Blog

Thinking in public

MEDIA BUYING · 5 MIN

Why blended CAC hides more than it reveals

One number covering every channel is easy to report and genuinely dangerous to make decisions on.

SEO · 9 MIN

The technical structure chosen for location pages determines whether they compete with each other or compound each other's authority.

AI CONSULTANCY · 9 MIN

The pilot hit every metric in the proposal. It still got quietly shelved. The reason is rarely in the pilot's own results.

AI AUTOMATION · 9 MIN

A workflow that reruns after a partial failure is one of the most common, least visible sources of bad data in a CRM.

WEB DEVELOPMENT · 9 MIN

A site that isn't converting gets blamed on the design more often than the evidence actually supports.

MEDIA BUYING · 9 MIN

The instinct during a big promotional window is to spend as much as possible, as fast as possible. That instinct is usually wrong.

SEO · 7 MIN

Organic traffic is up and to the right. Pipeline isn't. The gap between those two lines is usually explained by one thing.

AI CONSULTANCY · 6 MIN

Most consulting retainers create an incentive to keep finding new work. Here's the structure that doesn't.

WEB DEVELOPMENT · 9 MIN

A third-party API's rate limit is invisible until traffic crosses it, and by then it's an outage, not a warning.

SEO · 9 MIN

Search results increasingly answer the query before a user clicks anything. The response can't be more of the same content.

Next step

A 30-minute discovery call. You bring the numbers, I'll bring the questions. If I'm not the right fit, I'll tell you who is.