Modo25

In this week's news:

📂 Google Ads Terms of Service updated for AI changes after 8 years
⬆️ Google's May core update had a clear winner: intent match
💼 Seize the Gemini advantage for your business
🔎 New GSC data is giving us insight into AI search visibility

And more, https://hubs.la/Q04ks8M00

May was a big one for ASK BOSCO®. Here's what we got up to. 👇

We headed to Re:commerce26 with the team at Re:signal to soak up some brilliant talks on the future of digital commerce. Lots of food for thought on where ecommerce is heading and plenty of conversations we're still thinking about.

We said farewell to brightonSEO for now, where we set up shop, talked all things AI Analyst, and handed out a lot of chocolate. The queues were mostly for the chocolate. We'd like to think some of them stayed for the AI Analyst chat. 🍫

And finally a huge congratulations to Claire, our Associate Director of Digital Strategy, who was named our team member of the month.

If your measurement stops where the cookie trail ends, you're missing the channels doing the most work.

Marketing Mix Modelling gives you the full picture, paid, organic, offline, and everything in between, so budget decisions are driven by what's genuinely moving revenue, not just what's easiest to attribute.

Modo25 offers MMM as part of our data services. Find out what your current model is missing.

👉 https://hubs.la/Q04j8Bcq0

On 19 May 2026, Google made the biggest changes to Search in 25 years. And if you're a marketer, the impact is immediate.

Here's what actually changed: AI Mode is now the global default, for every user, everywhere. The search box has been rebuilt for conversational prompts for the first time in 25 years. Persistent background agents will now monitor topics indefinitely and trigger purchases without a single search session. And Universal Cart agentic checkout is coming to the UK, meaning buyers can complete a purchase inside Google without ever visiting your website.

The consequences are two-fold. First, your measurement model is now structurally broken. Information agents and agentic checkout create conversions with no session, no UTM, and no trackable click path and last-click attribution can't see any of them. Second, ranking number one in Google no longer means you appear in the answer. Citation overlap between organic top 10 results and AI Overview sources has already dropped to as low as 17% in some categories.

https://hubs.la/Q04j8tbC0

Here's what the numbers actually say: Google still holds 91.4% of the global search market and processes 8.5 billion searches a day.

GEO is SEO done well, extended into a new context. The brands treating it as a bolt-on will struggle to get traction. The brands weaving it into their existing search practice will compound their gains across both.

May was a good one. Here's what we got up to. 👇

We're proud to have retained our Webgains Global | B Corp Certified Agency status for the second year running

We made it back from brightonSEO and what a couple of days it was. Brilliant talks, great conversations, and a reminder of why this industry is one of the most interesting ones to work in.

Our Head of Digital Optimisation also made it into IMRG this month, with a piece on how to run a CRO audit for ecommerce stores. If you're in ecommerce and conversion rate is on your radar it's well worth a read. https://hubs.la/Q04j8Fpg0

And finally, a huge congratulations to Marcus, our team member of the month.

In this week's news:

👤 Google Ads has introduced Prospect Mode
🆕 ChatGPT launches conversion ads on June 5th
⬆️ Google launches Core Update amid I/O AI search overhaul
🔎 Study reveals a changing search behaviour

And more, https://hubs.la/Q04jrbRt0

Your budget decisions are only as good as your measurement. If you're still relying on last-click attribution, you're making those decisions on incomplete data, missing the impact of upper-funnel activity, offline channels, and anything that doesn't leave a trackable digital footprint.

Marketing Mix Modelling looks at everything together. It takes a statistical view of all your marketing activity and shows you what's genuinely moving revenue, not just what's easiest to attribute.

We offer MMM as part of our data services at Modo25. If incomplete attribution is creating blind spots in your strategy, it might be time to talk.

👉 https://hubs.ly/Q04hs4ND0

You’re paying to get people to your site. Are you making the most of them once they arrive?

More traffic isn’t always the answer. A leaky funnel means wasted spend at every stage and most of the time, the fix isn’t more budget, it’s better optimisation.

At Modo25, our CRO team works out exactly where and why users are dropping off, then tests, iterates, and implements changes that make a measurable difference to your bottom line.

From A/B testing and user research to UI/UX design and landing page optimisation, we cover every aspect of conversion, with full transparency on what we tested, what we learned, and what’s coming next.

👉 https://hubs.la/Q04hsgX20

Too many search strategies are being rewritten from scratch because of GEO. Most of them don’t need to be.

AI tools like ChatGPT, Perplexity, and Google AI Overviews are changing how some people discover brands. But Google still holds 91.4% of the global search market. AI chatbots account for around 2–3% of search-like queries.

Treat your GEO like your SEO https://hubs.la/Q04hskyG0