How a technical GA4 setup cut wasted PPC spend by 50%
How fixing the signal in GA4, Google Ads and Data Studio cut a lead-gen client's wasted ad spend by over 50% and lifted lead quality. My Hero Conf walkthrough.
Insights
Sharing my latest ideas and top tips from 18+ years in search. Proven techniques and honest industry perspective.
A website carbon score is a performance clue, not a badge
A website carbon score isn't just a sustainability badge. It can reveal page weight, bloat, speed issues and performance problems that affect SEO, PPC and CRO.
How goodrich.digital achieved 100/100 on PageSpeed Insights
How goodrich.digital reached 100/100 on PageSpeed Insights through image optimisation, preload hints, font changes and template-level performance fixes.
What Google I/O 2026 means for the next 12 months of search
What Google I/O 2026 means for SEO, PPC, AI search, measurement and commercial planning over the next 12 months.
Visible but not chosen: why good SEO is no longer enough on its own
Good SEO is still essential, but AI search also depends on whether your business is understood, trusted and worth mentioning.
My collaboration with Writesonic on an AI search case study for SOZO
My collaboration with Writesonic on an AI search case study: a Shopify migration with a 10%+ uplift in AI search visibility within 30 days of launch.
Key reflections from brightonSEO and HeroConf, April 2026
Practical reflections from brightonSEO and HeroConf April 2026: AI search, zero-click SEO, paid media, reporting and trust.
How I helped a brand grow organic search impressions by 76% year-on-year
A practical SEO case study showing how organic impressions grew by 76% year-on-year while clicks and rankings also improved.
The practical guide to calculating SEO ROI
Learn how to calculate SEO ROI using revenue, margin, lead quality, sales data and realistic attribution instead of relying on traffic or rankings alone.
How I helped a client save over £35,000 in wasted PPC spend for 2026
A PPC case study showing how wasted spend was identified, reduced and reallocated without losing qualified leads.
From page 5 to position 1: how I won visibility in AI Overviews
How a UK e-commerce brand went from outside the Top 50 to position 1 and became the most-cited source in the AI Overview, without ad spend.
Why GA4 e-commerce attribution is too fragile to trust on its own
GA4 still has value, but e-commerce brands need a more resilient attribution setup if they want to make confident commercial decisions.
Your contact page is costing you clients: here's how to fix it
Learn how to improve your contact page with clearer CTAs, trust signals, better mobile usability and simpler forms.
If your website were a shop window, would you stop and look?
A practical CRO article showing how to review your website like a shop window and improve clarity, trust and conversions.
13 winning Black Friday CRO & PPC tips I shared at brightonSEO and MeasureFest
I was invited to speak at BrightonSEO and MeasureFest about how we approach Black Friday and other high-pressure campaigns. This post shares the real-world stra
No posts in this category yet.
Found something useful?
I share regular search marketing thinking on LinkedIn. Follow along for more insights on SEO, paid search and AI visibility.
18+ years in search · SEO · PPC · CRO · AI Search