Dive deep into the ever-changing world of content and search engine marketing. Discover actionable strategies and learn ways to gain insights through data that will help you navigate the topsy-turvy world of SEO.
Sessions and visits mislead teams as AI absorbs informational search intent. Jason Lax, senior SEO and AI expert at SAP with nearly two decades of search experience now leading AEO and GEO strategy, breaks down why declining traffic volume can mask rising engagement quality. He details how to layer conversion data and engagement dimensions alongside session counts to distinguish true visibility loss from a healthier, higher-intent traffic mix, and outlines the metric framework enterprise teams need as AI reshapes the top of the funnel.
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