What 13 months of data reveals about LLM traffic, growth, and conversions
An analysis of LLM referral traffic shows low volume, rapid growth, shifting citations, and an 18% conversion rate.
Topic: Conversion rate optimization
How ChatGPT uses SEO to drive growth and revenue
An SEO audit of ChatGPT, Claude, and Perplexity reveals how the platforms use technical optimization, content, and conversions to scale.
How to read Meta Ads metrics like a system, not a scoreboard
Stop toggling off “losers” based on surface metrics. Analyze relationships between KPIs to pinpoint bottlenecks and drive sustainable growth.
The perfect local business contact page built for Google and conversions
Google crawls and parses your contact page. Structure it with the right signals and trust factors to drive rankings and real leads.
Airbnb says traffic from AI chatbots converts better than Google
Early data suggests chatbot referrals bring higher-intent guests as Airbnb bets on conversational search and deeper AI integration.
How to reduce low-quality leads from Performance Max campaigns
Performance Max often optimizes for cheap conversions by default. Learn how guardrails and better signals can improve lead quality.
How to diagnose and fix the biggest blocker to PPC growth
Most PPC accounts stall because teams focus on the wrong work. Learn how to identify the bottleneck limiting growth.
Human experience optimization: Why experience now shapes search visibility
Search performance is shaped by engagement, trust, and post-click behavior. HXO connects SEO with UX, CRO, and brand signals.
Kirk Williams discusses why client fit is very important
Taking on the wrong clients can quietly drain time and results, and this episode explains how to spot red flags early.
When search performance improves but pipeline doesn’t
Strong rankings and traffic can mask post-click breakdowns. These breakpoints show where intent, conversion, and measurement fail.
Is your account ready for Google AI Max? A pre-test checklist
AI Max can unlock incremental conversions – or drain budget fast. Validate tracking, bidding, and broad match readiness before enabling it.
How to explain flat traffic when SEO is actually working
AI Overviews are reshaping organic attribution. Learn which metrics matter now and how to clearly communicate SEO impact to stakeholders.
3 PPC myths you can’t afford to carry into 2026
AI targeting, creative scale, and MMM promised efficiency but often delivered waste. Here’s how to reset PPC priorities for 2026.
Google Ads for niche markets: What actually works in 2026
Niche markets don’t generate enough data for standard Google Ads playbooks. Learn how to use signals and automation when search volume is low.
SEO debugging: A practical framework for fixing visibility issues fast
Learn how to debug SEO issues fast—crawl errors, rendering problems, indexing blockers, ranking drops, and SERP shifts—using a structured diagnostic framework.
AI search is growing, but SEO fundamentals still drive most traffic
AI is changing search, but traditional SEO still drives most traffic. Real-world data shows which tactics continue to perform.
How to use broad match without losing control
Broad match now runs with Smart Bidding. Learn how drift happens, why it matters, and how to keep performance aligned with real intent.
A 3-tier framework for Shopify integrations that drive conversions
Not every Shopify integration delivers value. Learn how to sequence checkout, re-engagement, and optimization tools for revenue impact.
A dark landing page won our A/B test – here’s why best practices got it wrong
Dark mode beat light in a B2B SaaS test even with lower CTR – showing how audience context and industry cues shape performance.
Mentions, citations, and clicks: Your 2026 content strategy
Your next wins depend on the signals models see, not the pages users visit. Adapt your content before agents take over the journey.
How to use proxy metrics to speed up optimization in complex B2B journeys
Use high-fidelity micro-conversions to tighten feedback loops, sharpen bidding, and keep long-cycle campaigns from drifting off course.
Ecommerce PPC: 4 takeaways that shape how campaigns perform
Dive into PMax essentials, Amazon’s conversion insights, social audience building, and the dashboards that improve decisions.
Black Friday 2025: More expensive, still engaging
Black Friday 2025 shows rising ad costs but strong engagement, making post-click optimization more crucial than ever for advertisers.
Why PPC tests in 2026 call for nuance, not winners
Today’s PPC tests surface patterns and affinities rather than absolutes. Learn to read modern signals and communicate insights with clarity.
Why every AI search study tells a different story
Industry studies offer conflicting takes on AI search. See why the data diverges and how to evaluate the impact on your site and segment.
Microsoft Ads introduces asset-level disapprovals
Microsoft Ads now disapproves individual assets and provides precise 90% conversion reporting, giving advertisers greater control and insight.
Google Ads tests new ‘Website Optimizer’ tool
Google revives Website Optimizer documentation inside Google Ads Help Center, hinting at a new built-in A/B testing tool connected to GA4.
How to better measure LLM visibility and its impact
Learn why LLM visibility is harder to measure than SEO, how to turn AI mentions into real insights, and the metrics that reveal true brand impact in AI search.
Come in first with first-party data: How marketers use it to win in SEO
Future-proof your marketing with first-party data. Learn how to collect, activate, and scale customer insights while staying privacy-compliant.
How to tell if Google’s AI Max for search is actually working
AI Max helps advertisers capture net-new, incremental conversions beyond their existing keywords, offering clearer controls and measurable lift.
Google Ads quietly rolls out a new conversion metric
Google’s new “Original Conversion Value” metric gives advertisers long-needed clarity by revealing the true, unadjusted revenue their campaigns generate.
Google tests “Journey Aware Bidding” to optimize Search campaigns
Google’s new Journey Aware Bidding model uses signals from the entire customer journey to drive smarter, more efficient Search optimization.
Microsoft makes Clarity mandatory for Syndication Partner publishers
Microsoft will count only Clarity-enabled ad traffic, requiring these publishers to install the tool or lose billable impressions and clicks.
Why a lower CTR can be better for your PPC campaigns
High CTRs don’t always mean success. Focusing on qualified clicks and impression-based metrics can lead to stronger ROI and conversion rates.
Your Q4 ecommerce checklist for peak holiday sales
Get your store ready for the busiest shopping season. This checklist covers key site, creative, and ad steps for Q4 success.
ChatGPT, LLM referrals convert worse than Google Search: Study
ChatGPT’s shopping traffic is growing fast, but a new study says it won’t catch Google Search in conversions or revenue anytime soon.
How to use YouTube Ads to drive B2B conversions
Two B2B advertisers saw CPLs drop up to 47% after adding YouTube video campaigns. Here’s how video lifted search performance and conversions.
How to execute a multi-location website redesign without losing traffic
Discover the key elements of a multi-location website redesign that will protect your SEO and drive long-term success.
Types of landing pages: Examples & when to use each
From lead gen to click-through, not all landing pages are the same. Learn the main types, see examples, and discover how to choose the right one for your goals.
5 ways to drive action with your PPC report
Turn your PPC reports into action plans, not data dumps by focusing on what your audience needs to know, feel, and do.