Notes from the work
Plain-spoken writing on SEO, digital advertising, AI in marketing, and the craft of making better marketing decisions.
You're paying for searches you never meant to buy
Most wasted Google Ads spend is not in your settings. It is in the search terms report, and automation made it worse. Here is the hour-long audit that finds it, and how to fix it without starving the algorithm.
Read the postAI Killed The Cost Of Making Things. Taste Is The New Moat.
AI made production nearly free. That doesn't make execution valuable, it makes it worthless, and moves all the value to judgment. Here is what that means for anyone running marketing.
Read the postSEO Isn't Dying. The Click Is Fracturing.
AI answers are eating informational clicks, and the lost clicks were good ones. The fix is not ranking harder. It is treating your keyword set as two different jobs.
Read the postFind out what your marketing is really doing
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