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Insights & Resources
Practical thinking on customer intent, search strategy, and reaching the right people at the right moment. Written for in-house marketers and lean teams who want clarity, not more dashboards.
For most sites, verify a URL prefix property with the HTML meta tag method. Paste the tag through your platform's SEO field or head-injection point, not directly into a theme file, so verification survives theme switches and plugin updates.
A third of average Google Ads spend goes to clicks that never convert. But smaller accounts often outperform larger ones. What the benchmarks say and what to focus on first.
When multiple pages on your site compete for the same query, rankings fluctuate, clicks drop, and effort gets wasted. Here's how to find it and fix it.
GEO, AEO, and LLMO all describe a similar idea: making your content more likely to appear in AI-generated search results. The terminology is still settling, but the underlying work overlaps heavily with quality-focused SEO.
Walkthrough on how to shortcut to a drafted / empty Google Ads account so that you can quickly get starting prepping and planning with Keyword Planner tools.
When SEO and PPC teams work in separate rooms with separate dashboards, they're optimising for separate goals. Meanwhile, your customers see one search results page.
Most marketers don't have a data problem. They've got dashboards, reports, keyword lists. What they often lack is confidence in what customers want, and why performance changes.
Every business is different. Tools that give the same recommendations to everyone miss what makes your customers unique. The interesting stuff almost never lives in the neat keyword buckets.