Field notes on SEO, paid media, content and web design — the tactics we run for clients, written plainly.
Social Media Every social media tool now advertises an AI feature, and the pitch is always the same: automate more, work less. Some of that automation genuinely helps. Some of it quietly damages the thing that made social media wo…
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Link Building Most content earns nothing beyond the traffic it directly attracts, because it says nothing that couldn't be found in a dozen other places. Original research breaks that pattern; it gives other writers a genuine reaso…
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Graphic Design AI image generation has gotten good enough that the question isn't whether it can produce usable visuals anymore; it clearly can. The question is which visuals should come from it and which still need a human designer…
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Social Media Instagram doesn't just count whether someone watched your Reel; it measures how much of it they watched, whether they watched again, and whether they left within the first second. That retention data is quietly doing…
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SEO Attribution windows determine how far back Google Analytics can look when assigning conversion credit to earlier marketing touchpoints. Google Analytics has expanded this flexibility by allowing custom conversion wind…
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Local SEO Moving locations or correcting a listed address sounds like housekeeping, and on Google Business Profile it can quietly reset months of local ranking progress if handled carelessly. The platform treats address changes…
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Content Marketing Most content plans start with a keyword list and end with a pile of disconnected articles that never quite cover a subject completely. Query templates fix that by working from the shape of how people actually ask abou…
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AI Search AI search systems don't read your page the way a person does, they try to identify entities, the things, people, and concepts your content is actually about, and connect them to what they already know. When that conne…
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Social Media A Reel can rack up views and send almost nobody to your website, and most businesses never work out why. The answer is usually mechanical rather than creative: the link exists somewhere Instagram doesn't surface it, o…
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Content Marketing A page that ranked well eighteen months ago and quietly slid to page two didn't get penalized. Almost nothing about your site changed. What changed is everything around it: competitors published, facts aged, and the q…
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Social Media Facebook rewards some formats far more generously than others, and most businesses are still posting the ones that worked in 2018. The platform has quietly reweighted what it distributes, pushing video and conversatio…
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Link Building Competitor backlink analysis gets sold as a shortcut: export their links, get the same ones, rank where they rank. It rarely works that way, because most of their links aren’t replicable, and chasing the ones that are…
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From the field
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