How to measure an email marketing campaign
Open rate has been unreliable since 2021 and click rate is inflated by corporate link scanners. Here is what to measure instead, and how to tell a real click from a machine.
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Notes, page 9
SEO and SEM: what each one buys you
SEM buys you traffic today and stops the day you stop paying. SEO buys you an asset that takes months to build. The choice is usually about sequencing, and the answer depends on…
What makes a website SEO friendly
An SEO friendly site is one a crawler can read, a phone can load, and a reader can use. Most of the work is structural and happens before a single word is written.
What a content marketing strategy has to contain
A content strategy that works fits on one page and answers four questions. Everything else in the document is decoration, including the editorial calendar.
What website development involves
What actually happens between deciding you need a site and having one, what the roles are, and where the money goes. Written for someone commissioning their first build.
What is content marketing
Content marketing is publishing something useful enough that the people with your problem find it and remember who wrote it. Here is what separates the version that works from the…
Ten email marketing tips that survive contact with a real list
Ten things that hold on a real list, starting with the one that decides everything else: whether the message arrives in the inbox at all.
How to optimise a Google Business Profile for local ranking
The profile decides your local ranking more than your website does. Here is what to fill in, in what order, and which fields are read as ranking signals.
On-page and off-page SEO, and which one is your bottleneck
On-page SEO is everything you control on your own domain. Off-page is everything other sites say about you. Working on the wrong one is the most expensive mistake in a search…
Starting an SEO campaign without wasting the first quarter
An SEO campaign loses its first quarter to work that could not have paid off. The decisions that determine whether it pays were never made. Two of them come before anything is…
Local SEO: twenty things that move the map pack
Twenty local SEO actions, ordered by how much they move the map pack. The first four are worth more than the other sixteen put together.
SEO practices worth keeping
A short list of practices that have survived every algorithm change since 2015, and a shorter list of the ones that have not.