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Insights & Resources
Practical thinking on customer intent, search strategy, and reaching the right people at the right moment. Written for in-house marketers and lean teams who want clarity, not more dashboards.
A UK property-data platform with no in-house marketing team brought Addy in at the start of its Google Ads work. £10,530 of structured testing turned guesswork into evidence for what scales.
GA4, GTM, Meta Pixel, Merchant Center, and Search Console each answer a different part of the performance picture: how Google sees the site, what visitors do, what conversion signals reach ads platforms, what products surface in shopping. Verifying each is firing is the half most accounts skip.
Most accounts adopting enhanced conversions hope it'll fix attribution. It improves measurement on clean foundations and does very little on broken ones. The pattern I see in audits: duplicate event tracking and GA4 web import standing in for custom events. Enhanced conversions can't reach those.
Most SEO checklists cover the same categories. What gets left out is a small set of items that change how the rest of the list reads: field data over lab data on Core Web Vitals, bidirectional hreflang, the cleanup layer, and the items that have shifted since 2022.
"Autonomous AI agent" has become the standard pitch for AI marketing tools. The phrasing hides three categories of risk worth thinking about before connecting a paying account: skipped human-in-the-loop approval, untaught platform policies, and an inherited supply-chain record.
AEO, GEO, agent-readiness, accessibility, structured data: looking at the actual checklists rather than the names shows the same practice in different rebadges. Plus what WebMCP changes about the read-side foundation.
GEO, AEO, and LLMO all describe a similar idea: making your content more likely to appear in AI-generated search results. The terminology is still settling, but the underlying work overlaps heavily with quality-focused SEO.
For most sites, verify a URL prefix property with the HTML meta tag method. Paste the tag through your platform's SEO field or head-injection point, not directly into a theme file, so verification survives theme switches and plugin updates.
A third of average Google Ads spend goes to clicks that never convert. But smaller accounts often outperform larger ones. What the benchmarks say and what to focus on first.
When multiple pages on your site compete for the same query, rankings fluctuate, clicks drop, and effort gets wasted. Here's how to find it and fix it.
Keyword research isn't an ads activity. It's market research. Google's Keyword Planner is free to use, and you don't need to spend a penny on ads to access it.
Walkthrough on how to shortcut to a drafted / empty Google Ads account so that you can quickly get starting prepping and planning with Keyword Planner tools.
When SEO and PPC teams work in separate rooms with separate dashboards, they're optimising for separate goals. Meanwhile, your customers see one search results page.
Most marketers don't have a data problem. They've got dashboards, reports, keyword lists. What they often lack is confidence in what customers want, and why performance changes.
Every business is different. Tools that give the same recommendations to everyone miss what makes your customers unique. The interesting stuff almost never lives in the neat keyword buckets.