INSIGHTS · SEO · TECHNICAL SEO · GOOGLE ADS
Notes on the work itself.
Short pieces about method: how I decide what goes into an audit, what I re-check every month, and where paid traffic quietly leaks after the click.
No client names and no borrowed statistics — just the reasoning I use, written plainly enough to argue with.
Google Ads
Most accounts I look at are not losing money in the auction. They are losing it in the twelve seconds after the click.
27 September 2026
Technical SEO
Most technical problems are not introduced by an SEO. They are introduced by a deploy, a plugin update, or a new template. That is why the check has to repeat.
27 September 2026
SEO
A 90-page audit is a document. A list of eight things to fix this month is a plan. Here is how I decide what actually goes in an audit.
27 September 2026
Want this kind of thinking applied to your site?
Tell me what you sell and where you are stuck. I will look at the site, the Search Console data and the competition, then say plainly what I would do first and what I would leave alone.