Blog
Working notes on search, social and AI
Written by the people doing the work, for the people paying for it. No definitions of what SEO stands for — the parts that are genuinely hard, what we do first, and the things we have got wrong often enough to know better.
Search Engine Optimisation
Rankings, technical health, and the local search work that puts you in front of people already looking.
Ranking in the map pack when your competitors have a ten-year head start
Proximity, prominence and relevance are not equal weights, and the one most businesses ignore is the one they can actually change this month.
·8 min readRead itTechnical SEOThe technical SEO that pays for itself, and the kind that does not
Crawl budget is not your problem. A category page that takes nine seconds to become useful on a mid-range Android probably is.
·10 min readRead itStrategyWhy SEO matters more now than it did five years ago, not less
AI answers were supposed to end search. They are built out of the same web, which makes the groundwork more valuable rather than less.
·10 min readRead itGoogle Business Profile
The profile most businesses set up once and never touch again — and what it costs them.
Social Media Marketing
Paid social that generates enquiries, and an organic rhythm a small team can keep up.
670 leads in three days: what a cheap cost per lead hides
A low cost per lead is the easiest number in paid social to produce and the easiest one to be fooled by. What we look at instead.
·9 min readRead itOrganic SocialA social calendar a two-person team can actually keep
Most content plans fail in week five. The fix is not more discipline — it is a smaller format list and a way to capture material while the work is happening.
·7 min readRead itStrategyWhy social media is not optional any more, and what it is actually for
It is compulsory. Just not for the reason most agencies sell it, and pretending otherwise is how budgets get wasted.
·9 min readRead itAI in Business
What changes when your customers ask an assistant instead of typing into a search box.
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