Insights
Strategies, teardowns and what we are learning as we build.
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Google’s August 2026 Spam Update: What It Hit, and the Change That Matters More
The August 2026 spam update ran 18–21 August. Here is what Google said, what sites actually saw, and the quieter June change…
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3D Product Renders vs Photography: When Each One Wins
Renders and photography are not competing for the same job. One has a fixed cost per shot, the other a fixed cost…
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Which Marketing Work Should You Automate With AI — and Which Breaks When You Do
The useful question is not what AI can do. It is what happens when it is wrong. Here is the test we…
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The Five Automated Emails Worth Building Before Any Others
Most lifecycle programmes begin with a newsletter and stall there. Five triggered emails carry the majority of the revenue — here they…
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Topic Clusters vs Keyword Pages: How to Structure a Blog AI Search Can Read
One page per keyword was a strategy built for a search engine that answered one query at a time. That engine no…
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How Much Traffic Do You Need Before an A/B Test Means Anything?
Most A/B tests that declare a winner never had enough traffic to detect one. Here is the arithmetic, a lookup table, and…
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What Is a Good ROAS? How to Set a Target That Reflects Your Actual Margins
The honest answer to what is a good ROAS is that the question is missing a variable. Here is the formula that…
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AEO, GEO and AIO: What the Acronyms Mean and Which One You Should Optimise For
Three acronyms, one panic. AEO, GEO and AIO are not competing methodologies — they describe three different jobs. Here is what each…
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How to Get Your Brand Cited by ChatGPT, Perplexity and AI Overviews
AI assistants answer the question instead of listing links. Here is what actually decides whether your page is the source they quote…
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Why Your Ad Landing Pages Should Be Invisible to Google
Most teams build campaign landing pages and let Google index all of them. That quietly damages the pages you actually want ranking.…
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