GIGO. It’s an old computer term, but it may be more relevant today than ever.
In today’s AI Search Briefing, Ralph Peterson shares a true story about a simple mistake that caused a big problem and explains why accurate business information matters in the age of AI Search.

GIGO! It may be more relevant today than ever.
Years ago, I built a website for a client.
Everything looked great.
The design looked good.
The content looked good.
The SEO was… well it was okay.
There was just one problem.
I accidentally transposed two digits in the phone number.
The client wondered why they weren’t getting calls.
We checked the website.
We checked the rankings.
We checked everything.
Eventually we found it.
Two numbers.
In the wrong order.
The lesson?
Sometimes the problem isn’t AI getting the wrong answer.
Sometimes the problem is us giving AI the wrong information.
If your phone number is wrong…
AI will simply repeat it.