Notes on growth, search and measurement.
Practical guides on SEO, paid media, analytics, conversion and content.
Discuss your growthArticles.
- AI search
SEO vs GEO vs AEO: Differences, Tradeoffs and Priorities
Compare SEO vs GEO vs AEO, understand where they overlap, and decide which search investments deserve budget, ownership and meaningful measurement.
- AI search
How to improve brand visibility in AI search
Learn how to audit brand facts, resolve conflicting claims, strengthen public evidence, and measure whether AI search describes your business accurately.
- AI search
Google AI Overviews SEO optimization: Myths vs Facts
Google AI Overviews SEO optimization starts with eligibility, not AI tricks. Learn what to fix, how to assess content, and what you can measure.
- AI search
How to optimize website for ChatGPT search: Crawl Access Guide
Learn how to manage OpenAI crawler access, check robots.txt and firewall rules, and measure ChatGPT search referrals without confusing search with training.
- Analytics
Google Ads conversion tracking setup: Reconcile Ads, GA4 and CRM
Build a Google Ads conversion tracking setup you can audit, reconcile Ads with CRM outcomes, and diagnose missing or duplicate signals before scaling.
- Content & social
Case study content writing strategy: An evidence collection manual
Build credible customer case studies with a practical system for collecting evidence, checking claims, securing approvals and supporting sales decisions.
- Content & social
High-converting carousel post ideas: A creative workbook
Build better carousels with slide-by-slide ideas, hypothetical examples, design decisions and a practical plan for measuring useful business actions.
- Content & social
Content repurposing framework for marketers
Turn webinars, articles and interviews into useful assets with a practical framework for source selection, format adaptation, approvals and measurement.
- Content & social
Short-form video strategy for Reels and TikTok
Build a practical Reels and TikTok production system: choose ideas, script demonstrations, batch filming, edit clearly, and measure business value.
- Content & social
B2B content marketing framework: A practical operating model
Build a B2B content marketing framework that connects buyer decisions, evidence, production, distribution and measurement in one practical operating model.
- Conversion
How to optimize website hero section for conversion
Critique your website hero’s headline, proof, visuals and CTA, then turn a vague first impression into a clear, measurable next step for buyers.
- Conversion
How to increase landing page conversion rates
Learn how to diagnose landing page friction, prioritise practical fixes, and measure conversion improvements without sacrificing lead quality.
- SEO
How to do a technical SEO audit: An engineering field guide
Learn how to audit crawling, rendering, indexing and URL signals, then turn verified technical SEO findings into fixes your developers can test.
- Automation
E-commerce abandoned cart email automation workflow: Build Guide
Build a consent-aware abandoned cart email workflow with clear triggers, purchase suppression, practical copy, testing steps and margin-aware measurement.
- Automation
How to build an automated email welcome sequence
Build a consent-aware email welcome sequence with practical timing, copy, branching, exit rules and measurement for useful subscriber journeys.
- Analytics
Google Tag Manager conversion tracking guide: Fix data layer issues
Trace missing, duplicate and incorrect conversions from the data layer to GA4, with practical GTM setup steps, consent checks and release tests.
- Analytics
How to set up custom events in GA4: A practical specification guide
Learn how to specify, implement and validate GA4 custom events using practical examples, consent-aware tracking and a clear event measurement plan.
- Conversion
Landing page A/B testing strategy: Design Tests You Can Act On
Build a landing page A/B testing strategy with clear hypotheses, reliable measurement, practical stopping rules and commercially useful decisions.
- Conversion
B2B lead capture funnel strategy: A Sales Handover Manual
Build a B2B lead capture funnel that turns enquiries into owned sales actions, with practical rules for forms, qualification, routing and measurement.
- Conversion
How to reduce cart abandonment rate: Find checkout friction
Learn how to reduce cart abandonment rate by investigating checkout friction, fixing cost surprises and payment issues, and measuring meaningful progress.
- Content & social
SEO Content Strategy for Lead Generation: Topics to Briefs
Build an SEO content strategy for lead generation with intent-led topic maps, practical editorial briefs, useful internal links and lead-quality measurement.
- Content & social
B2B social media marketing strategy: Choose Your Channel Mix
Build a B2B social media marketing strategy that allocates channels, team time and budget around buyer evidence, sales priorities and measurable progress.
- Content & social
Thought leadership content strategy for founders
Build a founder content strategy around defensible opinions, useful evidence and buyer decisions—not a publishing schedule filled with generic advice.
- Content & social
Organic LinkedIn lead generation guide: Relationships to enquiries
Build an organic LinkedIn workflow that turns relevant conversations into qualified enquiries, with practical outreach, follow-up and measurement.
- Content & social
How to build a social media content calendar
Build a social media content calendar your team can actually run, with clear owners, realistic capacity, approval rules and useful performance reviews.
- Content & social
How to grow a LinkedIn personal brand with a clear professional identity
Learn how to grow a LinkedIn personal brand through clear positioning, credible proof, a recognisable voice and a practical publishing routine.
- Paid media
Meta Ads lead generation campaign strategy: A lead-quality manual
Build a Meta Ads lead generation campaign strategy around qualified enquiries, reliable tracking, clear sales handoffs and commercially useful reporting.
- Paid media
E-commerce retargeting ad strategy: A customer-journey playbook
Build an e-commerce retargeting plan around customer intent, useful creative, consent-aware tracking and margin—not endless reminders or discounts.
- Paid media
B2B lead generation with LinkedIn Ads: A Buying-Committee Plan
Build a LinkedIn Ads campaign around buying committees, with practical audience plans, role-specific offers, CRM handoffs and pipeline measurement.
- Paid media
How to lower Facebook Ads CPM Without Buying Worse Traffic
Learn how to lower Facebook Ads CPM by investigating cost changes, testing creative and delivery choices, and protecting qualified leads and revenue.
- Paid media
Meta Ads audience targeting guide: Compare Your Options
Compare broad, interest-led, lookalike and warm audiences for Meta Ads, with practical testing steps, privacy safeguards and business decision criteria.
- Paid media
B2B Google Ads Lead Generation Strategy: Build for Pipeline
Build a B2B Google Ads lead generation strategy around qualified opportunities, sales feedback, acquisition economics, and clear budget decisions.
- Paid media
Google Search Ads Headline Copy Formulas: A Practical Workbook
Use Google Search Ads headline copy formulas to turn search intent into clear, credible ads, with writing exercises, examples and a practical test plan.
- Paid media
Google Ads Performance Max campaign setup: A Practical Workshop
Build a Performance Max campaign with clear conversion goals, coherent asset groups, sensible budget controls, and a practical launch review process.
- Paid media
How to fix low quality score in Google Ads: Myths vs Facts
Diagnose low Google Ads Quality Score, fix weak ad relevance and landing pages, and measure business impact without chasing a misleading target.
- Paid media
How to lower cost per lead in Google Ads
Learn how to lower Google Ads cost per lead by diagnosing click costs, conversion rates, lead quality and budget allocation against real margins.
- SEO
SEO strategy for lead generation: Build a qualified pipeline
Build an SEO strategy for lead generation that connects search intent, technical access, service pages and measurement to qualified sales enquiries.
- SEO
SaaS organic growth strategy: A product-led roadmap
Build a SaaS organic growth strategy that connects discovery, activation, retention and referrals, with practical decisions and a product-led roadmap.
- SEO
How to increase organic website traffic: A diagnostic guide
Find what is holding back organic traffic, choose the right fix, and measure progress with a practical decision tree for better search visibility.
- SEO
On-page SEO checklist for beginners: A practical page review
Use this on-page SEO checklist to improve titles, headings, content, links and images, with practical examples and clear checks before publishing.
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