Canada, 18th Sep 2026 – With the holiday season approaching, Tiffany DaSilva, founder of DaSilva Consulting, is advising online retailers to review any AI-powered SEO app that changes their website automatically.
New apps promise to rewrite page titles, descriptions and content at scale so stores show up in ChatGPT and Google’s AI answers. DaSilva has seen what happens when those changes go live without review.
“I’ve seen an app make 600 changes a day to a website and ruin the site right before Christmas,” said DaSilva. “Within a week, the work we’d built was undone, and it took six to nine months to bring it back.”
Google says there are “no additional requirements” to appear in its AI Overviews or AI Mode, and that SEO best practices still apply (Google Search Central). Google’s John Mueller and Bing’s Fabrice Canel have also publicly questioned making separate AI-only versions of pages (Search Engine Land).
DaSilva’s holiday checklist for retailers:
– Turn off automatic publishing and review each change first.
– Test on a small set of pages before going sitewide.
– Check Google Search Console weekly for drops in clicks.
– Set a hands-off period for non-essential site changes from September through December.
“You should have a hands-off period starting in September until December,” said DaSilva. “No one knows how to do AI visibility perfectly yet.”
About DaSilva Consulting
DaSilva Consulting is a Toronto-based, senior-led SEO, AI optimization and paid search consultancy for B2B and ecommerce brands. Founder Tiffany DaSilva has more than 20 years of experience in growth and performance marketing, has worked with 500+ brands, and teaches SEO and AI marketing at McMaster Continuing Education and Growclass. https://dasilvaconsulting.com
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Organization: DaSilva Consulting
Contact Person: Tiffany DaSilva
Website: http://dasilvaconsulting.com/
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Country: Canada
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