Attribution reports look precise, but much of that data is modeled, not measured, and confusing the two can quietly misallocate marketing budget.

ALT: Quack's Late Night Cake Snack

ALT: Pokemon Thankyou

Attribution reports look precise, but much of that data is modeled, not measured, and confusing the two can quietly misallocate marketing budget.

How the joke web standard cats.txt took the fancy of some SEOs and became cited at the same evidential level as llms.txt for optimising websites for search and AI discovery.

ALT: Catwifhat Cwif Party Animal

ALT: Smiling Dog Says Thank You

GA4 can collect the data, but it can not decide what matters. Build the measurement framework before the implementation starts.

GA4 can collect the data, but it can not decide what matters. Build the measurement framework before the implementation starts.

GA4 can collect the data, but it can not decide what matters. Build the measurement framework before the implementation starts.

ALT: Woman's Emotional Cry with Teary Eyes

YouTube video by Google Search Central

I built a fake company with nonsense schema. The LLMs returned the address anyway. That is not the win the GEO industry thinks it is.

Execution gets marketers hired, strategic thinking gets them heard. Here’s how you can move from task completion to strategic influence.

Where LLMs are weak, they're stupid. Where they're strong, they're dragging your marketing toward the mean.

ALT: Keanu Reeves: My Pleasure

Research on 68 million AI crawler visits show clear patterns that drive better AI search performance to business sites.

Enter a URL, fetch the rendered page, and score how well it answers relevant People Also Ask questions.

Modern analytics is full of estimates, imperfect data, and blind spots. A perspective on communicating uncertainty in SEO analytics reporting.

This 3-part training series with Mark Williams-Cook & Candour covers the ideal website migrations scenario, plus emergency protocol and traffic recovery plan.

ALT: a close up of a cat 's face with two yellow hands pointing to it .

Modern analytics is full of estimates, imperfect data, and blind spots. A perspective on communicating uncertainty in SEO analytics reporting.