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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It’s been nearly a month since Google began rolling out AI Mode in the US., 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 r early observations, aiming to understand the output and […]
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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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SEO is not an exact science, and neither is SEO forecasting. It is a complex task that you can approach from various angles and encompasses a range of factors. What is SEO forecasting? SEO forecasting uses historical SEO data to predict future rankings, search traffic, and optimisation outcomes. This data may include metrics such as […]
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Direct and organic traffic are two of the most frequently discussed sources when analyzing 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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Google’s reported move to bring the Discover feed to desktop signals more than a routine feature rollout — it marks a notable shift in how people encounter content online. This expansion reflects Google’s transition from being a pure search tool to a personalised content hub, and the ripple effects will touch publishers, marketers, and users […]
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The way travellers connect with travel brands is changing fast. The travel sector has faced disruption from Google for a number of years. Special SERP features such as the Flights and Hotels modals, and more recently AI Overviews, have created upheaval for travel SEOs. When coupled with increased adoption of other LLMs and AI platforms, […]
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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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Google may still reign over traditional search, but artificial intelligence (AI) is quickly emerging as a formidable challenger. AI-powered search delivers faster, more specific answers to users’ queries, with less effort than conventional search engines require. As a result, a new kind of website traffic has emerged: AI referral traffic. AI referral traffic is website […]
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SALT, a leading SEO agency, is proud to announce that its campaign for Swaledale Butchers won silver at the European Search Awards in the Best Use of Search for Retail & Ecommerce. Our commitment to addressing customer challenges over following industry trends has been instrumental in securing this recognition. The European Search Awards recognise and […]
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Over the past couple of months, I’ve seen a number of sources claim that traffic from large language models (LLMs) and AI platforms shows a “higher” intent than traditional organic search traffic. I’ve not seen any data to support this, so I decided to gather my own. I crowdsourced from dozens of fantastic SEOs across […]
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