Read my thinking.
Practical notes on SEO, paid media, analytics, and the shift toward AI-driven search. Articles below are drafts in progress.
What I learned from carrying out a technical SEO audit
The crawl issues that quietly cost the most traffic, and a repeatable order to fix them in — from indexation to internal links.
Read article →How to turn GA4 data into useful marketing decisions
Moving past vanity dashboards: the handful of GA4 reports I actually use to decide what to change next.
Read article →Google Ads keyword research: a practical workflow
A step-by-step process for building keyword lists that convert — including how I structure negatives from day one.
Read article →AEO and GEO: what digital marketers need to understand
Answer engines and generative search are changing discovery. A grounded look at what’s actually different — and what isn’t.
Read article →How to present marketing case studies without exposing confidential data
Anonymising clients, masking dashboards, and framing results honestly — building a portfolio you can share without breaking trust.
Read article →SEO lessons from working across e-commerce, SaaS, legal, and healthcare
What transfers between industries and what absolutely does not — patterns from nine very different SEO projects.
Read article →