Insight category
Investigations
Structured tests and fieldwork designed to separate observable search behaviour from confident assumptions.
Does Google Preferred Sources improve SEO?
A first-party investigation into what Google Preferred Sources changed for searchDecoded across ordinary results, AI Overviews, AI Mode and Top Stories.
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Does WebMCP help SEO or just help AI agents use websites?
A claims audit separating what WebMCP can currently do from unsupported promises about rankings, AI visibility and traffic.
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How long does SEO take to show results for your website?
A realistic explanation of how long SEO takes to work, why the timeline varies and how to recognise useful progress before enquiries grow.
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Organic traffic down but rankings stable? Trace the loss
A practical way to separate tracking, demand, click-through and query-mix changes when traffic falls but headline rankings look stable.
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What to monitor after a site migration
A practical signal ladder for finding migration faults without mistaking expected search movement for failure.
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