Notes on marketing that has to actually work.
Practical, no-fluff writing on paid media, SEO, analytics, and brand strategy. We're publishing our first full articles soon — the topics below give a sense of what's coming.
Why cost-per-click isn't a health metric
A campaign can have a low cost-per-click and still lose money. What to track instead when judging whether a channel is actually working.
What actually changes after a core algorithm update
Most sites don't need to panic after an update. A practical way to tell the difference between noise and a real ranking problem.
Setting up GA4 so the reports are worth reading
Common GA4 configuration mistakes that quietly break reporting, and the checks worth running before you trust a dashboard.
Messaging that survives being said out loud
A simple test for whether brand messaging will actually hold up in an ad, a sales call, and a landing page headline.
Budget splits that don't just copy last year
A framework for reallocating marketing budget based on this quarter's data, not habit.
Reading a Meta Ads account like an auditor
The handful of numbers worth checking first when you inherit an ad account you didn't build.