http://awe.cauchisavona.com/, https://www.linkedin.com/learning/google-analytics-4-ga4-essential-training-14915362/next-

AWE SEO & Conversion, 2, Bramasole, Naxxar (2026)

14/10/2026

🔎 𝗬𝗼𝘂𝗿 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 𝗛𝗮𝘀 𝗧𝗼𝗽𝗶𝗰𝘀. 𝗗𝗼𝗲𝘀 𝗚𝗼𝗼𝗴𝗹𝗲 𝗦𝗲𝗲 𝘁𝗵𝗲 𝗦𝗮𝗺𝗲 𝗢𝗻𝗲𝘀?

A photographer's website is about photography.
Obviously!

But someone looking for baptism photography has different needs from a company searching for corporate headshots.

Same website. Different people. Different purposes.
𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗮 𝘄𝗲𝗯𝘀𝗶𝘁𝗲'𝘀 𝗺𝗮𝗶𝗻 𝘁𝗼𝗽𝗶𝗰 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗺𝗲𝗮𝗻 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆 𝗽𝗮𝗴𝗲.

AI can help us identify what individual pages communicate and suggest how people might search for their services.

But those suggestions are hypotheses, not established facts.

By examining actual Google search results and Search Console data, we can challenge our assumptions.

Sometimes we discover opportunities. Sometimes our understanding was incomplete.

And sometimes the page is already doing its job!

💡 𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆 𝗱𝗶𝘀𝗰𝗿𝗲𝗽𝗮𝗻𝗰𝘆 𝗶𝘀 𝗮 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝘁𝗼 𝗳𝗶𝘅.
There's also the business itself. Photography might be the service, but offering a relaxed, natural experience could be what makes that photographer different.

Does the website communicate that difference?

Ultimately, 𝗶𝘁'𝘀 𝗮𝗯𝗼𝘂𝘁 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝗳𝗳𝗲𝗿𝘀 𝘄𝗶𝘁𝗵 𝘄𝗵𝗮𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗿𝗲 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿.

🔗 Read the full article: https://awe.cauchisavona.com/search-strategy/your-website-has-topics/

06/10/2026

What can someone learn about your business from your website 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆 𝗲𝘃𝗲𝗿 𝘀𝗲𝗲 𝘆𝗼𝘂𝗿 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀?
Quite a lot.

Before I have access to a prospective client’s Search Console, Analytics, CRM or sales figures, the website itself already gives us useful evidence.
We can investigate what the business appears to sell, which services it emphasises, who it seems to be speaking to, what topics matter, what different pages are trying to achieve, and what actions it wants potential customers to take.
𝗧𝗵𝗲𝗻 𝘄𝗲 𝗹𝗼𝗼𝗸 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝘄𝗲𝗯𝘀𝗶𝘁𝗲.

What are people searching for around those needs?
What questions are they asking?
Which competitors repeatedly appear?
What kinds of pages does Google show?
And does the business appear in that search landscape?

That can give us a useful starting point:
𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 → 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 → 𝗧𝗼𝗽𝗶𝗰 → 𝗦𝗶𝘁𝗲 𝗘𝘃𝗶𝗱𝗲𝗻𝗰𝗲 → 𝗦𝗲𝗮𝗿𝗰𝗵 𝗟𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲 → 𝗛𝘆𝗽𝗼𝘁𝗵𝗲𝘀𝗶𝘀

But there’s an important catch.
If I don’t have Search Console, I can’t legitimately say:
“This page isn’t getting impressions.”
I can say:
“Across the searches we observed, this site had little visibility.”

If I don’t have Analytics, I shouldn’t confidently declare that visitors aren’t engaging.

And without enquiry, CRM or sales data, I certainly shouldn’t decide that SEO is responsible for poor sales.
𝗘𝘃𝗶𝗱𝗲𝗻𝗰𝗲 → 𝗜𝗻𝗳𝗲𝗿𝗲𝗻𝗰𝗲 → 𝗛𝘆𝗽𝗼𝘁𝗵𝗲𝘀𝗶𝘀

They’re not the same thing.
And when the people running the business tell us something that contradicts our initial interpretation?
𝗚𝗼𝗼𝗱.

Perhaps the website made Topic A look commercially important, but the business tells us Topic B actually produces its most valuable work.
The hypothesis was wrong, but we learned something useful.

That’s why I don’t think a good website audit should simply produce an impressively long list of things that are supposedly “wrong”.

It should help us understand the business, its customers and the available evidence well enough to ask better questions, helping us work out 𝘄𝗵𝗮𝘁’𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝘁𝗵 𝗶𝗻𝘃𝗲𝘀𝘁𝗶𝗴𝗮𝘁𝗶𝗻𝗴.

That’s the thinking behind my latest AWE article:
𝗪𝗲𝗯𝘀𝗶𝘁𝗲 𝗦𝗘𝗢 𝗔𝘂𝗱𝗶𝘁 𝗕𝗲𝗳𝗼𝗿𝗲 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀?
🔗 https://awe.cauchisavona.com/search-strategy/website-seo-audit-before-analytics/

23/09/2026

𝗔𝗜 𝗰𝗮𝗻 𝘄𝗿𝗶𝘁𝗲 𝟭,𝟱𝟬𝟬 𝘄𝗼𝗿𝗱𝘀 𝗯𝗲𝗳𝗼𝗿𝗲 𝗜’𝘃𝗲 𝗳𝗶𝗻𝗶𝘀𝗵𝗲𝗱 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮 𝗰𝘂𝗽 𝗼𝗳 𝘁𝗲𝗮.☕

That’s impressive.
But does your business actually need those 1,500 words?

AI has made producing content remarkably fast and cheap. What it hasn’t made cheap is knowing what is worth saying, who you’re saying it to, and what you want that person to do afterwards.

Imagine you sell pastizzi.
If you sell the cheapest pastizzi in Malta, attracting thousands of people searching for cheap pastizzi might be exactly what you want.

If you sell gourmet pastizzi at five times the price, attracting those same thousands of people could give you lovely traffic figures, followed by lots of people looking at the price and leaving.

The metric improved. 𝗗𝗶𝗱 𝘁𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀?
The same applies to AI-generated content.

Give an AI vague instructions and generic information and it can produce beautifully written generic content at astonishing speed.

Give it your expertise, your business context, your audience, your objective and your evidence, and it becomes a very different tool.

Then comes the bit we shouldn't automate away:
𝗛𝘂𝗺𝗮𝗻 𝗷𝘂𝗱𝗴𝗲𝗺𝗲𝗻𝘁.

That’s why I don't see AI as making marketers, content specialists or other experts irrelevant.
Quite the opposite.

AI can increase the value of expertise as an input.

It may dramatically reduce the time spent physically typing the words.
That leaves more of our time for understanding customers, developing ideas, questioning assumptions, checking evidence and deciding what is actually worth publishing.

And sometimes expertise still means looking at a perfectly well-written piece of AI content and saying:
“Don’t publish that.”

𝗔𝗜 𝗶𝘀𝗻'𝘁 𝗩𝗼𝗹𝗱𝗲𝗺𝗼𝗿𝘁 𝗼𝗿 𝗗𝗮𝗿𝘁𝗵 𝗩𝗮𝗱𝗲𝗿.
And it isn't Harry Potter or Luke Skywalker arriving to save your marketing department either.

It's a different kind of capability.
In the right hands, with the right context, bloody useful.

Perhaps the future of content involves less typing.
𝗧𝗵𝗮𝘁 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗺𝗲𝗮𝗻 𝗶𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗶𝗻𝘃𝗼𝗹𝘃𝗲 𝗹𝗲𝘀𝘀 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴.

👉 Full article: The Value Was Never in Typing the Words, https://awe.cauchisavona.com/search-strategy/the-value-of-optimisation/

08/09/2026

𝗬𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗵𝗮𝘃𝗲 ‘𝘂𝘀𝗲𝗿𝘀.’ 𝗜𝘁 𝗵𝗮𝘀 𝗽𝗲𝗼𝗽𝗹𝗲.

Imagine two people search Google for exactly the same service.

One is worried, uncertain and looking for reassurance before making a decision.
The other already knows what they want and simply needs to know whether your business can provide it.

𝗦𝗮𝗺𝗲 𝘀𝗲𝗮𝗿𝗰𝗵. 𝗩𝗲𝗿𝘆 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗽𝗲𝗼𝗽𝗹𝗲.
And potentially very different reasons for choosing, or leaving, your business.

Website analytics can tell us a lot: how people found us, what they searched for, which pages they visited and whether they contacted us.

But there's something the numbers alone can't completely explain:

Who is this person, what are they trying to achieve, and what do they need from us before they're ready to take the next step?

That's where a useful customer persona becomes much more than “Carmen, 43, likes yoga and cappuccino.”

A good persona helps us understand the customer's problem, concerns, constraints and goal.

And that can change how we think about everything from Google searches and website content to the journey towards becoming a customer.

Instead of simply asking:
“Which keywords should we rank for?”

Perhaps we should also ask:
𝗪𝗵𝗶𝗰𝗵 𝗽𝗲𝗼𝗽𝗹𝗲 𝗱𝗼 𝘄𝗲 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗵𝗲𝗹𝗽, 𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗮𝗿𝗲 𝘁𝗵𝗲𝘆 𝗿𝗲𝗮𝗹𝗹𝘆 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗳𝗼𝗿?

This becomes even more important as businesses start using AI to analyse their websites.

More data isn't necessarily the answer.

Sometimes AI needs better human and business context so it can help us ask better questions, while evidence and human judgement determine what we actually do.

Because behind every impression, click and enquiry is still a person trying to get somewhere.

Let's make sure our website helps them get there.

Read the full AWE article: https://awe.cauchisavona.com/search-strategy/sites-have-people/ - Your Website Doesn't Have ‘Users.’ It Has People.

02/09/2026

𝗪𝗵𝗮𝘁 𝗶𝗳 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗶𝘀𝗻'𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗮 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺?

Maybe you're not being found.
Maybe people are finding you, but they're the wrong people.
Maybe they're the right people, but they don't understand why they should choose you.

Or perhaps everything seems to work individually, yet somehow it doesn't work together.

That's why putting business challenges into neat little boxes labelled SEO, marketing, web design, development or AI, might not be what will help your business.

𝗬𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗱𝗼𝗻'𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘁𝗵𝗼𝘀𝗲 𝗯𝗼𝘅𝗲𝘀. 𝗧𝗵𝗲𝘆 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗮𝘀 𝗼𝗻𝗲 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗲𝗱 𝘀𝘆𝘀𝘁𝗲𝗺.

And that's increasingly how I believe web optimisation needs to be approached. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀.

Who are you trying to help?
What are you trying to achieve?
What's getting in the way?
What does the evidence actually tell us?

Then decide what needs fixing, rather than deciding what service to sell.

That's also some of the thinking behind the new AWE website and the way we're bringing different capabilities together around one thing that matters more than any of them:

Your business goal.

A little more about the thinking behind it here:
Business Problem Solutions - AWE - Web Optimisation. Evidence-Led.

𝗖𝗼𝗺𝗶𝗻𝗴 𝘀𝗼𝗼𝗻 𝘁𝗼 𝗮 𝗯𝗿𝗼𝘄𝘀𝗲𝗿 𝗻𝗲𝗮𝗿 𝘆𝗼𝘂.

26/08/2026

𝗧𝗛𝗘 𝗣𝗔𝗚𝗘 𝗜𝗦 𝗣𝗘𝗥𝗙𝗢𝗥𝗠𝗜𝗡𝗚.
𝗕𝗨𝗧 𝗜𝗦 𝗜𝗧 𝗗𝗢𝗜𝗡𝗚 𝗜𝗧𝗦 𝗝𝗢𝗕?

More impressions.
Higher CTR.
More traffic.
Better engagement.

Excellent.

But... are they the right people?

A page attracting 5,000 visitors isn't necessarily performing better than one attracting 200.

If those 200 are looking for precisely the service the business wants to grow — and eight become customers — those rather less exciting numbers suddenly tell a very different story.

𝗔 𝗺𝗲𝘁𝗿𝗶𝗰 𝗰𝗮𝗻 𝗱𝗲𝘀𝗰𝗿𝗶𝗯𝗲 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲. 𝗜𝘁 𝗰𝗮𝗻𝗻𝗼𝘁 𝗱𝗲𝗳𝗶𝗻𝗲 𝘀𝘂𝗰𝗰𝗲𝘀𝘀.

GSC, GA4 and other optimisation tools give us valuable evidence.

The business provides the context:

→ Who should this page attract?
→ What do those people need?
→ What job is the page supposed to perform?
→ What business outcome should it contribute towards?

That's why I prefer to connect measurement back to:
𝗣𝗮𝗴𝗲 → 𝗧𝗼𝗽𝗶𝗰 → 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗡𝗲𝗲𝗱 → 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲

Before asking “How can we improve this metric?”, perhaps the better question is: “What does success actually mean for this page?”

Part 2 of our little Zen: The Art of Optimisation trilogy.

🔗 Read the full article:
https://awe.cauchisavona.com/search-strategy/the-page-is-performing-but-is-it-doing-its-job/

18/08/2026

𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗲𝗱 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲.

Better CTR. More traffic. Higher rankings.

Great — but did the business actually improve?

Sometimes evidence tells us what to change.
𝗦𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝗶𝘁 𝘁𝗲𝗹𝗹𝘀 𝘂𝘀 𝘄𝗵𝗮𝘁 𝘁𝗼 𝗽𝗿𝗼𝘁𝗲𝗰𝘁.

🔗 Read the latest AWE article:
[article link]

.consulting

17/08/2026

It's always appreciated when clients take the time to leave a recommendation.

But what struck me about these two is 𝗪𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗶𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁𝗹𝘆 𝗰𝗵𝗼𝘀𝗲 𝘁𝗼 𝗵𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁:

Real enquiries.
Recurring business.
Appointments rather than vanity metrics.
Steady progress rather than promises of instant results.

That's very close to how I want AWE to work.

SEO and optimisation matter — but traffic, rankings and clicks aren't the final business objective.

𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗶𝘀 𝘄𝗵𝗲𝘁𝗵𝗲𝗿 𝘁𝗵𝗲 𝘄𝗼𝗿𝗸 𝗶𝘀 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗳𝗶𝗻𝗱, 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗮𝗻𝗱 𝗰𝗵𝗼𝗼𝘀𝗲 𝘁𝗵𝗲 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀.

Thank you Lorenzo and Antoine for putting that into your own words.

13/08/2026

𝗔𝗿𝗲 𝘄𝗲 𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀, 𝗼𝗿 𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗼𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻?

SEO is full of useful concepts: E-E-A-T, topic clusters, pillar pages, internal linking and authority signals.

The problem begins when we mistake the 𝗽𝗮𝘁𝘁𝗲𝗿𝗻 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗺𝗲𝗰𝗵𝗮𝗻𝗶𝘀𝗺.

Building a topic cluster doesn't create understanding.
𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿'𝘀 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗺𝗮𝘆 𝗻𝗮𝘁𝘂𝗿𝗮𝗹𝗹𝘆 𝗰𝗿𝗲𝗮𝘁𝗲 𝗮 𝘁𝗼𝗽𝗶𝗰 𝗰𝗹𝘂𝘀𝘁𝗲𝗿.

And shortcuts come with another problem: they depend on the trick continuing to work.

Search engines change. Algorithms change. AI discovery changes.

But genuinely helping people is considerably harder for an algorithm update to make obsolete.

Useful information remains useful.
First-hand expertise remains expertise.
Clear structure still helps people.
Understanding your customer's problem still helps them choose the right solution.

That kind of growth may be slower than the sudden boost promised by an SEO quick hack.

But it compounds.
𝗔𝗻𝗱 𝗶𝘁 𝗯𝘂𝗶𝗹𝗱𝘀 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗺𝘂𝗰𝗵 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝗸𝗻𝗼𝗰𝗸 𝗱𝗼𝘄𝗻.

My latest AWE article explores why SEO terminology can confuse cause with effect — and why the human should remain at the centre of optimisation.

🔗 Read - The Organic Illusion: Why SEO Terminology Confuses Cause with Effect
https://awe.cauchisavona.com/search-strategy/seo-terminology-confusion/

05/08/2026

𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗮 𝗥𝗲𝗮𝘀𝗼𝗻 𝘁𝗼 𝗖𝗵𝗼𝗼𝘀𝗲 𝗬𝗼𝘂

Every business wants more visitors.
More enquiries.
More customers.

It's natural to ask:
"How do we improve our SEO?"

But perhaps there's an even more important question.
"Why should somebody choose us in the first place?"

A search engine can help people find your business.
Only your business can give them a reason to stay.

Many websites explain:
"Here's what we sell."

Far fewer explain:
"Here's why we're worth choosing."

That's where strategy begins.
Not with keywords.
Not with AI.
Not with algorithms.

But with understanding:
✔ What problem do we solve?
✔ Why should someone trust us?
✔ What makes us different?

Once those answers become clear, everything else becomes easier.

Your website.
Your marketing.
Your content.
Even your SEO.

Because optimisation doesn't create value.
It helps people discover it.

That's exactly what this short animation is trying to illustrate.

💬 If someone landed on your website today, would they understand why they should choose you?

📖 Read the full article:
https://awe.cauchisavona.com/search-strategy/optimisation-starts-with-a-reason-to-choose-you/

🔹 Follow AWE on LinkedIn: https://www.linkedin.com/company/awe-conversion

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