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Clear, practical thinking on search, AI discovery, content systems and the decisions behind digital experiences that work.
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Five different causes make clicks fall, and in a dashboard they look identical. Read the position and impression columns first, then run a seven step Search Console test to separate AI answer absorption from a core update, a technical break, a competitor or a measurement artifact.
No, but SEO is evolving. I analysed real Search Console data across three client accounts to see what actually happened to clicks, impressions, rankings and enquiries from 2024 to 2026, why visibility can rise while traffic falls, and what AI search means for SEO now.
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I take a focused number of engagements each year. If search is changing faster than the plan, tell me what is stuck.
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