Insight category
AI Search
Evidence-led investigations into generated answers, source selection and how information discovery is changing.
Why is ChatGPT traffic showing as Direct in GA4?
ChatGPT's October tracking bug was addressed, but missing source data can still distort the story your reports tell about AI Search.
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What to do when ChatGPT gets your business wrong
Why ChatGPT can get a business wrong, what four error types mean and when the problem warrants a specialist investigation instead of a quick edit.
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What can Google Search Console’s AI report tell you?
A practical way to read Google’s new AI Search impression report without mistaking visibility for traffic, rankings or business value.
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Should your website block AI crawlers?
How to decide which AI crawlers should reach your website, what each choice changes and what proof to ask a web expert to show.
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How to appear in Google AI Overviews
A guide to Google AI Overview eligibility, the evidence a credible provider should show and the shortcuts no business should be sold.
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What AI citations can and can’t tell us about modern search
A practical way to measure AI search citations without mistaking a visible source for proof of influence, support or value.
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