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Search marketing, explained properly
Reference pages on getting found in Google, Bing and AI answers, paid and organic, and on running the website they all lead to. Written to stay true, and reviewed when the platforms change underneath them.
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Websites
How to build a website with Claude, and what it costs
The five jobs behind a website, what each costs, and what a UK business site still needs once Claude has written it.
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Paid search
Google Ads credit, explained
The fixed voucher is gone. Google's UK page shows different offers to different visitors, and the one you pick runs on four separate clocks.
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Paid search
Free ad credit, explained properly
What the three platforms actually give UK advertisers, what you must spend first, and the four deadlines that decide whether the credit ever arrives.
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Paid search
ChatGPT ad credit terms and expiry, explained
OpenAI's credit terms name no amount, no window and no end date. What the framework commits to whatever wave you are in, and the four things only your own email can answer.
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AI search
What is AEO, and is GEO the same thing?
AEO, GEO, AI SEO and LLM SEO as four names for one job: where each came from, how much of it is plain SEO, what each AI engine in the UK reads, and what to ask anyone selling it.
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Tracking & data
Google Ads conversion tracking in Tag Manager, with UK consent
The Tag Manager build for Google Ads conversion tracking in the order it loads, how to hold every other tag behind consent, and the cookie check that shows whether a banner works.
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Tracking & data
Microsoft Clarity vs Hotjar: the free session recording tools compared
What each free session recording plan actually records, the free plans you can no longer sign up for, and what UK consent rules ask of a tool that records your visitors.
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Paid search
How to give read-only access to your Google Ads account
Eight clicks, with a screenshot for each: how to let someone see your Google Ads account without being able to change anything, and how to take access away again.
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Tracking & data
How to track phone calls from Google Ads
The five ways Google Ads can count a call, which ones count a real call, how to set the minimum call length, and what a paid call tracking tool adds.
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Paid search
How to find negative keywords in Google Ads
Where to find the searches costing you money, what each negative match type really blocks, why the ones you added keep not working, and the negatives that backfire.
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SEO
How to set up a Google Business Profile
The free listing on Google Maps: how to set it up, whose account it belongs in, how to get it back, and what to keep identical everywhere else.
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SEO
How to get your business on Google
Four ways to show up on Google, and the same three layers on Bing and ChatGPT. What each costs in the UK, how long it takes, and which to do first.
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Paid search
Paid search acronyms, explained
Every acronym you'll meet in a Google Ads account or a monthly agency report, and what each one means for your money. Including the six that decide whether advertising is profitable.
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Paid search
Microsoft Advertising credit, explained
Microsoft publishes no credit amount in any market. What "up to £1,200" is really promising, what unlocks it, and the standby rule that can park a big offer behind a small one for months.
Want these applied to your own business?
The guides cover the general case. On a free 30-minute intro call we go through yours: how you're found in ads, organic results and AI answers, and what to fix first.