Notes on SEO,
ads, and websites.
Notes on strategy, search, and digital experience to help you make informed decisions.
Website SEO audit: what should you check first?
A practical SEO audit for business websites: review indexing, service pages, content, and internal links, then prioritise the most pressing fixes.
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Keyword research for business websites: from query to page
Build keyword research around customer needs, search intent, and available data. Use the findings to plan service pages and useful supporting articles.
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Internal linking: connecting articles and service pages
Plan internal links that help readers find the next useful answer, connect articles with services, and reduce pages with no incoming links.
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SEO vs Google Ads: which should come first?
Compare SEO and Google Ads by goals, timing, cost, and website readiness. Set channel priorities around your business needs and capacity.
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How to calculate a Google Ads budget from your lead target
Plan Google Ads spend using estimated CPC, conversion rate, and lead quality. Understand daily budgets, spending limits, and the assumptions to test.
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Google Ads negative keywords: filtering unsuitable searches
Understand Google Ads negative keywords, their match types, and search term reviews so you can filter irrelevant demand without excluding useful enquiries.
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How to test Meta Ads creative with a clear question
Plan Meta Ads creative tests around hypotheses, message variations, and business metrics. Review results without rushing to declare a winner.
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Measuring Meta Ads lead quality beyond CPL
Assess Meta Ads lead quality with clear qualification criteria, cost per qualified lead, and follow-up records. Treat CPL as one part of the review.
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Website launch checklist: functionality, SEO, and content
Check forms, content, mobile layouts, images, canonical tags, sitemaps, indexing, and domains. Plan website checks before and after going live.
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Website migration and SEO: URLs, redirects, and indexing
Plan website migration with a URL inventory, redirect mapping, canonical tags, and Search Console monitoring. Reduce avoidable technical errors during a move.
Read articleTechnical SEO foundations for a business website.
Crawlability, URL structure, and HTML content: the foundations to address before choosing button colours.
Read articleWhat should happen after someone clicks your ad?
Connect the ad message, visitor needs, and a sensible next action on the landing page.
Read articleWebsite performance: loading, interaction, and layout.
Understand loading, interaction responsiveness, and layout stability without treating a single score as the whole experience.
Read articleLet’s make
something worthwhile.
Start with your business goals.
We’ll agree on a direction and build it together.