A keyword map is a simple table that says which page on your site is meant to rank for which search. It sounds basic, yet most sites with traffic problems have the same fault: several pages compete fo
A proposal describes what an agency intends to do. It does not always describe what you will receive. Two proposals with similar headings can mean very different amounts of work. This guide gives you
Subject line tests are popular because they are easy to run: send two versions, see which gets more opens, declare a winner. The trouble is that the easy version of the test often tells you very littl
Calls with customers contain exactly the detail marketing and sales teams need: the words people use, the objections they raise, and the problems they describe. They are also long, and few people have
Most blogs publish steadily and never go back. Older posts drift: facts change, screenshots date, links break, and the post stops matching what people want when they search for it. A regular refresh r
A monthly ad budget can go wrong in two quiet ways. It can run out on the twentieth, leaving ten days of silence, or it can finish the month well short, leaving money unspent and opportunities missed.
A flat monthly subscription for marketing sounds simple until the first month, when you find that "strategy" meant one call and "social media" meant three posts. Whether you are comparing providers or
Structured data is extra markup that describes a page to machines in a labelled, predictable way. It is easy to overdo. Plugins offer dozens of types, and most of them add maintenance without adding v
When you hire outside help for marketing, the first commercial question is the shape of the engagement. A project has a start, an end and a defined result. A retainer is an ongoing arrangement with a