Duane Forrester Decodes | AI-Era SEO & GenAI Optimization SOPs

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Chunked, Retrieved, Synthesized

The new paradigm replacing "Crawled, Indexed, Ranked" - learn how LLMs select and use your content

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Machine Trust Building

12 tactical approaches to become a trusted source for AI systems like ChatGPT, Claude, and Perplexity

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12 GenAI KPIs

New metrics for the AI era - from Chunk Retrieval Frequency to Machine-Validated Authority

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Practical SOPs

Step-by-step procedures for content chunking, schema markup, E-E-A-T implementation, and more

About This Documentation

This site distills the insights from Duane Forrester Decodes, a Substack publication by Duane Forrester - ex-Microsoft (launched Bing Webmaster Tools, helped launch Schema.org), ex-Yext, and author of "The Machine Layer."

The Core Shift

┌─────────────────────────────────────────────────────────────────────┐
│                    THE PARADIGM SHIFT                                │
├─────────────────────────────────────────────────────────────────────┤
│                                                                      │
│   Traditional SEO              GenAI Optimization                   │
│   ─────────────────           ──────────────────                    │
│   Crawled                 ──► Chunked                               │
│   Indexed                 ──► Retrieved                             │
│   Ranked                  ──► Synthesized                           │
│                                                                      │
│   Optimized for clicks    ──► Optimized for comprehension           │
│   Page-level ranking      ──► Chunk-level retrieval                 │
│   Keyword matching        ──► Semantic similarity                   │
│   Link equity             ──► Machine trust signals                 │
│                                                                      │
└─────────────────────────────────────────────────────────────────────┘

What You'll Learn

SOPs: 8 detailed procedures for implementing AI-era SEO

Workflows: 4 comprehensive multi-phase processes

Quick Reference: KPIs, tool stacks, platform comparisons, and troubleshooting

AI Moves Fast!

All content is based on insights from May-December 2025. Always verify tool versions and APIs match current releases.

Duane Forrester DecodesAI-Era SEO & GenAI Optimization