Notes from the channel.
Practical writing on SEO, AI search, paid media and measurement — from the team that runs it, not a content mill.
- Industry Insights
Marketing attribution after third-party cookies
Third-party cookies no longer give a reliable picture of the customer journey. Here's what's replacing click-by-click attribution, and why it's more honest.
- PPC
Why ROAS alone is misleading — and what to measure instead
Return on ad spend is the headline number every paid campaign reports — but on its own it can flatter a losing strategy and hide a winning one.
- Email
Email deliverability fundamentals for 2026
A brilliant email that lands in spam earns nothing. Here's what actually determines deliverability — authentication, list hygiene and sending reputation.
- AI Search
GEO: how to get your brand cited inside AI answers
AI Overviews, ChatGPT and Perplexity now answer questions customers used to Google. Here's what it takes to be the source they cite, not the link they skip.
- AI Search
GEO vs GEA: earning AI-search visibility versus buying it
GEO earns a citation inside an AI answer. GEA buys a placement alongside one. They're not competing strategies — here's how each actually works, and when.
- SEO
Why technical SEO still underpins everything — including AI search
Content and links get attention, but if a crawler can't reach, render and understand your pages, none of it counts. A plain-language case for technical SEO.
- AI Search
How AI Overviews are changing keyword strategy
AI Overviews answer many searches before a visitor ever reaches a results page. Here's how that changes which keywords are worth targeting, and why.