Embarque

Providing high-quality SEO strategy for many successful 8-figure tech businesses across 5 continents, including Flick, Buy Me a Coffee, VEED.IO, Levels.Fyi, ScrumGenius and MentorCruise.

Director

jic94.com

Worked with:
- United Nations 
- Netflix
- Atlassian
- Truss
- POCIT
- AB Tasty
- Mention
- Royal Collection 
- State of Digital 
- EVS

Freelance Digital Strategist

Grow w/ revenue-driven SEO | Clients: Riverside, VEED, MentorCruise, Buy Me a Coffee | Read our case studies

Hey, I’m Jules, the founder of Embarque. Want to implement your SEO content strategy successfully? Hire us!

We’re powering the growth of 8-figure businesses using the power of ROI-driven SEO.

You’ve probably heard of some of our clients: Riverside, VEED, Flick, EmailOctopus, Buy Me a Coffee, VEED.IO, Levels.Fyi, ScrumGenius and MentorCruise & many more.

We provide high-quality end-to-end SEO services at unrivaled rates and have the case studies to back it up.

If you’re interested in working with us, check out our case studies or drop me a DM.

If not, drop me a follow for more content on:

* Growing a productized business
* Community-centric content strategy
* SEO for founders, startups, marketplaces, bootstrappers, and communities

See you around!

MicroConf marks my first ever conference since launching the business 5 years ago… and what a ride.

My entry point into entrepreneurship wasn’t even building a product.

It was interviewing founders. 

That energy hooked me.

Starting Embarque was partly about solving a real need… but also about staying close to that world. 

Working 𝘸𝘪𝘵𝘩 passionate people, 𝘧𝘰𝘳 passionate people.

This week at MicroConf reminded me exactly why I started. 

I’ve been in a fair few founder groups online, but it’s always a bit surreal (in the best way) to have so many founders in one physical space. 

It’s odd.

Part of me thinks, “𝘞𝘢𝘪𝘵… 𝘸𝘩𝘺 𝘢𝘳𝘦𝘯’𝘵 𝘸𝘦 𝘢𝘭𝘭 𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘳𝘪𝘨𝘩𝘵 𝘯𝘰𝘸?”  

But it’s also incredibly revitalising. 

Istanbul was the perfect backdrop for all this. 

Chaotic, vibrant, like the 0 to 1 process itself. I lived here about three years ago, so it felt like a reunion.

Highlights?

𐃘 The talksssss

𐃘 The dice mic i couldn't catch during Q&A

𐃘 Hammam. Hammam. 𝐇𝐚𝐦𝐦𝐚𝐦𝐦𝐦𝐦𝐦.

𐃘 A rooftop bar next to Galata Tower with arguably as good a view.

𐃘 The sudden dip in temperature and intense rains that gifted me a lovely flu.

And of course… I love a good old Turkish breakfast. 🥐🍯🍅

Special thanks to Rob Walling to the MicroConf and local organisers, you rock. 

Loved, loved meeting new people and old London friends, including Amar Ghose and Elston Baretto.

Not going to tag all of you, but you know who you are. ❤️

Beyond Embarque, I just genuinely love entrepreneurship. The craft. The people. The life it brings.

Peace out.

Jules Ignacio Canlas

Grow revenue w/ leadgen-driven AI LLM SEO | +25 SEO case studies on Embarque.io

This Week in SEO is packed with shake-ups.

From AI search overlap to stricter local checks, here are the headlines you’ll want to see.

On today’s agenda:

➔ AI Overviews now cite 54% of pages already ranking in organic search

➔ Google says expired domains can carry baggage that slows fresh rankings

➔ Old domain history may take months to clear before sites recover

➔ Business Profile suspensions are rising as Google tightens spam filters

Swipe to catch up.
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THIS WEEK IN SEO

𝐈'𝐯𝐞 𝐥𝐨𝐬𝐭 𝐦𝐨𝐫𝐞 𝐦𝐨𝐧𝐞𝐲 𝐟𝐫𝐨𝐦 𝐰𝐡𝐚𝐭 𝐈 𝐝𝐢𝐝𝐧'𝐭 𝐰𝐫𝐢𝐭𝐞 𝐝𝐨𝐰𝐧 𝐭𝐡𝐚𝐧 𝐟𝐫𝐨𝐦 𝐰𝐡𝐚𝐭 𝐈 𝐠𝐨𝐭 𝐰𝐫𝐨𝐧𝐠.

Today I sat down to think hard about why I document so much, especially now that we're onboarding new team members and diving into more intensive strategic thinking.

The easy answer is that I'm building scalable SOPs. But that's not the whole truth.

The real reason is that I've made expensive mistakes. 

⟶ I hired too fast because I thought speed meant progress. 

⟶ I delegated entire projects without writing down the context, then acted surprised when things went sideways. 

⟶ I assumed everyone understood why we made certain decisions because it felt obvious to me.

None of it was obvious. And the cost was brutal… not just in money, but in team morale and my own sanity.

That's when I realised documentation isn't admin work. It's how I actually learn. 

Each SOP is a snapshot of a moment in time: 

▸ what we tried, 
▸ what we believed, 
▸ what happened next. 

Writing it down means future-me doesn't have to relearn the same painful lessons.

So…

𝐖𝐫𝐢𝐭𝐞 𝐢𝐭 𝐝𝐨𝐰𝐧 𝐰𝐡𝐢𝐥𝐬𝐭 𝐢𝐭 𝐬𝐭𝐢𝐥𝐥 𝐡𝐮𝐫𝐭𝐬

The best time to document something is right after it breaks. That's when you remember the real details, not the polished story you'll tell later.

𝐘𝐨𝐮𝐫 𝐬𝐲𝐬𝐭𝐞𝐦𝐬 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐬𝐨𝐮𝐧𝐝 𝐥𝐢𝐤𝐞 𝐲𝐨𝐮𝐫 𝐭𝐞𝐚𝐦

Good documentation reflects how your people actually work, their rhythms, their language, the way they think through problems. 

Generic templates can't do that.

𝐎𝐭𝐡𝐞𝐫 𝐩𝐞𝐨𝐩𝐥𝐞'𝐬 𝐛𝐞𝐬𝐭 𝐩𝐫𝐚𝐜𝐭𝐢𝐜𝐞𝐬 𝐚𝐫𝐞 𝐛𝐮𝐢𝐥𝐭 𝐟𝐨𝐫 𝐨𝐭𝐡𝐞𝐫 𝐩𝐞𝐨𝐩𝐥𝐞

What works for a Silicon Valley startup or a London agency was designed for their culture and constraints. 

Yours are different. Build accordingly.

𝐄𝐯𝐞𝐫𝐲 𝐟𝐚𝐢𝐥𝐮𝐫𝐞 𝐢𝐬 𝐦𝐚𝐭𝐞𝐫𝐢𝐚𝐥 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐮𝐬𝐞

When something goes wrong, that's your cue. 

Document what broke, why you think it broke, and what you're doing differently. 

That record becomes an asset.

PS: How do you approach documentation in your company? 

I'd genuinely love to hear what's working for you.

𝐌𝐢𝐜𝐫𝐨𝐦𝐚𝐧𝐚𝐠𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐞𝐚𝐦 𝐰𝐢𝐥𝐥 𝐜𝐨𝐬𝐭 𝐲𝐨𝐮 𝐲𝐨𝐮𝐫 𝐛𝐞𝐬𝐭 𝐩𝐞𝐨𝐩𝐥𝐞.

Five years of running Embarque taught me that the tighter you grip, the faster your best people slip away.

Not because they can't handle feedback. 
But because they didn't sign up to have every decision second-guessed.

The best marketers are problem-solvers. They see gaps, spot opportunities, and move quickly. That's what you hired them for.

But when you hover over every email, rewrite every piece of copy, and demand approval for minor decisions…

…you're not leading. 𝘠𝘰𝘶'𝘳𝘦 𝘴𝘶𝘧𝘧𝘰𝘤𝘢𝘵𝘪𝘯𝘨, 𝘢𝘯𝘥 𝘵𝘩𝘢𝘵 𝘪𝘯𝘪𝘵𝘪𝘢𝘵𝘦𝘴 𝘢 𝘷𝘪𝘤𝘪𝘰𝘶𝘴 𝘤𝘺𝘤𝘭𝘦. 

Their creativity dies (why think strategically when you'll just redo it anyway?)

Their ownership disappears (if nothing's truly theirs, why care deeply about the outcome?)

Their confidence erodes (constant intervention signals: "I don't trust you.")

And eventually, they leave. 

I've realised the best approach to managing a team is knowing when to step back. 

And here’s how to do that rightly: 

𝗗𝗲𝗳𝗶𝗻𝗲 "𝗱𝗼𝗻𝗲" 𝗰𝗹𝗲𝗮𝗿𝗹𝘆 𝘂𝗽𝗳𝗿𝗼𝗻𝘁

If your team knows exactly what success looks like before they start, they don't need you redoing their work. 

𝗚𝗶𝘃𝗲 𝗳𝗲𝗲𝗱𝗯𝗮𝗰𝗸 𝗼𝗻 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀, 𝗻𝗼𝘁 𝗽𝗿𝗼𝗰𝗲𝘀𝘀

Let your team find their own path to the result. You hired them for their thinking, not to follow your exact steps. 

𝗦𝘁𝗲𝗽 𝗶𝗻 𝗼𝗻𝗹𝘆 𝘄𝗵𝗲𝗻 𝗶𝘁 𝘁𝗿𝘂𝗹𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀

Not every battle is worth fighting. Save your energy for the decisions that actually move the needle. 

Minor tweaks and personal preferences? Let them go. Your team will respect you more for it.

𝗧𝗿𝘂𝘀𝘁 𝘁𝗵𝗲 𝗽𝗲𝗼𝗽𝗹𝗲 𝘆𝗼𝘂 𝗵𝗶𝗿𝗲𝗱

If you can't trust them to make good decisions, that's a hiring problem… not a control problem. 

Either fix your hiring process or give the people you chose the space to prove why you chose them.

𝘠𝘰𝘶𝘳 𝘫𝘰𝘣 𝘪𝘴𝘯'𝘵 𝘵𝘰 𝘥𝘰 𝘵𝘩𝘦𝘪𝘳 𝘫𝘰𝘣 𝘣𝘦𝘵𝘵𝘦𝘳. 

𝘐𝘵'𝘴 𝘵𝘰 𝘤𝘳𝘦𝘢𝘵𝘦 𝘵𝘩𝘦 𝘤𝘰𝘯𝘥𝘪𝘵𝘪𝘰𝘯𝘴 𝘸𝘩𝘦𝘳𝘦 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘥𝘰 𝘵𝘩𝘦𝘪𝘳 𝘣𝘦𝘴𝘵 𝘸𝘰𝘳𝘬.

P.S. How do you balance giving your team autonomy while maintaining quality standards?  Let’s chat.

There was plenty of chatter last week in SEO.

From quality wake-up calls to Google’s latest UGC push, here are the updates worth your time.

On today’s agenda:

➔ Google says tech fixes can’t save poor-quality content

➔ URL Removals Tool only hides pages temporarily

➔ Google is surfacing more video, forums, and UGC

➔ NotebookLM ignores robots.txt rules

Swipe to catch up.

—

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Google

This week's SEO roundup is surprisingly chaotic.

A lot happened. Some of it expected, some of it less so.

Here's what you missed.

➔ AI Mode rolled out to 35 languages and 40 countries

➔ Fake dates can game AI model rankings 

➔ Quiet Search update affecting some advertisers

Swipe through for the breakdown.
—

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Why does AI traffic convert better than Google traffic?

The answer has everything to do with who these visitors are and how they found you.

We've been tracking this at Embarque, and the conversion rates sound made up. 

But the data backs it up.

There's a fundamental difference between someone who Googles "best tool" and someone who has a conversation with ChatGPT about their specific problem.

Watch to see what we've learned about these two types of visitors and why one converts significantly better.
___

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Is GEO just the new SEO?

I've seen SEOs argue about this endlessly, and honestly, both sides have points.

But when you compare them side by side, they're fundamentally different things.

For example, people don't use ChatGPT like they use Google.

They go deeper, ask follow-ups, have real conversations.

That changes everything about how content needs to work.

Watch the video to see the difference between both channels and how to win in GEO 👇

Want to rank on LLMs? Then you need to keep your content fresh.

LLMs have a massive recency bias. 

They sometimes don't care if you have the best answers, they do if you have the latest answer.

...and that’s why so many websites never show up.

In this quick video, you'll see how regular updates can:

 • Drive steady AI traffic
 • Get your site into AI Overviews
 • Keep you ahead of trending topics

Watch now to see the full breakdown.
___

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Does LLM traffic convert better than SEO?

We looked at data from 10+ websites in our portfolio and cross-referenced it with studies from Seer Interactive, Ahrefs, and others.

And the answer is surprisingly... yes.

Swipe through this carousel to see what the numbers really say, and what founders should actually do about it.
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DOES LLM TRAFFIC CONVERT BETTER THAN SEO TRAFFIC?

Great results make clients stay.

Great relationships make them never want to leave.

Embarque turns five this year. And honestly, that feels surreal. 

But what really blows my mind is that a bunch of the clients who signed with us in year one are still with us today.

In an industry where loyalty is fragile and agencies burn out fast, that kind of retention is rare.

I used to think our edge was positioning or pricing. But over time, I realised the actual moat was the strength of our client relationships. 

The way we show up, listen, and stay dependable has been worth more than any marketing tactic.

When AI shook up content, plenty of agencies panicked. Some pivoted, some closed shop.

What kept us alive wasn’t a clever “new model, ”it was the trust we’d built over years.

Instead of walking away, clients asked: “What’s next?" 

And that trust gave us the space to adapt and grow.

So, how did we build this relationship? 

1. 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐬𝐞 𝐭𝐫𝐮𝐬𝐭 𝐨𝐯𝐞𝐫 𝐭𝐚𝐜𝐭𝐢𝐜𝐬

Clients stick around when they trust you to deliver. 

That comes from reliability, honesty, and caring about outcomes, not shortcuts that might look good in the short term.

2. 𝐁𝐞 𝐠𝐞𝐧𝐮𝐢𝐧𝐞𝐥𝐲 𝐞𝐚𝐬𝐲 𝐭𝐨 𝐰𝐨𝐫𝐤 𝐰𝐢𝐭𝐡

Relationships thrive when collaboration feels effortless. 

Clear comms, straightforward timelines, and zero unnecessary drama make clients want to keep you around long after the honeymoon phase.

3. 𝐀𝐝𝐚𝐩𝐭 𝐰𝐢𝐭𝐡 𝐲𝐨𝐮𝐫 𝐜𝐥𝐢𝐞𝐧𝐭𝐬, 𝐧𝐨𝐭 𝐚𝐫𝐨𝐮𝐧𝐝 𝐭𝐡𝐞𝐦

When the market shifts, don’t disappear and “rebrand” in isolation.

Bring clients into the process, co-create solutions, and show you’re invested in their success, not just your own.

4. 𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐜𝐲 𝐢𝐬 𝐲𝐨𝐮𝐫 𝐫𝐞𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐦𝐨𝐚𝐭

You don’t need fireworks every month.
 
Showing up the same way, keeping promises, and being steady when others wobble… that’s what turns projects into long-term partnerships.
___

What’s been your biggest lesson in keeping clients long term?

Let’s discuss in the comment.

LLMs are sending people to pages that don’t even exist on your website.

And yes, they're clicking them.

We noticed this trend a few weeks back... and several external sources confirmed it too.

So watch this video to learn:

⟶ why it happens
⟶ how it breaks your AI sales funnel
⟶ and what you can do to fix it before it costs you conversions.
___

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𝐓𝐡𝐞 𝐬𝐢𝐦𝐩𝐥𝐞𝐬𝐭 𝐭𝐞𝐚𝐦 𝐞𝐱𝐞𝐫𝐜𝐢𝐬𝐞 𝐰𝐞'𝐯𝐞 𝐞𝐯𝐞𝐫 𝐝𝐨𝐧𝐞 (𝐚𝐧𝐝 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐢𝐦𝐩𝐚𝐜𝐭𝐟𝐮𝐥)

Yesterday, we asked everyone on the team to write down how many days they've been at the agency on a piece of paper and hold it up.

Some papers had 100. Others had over 1,000. A few were in between.

But seeing those numbers side by side hit differently because each number told a story

The days of first client pitch, the late-night brainstorms, the "let's scrap that idea" moments, and the quiet wins that never made it to Slack.

When you run a fast-paced agency, it's easy to think in weeks, quarters, or KPIs. 

But counting in days makes you realize how much collective time, trust, and energy people have poured into what you're building.

I left that meeting with two competing feelings.

𝐆𝐫𝐚𝐭𝐢𝐭𝐮𝐝𝐞, because people still choose to spend their time here. Their days. The non-renewable resource we all pretend is infinite until it isn't.

And 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐚𝐛𝐢𝐥𝐢𝐭𝐲, because that time deserves purpose. Not just projects. Not just deadlines. Purpose.

Here's what most agency leaders miss: we measure everything. Utilisation rates. Client retention. Revenue per head. NPS scores.

But we don't measure accumulated belief.

That's what those numbers actually represented. 

Not just time served. Not just employment duration. Belief (compounded daily) that this place is worth another day.

The person at day 100 is still deciding. The person at day 1,000 has already decided a long time ago. Both matter. Both are fragile in different ways.

—
If you lead a team, try this exercise. 

You might discover that the most important metric in your business isn't on your dashboard.

It's written in the days people choose to invest in what you're building together.

Slack

𝐀𝐈 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐞𝐬 𝐞𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠. 𝐈𝐟 𝐲𝐨𝐮𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐢𝐬 𝐛𝐫𝐨𝐤𝐞𝐧, 𝐀𝐈 𝐣𝐮𝐬𝐭 𝐡𝐞𝐥𝐩𝐬 𝐲𝐨𝐮 𝐟𝐚𝐢𝐥 𝐚𝐭 10𝐱 𝐬𝐩𝐞𝐞𝐝.

There's this insane rush to "AI-ify" everything right now.

Cool. But integrate it into 𝘸𝘩𝘢𝘵, exactly?

Because if your campaigns weren't working before, AI won't save them. It'll just help you lose money faster.

Writing this because I’m seeing more and more people reach out after burning through budget on AI tools that "didn't work." 

The tools weren't the problem. The strategy underneath them was.

Don't get me wrong. 

We use AI to assist processes at Embarque, too. 

But we 𝘷𝘢𝘭𝘪𝘥𝘢𝘵𝘦 first, then 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐞.

𝐕𝐚𝐥𝐢𝐝𝐚𝐭𝐞 𝐦𝐞𝐚𝐧𝐬:

⟶ Understanding why something works, not just what it does

⟶ Testing campaigns manually until we know what actually converts

⟶ Proving messaging resonates with real audience feedback, not assumptions

⟶ Identifying which content formats drive engagement before scaling them

𝐓𝐡𝐞𝐧 𝐰𝐞 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐞

If you can't explain why your marketing works without AI, adding AI won't help. It'll just expose how little you understood your strategy in the first place.

Get your fundamentals right. Prove what resonates. Then let AI amplify it.

𝑵𝒐𝒕 𝒕𝒉𝒆 𝒐𝒕𝒉𝒆𝒓 𝒘𝒂𝒚 𝒂𝒓𝒐𝒖𝒏𝒅.

𝐒𝐨𝐦𝐞𝐭𝐢𝐦𝐞𝐬 𝐭𝐡𝐞 𝐬𝐦𝐚𝐫𝐭𝐞𝐬𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐦𝐨𝐯𝐞 𝐢𝐬 𝐭𝐡𝐞 𝐞𝐦𝐛𝐚𝐫𝐫𝐚𝐬𝐬𝐢𝐧𝐠𝐥𝐲 𝐨𝐛𝐯𝐢𝐨𝐮𝐬 𝐨𝐧𝐞.

I had brunch recently with a founder friend who kept mentioning how much faster and more cost-effective his product was compared to legacy solutions. 

I asked him, "Why don't you just run a simple comparison? Your solution versus theirs. 

He paused. Looked at me. And said: "𝑾𝒉𝒚 𝒅𝒊𝒅𝒏'𝒕 𝑰 𝒕𝒉𝒊𝒏𝒌 𝒐𝒇 𝒕𝒉𝒂𝒕?"

That's the thing. He 𝘩𝘢𝘥 thought of it. Somewhere in his mind, he knew this was the play. 

But he'd dismissed it as too obvious, too simple, too... elementary for a "serious" founder to focus on.

𝐓𝐡𝐢𝐬 𝐡𝐚𝐩𝐩𝐞𝐧𝐬 𝐚𝐥𝐥 𝐭𝐡𝐞 𝐭𝐢𝐦𝐞. 𝐖𝐞 𝐦𝐢𝐬𝐬 𝐭𝐡𝐞 𝐨𝐛𝐯𝐢𝐨𝐮𝐬 𝐰𝐡𝐞𝐧 𝐰𝐞'𝐫𝐞 𝐝𝐞𝐞𝐩 𝐢𝐧 𝐜𝐨𝐦𝐩𝐥𝐞𝐱𝐢𝐭𝐲.

In the early stages of building my agency, I was in the same situation. 

I kept looking for the "secret strategy" that would unlock growth. 

The reality is that the 𝐨𝐛𝐯𝐢𝐨𝐮𝐬 𝐦𝐨𝐯𝐞𝐬 𝐰𝐞𝐫𝐞 𝐫𝐢𝐠𝐡𝐭 𝐭𝐡𝐞𝐫𝐞 𝐭𝐡𝐞 𝐰𝐡𝐨𝐥𝐞 𝐭𝐢𝐦𝐞.

→ We already knew what worked: SEO, email, content, partnerships.

→ We already had clients telling us what they needed.

→ We already saw patterns in what converted and what didn't.

But I ignored all of it because I thought growth required something 𝒎𝒐𝒓𝒆 𝒔𝒐𝒑𝒉𝒊𝒔𝒕𝒊𝒄𝒂𝒕𝒆𝒅 than just doubling down on what was already working.

I was wrong.

𝐇𝐨𝐰 𝐈 𝐅𝐨𝐫𝐜𝐞 𝐌𝐲𝐬𝐞𝐥𝐟 𝐭𝐨 𝐒𝐞𝐞 𝐭𝐡𝐞 𝐎𝐛𝐯𝐢𝐨𝐮𝐬 𝐍𝐨𝐰

I've built a few habits to counter this:

1. 𝐒𝐭𝐚𝐫𝐭 𝐞𝐯𝐞𝐫𝐲 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐬𝐞𝐬𝐬𝐢𝐨𝐧 𝐰𝐢𝐭𝐡: 
"𝐖𝐡𝐚𝐭'𝐬 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐨𝐛𝐯𝐢𝐨𝐮𝐬 𝐦𝐨𝐯𝐞 𝐡𝐞𝐫𝐞?"

Before diving into tactics, I ask myself and my team: 

What would someone with no context tell us to do? 
What's the common-sense answer?

2. 𝐓𝐚𝐥𝐤 𝐭𝐨 𝐩𝐞𝐨𝐩𝐥𝐞 𝐨𝐮𝐭𝐬𝐢𝐝𝐞 𝐦𝐲 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲

Founders in other spaces see things I can't. 

They ask the "dumb" questions that aren't dumb at all. They point out what's obvious to everyone except me.

3. 𝐖𝐫𝐢𝐭𝐞 𝐢𝐭 𝐝𝐨𝐰𝐧

When something feels obvious but I'm not doing it, I write it down. Seeing it on paper makes it harder to dismiss.


What obvious move have you been avoiding? 

Let me know. I'd love to hear what comes up for you.

𝐓𝐫𝐢𝐞𝐝 𝐭𝐡𝐞 𝐧𝐞𝐰 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 𝐀𝐭𝐥𝐚𝐬 𝐛𝐫𝐨𝐰𝐬𝐞𝐫 𝐭𝐨𝐝𝐚𝐲… 𝐚𝐧𝐝 𝐢𝐭'𝐬 𝐢𝐧𝐬𝐚𝐧𝐞

I asked the AI interface to analyse a landing page and suggest CRO improvements. 

There were hallucinations here and there, but it did a surprisingly decent job. At least a lot better than just using ChatGPT itself. 

Also did a solid job with Google SERP analysis and finding content gaps. 

Some other things I like:

→ The macOS integration is tight. It literally auto-fills iMessage 2FA codes for me without doing a thing (Chrome 😒)

→ Watched the agent dismiss a modal by clicking outside of it. That's such a human thing to do and it nailed it.

→ The UI is actually smooth tbh. The animations feel premium and the full-screen Mac experience is really well done.

→ It's Chromium based so all your Chrome extensions work.

→ Agent mode is also wild. It just fills out forms and place orders using your saved passwords while you're doing other things. Even keeps working when you run the tab in background.

𝐖𝐡𝐚𝐭 𝐈 𝐫𝐞𝐚𝐥𝐥𝐲 𝐝𝐨𝐧'𝐭 𝐥𝐢𝐤𝐞 𝐢𝐬 𝐭𝐡𝐞 𝐦𝐢𝐬𝐬𝐢𝐧𝐠 𝐔𝐑𝐋 𝐛𝐚𝐫. 

The browsing experience just feels off without it. Like something fundamental is missing.
___

I think it's something I'll be using a lot lol

Lots and lots of potential use cases for SEO, CRO audits, quick research... the list goes on.
___

Have you tried it yet? Let me know what you think!

We started analysing LLM SEO/GEO data in-house at Embarque, and we're seeing some pretty surprising trends.

Here are 5 of them:

→ 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 𝐯𝐢𝐬𝐢𝐭𝐨𝐫𝐬 𝐜𝐨𝐧𝐯𝐞𝐫𝐭 2-7𝐱 𝐡𝐢𝐠𝐡𝐞𝐫 𝐭𝐡𝐚𝐧 𝐆𝐨𝐨𝐠𝐥𝐞 𝐭𝐫𝐚𝐟𝐟𝐢𝐜. 

We're seeing conversion rates of 9.7% vs Google's 2.1%. 

And this makes sense because by the time most people click to a website, they're sold… pre-nurtured through the conversation they just had with AI.

→ 𝐋𝐋𝐌 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐢𝐬 𝐨𝐧𝐥𝐲 2-3% 𝐨𝐟 𝐰𝐡𝐚𝐭 𝐆𝐨𝐨𝐠𝐥𝐞 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐬, 𝐛𝐮𝐭 𝐢𝐭'𝐬 𝐠𝐫𝐨𝐰𝐢𝐧𝐠 1,400-4,600% 𝐲𝐞𝐚𝐫-𝐨𝐯𝐞𝐫-𝐲𝐞𝐚𝐫.

→ 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 𝐨𝐰𝐧𝐬 83% 𝐨𝐟 𝐀𝐈 𝐬𝐞𝐚𝐫𝐜𝐡 𝐭𝐫𝐚𝐟𝐟𝐢𝐜. 𝐏𝐞𝐫𝐩𝐥𝐞𝐱𝐢𝐭𝐲 𝐡𝐚𝐬 12%. 

So, when prioritising channels, ChatGPT (and AIO) should top the list for now. 

→ 𝐀𝐈 𝐯𝐢𝐬𝐢𝐭𝐨𝐫𝐬 𝐥𝐚𝐧𝐝 𝐨𝐧 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐩𝐚𝐠𝐞𝐬 47% 𝐨𝐟 𝐭𝐡𝐞 𝐭𝐢𝐦𝐞. 

Google still sends most traffic to blog posts and content. But people using AI aren't browsing, they're already evaluating. 

So again, it makes sense why the conversion rates are that high.

→𝐍𝐨𝐭 𝐚𝐥𝐥 𝐀𝐈 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 𝐜𝐨𝐧𝐯𝐞𝐫𝐭 𝐞𝐪𝐮𝐚𝐥𝐥𝐲. 

ChatGPT is converting at nearly 3x the rate of other AI platforms.

Big picture is…

AI search isn’t replacing Google. 

It’s building a 𝘱𝘢𝘳𝘢𝘭𝘭𝘦𝘭 𝘥𝘪𝘴𝘤𝘰𝘷𝘦𝘳𝘺 𝘤𝘩𝘢𝘯𝘯𝘦𝘭 with totally different intent and behaviour.

And the early movers who understand that now will be miles ahead when this channel scales.

We’re still diving deep into the data at Embarque, but the signals show this is the next big SEO frontier.
—
Curious what you’re seeing… any similar patterns in your own data?

We took Instatus from zero organic traffic to 13,000+ monthly visitors. Their MRR grew 833%.

When Instatus partnered with us, they had zero SEO presence.

Their competitors were spending thousands on paid ads while high-intent searches went unanswered.

We saw the opportunity.

In 11 months, we grew their organic traffic by 1,536%, secured 633+ top 10 keyword rankings...

...and helped increase their MRR by 833%.

SEO became their most reliable customer acquisition channel.

Swipe through this carousel to see the exact strategy we used.
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