Insights
Notes from the work.
Written from projects that shipped. No predictions, no trend round-ups — just what turned out to matter.
Generative engine optimisation · 7 min
Why your site is invisible to AI search
AI answer engines can only cite text they can read. Here is what makes a site quotable — and the four habits that make a beautiful site invisible.
Performance marketing · 6 min
Cash on delivery changes what you can measure
In a COD market a submitted form is not revenue. If your pixel fires on checkout, you are optimising toward a number that has not happened yet.
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