Insights
Insights
Articles and guides on search, tracking, data and automation. Written for the person making the decision, not for the algorithm.
SEO
SEO: the guide for businesses that want to be found on Google
An overview of search engine optimisation for businesses. What it is, how to measure it, what is technical and what is content, and where to read on.
SEO
Core Web Vitals: what they are and how to fix them
LCP, INP and CLS explained in plain English, with the most common causes of poor scores and what to do about them.
SEO
AI Overviews and SEO: what is changing and what to do now
How Google's AI answers and chatbots like ChatGPT affect your visibility, and six concrete things you can do today.
SEO
How to measure SEO results: six metrics that actually tell you something
Which metrics show whether SEO works, where to find them and which numbers you can ignore. No reports that just look good.
SEO
Search intent: the four types and how to write for them
Why Google shows completely different pages for similar searches, and how to match your content to what people actually want.
SEO
SEO or Google Ads? How to choose, and when to do both
The difference between SEO and Google Ads, which is faster, which is cheaper over time and how the two help each other.
AI & automation
AI consultant: what is hype and what works?
What an AI consultant can actually do for a business, where AI saves time and where it mostly becomes a cost. How to decide whether you need help.
Google Ads
Google Ads or AdWords? How it all fits together
Google AdWords was renamed Google Ads in 2018. Here is what is the same, what has changed and what it means when you look for an AdWords consultant.
SEO
How much does an SEO consultant cost? How to compare quotes
How SEO consultants price their work, what affects the price and which questions make quotes comparable. No ready-made price lists, which rarely fit.
SEO
Local SEO: how to get found on Google in your city
Local SEO is about showing up when customers search in your town. Here is what decides the ranking, what you can do yourself and when a page per city makes sense.
SEO
SEO consultant or SEO agency? How to choose
The difference between an SEO consultant and an SEO agency is who you talk to and how you pay. Here is how to decide what suits your business.
SEO
What does an SEO consultant do, and when do you need one?
An SEO consultant helps you show up on Google through technical work, content and links. Here is what the consultant does, when it pays off and what an engagement looks like.
MarTech
What is MarTech, and why does it matter for growth?
A pragmatic look at what MarTech actually is, why more tools do not automatically mean better results, and how to build a stack that drives growth instead of just collecting data.