We’ve just wrapped Q3, and as usual, the digital world didn’t sit still. But while AI continues to hog the headlines and search continues to evolve, this quarter wasn’t so much about chasing shiny new trends - it was about digging deeper into the ones that are already shaping how people find, use and trust websites.
At Gecko, we’ve moved from watching the waves to helping clients read the undercurrents - what's building, what's breaking, and where to focus when you can’t do everything at once.
Here’s what actually changed in Q3, what’s evolved since last quarter, and what we’re helping clients prioritise next.
AI Search Just Got Sharper - And a Bit Stingier with Clicks
Back in Q2, we flagged the rise of AI-generated search summaries (like Google’s AI Overviews) and what that meant for traffic. Since then, the squeeze has tightened.
We're now seeing even more evidence that content sitting at the top of the funnel - those early, research-driven queries - is getting answered directly in the search results, without users ever clicking through to the website.
And it’s not just theory - it’s showing up in the numbers.
More clients are seeing solid rankings, lower clicks, especially on blogs and educational content. Google’s getting more confident about giving answers upfront, and that means less traffic for those “what is” or “how does” style posts.
So is SEO still worth it?
Yes, but not in the way it used to be.
We're shifting the focus towards content that lives deeper in the funnel, the kind that supports decision-making, answers buying questions, and proves your credibility. Because when someone does click through now, they’re already closer to conversion.
So while you may lose some lightweight traffic, what you gain is better quality engagement, and that’s not a bad trade-off.
What’s new this quarter
The idea of citability has taken hold. It’s not just about ranking high, it’s about being the source that AI tools want to quote. That means:
- Structured, answer-first content
- Clear attribution of authorship and expertise
- FAQs, semantic clarity, and rich snippets that help AI understand your content
What we’re doing about it
- Reworking high-value content with a clear question → answer → evidence flow
- Embedding structured data (like FAQ schema) to improve pickup by AI summaries
- Adding author bios, contributor pages, and trust signals to build authority
- Prioritising content that’s useful enough to be reused, not just read once and bounced from
We're also advising clients to rethink measurement. Fewer clicks don’t always mean lower impact. When you focus on content that supports action, you'll see the value show up somewhere else - longer dwell times, higher engagement, better conversion rates.
UX Performance Is Slipping - Even on Good-Looking Sites
In Q2, we focused on inclusive design and accessibility. That work continues, but Q3 has highlighted a more universal problem: performance is quietly breaking UX, especially on mobile.
The culprit? Not always bad design, sometimes it's just bloat. More sites are becoming feature-heavy without properly rebalancing for speed, responsiveness, and mobile experience.
But this is mostly a WordPress problem, right?
In part, yes. WordPress sites often suffer from “plugin sprawl” - quick fixes and features layered on without performance consideration. But even Umbraco sites, which are typically more structured and well-engineered, aren’t immune.
Large images, poorly optimised videos, hidden-in-plain-sight code bloat, modal overload - they all add up. And while Umbraco sites are generally cleaner under the bonnet, the visual experience still needs constant attention.
What we’re seeing
- Sites getting slower as new features are added without performance checks
- Mobile journeys suffering from sluggish page loads, unoptimised media, and clunky CTAs
- Engagement dropping not because the content is poor, but because users never get to it
What we’re doing about it
- Running regular audits for performance regressions (not just aesthetic issues)
- Implementing lazy loading, compressed images, and preloading of key assets
- Streamlining mobile experiences – simplifying menus, forms, CTAs
- Focusing on performance quick wins before building out more features
We’re making things lighter, faster, and simpler, because that’s where conversions start.
Umbraco 17 Is Coming - And It's Time to Start Thinking Ahead
We’re a few weeks away from the release of Umbraco 17, and for any clients using Umbraco 13 (the current LTS version), this is your nudge to start planning.
Because while Umbraco 13 is supported until December 2026, those upgrade windows close fast, and the last thing you want is a rushed rebuild in a crowded queue.
Why it matters
Umbraco 17 will be the next Long-Term Support (LTS) release, meaning it’s the version that will carry you comfortably through the next 3–5 years.
While we won’t go into every technical detail here, it’s safe to say: this isn’t a small patch update. It’s a meaningful shift towards a more modern, scalable, and editor-friendly CMS experience.
What’s changing
We’ll cover the features properly in our upcoming “What to Expect from Umbraco 17” blog, but here’s a sneak peek:
- A brand-new editing experience - faster, cleaner, and easier to use (goodbye TinyMCE, hello Tiptap)
- Better segmentation and permissions - ideal for multi-audience sites or large teams
- More flexible content models - meaning your CMS can scale with your site, not slow it down
We’re already reviewing setups and helping clients build realistic upgrade plans, and if you’re still on Umbraco 13 or below, now’s the time to get that on your roadmap for next year.
We’ll be releasing a full Umbraco 17 deep-dive blog in the next few weeks, with a breakdown of features, benefits, and how Gecko is approaching the upgrade both for our clients and our own site.
AI-Driven UX: More Hype Than Reality (for Now)
You’ve probably seen the hype around AI-personalised user experiences - websites that adapt to user intent, adjust content layouts in real time, and tailor CTAs based on behaviour.
Sounds exciting, doesn’t it?
Here’s the reality
Unless you’re Netflix, Amazon, or Spotify - with massive data sets and entire teams dedicated to personalisation - you’re probably not doing this yet. And honestly, you don’t need to be.
Where we’re focusing instead
- Designing modular, reusable content blocks that support multiple page types and journeys
- Structuring content in a way that supports future personalisation, without over-engineering today
- Ensuring sites are flexible, clean, and scalable - so that when you do want to experiment with personalisation, the groundwork is already there
We're not going to sell you a dream that requires a team of data scientists and a five-figure AI licence. Instead, we’ll help you build a smart, future-ready site that performs right now, and adapts later when it makes sense.
The Big Takeaway? Integration Is the Opportunity
SEO, UX, CMS - they’re not separate tracks anymore. They’re one system. And the websites performing best right now are the ones treating them that way.
Want better visibility? You need fast pages and structured content.
Upgrading your CMS? That’s the moment to rethink how you model your content.
Want to personalise? Start by designing for flexibility and reuse.
The overlap isn’t the problem. It’s the opportunity.
So What’s the Smart Move?
Don’t panic, and don’t chase every trend. But if your content’s flat, your site’s slow, or your CMS is starting to creak, it’s probably time to start moving.
Q3 was the quarter where strategic upgrades beat shiny distractions.
Plan well. Move steadily. Upgrade the right things in the right order.
Not sure where to start?
We’ll take a quick look at your current setup, SEO, UX, CMS, and tell you where the biggest wins are hiding.
Let's talk - no pressure. No jargon. Just smart, honest advice.
