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.
AI Search
llms.txt is a proposed file that gives AI tools a concise map of your most useful content. It is easy to add, but it is not a ranking switch.
AI Search
Search engines and AI systems think in entities: companies, people, products and topics. Entity SEO makes sure yours is defined clearly and consistently.
AI Search
AI assistants are a new source of website visits, but GA4 lumps them into referrals by default. A custom channel group makes them visible in minutes.
AI Search
Google does not ban AI-assisted content, but it does demote unhelpful content at scale. The difference is in how AI is used and what humans add.
AI Search
More searches end on the results page. That changes what SEO success looks like, but it does not make visibility less valuable.
Content Marketing
B2B content works when it helps buyers make better decisions and helps sales close faster. Here is a strategy that connects publishing to pipeline.
Content Marketing
A content audit shows which pages earn traffic and leads, which need work and which quietly drag your site down. Here is a practical process and template.
Content Marketing
Updating existing content is often faster and more effective than publishing new posts. Here is how to find the right posts and refresh them properly.
Content Marketing
A strong content brief is the cheapest way to improve content quality. It aligns writers, editors and subject experts before a single paragraph is written.
Content Marketing
Case studies are one of the strongest B2B sales tools when they are specific, credible and easy to scan. Here is how to create them.
Content Marketing
Publishing is half the job. A distribution strategy makes sure each piece of content reaches the people it was written for, across the channels they use.
Content Marketing
A good lead magnet solves a specific problem for your ideal buyer and naturally leads to a sales conversation. Here are ideas and a framework for choosing them.
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.
