SEO research library
Every entry: what was studied, what it found, what to do about it and what to keep in mind. Start with the overview in SEO Insights Central.
All seo insights
AI search and clicksGEO: Generative Engine Optimization
Adding quotations from relevant sources raised visibility the most, about 41% over the unchanged page on their main measure. Our summary of what it found, what to do about it, and what to keep in mind.
AI search and clicksAI Overviews and the top-ranking page: 300,000 keywords
The top-ranking page got about 34.5% lower average CTR when an AI Overview was present than the control group trend would predict. Our summary of what it found, what to do about it, and what to keep in mind.
AI search and clicksGoogle users click less when an AI summary appears
People clicked a regular result on 8% of visits to pages with an AI summary, against 15% when there was no summary. Our summary of what it found, what to do about it, and what to keep in mind.
AI search and clicksAI Overviews and click-through rate: 15 months of client data
Organic CTR on queries with an AI Overview fell 61% over the period, from 1.76% to 0.61%. Our summary of what it found, what to do about it, and what to keep in mind.
AI search and clicksAI features and your website (Google's own guidance)
Google says there are no extra requirements and no special optimizations needed to appear in AI Overviews or AI Mode. A page must be indexed and eligible to show a snippet. Our summary of what it found, what to do about it, and what to keep in mind.
Clicks and zero-click searchZero-click search in 2024: most Google searches end without a click
58.5% of U.S. Google searches and 59.7% of EU searches ended without a click on any result. Our summary of what it found, what to do about it, and what to keep in mind.
Links and authorityThe Anatomy of a Large-Scale Hypertextual Web Search Engine
PageRank scores a page by the scores of the pages linking to it, with each linking page's score shared across its outgoing links. Our summary of what it found, what to do about it, and what to keep in mind.
Links and authority11.8 million Google results: what correlated with ranking
The top result had about 3.8 times more backlinks than results in positions 2 to 10, and about 3 times more referring domains. Our summary of what it found, what to do about it, and what to keep in mind.
Links and authority96.55% of pages get no traffic from Google
96.55% of pages got no traffic from Google, and 1.94% got between one and ten visits a month. Our summary of what it found, what to do about it, and what to keep in mind.
Content qualityIs Google getting worse? A year of product review search results
Affiliate pages are rare on the web overall (about 2.35%) but common in review results: 29% on Google (via Startpage), 42% on Bing, 41% on DuckDuckGo. Our summary of what it found, what to do about it, and what to keep in mind.
Content qualityCreating helpful, reliable, people-first content (Google's guidance)
Google asks whether content adds original information, research or analysis, and goes beyond the obvious. Our summary of what it found, what to do about it, and what to keep in mind.
Speed and page experienceVodafone: 31% faster LCP, 8% more sales
Largest Contentful Paint was 31% better on the optimized page (5.7 seconds against 8.3). Our summary of what it found, what to do about it, and what to keep in mind.
Speed and page experienceCore Web Vitals business results from 19 companies
Tokopedia improved LCP 55% and saw 23% longer average sessions. Our summary of what it found, what to do about it, and what to keep in mind.
Structured data and rich resultsRakuten Recipe: 2.7x search traffic with recipe structured data
Search engine traffic to recipe pages rose 2.7 times. Our summary of what it found, what to do about it, and what to keep in mind.
Structured data and rich resultsSaramin: doubling job-season search traffic with technical clean-up
Organic traffic rose 15% in the first year from fixing crawl errors alone. Our summary of what it found, what to do about it, and what to keep in mind.
Structured data and rich resultsMX Player: 3x Google traffic with video markup and sitemaps
Traffic from Google grew 3 times. Our summary of what it found, what to do about it, and what to keep in mind.
SEO testing10 SEO A/B tests that moved organic traffic by 10% or more
Moving the brand name to the front of title tags lifted a retailer's organic traffic over 15%. Our summary of what it found, what to do about it, and what to keep in mind.
SEO testingRemoving SEO text from category pages increased mobile traffic
Removing the text produced a statistically significant increase in organic traffic from mobile devices. Our summary of what it found, what to do about it, and what to keep in mind.