Bio
Mark Williams-Cook is an independent SEO researcher and consultant best known for building AlsoAsked.com, a tool for mapping People Also Ask data at scale. He is a frequent contributor to Search Engine Journal and focuses on the intersection of search behavior, AI retrieval, and what evidence actually supports versus what practitioners assume.
Operating themes
- Operating thesis: most GEO and AEO tactics lack the counterfactual testing that would distinguish genuine signal influence from coincidental AI system defaults; practitioners mistake neutral facts about how AI systems behave (crawling, indexing, RAG retrieval) for evidence that a tactic changes AI output.
- Evidence quality in GEO
- LLM behavior vs. LLM influence
- Crawler and indexing data interpretation
- Empirical SEO
Cards
- The four proofs used to justify llms.txt as a GEO tactic apply equally to a satirical file about office cats, exposing all four as insufficient evidence, The four proofs used to justify llms.txt as a GEO tactic apply equally to a satirical file about office cats, exposing all four as insufficient evidence [Tier B]
Sources captured
- 2026-08-07, How cats.txt Showed LLMs.txt Evidence Is GEO Astrology, Search Engine Journal (https://www.searchenginejournal.com/how-cats-txt-showed-llms-txt-evidence-is-geo-astrology/584653/)