sure to check out our ecommerce SEO training course. Learn what ecommerce SEO entails, how to optimize your site, and boost your online presence. Want to get your products ranking in the shopping search results? We’ll tell you how. Start your free trial lesson today! Full access to Yoast SEO Academy is included in Yoast SEO Premium, which also includes all other plugins — including Local SEO for optimizing your performance in local search.

Check out our overview of product page must-haves

To help you stay on top of your product pages, we created a PDF that you can use to optimize your product pages. Most of what’s discussed in this blog post can be found in the PDF, plus more tips! Just click on the image to go to the PDF and download it.

preview product page must haves
Click on the image to download the PDF

Read on: 7 ways to improve product descriptions in your online store »

What To Do When the Click Disappears: Surviving SEO In The AI-Driven SERP via @sejournal, @AdamHeitzman

You may have noticed your organic traffic looking different lately. Rankings fluctuate wildly, your content appears in AI summaries one week and vanishes the next, and users are increasingly getting their answers without ever visiting your website.

When 58.5% of searches end without a click, that carefully optimized content you spent weeks perfecting might be feeding AI answers instead of driving traffic to your site.

We’re witnessing the biggest shift in search since Google’s early days. Traditional SEO tactics aren’t enough anymore.

You need a strategy that works when AI systems become the middleman between your content and your audience.

The New Search Reality: AI Is Eating Your Clicks

Let’s be honest about what’s happening.

Google’s AI Overviews now appear for over 11% of all searches according to BrightEdge research, pulling information from multiple sources to create comprehensive answers above your organic results. Users get what they need without clicking through.

But, it’s not just Google. Perplexity processes over 780 million searches monthly, while ChatGPT’s browsing feature handles complex queries that users used to need multiple website visits to answer.

Your Content Is Working, Just Not How You Expected

Here’s what’s particularly frustrating: Your content is often powering these AI responses, but you’re not getting credit or traffic for it.

Search for [email automation] on Google and you’ll see a comprehensive AI Overview that defines the concept, explains how it works in four detailed steps, lists benefits, provides examples, and even mentions specific tools like ActiveCampaign and Mailchimp.

This response synthesizes information from multiple sources into one complete answer that eliminates the need to visit any individual website.

The user gets a definition, step-by-step process, benefits, examples, and tool recommendations all in one place.

Meanwhile, the original content creators who researched and wrote about email automation triggers, personalization strategies, and platform comparisons see their expertise repackaged without receiving the traffic they would have earned from traditional search results.

Screenshot from search for [email automation], Google, July 2025

This is the new normal. Voice search and conversational AI are training users to expect complete answers, not blue links to explore.

Zero-click searches aren’t killing SEO; they’re evolving it. Your content needs to work harder in this new environment.

What Marketers Need To Rethink

Forget everything you know about traditional SEO success metrics. The game has fundamentally changed.

Shift Your Focus: From Rankings To Mentions

That coveted No. 1 ranking? While still valuable, it’s becoming less reliable for driving traffic when AI systems deliver answers directly to users.

Your content increasingly competes to be cited by AI alongside traditional ranking factors.

Rankings still matter, especially for commercial queries where users want to browse options. But, for informational searches where users seek quick answers, your content’s value now extends beyond its position in organic results.

Being featured in an AI Overview from position No. 7 can deliver more brand exposure than ranking No. 3 without AI inclusion.

Think about it this way: When someone asks ChatGPT or Google AI Mode about your industry, does your brand get mentioned? That’s your new battleground.

Your New Success Metrics

Instead of obsessing over click-through rates, you need to start tracking metrics that capture AI influence on your brand:

  • Brand mentions in AI responses across platforms tell you whether your content is being cited and referenced.
  • Branded search volume spikes often follow AI feature appearances.
  • Conversion assists where organic search was part of the user’s journey but not the final touchpoint.
  • Customer surveys asking, “How did you hear about us?” reveal AI influence that analytics can’t capture.

I’ve seen clients with flat traffic numbers but 200% increases in brand mentions in AI responses. That’s invisible growth that traditional analytics miss entirely.

Practical Strategies That Work

Here’s how to adapt your SEO approach for AI-powered search. These are strategies I’ve tested with clients across different industries.

Make Your Content AI-Friendly

The most important shift you can make is structuring your content for AI comprehension.

Place your main answer within the first one to two sentences of any piece of content. Think of it like writing a news article where the lead paragraph contains all the crucial information.

If someone asks, “What are the benefits of meditation?” your opening should be, “Meditation reduces stress, improves focus, and enhances emotional well-being through regular practice.” Then expand with details, examples, and supporting evidence.

Look at this great example from NerdWallet:

Screenshot from NerdWallet, July 2025

This approach serves both human readers who want quick answers and AI systems that prioritize clear, immediate responses. When Google’s AI Overview or ChatGPT pulls from your content, that opening statement becomes your brand’s voice in the answer.

I’ve seen this strategy increase AI citation rates by 40% for clients who consistently implement it.

Key formatting strategies that work:

  • Structured formats: Transform dense paragraphs into FAQs, numbered lists, and tables that AI can easily parse.
  • Schema markup: Use schema.org vocabulary to help large language models (LLMs) understand relationships between information on your site.
  • Clear headings: Create content hierarchy with H2 and H3 headings that AI can follow.

A well-structured FAQ section doesn’t just help users. It becomes a goldmine for AI systems looking for clear question-answer pairs.

Consider transforming complex pricing information into tables rather than burying details in lengthy paragraphs.

Build Citation-Worthy Authority

Creating content that AI systems want to reference requires a fundamental shift from aggregating existing information to generating original insights.

Publish studies, proprietary data, and exclusive interviews that can only come from your organization.

LLMs prioritize original sources over aggregated information, making your research significantly more likely to be cited and attributed.

Instead of stating facts directly, frame them as insights from your organization. “According to our research at [Company Name]” or “Based on our analysis of 10,000 customer surveys” signals to AI systems that the information comes from a specific, credible source.

This technique helps ensure that when LLMs pull information from your content, they’re more likely to include your brand name in the response.

Building topical authority through comprehensive content clusters is more important than ever. Create interconnected content that thoroughly covers your expertise area from multiple angles.

If you’re in the gardening space, don’t just write one article about composting. Create a comprehensive resource covering composting basics, troubleshooting common problems, seasonal considerations, and advanced techniques, then link these pieces together strategically.

This clustering approach works because LLMs assess credibility partly based on depth and breadth of coverage.

Sites that demonstrate comprehensive knowledge on topics are more likely to be seen as authoritative sources worth citing.

I’ve watched brands jump from occasional mentions to consistent AI citations by implementing this strategy over six to 12 months.

Diversify Beyond Traditional Search

Don’t put all your eggs in the Google basket. AI systems pull information from diverse sources, and expanding your content distribution increases your chances of being included in LLM training data and responses.

Recent research from Ahrefs analyzing 78.6 million AI responses across Google AI Overviews, ChatGPT, and Perplexity reveals which platforms get cited most frequently.

The data shows clear patterns in what each AI system prefers to reference.

Platforms worth prioritizing based on AI citation data:

  • YouTube: Dominates Perplexity citations (16.1% mention share) and ranks high in AI Overviews (9.5%), making video content crucial for AI visibility.
  • Reddit: Heavily favored by Google AI Overviews (7.4% mention share) but absent from ChatGPT and Perplexity’s top citations.
  • News and industry publications: ChatGPT shows a strong preference for news outlets like Reuters and Apple News, making media coverage valuable.
  • Wikipedia: Leads citations across all three platforms, emphasizing the importance of having your brand or expertise documented on authoritative reference sites.

The research reveals that different AI systems have distinct preferences.

Google’s AI Overviews favor user-generated content from Reddit and Quora, while ChatGPT prioritizes news sources and authoritative publications.

Perplexity shows the strongest preference for YouTube content alongside Wikipedia.

Each platform has its own content style and audience, so adapt your messaging accordingly.

A LinkedIn post about industry trends might become a source for business-related AI responses, while a YouTube video explanation could be referenced for educational queries.

The key is maintaining consistent expertise and messaging across all channels.

Testing your content directly in different AI platforms gives you immediate feedback on how it’s being interpreted and used.

Ask ChatGPT questions related to your expertise and see if your content appears in the responses. Query Perplexity about industry topics you’ve covered.

This direct testing helps you understand how different AI systems process and present your information, allowing you to refine your approach based on real results.

Measuring Success In A Post-Click World

Traditional metrics aren’t telling the whole story anymore, and honestly, this is where most marketers struggle with the transition to AI-era SEO.

You’re used to clear, quantifiable metrics like organic traffic and click-through rates. Now you need to track influence that often happens without any direct interaction with your website.

Track AI Visibility Across Platforms

Start by monitoring featured snippets and AI Overview inclusions. These placements often indicate that AI systems are pulling from your content, even if they don’t generate the clicks you’re used to seeing.

Set up alerts for when your content gets featured because these appearances frequently correlate with increases in branded search volume and direct traffic.

Check if your brand appears when users ask AI tools about your industry. Search for your company name in ChatGPT, Perplexity, and Google’s AI Overview to see how you’re being represented.

You might discover that your brand is being mentioned in contexts you didn’t expect, giving you insights into how AI systems perceive your authority.

Social media monitoring becomes more important in this landscape because people often discuss insights they learned from AI summaries.

Set up tracking for mentions where people reference concepts or data points that originally came from your content, even if they don’t directly cite your brand.

These conversations indicate that your content is influencing discussions, even when traditional attribution models miss the connection.

Attribution Modeling For Invisible Influence

The challenge with zero-click searches is that they force you to rethink how you measure content success.

A user might read your advice in an AI summary today, then visit your site directly next week after remembering your brand name. Traditional last-click attribution completely misses this connection, making your SEO efforts appear less valuable than they actually are.

Implement first-touch attribution models that credit SEO for starting customer journeys, even when other channels complete the conversion.

Survey your new customers about how they first discovered your brand, and you’ll often find they mention seeing your content in search results or AI responses weeks before converting. This qualitative data fills in gaps that analytics can’t capture.

Look for patterns where direct traffic increases after your content gets featured in AI responses. Create custom UTM parameters for content that frequently appears in AI summaries.

While you can’t track every citation, you can identify trends in how AI-discovered content influences broader marketing performance.

Watch for increases in newsletter signups, demo requests, or branded searches following AI feature appearances.

Google Analytics 4’s attribution modeling can help you understand these multitouch journeys better than previous versions. Configure it to show conversion assists where organic search was part of the user’s path but not the final touchpoint.

This reveals the true value of your SEO efforts in an environment where direct attribution becomes increasingly difficult.

Tools And Techniques For Modern Measurement

SparkToro helps you understand where your audience discovers content and which sources they trust.

Use it to identify if your brand is being mentioned in the same contexts as industry leaders, indicating you’re gaining mindshare even without direct clicks.

This competitive intelligence reveals whether your AI strategy is working compared to others in your space.

Beyond traditional tools, create a systematic monitoring approach using multiple AI platforms.

Set up monthly checks to see if your citation frequency is increasing and which topics generate the most AI references.

Document examples of how your content gets referenced and summarized to understand what formats work best.

Remember that influence in AI responses often correlates with long-term brand growth, even if immediate traffic metrics look flat.

While comprehensive research on AI citation impact is still emerging, the pattern mirrors what we’ve seen with other “zero-click” features like featured snippets, brand exposure through authoritative citations can drive awareness and consideration that results in direct searches and conversions over time.

The key is connecting these invisible influences to eventual business outcomes.

Building Long-Term Resilience In An AI-First World

The brands that thrive in this new landscape will not just adapt to current changes.

They will anticipate what comes next and build systems that can weather the unprecedented volatility that AI-powered search brings.

Prepare For AI Volatility

Traditional core Google algorithm updates happen a few times per year and usually follow predictable patterns.

With each model update, LLMs can change their behavior, creating unprecedented volatility in search visibility that most SEO professionals haven’t experienced before.

Your content might appear in ChatGPT responses one week and disappear the next. This isn’t a bug or a penalty. It’s how LLMs work.

They constantly learn and adjust their understanding of what constitutes authoritative information based on new training data and updated models.

Instead of panicking over daily fluctuations, track broader patterns in brand mentions, branded search volume, and conversion trends.

These metrics provide more stable indicators of your content’s impact than individual AI citations, which can vary significantly based on model updates and algorithmic adjustments.

Your brand needs to be what I call “retypeable,” the kind of name people remember and search for when they’re ready to take action.

When users encounter your brand in an AI summary, they should immediately associate it with your core value proposition and remember it later when they’re ready to engage.

Build Flexible Systems

Set up processes to review and refresh your most important pages quarterly.

LLMs prioritize current information more heavily than traditional search engines, so maintaining content freshness becomes critical for sustained AI visibility.

Develop relationships with other authoritative sources in your industry through collaborations, partnerships, and cross-references.

The more your brand appears in connection with recognized authorities, the stronger your credibility signals become for AI systems.

These relationships create natural mentions across different content formats and platforms that extend beyond what you can control directly.

The Future Of SEO Is About Influence, Not Clicks

The shift to AI-powered search is changing not just how people find information but also how brands build authority and trust.

Companies that recognize this early and adapt their strategies accordingly will own the conversation in their industries, while others struggle to understand why their traditional SEO efforts aren’t delivering the same results.

Your content is still working. It’s influencing decisions, building brand awareness, and driving conversions.

You just need new ways to measure and optimize for its impact in an environment where visibility doesn’t always equal clicks, but influence still equals business growth.

More Resources:


Featured Image: LariBat/Shutterstock

Closing The Digital Performance Gap: Why The C-Suite Must Take Web Effectiveness Seriously via @sejournal, @billhunt

Over the years, I’ve worked with numerous companies that engaged me to create world-class Search organizations and win the global search game, only to block the majority of the initiatives required to achieve that goal. This disconnect often stems from how the C-suite perceives its website.

In too many boardrooms, the site is still seen as a digital brochure and an expense managed by marketing, with limited scrutiny or strategic oversight. Yet, that same site touches nearly every phase of the customer journey, investor perception, partner evaluation, and talent acquisition.

In my previous article, “Why Your SEO Isn’t Working – And It’s Not The Team’s Fault,” I detailed how structural issues, not underperforming teams, were usually the root cause of poor SEO outcomes. In “The New Role Of SEO In The Age Of AI,” I introduced the shift from traditional optimization toward visibility in AI-driven systems.

This article brings those ideas together under a single call to action: It’s time for executive leadership to own web performance as a measurable, managed business function.

What Is The Digital Performance Gap?

The Digital Performance Gap is the measurable distance between your online potential and actual business outcomes. Most companies are leaking performance through misaligned teams, disconnected key performance indicators (KPIs), outdated platforms, or siloed operations.

Symptoms include:

  • Underwhelming organic traffic and conversions.
  • Disconnected websites across departments or geographies.
  • Content that ranks but doesn’t convert (or worse, can’t even be found).
  • Slow responsiveness to AI shifts and platform changes.
  • Tools and vendors operating without return on investment (ROI) oversight.

In short: You’re paying for a Ferrari and driving it like a lawnmower.

From Pit Crew To Performance System: A Better Analogy

Imagine you’re the owner of an F1 racing team. You’ve got the budget, the ambition, and a roster of great people – from engineers to mechanics to a world-class driver.

However, the engine design was handled by a team that never consulted with the race strategist. Your telemetry data doesn’t reach the pit wall. The car is fast in theory, but coordination is poor, and outcomes are inconsistent.

Sound familiar?

That’s how many enterprise websites operate. Everyone is working hard in their silos. But without integrated planning, shared goals, or clear leadership, the system can’t perform at its full potential.

Web effectiveness isn’t just about the “driver” (e.g., SEO or content teams)—it’s about the entire vehicle and how the organization supports it. And the C-suite? They’re the race directors. When the director doesn’t orchestrate the team, the whole system suffers.

In elite racing, the pit crew doesn’t just change tires. They analyze data, forecast risks, and adapt in real time. Their split-second coordination with the driver wins races. That’s what a web performance system should look like–fully integrated, real-time, and strategically directed.

But instead of this synergy, most digital organizations resemble a collection of vendors and internal teams using different playbooks, judged by different KPIs, and waiting for executive direction that never comes.

You can’t win the race if the engine team is optimizing for safety, the strategist is optimizing for top speed, and the pit crew is trying to meet tire budget KPIs. That’s not cross-functional excellence, it’s cross-functional chaos.

Web Effectiveness Is A Business Metric

Web Effectiveness is the degree to which your digital presence delivers against real business goals.

It spans:

  • Findability (SEO, search, AI discoverability).
  • Usability (conversion, performance, accessibility).
  • Relevance (structured content that solves user needs).
  • Integration (connected to customer relationship management or CRM, data layers, product feeds).

This isn’t marketing fluff. It’s operational excellence.

When no one owns it, everyone loses.

  • IT may control infrastructure.
  • Marketing manages messaging.
  • Sales owns conversion.
  • Legal redlines half the useful copy.

But no one owns the outcome. That’s a leadership failure.

The High Cost Of No Ownership

When the C-suite doesn’t take web performance seriously, the costs compound:

  • Visibility declines. You’re outranked by competitors who understand AI’s new rules.
  • Opportunity evaporates. Valuable search terms go unanswered – or worse, answered by the platforms themselves.
  • Budgets get wasted. You pay for tools, agencies, and tech that aren’t integrated or even used.
  • Your story gets told by others. Generative engines summarize what they find. If your content isn’t structured or visible, you’re not even in the conversation.

Even companies that only exist online often fail to fully leverage the very platform that drives their value.

What Executive Ownership Looks Like

Executive ownership doesn’t mean micromanaging metadata – it means ensuring that:

  • Web outcomes are tied to business KPIs.
  • Budgeting reflects strategic priority, not departmental silos.
  • SEO, UX, content, and dev teams are operating under a unified model.
  • Vendor evaluations include contribution to visibility and performance.
  • Someone is accountable for closing the performance gap.

Consider creating a Web Effectiveness Center of Excellence or appointing a Digital Effectiveness Officer to champion this mandate.

A Framework For Closing The Gap

To transition from fragmented efforts to strategic impact, organizations require a shared operating model. Here’s a high-level Web Effectiveness Framework:

  1. Governance: Who owns what? Are responsibilities clear?
  2. Visibility: Can search engines and AI systems discover, interpret, and cite your content?
  3. Experience: Are you delivering what users need – on every device, in every format?
  4. Optimization: Are you using the platforms, features, and data you already pay for?
  5. Measurement: Are you tracking impact, not just traffic?

This framework can be scaled across divisions, regions, and lines of business. The key is treating your site not as a brochure, but as your most valuable digital asset.

Final Thought: Time To Step In

Closing the Digital Performance Gap starts with a mindset shift: from cost center to growth platform. From tactical ownership to strategic leadership.

Today’s website is no longer just a reflection of your brand—it is your brand. It’s where customers decide to trust you, where partners evaluate your credibility, and where investors form first impressions. Yet far too often, this central asset is owned by no one, governed by outdated workflows, and limited by KPIs that belong to another era.

Let’s be clear: digital excellence doesn’t happen by accident. It’s the result of intentional alignment between leadership, teams, and technology. And that alignment starts with the C-suite.

CMOs must champion performance and not just promotion. CTOs must prioritize enablement and not just uptime. CEOs must encourage cross-functional alignment, efficiency, speed, agility, and clarity to ensure optimal performance.

Web effectiveness should no longer be framed as a project, initiative, or marketing tactic. It’s a performance system. A business function. A shared responsibility. And if you don’t have someone responsible for web performance at the leadership level, it’s time to create that role. A Digital Effectiveness Officer, a Center of Excellence, or, at a minimum, a cross-functional ownership council that brings visibility, accountability, and forward momentum.

Because here’s the truth: If you don’t own your website’s performance, someone else will define your digital reputation—and capture your audience. Bring web effectiveness into the boardroom. Align your teams. Close the gap.

More Resources:


Featured Image: SvetaZi/Shutterstock

Perplexity’s Discover Pages Offer A Surprising SEO Insight via @sejournal, @martinibuster

A post on LinkedIn called attention to Perplexity’s content discovery feed called Discover, which generates content on trending news topics. It praised the feed as a positive example of programmatic SEO, although some said that its days in Google’s search results are numbered. Everyone in that discussion believes those pages are one thing. In fact, they are something else entirely.

Context: Perplexity Discover

Perplexity publishes a Discover feed of trending topics. The page is like a portal to the news of the day, featuring short summaries and links to web pages containing the full summary plus links to the original news reporting.

SEOs have noticed that some of those pages are ranking in Google Search, spurring a viral discussion on LinkedIn.

Perplexity Discover And Programmatic SEO

Programmatic SEO is the use of automation to optimize web content and could also apply to scaled content creation. It can be tricky to pull off well and can result in a poor outcome if not.

A LinkedIn post calling attention to the Perplexity AI-generated Discover feed cited it as an example of programmatic SEO “on steroids.”

They wrote:

“For every trending news topic, it automatically creates a public webpage.

These pages are now showing up in Google Search results.

When clicked, users land on a summary + can ask follow-up questions in the chatbot.

…This is such a good Programmatic SEO tactic put on steroids!”

One of the comments in that discussion hailed the Perplexity pages as an example of good programmatic SEO:

“This is a very bold move by Perplexity. Programmatic SEO at scale, backed by trending topics, is a smart way to capture attention and traffic. The key challenge will be sustainability – Google may see this as thin content or adjust algorithms against it. Still, it shows how AI + SEO is evolving faster than expected.”

Another person agreed:

“SEO has been part of their growth strategy since last year, and it works for them quite well”

The rest of the comments praised Perplexity’s SEO as “bold” and “clever” as well as providing “genuine user value.”

But there were also some that predicted that “Google won’t allow this trend…” and that “Google will nerf it in a few weeks…”

The overall sentiment of Perplexity’s implementation of programmatic SEO was positive.

Except that there is no SEO.

 Perplexity Discover Is Not Programmatic SEO

Contrary to what was said in the LinkedIn discussion, Perplexity is not engaging in “programmatic SEO,” nor are they trying to rank in Google.

A peek at the source code of any of the Discover pages shows that the title elements and the meta descriptions are not optimized to rank in search engines.

Screenshot Of A Perplexity Discover Web Page

Every single page created by Perplexity appears to have the exact same title and meta description elements:

Perplexity

Every page contains the same canonical tag:

https://www.perplexity.ai” />

It’s clear that Perplexity’s Discover pages are not optimized for Google Search and that the pages are not created for search engines.

The pages are created for humans.

Given how the Discover pages are not optimized, it’s not a surprise that:

  • Every page I tested failed to rank in Google Search.
  • It’s clear that Perplexity is engaged in programmatic SEO.
  • Perplexity’s Discover pages are not created to rank in Google Search.
  • Perplexity’s Discover pages are created specifically for humans.
  • If any pages rank in Google, that’s entirely an accident and not by design.

What Is Perplexity Actually Doing?

Perplexity’s Discover pages are examples of something bigger than SEO. They are web pages created for the benefit of users. The fact that no SEO is applied shows that Perplexity is focused on making the Discover pages destinations that users turn to in order to keep in touch with the events of the day.

Perplexity Discover is a user-first web destination created with zero SEO, likely because the goals are more ambitious than depending on Google for traffic.

The Surprising SEO Insight?

It may well be that a good starting point for creating a website and forming a strategy for promoting it lies outside the SEO sandbox. In my experience, I’ve had success creating and promoting outside the standard SEO framework, because SEO strategies are inherently limited: they have one goal, ranking, and miss out on activities that create popularity.

SEO limits how you can promote a site with arbitrary rules such as: 

  • Don’t obtain links from sites that nofollow their links.
  • Don’t get links from sites that have low popularity.
  • Offline promotion doesn’t help your site rank.

And here’s the thing: promoting a site with strategies focused on building brand name recognition with an audience tends to create the kinds of user behavior signals that we know Google is looking for.

Check out Perplexity’s Discover at perplexity.ai/discover.

Featured Image by Shutterstock/Cast Of Thousands

Google Wants To Show More Links In AI Mode via @sejournal, @MattGSouthern

Google says it’s actively working to surface more source links inside AI Mode.

Robby Stein, VP of Product for Google Search, outlined changes designed to make links more visible.

Stein wrote on X that Google has been testing where links appear inside AI answers and that the long-term “north star” is to show more inline links.

He added that people are more likely to click when links are embedded with context directly in the response.

Stein stated:

“We’ve been experimenting with how and where to show links in ways that are most helpful to users and sites… our long term north star is to show more inline links.”

What’s Changing

Link Carousels On Desktop.

Google has launched carousels that surface multiple source links directly inside AI Mode responses on desktop. Stein said mobile support is coming soon.

The idea is to present links with enough context to help people decide where to go next without hunting below the answer.

Smarter Inline Links

Google is rolling out model updates that decide where inline links appear within the response text.

The system is trained to place links at moments when people are most likely to click out to see where information came from or to learn more.

Stein noted you might see fluctuations over the next few weeks as this is deployed, with a longer-term push toward more inline links overall.

Web Guide

Separately, Google’s Web Guide experiment uses a custom Gemini model to group useful links by topic.

It launched in Search Labs on the “Web” tab and, for opted-in users, will begin appearing on the main “All” tab when systems determine it could help for a query.

Google introduced Web Guide in July and indicated it would expand beyond the Web tab over time.

Why It Matters

How Google presents links in AI Mode can influence how people reach your site.

Placing carousels within the answer and adjusting inline placements differ from links that appear only below the response. This may change click behavior depending on the query and presentation.

Looking Ahead

Google is trying to strike a balance between innovation and supporting publishers. Expect continued testing around link density, placement, and labeling as Google refines AI mode.


Featured Image: subh_naskar/Shutterstock

Reimagining sound and space

On a typical afternoon, MIT’s new Edward and Joyce Linde Music Building hums with life. On the fourth floor, a jazz combo works through a set in a rehearsal suite as engineers adjust microphone levels in a nearby control booth. Downstairs, the layered rhythms of Senegalese drumming pulse through a room built to absorb its force. In the building’s makerspace, students solder circuits, prototype sensor systems, and build instruments. Just off the main lobby, beneath the 50-foot ­ceiling of the circular Thomas Tull Concert Hall, another group tests how the room, whose acoustics can be calibrated to shift with each performance, responds to its sound.

Situated behind Kresge Auditorium on the site of a former parking lot, the Linde building doesn’t mark the beginning of a serious commitment to music at MIT—it amplifies an already strong program. Every year, more than 1,500 students enroll in music classes, and over 500 take part in one of the Institute’s 30 ensembles, from the MIT Symphony Orchestra to the Fabulous MIT Laptop Ensemble, which creates electronic music using laptops and synthesizers. They rehearse and perform in venues across campus, including Killian Hall, Kresge, and a network of practice rooms, but the Linde Building provides a dedicated home to meet the depth, range, and ambition of music at MIT.

“It would be very difficult to teach biology or engineering in a studio designed for dance or music,” Jay Scheib, section head for Music and Theater Arts, told MIT News shortly before the building officially opened. “The same goes for teaching music in a mathematics or chemistry classroom. In the past, we’ve done it, but it did limit us.” He said the new space would allow MIT musicians to hear their music as it was intended to be heard and “provide an opportunity to convene people to inhabit the same space, breathe the same air, and exchange ideas and perspectives.”

The building, made possible by a gift from the late philanthropists Edward ’62 and Joyce Linde, has already transformed daily music life on campus. Musicians, engineers, and designers now cross paths more often as they make use of its rehearsal rooms, performance spaces, studios, and makerspace, and their ideas have begun converging in distinctly MIT ways. Antonis Christou, a second-year master’s student in the Opera of the Future group at the MIT Media Lab and an Emerson/Harris Scholar, says he’s there “all the time” for classes, rehearsals, and composing.

“It’s really nice to have a dedicated space for music on campus. MIT does have very strong music and arts programs, so I think it reflects the strength of those programs,” says Valerie Chen ’22, MEng ’23, a cellist and PhD candidate in electrical engineering who works on interactive robotics. “But more than that, I think it makes a statement that technology and the arts, and music in particular, are very interconnected.”

A building tuned for acoustics and performance

Acoustic innovation shaped every aspect of the building’s 35,000 square feet of space. From the outset, the design team faced a fundamental challenge: how to create a facility where radically different types of music could coexist without interference. Keeril Makan, the Michael (1949) and Sonja Koerner Music Composition Professor and associate dean of MIT’s School of Humanities, Arts, and Social Sciences (SHASS), helped lead that effort.

“It was important to me that we could have classical music happening in one space, world music in another space, jazz somewhere else, and also very fine measurements of sound all happening at the same time. And it really does that,” says Makan. “But it took a lot of work to get there.”

Keeril Makan
Keeril Makan, professor of composition and associate dean of SHASS, helped spearhead the effort to create a building in which radically different kinds of musicmaking could happen simultaneously.
WINSLOW TOWNSON

That work resulted in a building made up of three artfully interconnected blocks, creating three acoustically isolated zones: the Thomas Tull Concert Hall, the Erdely Music and Culture Space, and the Lim Music Maker Pavilion. Thick double shells of concrete enclose each zone, and their physical separation minimizes vibration transfer between them. One space for world music rests on a floating slab above the building’s underground parking garage and is constructed using a box-in-box method, with its inner room structurally isolated from the rest of the building. Other rooms use related techniques, with walls, floors, and ceilings separated by layers of sound-dampening materials and structural isolation systems to reduce sound transmission.

The building was designed by the Japanese architecture firm SANAA, in close collaboration with Nagata Acoustics, the team behind Berlin’s Pierre Boulez Saal. Inspired in part by that German hall, the 390-seat Thomas Tull Concert Hall is meant to serve musicians’ varying acoustic needs. Inside, ceiling baffles and perimeter curtains make it possible to adapt the room on demand, shifting the acoustics from resonant and open for chamber music and classical performances to drier and more controlled for jazz or electronic music.

Makan and the acoustics team pushed for a 50-foot ceiling, a requirement from Nagata for acoustic flexibility and performance quality. The result is a concert hall that breaks from traditional form. Instead of occupying a raised stage facing rows of seats, performers in Tull Hall are positioned at the bottom of the space, with the audience seated around and above them. This layout alters the relationship between listeners and performers; audience members can choose to sit next to the string section or behind the pianist, experiencing sounds and sights typically reserved for musicians. The circular configuration encourages movement, intimacy, and a more immersive musical experience. 

“It’s a big opportunity for creativity,” says Ian Hattwick, a lecturer in music technology. “You can distribute musicians around the hall in interesting ways. I really encourage people in electronic music concerts to come up and get close. You can come up and peer over somebody’s shoulder while they’re playing. It’s definitely different. But I think it’s beautiful.”

That sense of openness shaped one of the first performances in the new hall. As part of the building’s opening-weekend event in February, called “Sonic Jubilance,” the Fabulous MIT Laptop Ensemble (FaMLE), directed by Hattwick, took the stage, testing the venue’s variable acoustics and capacity for spatial experimentation as it employed laptops, gestural controllers, and other electronic devices to improvise and perform electronic music.

“I was really struck by how good it sounded for what I do and for what FaMLE does,” says Hattwick. “There’s a surround system of speakers. It was really fun and really satisfying, so I’m super excited to spend some more time working on spatial audio applications.” That evening, a concert featured performances by a diverse array of additional ensembles and world premieres by four MIT composers. It was the first moment many performers heard what the hall could do—and the first time they’d shared a space designed for all of them.

JONATHAN SACHS
Students on the performance floor stand at a long table with keyboards and other controllers

JONATHAN SACHS

The community joined MIT music faculty, staff, and students for special workshops and short performances at the building’s public opening in February.

Since then, the hall has hosted a wide range of performances, from student recitals to concerts featuring guest artists. In the span of two weeks in March, the Boston Chamber Music Society celebrated the music of Fauré and the Boston Symphony Chamber Players performed works by Aaron Copland, Brahms, and MIT’s own Makan. Other concerts have featured student compositions, historical instruments, and multichannel electronic works. 

Just a few steps from the entrance to Tull Concert Hall, across the brick- and glass-lined lobby, the Beatrice and Stephen Erdely Music and Culture Space supports a different kind of sound. It’s designed to host rehearsals of percussion groups like Rambax MIT, the Institute’s Senegalese drumming ensemble, which uses hand-carved sabar drums, each played with a stick and open palm to produce tightly woven polyrhythms. At other times, students gather there around bronze-keyed instruments as they play with the Gamelan Galak Tika ensemble, practicing the interlocking patterns of Balinese kotekan

Such music was originally meant to be performed in the open. The Music and Culture Space provides the physical and sonic headroom these traditions require, using materials chosen not only to isolate sound but also to let it breathe. Inside, the room thrums with rhythm, while just outside its walls, the rest of the building stays silent.

“We can imagine [world music] growing with this new home,” says Makan. Previously, these ensembles had rehearsed in a converted space inside the old MIT Museum building on Massachusetts Avenue, separated from the rest of the music program. 

“They deserved their own space for so long,” says Hattwick, “and it’s really fantastic that they managed to get it and that it is integrated in the music building the way that it is.” 

a figure in motion walks toward a number of traditional wood drums
The soaring ceiling of the Beatrice and Stephen Erdely Music and Culture Space provides the physical and sonic headroom for percussion ensembles.
ADAM DETOUR

The building’s commitment to sound isolation extends beyond its rehearsal and performance spaces, and for faculty working in sound design and music technology, it has changed their daily rhythms. Mark Rau, an assistant professor of music technology with a joint appointment in electrical engineering and computer science (EECS), regularly uses speakers at high volume in his office—something that he says wouldn’t have been possible in MIT’s previous facilities.

“All the rooms in the building have good sound isolation, even the offices—not just the performance rooms, which is pretty great,” says Rau, whose second-floor office in the Jae S. and Kyuho Lim Music Maker Pavilion features gray acoustic panels lining the walls and ceiling. “To be able to test the algorithms that I’m working on and things for homework assignments, and not bother my neighbors, is important.” 

The attention to acoustic detail continues upstairs. On the fourth floor, Rau ran the first two sessions in the building’s new recording facilities, which were purpose-­built to support both ensemble work and critical listening. He says they offer professional-­quality recording.

The recording suite includes a large main room that can accommodate up to a dozen players, a smaller isolation booth for separating instruments or voices, and a control room designed for precise monitoring. Each space is acoustically treated and linked to the building’s dedicated audio network, so sound can be routed from any room in the building to any other in real time.  

In the music technology research lab, undergraduate researchers (from left) Mouhammad Seck ’27, Anthony Wang ’28, and Alex Jin ’27 model the sounds of historic instruments— many of which are unplayable—from the collection of the MFA Boston.
ADAM DETOUR

“You could record an entire symphony orchestra, and almost everybody could be in a different room,” says Hattwick. Or you could have the orchestra playing together in the concert hall and record it in one of the studios. The whole building uses a digital audio protocol called Dante, which allows low-latency, high-fidelity ­transmission over Ethernet.

MIT multimedia specialist Cuco Daglio, who helped oversee technical planning, advocated for that level of fidelity. “It’s a beautifully designed acoustic space,” says Hattwick. 

The building’s exterior reflects a similar attention to performance. The arch above its entryway facing the Johnson Athletic Center and the Zesiger Sports and Fitness Center forms a conical shell that shapes and reflects sound, creating a natural stage. On warm days, music drifts out into the open air as groups rehearse beneath the overhang or students gather to play informally in small groups. 

New program, new space

This fall, MIT is launching a new one-year master’s program in music technology, bringing together faculty from engineering and the arts. The Linde Music Building serves as the program’s home base, providing studios, tools, and collaborative spaces that students will use to design new instruments, software, and performance systems. Eran Egozy ’93, MEng ’95, professor of the practice in music technology and cofounder of Harmonix Music Systems, which developed Guitar Hero and Rock Band, directs the program. He developed the curriculum with Anna Huang, SM ’08, an associate professor with a joint appointment in music and EECS who did research on human-AI music collaboration technologies at Google, and he, Huang, and Rau are among its faculty.

Eran Egozy
Eran Egozy ’93, MEng ’95, professor of the practice in music technology and one of the masterminds behind Guitar Hero and Rock Band, directs the Institute’s new master’s program in music technology.
KATE LEMMON

“It’s really about inventing new things,” says Egozy. “Asking questions like: What would the future musician want? What kinds of tools will a composer want?”

Rachel Loh ’25, who double-majored in computer science and engineering and music, will be part of the inaugural cohort. A vocalist with Syncopasian, MIT’s East Asian a cappella group, she draws on performance experience in her research. Her current project explores how AI systems improvise alongside human musicians, using visualizations to provide insight into machine decision-making.

“In high school, I knew I wanted to work at the intersection of music and computer science,” she says. “Now, this new music tech program is the perfect thing for me.”

a woman holds her bow aloft as she plays the violin at the center of converging beams of the spotlights such that four shadows extend away from her at each 90 degree angle.
A performance in the Thomas Tull Concert Hall.
KATE LEMMON

A flexible workshop on the Music Maker Pavilion’s second floor will serve as a core space for the new program, outfitted with essentials like soldering stations, a laser cutter, and testing gear but left unfinished by design. Hattwick and Rau, who oversee the space, are allowing its exact form to emerge over time. 

“We’ve been spending this year outfitting it and starting to think about how we make all of these resources available to our students, and what the best way is to utilize this opportunity in this space,” Hattwick says. “[The makerspace] directly supports research and our specific coursework.” 

Already, students have begun to push the makerspace into new territory. Some are designing analog circuits and signal-­boosting devices known as preamplifiers for musical instrument sensors. Others are experimenting with embedded systems that blur the boundary between physical and digital sound. In one class, students are building custom digital instruments from scratch—tools that don’t yet exist, shaped to suit musical ideas still in formation. The building’s infrastructure, including features like Dante, gives these projects unusual flexibility.

In March, the building served as a backdrop for large-scale projections of animated visuals created by students in MIT’s Interactive Design and Projection for Live Performance class.
AV PRODUCTIONS

Ayyub Abdulrezak ’24, MEng ’25, one of Egozy’s students, worked in the makerspace to develop compact sensor boxes that combine a microphone, a Raspberry Pi board, and custom signal-processing software. Each device logs when and how long a campus piano is played, sending the data to a central server. The resulting heat maps could help inform tuning schedules, improve access, or guide planning for music spaces across MIT.

The makerspace also supports repair, maintenance, and modification. Hattwick describes it as a place to “build and fix and maintain and explore new kinds of instruments,” where students can learn what it means to refine a musical system—not just in theory but in screws, solder, and code. Rau, who also builds guitars, is incorporating more hands-on fabrication into his courses, merging electronics with instrument making and repair to yield a unified design practice.

Alex at a laptop with a prototype in one hand
Alex Mazurenko ’28 is an undergraduate researcher working on slip casting, impedance testing, and musical instrument accessory designs. Here, he uses CAD software to design a custom saxophone mouthpiece.
ADAM DETOUR
After 3D-printing his model, Mazurenko reviews the design with his advisor, senior postdoctoral associate Benjamin Sabatini.
ADAM DETOUR

He then refines the prototype using tools in the makerspace, a workshop where students can fabricate analog circuits, musical sensors, and even custom instruments.
ADAM DETOUR
Mazurenko brings the prototype to the Laboratory for Manufacturing and Productivity, where he images it in an x-ray CT scanner built by Lumafield, a startup founded by MIT alumni. He will use the scan to create a digital model for further testing and iteration.
ADAM DETOUR

While the space is still growing into its full potential, its ethos is clear: experimentation at the intersection of sound, system, and student agency. These kinds of projects rely not only on equipment but on space where musicians can experiment, fail, and refine. As the new master’s program takes shape, that environment will be central to how students learn and create.

Building sound and community

For the first time, MIT musicians, technologists, composers, and researchers share a space designed to bring their disciplines into conversation. The building’s form encourages these exchanges. Its three wings connect through a glass-lined lobby filled with daylight and movement. Students pause there to talk, overhear a rehearsal in progress, or catch sight of a friend heading to a practice room. 

a brick-walled lobby with freestanding elevator next to a white staircase
Curves abound in the brick- and glass-lined lobby of the Edward and Joyce Linde Music Building.
ADAM DETOUR

“Music is such a community thing,” says Christou. “I’ve learned about concerts, or that someone is coming to visit, or I’ve seen friends just studying or practicing. It’s really nice to have a hub with musical activity.”

Egozy sees these exchanges as central to the building’s mission. “It’s the idea cross-pollination that happens when you just happen to run into someone you know, literally by the water cooler, and you’re just chatting about this or that,” he says. “That’s my favorite part.”

Many of these encounters occur in the makerspace, where students working on entirely different projects end up asking each other questions, swapping tools, or launching ideas together. 

“Lots of students from all different walks of life have been building instruments, prototyping different devices,” says Makan, who adds that he wants the new building to be “a place for people to gather and hang out.” Many ensembles that once rehearsed in classrooms scattered across campus now work in adjoining rooms. “You feel like something is always happening,” Christou says. “It’s not just your practice or your rehearsal. It’s this sense of a shared rhythm.”

New frontiers for MIT’s music culture

Already, the Linde Music Building is affecting how music is conceived, taught, and experienced at MIT. Faculty members are rethinking syllabi to take advantage of the building’s multi-room routing capability and to delve more into spatial acoustics, interactive sound design, and even instrument making. Students are beginning to compose with acoustics in mind, treating the building itself as part of their instrument.

For example, Rau is engaging students in projects that explore room dynamics and acoustics as integral to music. In one class, students listen for differences in how music sounds in various parts of Tull Hall and observe changes when the curtains are used. Then they conduct acoustic measurements of the hall’s reverberation and build a digital copy of the hall, creating a sonic blueprint of the space that lets them produce artificial reverberation. Egozy, meanwhile, is developing tools that let performers engage audiences in new ways. 

This June, one of those ideas was scaled up. As part of the International Computer Music Conference, MIT premiered a piece that invited audience members to shape the sound in real time using their phones. Musicians performed in Tull Hall, surrounded by a circular array of 24 speakers, with the audio shifting throughout the space in response to the audience input. 

seating in the concert hall
Undulating walls and an overhanging ring of glass panels help engineers customize the acoustics for each performance in the Thomas Tull Concert Hall.
ADAM DETOUR

Performances like these are fueling growing interest in the building’s creative potential at MIT and beyond. Visiting composers have proposed site-specific works. Local ensembles are booking time to record in Tull Hall. Faculty are exploring how the building might support residencies that pair MIT researchers with performers working at the leading edges of both sound and computation.

performance at the Linde
The circular Tull Hall allows countless configurations for both performers and audiences. Here singers perform from the upper level of the hall while instrumentalists play from center stage at the base of the room.
CAROLINE ALDEN

“This hall is really special. There’s nothing like it anywhere in the Boston area,” Egozy says. “We will have a lot of really amazing events that will draw people into MIT. We’re excited about what it’s going to do for the MIT students, but it’s also going to do a lot just for the whole Boston area.”

Each day, students and faculty explore its possibilities—linking rehearsal with recording, sound design with performance, tradition with experiment.

MIT is “a place to enable exploration of new vistas, and really letting everyone pursue their path to what their vision is,” Hattwick says. “The music building is just going to be like a huge boost to doing even more cool things in the future.”

Junior Peña, neutrino hunter

Growing up in South Central Los Angeles, Junior Peña learned to keep his eyes down and his schedule full. In his neighborhood, a glance could invite trouble, and many kids—including his older brother—were pulled into gang culture. He knew early on that he wanted something else. With his parents working long hours, he went to after-school programs, played video games, and practiced martial arts. But his friends had no idea that he also spent hours online poring over textbooks and watching lectures, teaching himself advanced mathematics and philosophy. “Being good at school wasn’t how people saw me,” he says. 

One night in high school, he came across a YouTube video about the Higgs boson—the so-called “God particle,” thought to give mass to nearly everything in the universe. “I remember my mind being flooded with questions about life, the universe, and our existence,” he recalls. He’d already looked into philosophers’ answers to those questions but was drawn to the more concrete explanations of physics.

After his independent study helped Peña pass AP calculus as a junior, his fascination with physics led him to the University of Southern California, the 2019 session of MIT’s Summer Research Program, and then MIT for grad school. Today, he’s working to shed light on neutrinos, the ghostly uncharged particles that slip effortlessly through matter. Particles that would require a wall of lead five light-years thick to stop.

As a grad student in the lab of Joseph Formaggio, an experimental physicist known for pioneering new techniques in neutrino detection, Peña works alongside leading physicists designing technology to precisely measure what are arguably the universe’s most elusive particles. Emanating from such sources as the sun and supernovas (and generated artificially by particle accelerators and nuclear reactors), neutrinos reveal their presence through an absence. Their existence was initially posited in the 1930s by the physicist Wolfgang Pauli, who noticed that energy seemed to go missing when atoms underwent a process known as radioactive beta decay. According to the law of conservation of energy, the total energy of the particles emitted during radioactive decay must equal the energy of the decaying atom. To account for the missing energy, Pauli proposed the existence of an undetectable particle that was carrying it away. 

Einstein’s E = mc2 tells us that if energy is missing, then mass must be too. Yet according to the standard model of physics—which offers our most trusted theory for how particles behave—neutrinos should have no mass at all. Unlike other particles, they don’t interact with the Higgs field, a kind of cosmic molasses that slows particles down and gives them mass. Because they pass through it untouched, they should remain massless. 

But by the early 2000s, researchers had discovered that neutrinos, which had first been detected in the 1950s, can shift between three types, a feat possible only if they have mass. So now the tantalizing question is: What is their mass? 

Determining neutrinos’ exact mass could explain why matter triumphed over antimatter, refine models of cosmic evolution, and clarify the particles’ role in dark matter and dark energy. And the Formaggio Lab is part of Project 8, an international collaboration of 71 scientists in 17 institutions working to make that measurement. To do this, the lab uses tritium, an unstable isotope of hydrogen that decays into helium, releasing both an electron and a particle called an antineutrino (“every particle has an antiparticle counterpart,” Formaggio explains). By precisely measuring the energy spectrum of those electrons, scientists can determine how much energy is missing, allowing them to infer the neutrinos’ mass.

At the heart of this experiment is a novel detection method called cyclotron radiation emission spectroscopy (CRES), first proposed in 2008 by Formaggio and his then postdoc Benjamin Monreal, which “listens” to the faint radio signals emitted as electrons spiral through a magnetic field. Peña was instrumental in designing a crucial part of the tool that will make this possible: a copper cavity that he likens to a guitar, with the electrons released during beta decay acting like plucked strings. The cavity will amplify their signals, helping researchers to measure them exactly. Peña spent more than a year developing and refining a flashlight-size prototype of the device in collaboration with machinists and fellow physicists.

Peña designed a prototype copper microwave resonator to amplify the signals of electrons emitted as tritium decays, allowing researchers to measure them exactly and infer the neutrino’s mass.
JESSICA CHOMIK-MORALES, SM ’25

“He had to learn the [design and simulation] software, figure out how to interpret the signals, and test iteration after iteration,” says Formaggio, Peña’s advisor. “It’s been incredible watching him take this from a rough idea to a working design.”

The design of Peña’s cavity had to balance competing demands. It needed a way to extract the electrons’ signals that was compatible with the researchers’ methods for calibrating the system, one of which involves using an electron gun to inject electrons of a known, precise energy into the cavity. And it also needed to preserve the properties of the electromagnetic fields within the cavity. In May, Peña sent his final prototype to the University of Washington, where it was installed in July. Researchers hope to begin calibration this fall. Then Peña’s cavity and the full experimental setup will be scaled up so in a few years they can begin collecting CRES data using tritium.

“We’ve been working toward this for at least three years,” says Jeremy Gaison, a Project 8 physicist at the Pacific Northwest National Lab. “When we finally turn on the experiment, it’s going to be incredible to see if all of our simulations and studies actually hold up in real data.”

Peña’s contribution to the effort “is the core of this experiment,” says Wouter Van De Pontseele, another Project 8 collaborator and former Formaggio Lab postdoc. “Junior took an idea and turned it into reality.” 

Project 8 is still in its early stages. The next phase will scale up with larger, more complex versions of the technology Peña played a key role in developing, culminating in a vast facility designed to hunt for the neutrino’s mass. If that is successful, the findings could have profound implications for our understanding of the universe’s structure, the evolution of galaxies, and even the fundamental nature of matter itself.

Eager to keep probing such open questions in fundamental physics, Peña is still exploring options for his postdoc work. One possibility is focusing on the emerging field of levitated nanosensors, which could advance gravitation experiments, efforts to detect dark matter, and searches for the sterile neutrino, a posited fourth variety that interacts even more rarely than the others.

“Experimental particle physics is long-term work,” says Van De Pontseele. “Some of us will stay on this project for decades, but Junior can walk away knowing he made a lasting impact.”

Peña also hopes to have a lasting impact as a professor, opening doors for students who, like him, never saw themselves reflected in the halls of academia. “A summer program brought me here,” he says. “I owe it to the next kid to show they belong.”