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How to use search data beyond ads — for website messaging, content, email, and understanding your market. Insights that shape how you communicate, not just what you target.
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.
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.
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.
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.