If you’ve logged into Google Ads recently and felt overwhelmed by all the numbers staring back at you, you’re not alone. It’s a lot to take in, especially since Google recently added a new metric called Original Conversion Value. We walk through what your Google Ads metrics actually mean and how they all fit together to give you a clear picture of your campaign performance.
Google recently retired the num=100 parameter, which told Google to load 100 search results on one page instead of the usual 10. Many SEO tools relied on it to capture more ranking data at once, but that extra data made reports look bigger than reality by counting “ghost” impressions and inflated keywords. Now that it’s gone, your reports might look lower, but your actual visibility likely hasn’t changed.
Instead of clicking through links on search result pages, users are getting instant answers from tools like ChatGPT, Gemini, and Perplexity. That shift is pushing AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) into the spotlight. AEO helps your content show up in zero-click results like Google’s AI Overviews, while GEO increases your chances of being cited in AI-generated responses.
As of July 10th, professional and creator Instagram accounts are officially being indexed by Google, which means your Reels, photos, and captions can now appear in search results. But visibility isn’t guaranteed. The way you write captions, use alt text, and structure your profile all play a role in whether your content gets picked up.
Search behavior is changing, and SEO is changing with it. With features like Google’s AI Overview, users are getting fast, detailed answers before they even click through to a website. That shift is leading to more zero-click searches and pushing organic results further down the page, making it harder for traditional content to get seen.
A website redesign might seem like all it’s about the visuals, but it’s the behind-the-scenes changes that can make or break your SEO. While a new site can boost your brand, an unprepared launch could tank your search rankings, lose organic traffic, and hit your business. Without the right strategy, you risk losing your hard-earned rankings.