Strategic field notes on SEO, paid media, agency management, and digital infrastructure. Written for marketing leaders who care about outcomes, not activity.
Acquirers scrutinise financials, legal, and operations. They almost never audit digital infrastructure — and it costs them millions post-close.
Agencies and independent consultants serve different functions. Choosing the wrong model for your situation costs more than the fee difference.
The six most expensive Google Ads mistakes are all silent. They do not trigger alerts, produce errors, or appear on standard reports.
Most SEO audits check the wrong things. Here are 12 infrastructure-level checks that separate performant sites from expensive liabilities.
Choosing a JavaScript-heavy framework for a content site is a six-figure mistake. Here is how technical decisions silently erode search performance.
Three settings in your Google Ads account reveal whether your PPC agency is optimising or coasting. Here is how to check.
Any engineer can double your traffic in 30 days by targeting irrelevant keywords. It looks great on a report and adds zero to your bottom line.
The incentive structure of a standard agency retainer is designed to maximise margin by minimising activity. Here is why it breaks down.