Insights
Research for people deciding where to spend next.
Practical analysis of search, advertising, competitors and customer demand. No daily SEO tips, and nothing written simply to fill a content calendar.
What an independent marketing audit is — and when it is worth paying for one
A review of your marketing by someone with no stake in the outcome. What it covers, what it costs, and when it is worth paying for.
Read → Agency relationshipsHow to tell whether your SEO agency is earning its retainer
Rankings reports and activity logs do not tell you whether an SEO retainer is working. Five questions that do, from someone with no stake in the answer.
Read → Paid searchHow much should a small business spend on Google Ads?
There is no correct Google Ads budget. There is a floor below which you learn nothing, and a method for deciding what to spend above it.
Read → PracticalFive Search Console reports that tell you whether your site is earning attention
Google Search Console is free and most businesses never open it. Five reports that answer real commercial questions, and what to do with each.
Read → Paid searchHow much of your Google Ads budget may be going to the wrong clicks?
Advertising platforms are very good at reporting activity. The harder question is whether the activity is commercially useful.
Read → Decision makingSEO audit or growth investigation: which problem are you actually trying to solve?
An SEO audit answers useful questions about a website. It does not automatically answer where a business should spend its next euro.
Read → ConversionMore website traffic isn't always the growth opportunity
Why a business can increase visits without increasing customers — and what to check before paying for more traffic.
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