SEO Practical
Every field on your form has to earn its place
Fewer fields generally convert better. But the honest question is not "how much will we gain" — it is "what does this field do to earn its place".
Technote
WordPress guides for Marketers
For marketers who own content and conversion: how SEO and speed move the numbers you are measured on, and what to ask engineering for.
60 articles· Marketers
Working with AI Practical
Content briefs with AI — the trick is leaving blanks
The part of a brief AI can write is the structure and the questions to answer. Your data, your examples and your point of view must be left…
SEO Practical
What your link looks like when shared: OG tags and previews
The card that appears in messengers and social feeds is decided by tags, not by luck — and fixing a tag does not always update a link already…
SEO Practical
Archive intros: the fate of a page that is only a list
WordPress creates archive pages for you; it does not create their value. A written introduction is what earns an archive its place in the index.
Working with AI Practical
Clustering keywords with AI — grouping by intent is the easy part
Sorting a few hundred raw keywords into intent groups is something AI does quickly and consistently. What it cannot know is which group your business can credibly win…
Performance optimization Practical
Core Web Vitals in plain marketing language
Three metrics, three plain sentences: when does it appear, does it jump while loading, does it respond when tapped. Translate them and the request writes itself.
Security Practical
Cutting form spam without reaching for a CAPTCHA
A CAPTCHA reduces spam and real enquiries alike. The measures that only bots notice are worth trying first.
Development workflow Practical
Inconsistent UTM tags split one campaign into many
One capital letter or one underscore is enough to turn a single campaign into three rows. Until someone adds them up, it looks smaller than it was.
SEO Practical
Portal blog or your own site: where the asset accumulates
A portal blog reaches people, and it is often worth doing. Just be clear from the start about whose asset accumulates there.
Performance optimization Practical
Who pays for the milliseconds a tag adds?
A tracking script does not stop at downloading. While it is parsed and executed the main thread is busy, and a busy page ignores fingers. That cost is…
SEO Practical
Internal links: what anchor text and direction actually do
An internal link guides a reader and declares a relationship at the same time. The words you link with and the direction you link in are that declaration.
SEO Practical
Structured data: choose the type you actually are
Mark a service up as a Product and you collect warnings instead of rich results. Choosing the right type is very nearly the whole job.