Harnessing Uncertainty
Inside the emergence of LLMs & AI spaces from search - where context reigns supreme.
By Daniel A. Dahlen
With nearly 2 decades quietly working behind the scenes in the search marketing industry, inlightofontext.com is my contribution from the large collection of notes, thoughts and predictions from that time, for posterity.
May 29, 2026
If you work online, in search or digital marketing in recent years it’s likely you’ve seen or heard the word “vector” or “vector space” thrown around […]
May 23, 2026
Metric. If you’ve worked in search/marketing this is a term that you should be familiar with and likely use everyday (and, perhaps, are exhausted by […]
May 15, 2026
A few weeks ago I wrote about a helpful mental model for SEO (and marketers for that matter): the idea that your content, web pages, websites […]
April 25, 2026
Surfaces. If you’ve been following along with posts on this blog, you’ve likely seen me mention the word “surface” or “surfaces” quite a bit. […]
April 17, 2026
Take a deep breath. If you’ve been following along on this blog, the past few weeks have been a bit more heavy on technical & […]
April 11, 2026
I’ve written about a lot in this blog – from the challenges of measuring AI/LLM search spaces, to research that exposes the non-classical behavior in these […]
April 3, 2026
Gimmicks. Sadly in search (and digital marketing in general) gimmicks are everywhere. A gimmick, strictly speaking, is a method or tactic meant to temporarily […]
March 27, 2026
I tend to look at things from a 10,000 foot view on most things in the digital world. Whether it’s my mathematics background or my […]
March 19, 2026
The past few weeks have been a lot if you’ve been following along here. To catch up folks that might have missed a few bits […]
March 12, 2026
AI search visibility is a big talking point in the search world. Last week I mentioned how measuring these new search systems powered by AI […]