Why Clicks Don’t Equal Customers: The Metrics That Really Matter in Google Ads

When most clients or businesses first dive into Google Ads, the first metric they notice is clicks. After all, clicks mean people are visiting your website — so more clicks must mean more customers, right? Well…. not exactly. Clicks are only part of the story. They measure activity, not results. A thousand clicks from [...]

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How to Adjust Your Existing SEO Strategy to Work with AI Search Engines

Introduction AI search engines like Google’s AI Mode (Powered by Gemini), ChatGPT, and Perplexity are transforming how people discover information. They blend traditional search results with AI-generated summaries, citations, and contextual answers, meaning that what used to be an SEO strategy for “10 blue links” now needs to perform in two layers of visibility: [...]

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