Blog
How to decide when the numbers don't add up.
Attribution, paid media, AI visibility and analytics, told the way you actually use them on a Tuesday at nine in the morning. Concrete numbers and what to do with them. No 0 to 100 scores.
Featured
What pages does AI actually cite when it answers?
We analyzed 21,571 URL citations from Google AI Overview, ChatGPT, Perplexity, Claude, Google AI Mode and Gemini. Eight findings, and five places where our data does not match what the industry keeps repeating.
All articles
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SEO & AI visibility
Mudafy 24%, Tiendamia 16%: how to read an AI visibility report
Two real reports, read block by block: what each figure measures, why it matters and what each brand does with it. A real estate network and a cross-border store.
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SEO & AI visibility
How do you do keyword research when people search in full sentences?
Google says AI Mode queries are about three times longer than a classic search. Your keyword tool counts identical strings. Here is how to research demand that never repeats.
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Attribution
Seven attribution models to split one sale
First touch, last touch, last non-direct, linear, time decay, U-shaped and data-driven. What question each one answers, how each is calculated on a USD 120 purchase, and why you should look at them side by side.
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SEO & AI visibility
How to tell if your traffic comes from ChatGPT, Claude or Gemini
The AI Assistants channel in GA4 sees a third of what arrives. Server logs see the bots but not the people. And the 2026 data says that traffic converts better, with three caveats.
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Paid Media
Are you paying Google Ads for clicks you already had for free?
If you rank first organically for a search, about half the clicks the ad charges you for on that same search were coming anyway. What the Google, eBay and Bing experiments show, how to check it with the paid and organic report, and what to do in each case.
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Attribution
Why do Google Ads and Meta Ads both claim the same sale?
Google Ads says 62 conversions, Meta says 58, your store says 84. Why ad platforms inflate their numbers, how big the gap usually is, and which numbers to trust when you set next month's budget.
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Content & AI
Which metrics should you watch on Instagram and TikTok, by format?
A Reel, a Story and a carousel do not have the same job, so they are not judged by the same number. What to watch in each format, what to do based on what you see, and how to tell whether your account or your community is growing.
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SEO & AI visibility
Can you trust a GEO study?
What the field still does not know, and the five questions to ask any study before moving budget on a headline. They apply to ours too.
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SEO & AI visibility
Which GEO tactics work, and which ones are myth?
Four findings replicated across different samples, six beliefs that do not survive a controlled experiment, and two open hypotheses.
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SEO & AI visibility
What is GEO, what is AEO, and how do they differ?
The guide from scratch: what happens inside an AI answer, who defined each acronym, and the three layers of the problem. No dubious tactics, no promises.
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SEO & AI visibility
What does each AI model cite: ChatGPT, Claude, Gemini?
We classified 10,618 citations by page type and found categories almost nobody was measuring. Four of the five models mostly cite company blogs. ChatGPT cites product pages, guides and PDFs.
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SEO & AI visibility
Does your SEO get you into Google's AI Overview?
We ran 518 Google searches ourselves, with GEO Observer, and counted every citation: 10,913 in total. The AI Overview repeats about half your SEO, but the moment you move to AI Mode, 85% of the citations are sources that were nowhere in the original search.
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