One search plan: decide what each channel is there to do
SEO, paid search and AI visibility need distinct roles within a shared customer journey. Here is a practical way to connect the plan without flattening the reporting.
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Good questions. Useful thinking.
Ideas and explanations for businesses navigating SEO, paid search and AI visibility.
The latest thinking.
Before you redesign a landing page, write the decision brief
A landing-page review should begin with the customer’s next decision. Use this brief to connect search intent, information, usability and measurement before changing the design.
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Your cheapest lead may be your most expensive decision
Before scaling paid search, connect the enquiry count with what happens in sales. A practical framework for defining lead quality and improving the signals behind budget decisions.
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The search opportunity playbook
A practical framework for connecting customer demand, search discovery and business decisions. Includes a clearly labelled hypothetical planning example.
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Microsoft’s October updates: more automation needs clearer direction
Microsoft’s latest changes put campaign controls, reporting and conversion signals in focus. Here is what advertisers should review before switching features on.
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A better technical SEO brief starts with better questions
Google’s new learning playlists are a useful reminder: technical search work becomes more valuable when the whole team understands the problem it solves.
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