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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.
Fragmented marketing teams lose up to 40% of their productivity. When SEO and PPC work in separate rooms with separate dashboards, they're optimising for separate goals. Meanwhile, your customers see one search results page.
Two people searched for almost the same thing. One bounced after 45 seconds. The other converted within a week. Same keyword — completely different outcomes. This is a pattern I've seen repeatedly over 10+ years of reviewing search data.
Their headline read 'Streamline Your Human Capital Management Workflows.' The actual searches that brought people there: 'how to stop losing track of holiday requests.' Not a single person had searched for workflows.
I once watched a tool recommend that a luxury wedding photographer target 'cheap wedding photographer london.' High volume. Low competition. Anyone who's thought about that business for five minutes would know it's exactly wrong.
In the search term report, I kept seeing raw, emotional queries about making payroll. The company's homepage talked about 'cash flow optimisation.' Those words don't speak to someone panicking at 2am.
The keyword was 'executive coaching.' The actual searches revealed doubt, fear, and confusion: people wondering if coaching was a scam, or whether they needed a coach or a therapist. That pattern — invisible in keyword reports — is massively useful.
I used to sit in meetings where every discussion started with keywords. What should we target? What's our impression share? And it always felt like we were having the wrong conversation.