(Resources) Insights
insights,minus the fluff.
Notes on Google Ads, SEO, GEO, branding and CRMs, written by the people doing the work, for people who'd rather read one good article than ten listicles.
articles
Answers to the questions buyers search, with the data behind them.
What is GEO? GEO vs SEO (and AEO) explainedGEO vs SEO vs AEO explained: what each one optimises for, how they differ, what they share, whether GEO replaces SEO, and how to work on both. With search and SERP data.What is AEO? Answer engine optimisation explainedWhat AEO (answer engine optimisation) is, how it differs from SEO and GEO, how answer engines choose what to quote, and how to optimise for them. With search trend data.How to measure AI search visibility: a practical methodHow to measure your brand's visibility in ChatGPT, Perplexity, Gemini and Google's AI Overviews: mention rate, citation rate, share of voice and query coverage, with a repeatable query set and a worked example.How much does Google Ads cost? CPC data by industryGoogle Ads cost explained with real cost-per-click data for 31 keywords across 10 industries in the US and UK: how pricing works, what drives CPC, how much to budget, and what management costs.How much do Facebook ads cost? (and Instagram ads)How much Facebook and Instagram ads cost: how Meta's auction and pricing work, how CPM, CTR and conversion rate add up to your cost per result, and how much budget you need to get out of the learning phase.SEO pricing: how much does SEO cost in 2026?SEO pricing explained: monthly retainers, projects and hourly rates, published benchmarks from Clutch and WebFX, what drives the price, what you should get for it, and the red flags.
more soon
One article at a time, and only when it is worth reading.Next up: how AI assistants decide which brands to mention, and what you can do about it.
Meanwhile, get a free GEO snapshot →