11 min read
What to publish next, decided by what you sell
You end up with: A plan where every page has a job, a primary term, an internal link path to a page that sells, and a date at which you will decide whether it worked.
Guides
How to actually do the work, written out in full.
Each guide is a job, not a topic. Open one, follow the steps, and you end up with the thing it names. Pick the problem you have and start there.
01 Search
Being found by the people typing what you sell.
Keyword research, the content plan, links, migrations and the Business Profile. The order matters, and so does what you refuse to do.
11 min read
Which searches are worth a page, and which are not
You end up with: A mapped keyword list where every term is assigned to a page, every page has one primary term, and the terms you decided against are written down with the reason.
11 min read
Which links are worth chasing, and which carry a penalty
You end up with: A shortlist of link sources you can realistically earn from, a way to judge whether any given link is worth chasing, and a clear line on what to refuse.
12 min read
What to check before you move a site, and after
You end up with: A recorded baseline, a complete redirect map tested before launch, a first hour checklist, and a way to tell whether the post launch dip is normal.
10 min read
The settings that decide whether you appear in the map
You end up with: A profile with the correct primary category, complete services, a review habit that runs without you, and a monthly routine that takes twenty minutes.
02 Paid
Finding out where the ad budget actually goes.
An account structure you can still diagnose next year, and the search terms report read weekly so the waste is found before the invoice.
11 min read
Why a tidy account is cheaper to run every month
You end up with: A campaign layout where budget is controlled at the level you care about, every ad group has one job, and any underperforming segment can be isolated and paused on its own.
9 min read
Ten minutes a week that stops the budget leaking
You end up with: A shared negative list applied across the account, a weekly ten minute routine for the search terms report, and a record of what you excluded and why.
03 Email
Working the enquiries you have already paid for.
The follow-up that turns an enquiry into a customer. Speed, sequence, and a sending domain set up so any of it arrives.
9 min read
What to send after an enquiry, and how fast
You end up with: A written follow-up sequence with owners and timings, a response time you can hold, and a record of what happened to every enquiry.
10 min read
The first emails after a signup, and what each one is for
You end up with: A five message sequence with the timing set, written in a voice a person would recognise, sending from a domain configured so it reaches the inbox.
04 Conversion
Turning traffic you already have into enquiries.
Landing pages that keep the promise the ad made, and reviews earned steadily without incentives or nagging.
10 min read
Why paid traffic leaves, and what to change first
You end up with: A page whose heading matches the ad, whose form asks only what you need, and which answers the three objections that stop your specific buyer before it asks for anything.
9 min read
How to ask for a review without bribing anyone
You end up with: A repeatable asking process attached to a step that already happens, a reply routine for good and bad reviews, and a clear line on what is not allowed.
05 Measurement
Making the numbers mean something.
Which numbers in a report mean something, and conversion tracking that counts enquiries rather than page views.
9 min read
How to read a report written to look good
You end up with: A short list of the numbers you will actually judge the work on, and six questions that change what your next report contains.
12 min read
Why your conversion count and your invoices disagree
You end up with: A short list of counted actions that each represent one real enquiry, imported into Google Ads without duplication, and reconciled against your inbox for a full month.
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
Elsewhere in the library
Where to go next.
Work out the number yourself before anybody quotes you one.
Six calculators
Articles, comparisons, checklists, templates and reference data, in one place.
Articles, checklists, templates, data
Twenty-three accounts, the screenshots, and what each one does not prove.
Twenty-three accounts with screenshots
Or skip the reading
A guide is slower than having it done for you.
Send us the site and we will run the relevant one on your own account, then write up what we found and what to fix first.
Free, written by a person, yours to keep either way.