There has been a lot of discussion in the SEO community about whether Schema markup influences visibility in Google’s AI Mode. Some suggest that having certain Schema types in place could increase the chances of being cited. To test this theory, we analysed 107,352 websites that appeared as citations in AI Mode to see whether […]
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Crawl frequency refers to how often a website is visited by a web crawler like Googlebot. Its purpose is to visit websites, crawl them for new and updated information, and add it to Google’s database, known as the index. Nobody knows how much information is out there since search engine bots crawl and index only […]
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The biggest referrer to your content might never show up in your Analytics platform. Let that sink in for a minute. It’s a problem for businesses who need visibility in AI search, and let’s face it, that’s everybody. Right now, if ChatGPT, Claude or other AI assistants quotes your blog post in a live answer, […]
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Search engines have become increasingly capable of handling JavaScript-rendered websites, but there is still a gap between how users experience Single Page Applications (SPAs) and how those experiences are measured. That is where Google Chrome’s new Soft Navigations API comes in. Announced as part of an origin trial in Chrome 139, this API marks a […]
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Working out how to optimize your content for LLMs? LLMs group related concepts together into a single chunk. This process is called chunking and it breaks content into small, distinct units of information (or ‘chunks’), as opposed to presenting information as an undifferentiated mess. Then LLMs can quickly identify the benefit to the target reader. […]
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Google started rolling out AI Mode in the US on 20 May 2025, after announcing it at Google I/O. In typical Google fashion, a mix of curious screenshots has surfaced ranging from misinformation to completely random responses. I’ve been focused on compiling and analysing as much data as possible from our early observations, aiming to […]
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In Google Analytics 4 (GA4), key events refer to specific user actions that closely align with business objectives. These may include conversions, form submissions, or engagement actions, such as playing a video or expanding a text box. Labelling certain events as “key,” better models conversions and generates insights that support meaningful decisions. Accurate event tracking […]
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The travel industry is undergoing a dramatic shift with the rise of Large Language Models (LLMs) and generative AI. These technologies are transforming how travellers research, book, and experience trips, making it essential for businesses to adapt. From personalised recommendations to AI-powered travel search, understanding how to optimise for these systems can give your travel […]
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Every SEO plan eventually meets the same question: “What will we get for this?” Forecasting is how you answer it – not with a single guaranteed number, but with a range you can defend. This guide covers what SEO forecasting is, why it’s hard, and how to build a forecast that holds up. What is […]
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Direct and organic traffic are two of the most frequently discussed sources when analysing website visits. Their definitions are well established: Direct traffic: Visitors who land on a website by typing the URL directly into their browser or using a saved bookmark. Organic traffic: Visitors who arrive via a search engine after clicking a non-paid […]
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The way jet-setters connect with travel brands continues to change fast. The travel sector has faced disruption from Google for many years. The introduction of special SERP features such as the Flights and Hotels modals and, more recently, AI Overviews has required travel SEOs to adapt their approach. When coupled with increased adoption of other […]
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It wasn’t a hard call to guess the main topic of Google I/O 2025. Given Google’s need to hold a completely separate event for all of its Android news, I expected the I/O Developer conference to be AI-heavy, and it was. While Gemini 2.5 and AI Mode are the headline takeaways, the focus for me […]
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