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The Second Index: How LLMs are Forming a Parallel Internet

Through training on web-scale data and RAG (retrieval-augmented generation), LLMs are forging a second index of the internet. Here’s what we mean. Google’s massive search index (the first index) is based on syntax. It relies on keywords, backlinks, URLs, and crawlable site structures. It’s optimized for efficient retrieval, not conceptual reasoning. Searches match strings, then … Continued

Rachel Hernandez

February 12, 2026

How to Measure Visibility When There is No Ranking

If there are no keyword rankings or click-through rates, how do I know if I’m winning? This is the situation many search marketers now find themselves in when trying to track AI search visibility. Classic SEO metrics like position rankings and CTRs completely miss instances where your brand appears in AI-generated answers. The fact is … Continued

Rachel Hernandez

February 10, 2026

Why Keyword Coverage Fails Without Entity Coverage

Here’s something all search marketers need to know. Keyword coverage by itself no longer cuts the mustard for building sustainable online visibility. Instead, entity-based SEO is now table stakes. Why is that? It’s because AI search systems understand topics through entities, not keywords. Therefore, if your brand isn’t connected to the right concepts, organizations, and … Continued

Rachel Hernandez

February 5, 2026
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