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.
July 25, 2026
“Read between the lines.” “In an ever changing world/landscape.” “In a nutshell..” Clichés. Being exposed to a term or phrase so much […]
July 17, 2026
Walks. A starting point, a destination — and a path connecting the two. Every story has a beginning, middle and end and a walk […]
July 11, 2026
“Finding a basis”. “Looking for a basis.” “What is the basis for this argument?” “Is this cash basis or accrual?” “Basis” is […]
June 19, 2026
Location, location, location. I mentioned in my opening post on this site how I’ve spent a large majority of my time working with small businesses […]
June 12, 2026
Input. Output. A wild simplification to any system or function is that it’s a “box” of sorts that take in an input, performs some kind […]
June 6, 2026
The past few weeks I’ve covered quite a few areas of mathematics and how they connect with and relate to AI/LLM search spaces, so I want […]
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. […]