Data Insights Agency

Rankings are the scoreboard. We report against revenue instead, and agree what that means before we start.

Rising traffic means nothing if enquiries stay flat, so we track the numbers that actually turn into leads, sales and revenue for your business.

What we map

The audience work that makes everything downstream land

Brand immersion

During the first month of working together, we run a full brand immersion session. This is where we gain a deep understanding of your brand, positioning, offer, and commercial priorities.

Audience and ICP definition

From the immersion session, we define a clear target ICP. We identify who you want to attract through search, the problems they are trying to solve, how they make decisions, and what builds.

Search intent mapping

Once the audience is defined, we analyse how those people actually search.

Strategy alignment and application

The final step is embedding audience insight directly into the search strategy. The target ICP shapes how we approach keywords, content, page structure, and messaging.

Data and research

Original data that gives a journalist a reason to publish. Insight, not opinion.

Commercial relevance

Coverage pointed at the pages that sell, so authority lands where it changes revenue.

Trusted by leading brands

Case studyMinga London

Minga London. 27% increase in organic revenue.

Minga London came to us to streamline technical and content SEO at the same time. We let the performance data decide what to fix first, and organic revenue rose 27%.

Read the case study

More traffic is often a costly illusion. Impressions and clicks fill a report. They don’t keep the lights on.

Audience data decides what’s worth ranking for

Keywords built for the wrong reason

Most keyword lists are built around what looks winnable, not around what your buyers want. That’s how a site ends up with traffic that never becomes pipeline.

We start with the audience

We start with the audience. Who buys, what they weigh up, and the questions they ask before they’re ready to talk to anyone. That tells you which terms deserve a page and which ones are a distraction.

Reporting around real decisions

Then we build the reporting around those decisions, so you can see which segments are moving and what the work returned.

Why trust us with it

What we fix before we report anything

Most setups measure the wrong thing

Most analytics setups we inherit are measuring the wrong thing confidently. Conversion events fire on page load rather than on submit, thank you pages are excluded, and organic gets credited to direct because people find you in search, leave, and come back later. The reporting looks healthy and the numbers are wrong, which is worse than having none.

Audit and repair before dashboards

So the first three weeks are audit and repair rather than dashboards. We check what is actually being collected, fix what is broken, then connect Search Console and your CRM so organic performance can be read as pipeline instead of sessions. Only then is a dashboard worth building.

Losses reported as plainly as gains

We report losses as plainly as gains. If a quarter was flat, the report says so and explains what we think caused it. A data insights agency that only ever sends green arrows is choosing metrics that go up rather than metrics that matter, and you can usually tell because the numbers never tie back to revenue.

Our expertise

Google Search

When your audience moves from AI answers to deeper research, we make sure your brand dominates the traditional results page.

Visit SEO agency

Technical SEO

Our Technical SEO expertise helps you maximise the reach of your website in organic search through improved crawling and indexation of high-quality content.

Visit Technical SEO

AI Search

We build content around real questions and clear, authoritative answers, structured so AI models recognise, trust and recommend your brand.

Visit AI SEO agency

Social Search

Social Search makes your brand genuinely searchable and discoverable in the places modern audiences now turn to for answers, recommendations and inspiration.

Visit Social Search

Digital PR

Stories the press actually wants, and the links and brand mentions that follow, supporting SEO growth and long term brand value at the same time.

Visit Digital PR

Conversion

We analyse behaviour, remove friction and tighten your funnels so more visitors convert. Higher sales, higher ROI and a website that works as hard as your marketing.

Visit Conversion

Reporting

We show you what’s working, and what isn’t

Our own industry-leading reporting suite tracks the whole strategy across Google and every major AI platform. You see where you’re moving, what’s driving it, and what we’re changing.

Scroll to move through the report. Demo data.

AI searchAI referral traffic

Visits sent by AI platforms, month by month · from Google Analytics

1,284visits from AI platforms in October213% year on year

ChatGPT61%

Perplexity18%

Gemini12%

Copilot6%

Claude3%

Nov410Dec455Jan520Feb498Mar610Apr690May742Jun815Jul930Aug1,010Sep1,150Oct1,284 visits

1,284 visits

NovDecJanFebMarAprMayJunJulAugSepOct

Circulate × Your brand · October report22 / 34

ConversionsOctober conversions1–31 Oct, compared with October 2025

Conversion rate12.4%+1.6 pts

October 2025912conversions

1,43557% year on year

Where they came from

Form submissions612

Phone clicks391

Strategy calls booked248

Demo requests184

October 2025 · 912Growth this year · +523

Across every assistant trackedVisibility

Prompts checked 1–31 Oct · compared with September, month on monthImprovedDeclined

Brand mentionsAI search

214

18%from 181 in September

Answers naming youAI search

31%

9 ptsfrom 22% in September

Times your site was citedAI search

118

24%from 95 in September

Prompts trackedAI search

240

40 addedfrom 200 in September

Competitors trackedAI search

2 addedfrom 4 in September

Answers analysedAI search

640

7%from 600 in September

Average position in answersAI search

3.4

Holdingfrom 3.3 in September

AI Overview citationsGoogle

3from 15 in September

Circulate × Your brand · October report24 / 34

Assistants and competitorsWho named you

Prompts checked 1–31 Oct · compared with September, month on monthYouOthers

Assistants

Gemini96

36% of 266 answers

ChatGPT71

27% of 263 answers

Perplexity47

18% of 261 answers

Share of answers across competitors

Competitor A268

37% of mentions

Your brand (you)214

29% of mentions

Competitor B112

15% of mentions

Competitor C58

8% of mentions

Competitor D44

6% of mentions

Competitor E38

5% of mentions

Circulate × Your brand · October report29 / 34

Visibility by assistantPrompts you appeared in

Prompts checked 1–31 Oct · compared with September, month on month

PromptVisible onSentimentCheckedChange

Best [your service] provider in the UKGPTGEMPPXPositive6New

[Your brand] vs [competitor]GPTGEMPPXPositive6+1 answer

Top alternatives to [competitor]GPTGEMPPXNeutral6+2 answers

Is [your brand] worth it?GPTGEMPPXPositive6No change

Which [your service] provider is best for [use case]?GPTGEMPPXNot named6−1 answer

What does [your service] cost in the UK?GPTGEMPPXNeutral6No prior scan

[Your service] agency near meGPTGEMPPXPositive6+1 answer

Who are the leading [your service] companies?GPTGEMPPXNeutral6New

Is [competitor] better than [your brand]?GPTGEMPPXNeutral6No change

Circulate × Your brand · October report25 / 34

AudienceWhere your audience is

1–31 Oct · from Google AnalyticsMost visitsSome visitsNo visits

41%of visits came from the United Kingdom, out of 32 countries sending traffic.

Sessions by country

United Kingdom41%

United States18%

Ireland7%

Germany6%

Netherlands5%

Australia4%

Circulate × Your brand · October report12 / 34

Site healthTechnical SEO

PageSpeed and crawl data · compared with last monthGoodNeeds workPoor

Mobile PageSpeedPageSpeed

82/100Needs work+11 month on month

Desktop PageSpeedPageSpeed

97/100Good+4 month on month

Crawl healthSite audit

94/100Good+6 month on month

Largest contentful paintMobile

2.9sNeeds work−0.8s month on month

Interaction to next paintMobile

140msGood

Cumulative layout shiftMobile

0.02Good

Pages with errorsSite audit

3GoodDown from 41

Circulate × Your brand · October report18 / 34

Demo data. Your report uses your prompts, your competitors and your numbers.

Frequently asked questions

How does audience clarity support search performance?

Understanding who you are targeting strengthens every part of your search presence. Search engines interpret relevance more clearly. Content performs better because it matches real intent. Visibility in the right contexts builds authority. Conversion improves because the right people arrive in the first place. Without this work, every other SEO effort has to work harder than it should.

Who is this stage for?

This stage is for brands that want SEO to deliver outcomes, not just activity. It is suited to teams that are tired of traffic that does not convert, operate in competitive markets, and understand that sustainable growth starts with clarity rather than tactics.

Is this just another audience or persona exercise?

No. This is not a theoretical exercise or a document that gets filed away. The audience work directly informs keyword targeting, content direction, page structure, and messaging. If it does not change how SEO is executed, it does not belong in this stage.

Why can’t we just start with keywords?

Because keywords without audience context are guesswork. Two people can search the same term with completely different intent. Without knowing who you want to attract and why, keyword targeting often leads to traffic that never converts. Audience clarity ensures keywords are chosen for relevance and commercial impact, not volume alone.

We already know our customers. Do we still need this?

Most brands understand their customers from a sales or marketing perspective, but not from a search perspective. The way people describe problems, compare options, and signal intent in search often differs from internal language. This stage translates existing knowledge into something search engines and users actually respond to.

How long does data insights take?

This work is usually completed during the first month of working together, alongside the brand immersion session. Building this foundation early prevents wasted effort and allows search performance to scale more efficiently. We can also conduct data audits and sessions throughout the ongoing SEO activity too.

Does this apply to all types of brands?

Yes. B2B, B2C, ecommerce or service-led, performance comes down to being relevant to the right audience and being able to prove it. The specifics change a lot: an ecommerce site needs product feed and category data, a B2B site needs CRM pipeline. The principle does not change.

What happens after this stage is complete?

Once the audience is clearly defined, it becomes the foundation for everything that follows. Google Search, AI Search, Social Search, Digital PR, and conversion optimisation all perform more effectively because they are built around the same understanding of who you want to reach.

How much does this cost?

We scope every retainer to your site, so there’s no price list. Where data insights is the whole engagement rather than part of a wider SEO programme, the first month is usually weighted towards the audit and the tracking build, then settles into monthly analysis and reporting.

Start with a free strategy session

We’ll look at what you rank for, where competitors are winning instead, and what is worth fixing first. No charge, and the findings are yours either way.

Book a free strategy session

Measuring What Matters: Google’s Brand New Generative AI Reports in Search Console

Matthew Andrews-Mills6 min