Amidst all the changes, stay focussed on your numbers – with Kyle Rushton McGregor

Kyle Rushton McGregor provides us with a timely reminder to know your numbers, while all the changes happen around us. Kyle says: “SEO is changing, and you need to know your numbers more than ever.”How is it changing, and how do you go about knowing your numbers?“SEO is changing in a variety of different ways, but most importantly, we've got the rise of AI and large language models, and the traffic that's coming from that. Consent is much more pertinent than it used to be (quite rightly so), and we also have Apple’s much more stringent tracking preventions.That all means that you need to understand your numbers: where your traffic is coming from, and what that means in terms of actions and insights. You need to know that to a greater degree than ever before, and you need to take your reporting away from talking about sessions and users and start talking about the things that matter: leads, e-commerce numbers, and all the things that a typical boss would be concerned about.All these different changes mean that you need to be a lot more focussed on the numbers that are occurring and how you can use those numbers to drive actions and make a difference for your clients and your business.”