AWE SEO & Conversion

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:
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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

03/08/2026

I've been writing recently about how technical SEO is evolving beyond crawling and rankings, and towards something much more fundamental: 𝗧𝗿𝘂𝘀𝘁.

This article from Search Engine Journal echoes that shift with the phrase "Data Integrity is the New Technical SEO." https://www.searchenginejournal.com/why-data-integrity-is-the-new-technical-seo-from-crawling-to-trust/582189/

It's encouraging to see more voices in the industry arriving at a similar conclusion.

For me, this is exactly the direction AWE is being built around. Rather than simply reporting SEO errors, the aim is to help answer bigger questions:
• Is the information on this website consistent?
• Can users trust it?
• Can search engines and AI systems trust it?
• Does the website behave predictably?

Technical SEO has always been about helping machines understand websites. AI is simply raising the bar and making trust, consistency and data integrity more important than ever.

Interesting read for anyone following where SEO is heading.

No consortium is coming to crown a standard like sitemaps or schema.org. Here's a practical order for hedging your bets.

31/07/2026

𝗚𝗼𝗼𝗱 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗕𝗲𝘁𝘁𝗲𝗿 𝗢𝗯𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝗼𝗻𝘀

Every business wants a better website.

More visitors.
More enquiries.
More customers.

The natural question is: "What should we improve?"
But before changing anything, there's an even more important question:
Do we actually understand what's happening today?

That's one reason website crawlers are still just as valuable in the age of AI.

Not because they improve SEO.

Because they reveal reality.
A crawler doesn't fix broken links.
It doesn't build trust.
It doesn't write better content.

It simply helps you see what's really happening beneath the surface.

And sometimes that's exactly what's needed.
A broken link isn't just an SEO issue.
It's a broken promise to someone looking for help.

A confusing website doesn't only make life harder for Google.
It makes life harder for your visitors too.

I've gradually started looking at technical SEO a little differently.
Technical SEO is really about user respect.

Working links.
Clear navigation.
Logical website structure.
These aren't just technical improvements.

They're ways of making it easier for people and search engines, to understand your business.

Perhaps that's why the best website decisions rarely begin with solutions.

𝗧𝗵𝗲𝘆 𝗯𝗲𝗴𝗶𝗻 𝘄𝗶𝘁𝗵 𝗯𝗲𝘁𝘁𝗲𝗿 𝗼𝗯𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝗼𝗻𝘀.

📖 Read the full article:
https://awe.cauchisavona.com/search-strategy/good-website-start-with-good-observations/

💡 Follow AWE for more practical insights into SEO, AI and conversion optimisation.

More visibility.More enquiries.More customers.

22/07/2026

𝗧𝗵𝗲 𝗕𝗶𝗴𝗴𝗲𝘀𝘁 𝗦𝗘𝗢 𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝗜𝘀𝗻’𝘁 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗼𝗿 𝗘-𝗘-𝗔-𝗧... 🛑

It’s believing there’s a single "magic bullet" for growing a business online.

Every few years, the digital marketing world hypes a new secret:
🔹 Keyword density
🔹 Backlinks
🔹 Core Web Vitals
🔹 E-E-A-T
🔹 AI

None of these are bad! But treating any of them like an instant shortcut is where most people get stuck.

🛑 𝗪𝗵𝘆 𝗦𝗵𝗼𝗿𝘁𝗰𝘂𝘁𝘀 𝗗𝗼𝗻'𝘁 𝗟𝗮𝘀𝘁
Fake author bios, stock badges, or stuffing extra keywords into mediocre content won't magically make a page trustworthy.

Trust isn't something you decorate onto a website.
It’s built over time through real value.

💡 𝗧𝗵𝗲 𝗣𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀 𝗧𝗵𝗮𝘁 𝗘𝗻𝗱𝘂𝗿𝗲
Real growth happens when you view optimisation as a complete system:

Understand the human behind the search bar.
Create clarity and depth that genuinely solves their problem.
Build long-term authority instead of chasing algorithm hacks.

The Bottom Line: Keywords reveal how people express their needs. E-E-A-T reflects why they trust you. Neither matters unless you put people first.

📖 Read the full article: https://awe.cauchisavona.com/search-strategy/the-biggest-seo-mistake-isnt-keywords/

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

🔹 Follow our page for daily strategies.

16/07/2026

𝗡𝗼𝘁 𝗲𝘃𝗲𝗿𝘆 "𝗻𝗲𝘄 𝗦𝗘𝗢 𝗯𝗿𝗲𝗮𝗸𝘁𝗵𝗿𝗼𝘂𝗴𝗵" 𝗶𝘀 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗻𝗲𝘄.

Almost every week there's another article or video claiming to have discovered the latest SEO secret.

Yet Google has been encouraging people-first content since the Helpful Content Update in August 2022, and has continued reinforcing that guidance ever since.

Sometimes it's worth remembering that the underlying principle hasn't really changed.

𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗲𝘃𝗼𝗹𝘃𝗲𝘀. 𝗧𝗵𝗲 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 𝗯𝗲𝗵𝗶𝗻𝗱 𝘁𝗿𝘂𝘀𝘁 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝗳𝗮𝗿 𝗺𝗼𝗿𝗲 𝘀𝗹𝗼𝘄𝗹𝘆.
Keywords still matter.
They're how people express their needs.

But good SEO doesn't start with keywords.
𝗜𝘁 𝘀𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗲𝗼𝗽𝗹𝗲.

That's one of the core principles behind AWE and why I've gradually shifted from optimising pages in isolation to thinking about people, trust, and business outcomes as one connected system.

📖 Read more:
https://awe.cauchisavona.com/search-strategy/