Signals

Consider an experiment. Imagine removing every page on your website that receives fewer than 100 organic visits per month. Most analytics dashboards would register the change as a positive one. A leaner site, a tighte.....

For roughly a decade, the dominant content strategy was volume. More posts meant more indexed pages, more ranking opportunities, more compounding traffic. The investment in content production was justified by the accu.....

Think about what has to happen before a visitor reaches a contact page. They found the organisation through some combination of search, social, referral, or word of mouth. They formed a view of whether it was worth in.....

The BetterBriefs Project, the largest global study on marketing briefs, surveyed over 1,700 marketers and agency staff across 70 countries. The headline finding was this: 80% of marketers believe they write good brief.....

58.5% of US Google searches and 59.7% of European ones now end without a click to any external website. When an AI Overview is present, that figure rises to 83%. The organic traffic reports that marketing teams have u.....

At some point in the last few years, a meeting happened in your organisation where someone said “the homepage should also speak to X.” That request was reasonable. The person making it had a real audience .....

Most marketing teams are built the same way. A specialist for paid media. A specialist for SEO. A specialist for content, for email, for social, for analytics. Each one is skilled. Each one optimises their own channel.....

Not through falsification. Nobody changes a number. The lie is more systematic and considerably harder to address because it does not require intent. It requires only that the people presenting the data are the same p.....

Most organisations that have run CRO programmes will recognise this pattern. The agency presents a roadmap of tests. The first few produce wins. Button colours change, CTAs are repositioned, form fields are reduced. T.....