Practical marketing guides.
Evergreen, no-fluff guides to the things that actually move the needle (SEO, paid ads, conversion, local and brand), written for owners and marketers of service businesses and SMEs.
SEO & AI search
AI Marketing & AEOPillar
How to get found, and recommended, by ChatGPT, Gemini and Google’s AI Overviews.
Small-business SEO
The fundamentals that get a small business ranking, and what to ignore.
Local SEO
Win the map pack: Google Business Profile, reviews, citations and local pages.
Technical SEO
Crawlability, indexing, site structure and the technical foundation rankings sit on.
Schema markup
The structured data that helps Google (and AI) understand and cite your pages.
On-page SEO checklist
Titles, headings, internal links and the on-page details that add up.
Paid ads & PPC
PPC for small business
Paid search that pays for itself: a no-nonsense guide to getting started.
PPC management
How to actually manage a Google Ads account for leads and ROI, not clicks.
Negative keywords
Stop wasting budget: the negatives that protect every Google Ads campaign.
What advertising costs
A practical budgeting guide for service businesses: what to expect and why.
Retargeting ads
Bring back the visitors who didn’t convert the first time, without wasting spend.
UTM parameters
Build trackable links so you know which campaign actually produced the lead.
Conversion & strategy
Conversion rate optimization
Turn more of the traffic you already have into booked work.
Marketing ROI
A step-by-step way to calculate the real return on a campaign.
Sales funnels
What a funnel really is and how to build one that fits a service business.
Marketing automation
Follow up faster and never drop a lead, with automation that fits small teams.
Website redesign
How to redesign a site without tanking the rankings and leads you already have.
Core Web Vitals
Site speed that lifts both rankings and conversion, explained plainly.
Brand & social
Build a brand on social
A practical guide to building a real brand on social media as an SME.
Personal branding
For owners and founders whose face is the business.
Instagram marketing
Turn an Instagram presence into an actual source of customers.
Video marketing
Where video is worth it for a service business, and where it isn’t.
Local SEO & lead generation
Google Business Profile
Optimize the single biggest lever in local search, step by step.
Google Maps marketing
Get found in the map pack where local buyers actually look.
Local citations & NAP
The consistent business listings that quietly hold up your local rankings.
Lead generation
Practical ways to turn a website and ads into a steady stream of leads.
Cost per lead
What a good cost per lead looks like, and how to bring yours down.
Customer journey map
See the path from stranger to customer so you can fix where they drop off.
Industry playbooks
SEO for contractors
How trades and contractors win local search and book more jobs.
HVAC SEO
The local-search playbook built for heating & cooling businesses.
Dental marketing
Fill the chair: a marketing guide for dental practices.
Real estate marketing
Marketing ideas that generate real buyer and seller leads for agents.
Real estate SEO
The six pillars of ranking a real estate business in search.
B2B marketing
A strategy for businesses that sell to other businesses.
Content, email & branding
Content marketing
Build content that earns trust, traffic and leads over time.
Email marketing
Nurture leads and repeat business with email that gets opened.
Writing blog posts
How to write posts that rank and actually get read.
Brand positioning
Define what you stand for so the right customers choose you.
Color psychology
How colour shapes how customers feel about your brand.
Memorable branding
The psychology of brands people remember, and how to stay consistent for years.