DUANE FORRESTER
Unbound Answers
Author of 'The Machine Layer' and search industry veteran who built Bing Webmaster Tools and co-launched Schema.org.
The 30-year playbook for search optimization is breaking down. Checklists, keyword research, and technical SEO still matter, but they're no longer enough. AI systems don't care about your brand story or carefully crafted narratives. They want facts they can cite without risking their credibility, and they're evaluating your content in chunks, not pages.
Duane Forrester, who co-launched Schema.org and built Bing Webmaster Tools, has watched every major shift in search. His verdict on this one is unequivocal: trust has become the algorithm. LLMs develop what he calls machine comfort bias, naturally favoring sources that consistently prove reliable because verifying trust costs fewer computational resources than guessing. The websites that understand this will get cited. Everyone else will wonder where their traffic went.
Twenty years of industry history taught SEOs that success came from keyword research, gap analysis, technical optimization, and schema deployment. That mental model is now actively harmful. AI discovery systems evaluate trustworthiness across multiple dimensions before deciding whether to cite a source, and traditional ranking factors represent only a fraction of what matters.
The shift requires abandoning departmental silos that separate SEO from branding, conversion, UX, and paid media. These systems synthesize information across all these dimensions to determine citation worthiness. A technically perfect website with weak brand signals or inconsistent messaging won't earn the machine trust required for visibility.
Chunking isn't an SEO buzzword. It's a fundamental machine learning construct describing how systems break content into 100-300 word blocks to capture discrete ideas. A chunk might contain a complete paragraph or cut off mid-sentence, whatever captures a single concept in its totality.
The critical insight comes from research on the "lost in the middle" phenomenon. LLMs extract information more reliably from the beginning and end of long-form content, with middle sections proving less dependable. The practical response: put a TLDR at the top of every page with key facts, figures, and bullet points. This serves both human scanners and AI systems simultaneously.
Does this mean reformatting entire pages into 300-word blocks? Absolutely not. That approach confuses traditional search engines and creates terrible user experiences. The goal is interspersing chunked, fact-dense sections within natural prose.
LLMs want to save computational resources. When given a choice between verifying information across multiple sources or trusting a consistently reliable one, they'll lean toward the trusted source because it costs fewer tokens.
This creates machine comfort bias. Websites that consistently deploy structured data correctly, mark up authors properly, and maintain quality over time become default citation sources. The system isn't making a conscious choice. It's following the path of least computational resistance toward sources that have never given it reason to doubt.
Most SEOs understand EEAT as a framework for ranking higher in Google. That mental model misses the deeper implication. Would the information you publish hold up if someone quoted you in a conversation with a stranger? Would you be setting them up for success or embarrassment?
LLMs need multiple vectors of support for every statement: measurements, efficacy data, statistics, expert attribution. They're not checking whether you mentioned expertise on your about page. They're verifying whether your claims can withstand scrutiny when repeated to millions of users. The platforms themselves face reputational risk from bad citations, making their verification standards necessarily high.
Rankings matter less than becoming THE recognized authority on specific topics. If content merely restates what already exists in training data, there's no reason for an LLM to cite it. The citation goes to whoever originally established that knowledge.
This demands a fundamental shift in content strategy. The question isn't whether content ranks well. It's whether content expands what these systems know about a topic. Net new information, original research, unique data, proprietary insights: these create citation opportunities. Everything else competes for scraps.
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