Thinking from the lab.
Practical guides on SaaS marketing, SEO, AI search, paid advertising, content, email, conversion, analytics and the technology behind them. Written for teams who need clear answers and next steps.
SEO
Your Google Business Profile is often the first thing local customers see. Optimising it is one of the fastest ways to win more calls, visits and enquiries.
SEO
Structured data helps search engines and AI systems understand who you are and what each page contains. Here is what to add, what to skip and how to test it.
SEO
In B2B, a handful of relevant links from respected industry sites is worth more than hundreds of random backlinks. Here is how to earn them.
SEO
SEO is not instant, but it is not a mystery either. Here is a realistic view of how long results take and what should happen along the way.
SEO
SEO is an investment, so leadership asks what it returns. Here is how to measure SEO ROI honestly, including the parts that are hard to attribute.
SEO
Migrations are when websites lose rankings they spent years earning. A careful plan, a complete redirect map and thorough testing prevent most of the damage.
AI Search
Generative engine optimization helps your content be understood, summarised and cited by AI assistants such as ChatGPT, Gemini, Perplexity and Google's AI features.
AI Search
AEO is about being the answer, not just a result. It rewards content that answers real questions clearly, early and with credible support.
AI Search
SEO, AEO and GEO are not competing strategies. They describe different ways people now find answers, and one well-built content system can serve all three.
AI Search
AI Overviews and AI Mode change how Google presents answers. Inclusion depends on the same quality signals as search, plus content that is easy to cite.
AI Search
ChatGPT now answers many questions with live web results and citations. Your visibility depends on crawler access, clear content and a credible presence across the web.
AI Search
Perplexity shows its sources prominently, which makes citations valuable. Here is how its answers are built and what helps your pages get chosen.
The field guides.
Original guides for a clearer brief, a better search foundation and a connected customer journey.
Explore all field guidesStrategy / Field guide
Before discussing pages or platforms, agree what the website needs to help the business do. This guide turns a vague redesign request into a practical starting brief.
Read the guideSearch / Field guide
A practical way to separate useful website improvements from unsupported promises about rankings, special AI markup and automatic citations.
Read the guideOperations / Field guide
A contact form is only the beginning. Map the handoff that turns a submitted message into an enquiry your team can actually manage.
Read the guideWeb & Design / Field guide
Use this practical review to check content, customer journeys, private data, search signals and recovery before replacing a live website.
Read the guideAgency selection / Field guide
A useful shortlist starts with your business problem. Compare the proposed scope, evidence, working model and handover instead of being distracted by a long capabilities list.
Read the guideDecide what progress means before you launch. / Field guide
A useful report begins before the campaign starts. Define the actions you want to understand, where the evidence comes from and who can act on it. That makes it easier to distinguish an advertisement click, a saved enquiry and a qualified sales conversation.
Read the guideYour next chapter starts here.
A better website, a sharper marketing direction, a smarter workflow. Let's talk about what would make a difference.
