Blog
Practical takes on SEO, AI in marketing, paid search, and the stuff that actually moves the needle. No fluff.
How to Read a Google Ads Search Term Report (And Why It Matters)
The search term report is the single most important report in Google Ads. It's also the most ignored. Here's how to read it, the 5 things to look for, and why working from it weekly is the difference between a campaign that improves and one that just spends.
April 27, 2026 · 9 min read
CROHow to Run a CRO Audit: A Step-by-Step Framework
A CRO audit isn't a vibe check on your site. It's a structured pass that quantifies where the conversion rate leaks, why, and what to fix first. Here's the 6-stage framework I use on every engagement, with the deliverables for each stage.
April 20, 2026 · 9 min read
Content StrategySeasonal Marketing Calendar for Outdoor Brands: When to Push What
Outdoor brands live and die by timing. Push ski content in November and you've already lost. Launch summer camping campaigns in June and you're three months late on SEO. Here's the quarter-by-quarter playbook I use with outdoor clients to make sure every dollar and every piece of content lands when it actually matters.
April 19, 2026 · 14 min read
Content StrategyContent Strategy for DTC Brands: Beyond the Product Description
Most DTC brands treat content as an afterthought. Product descriptions and the occasional Instagram post. But the brands winning in outdoor and ecommerce are building real content engines that drive organic traffic, earn trust, and create customers before anyone clicks 'add to cart.'
April 12, 2026 · 12 min read
CROAnatomy of a Landing Page That Converts
A landing page is a page with one job: convert the visitor who clicked the ad. Most landing pages do too many other things to do that one job well. Here's the anatomy of a page that actually converts, broken down by section, with what to include and what to cut.
April 6, 2026 · 9 min read
Paid SearchGoogle Shopping Ads for Outdoor and DTC Brands: Setup, Strategy, and Optimization
Shopping Ads are the highest-intent channel in ecommerce PPC, but most outdoor brands waste budget on bad feeds and lazy campaign structures. Here's how to set up, structure, and optimize Google Shopping so you actually compete with Amazon and REI.
April 5, 2026 · 14 min read
CRO10 Conversion Killers Hiding on Your Website Right Now
Most conversion problems aren't strategic. They're a long form, a hidden price, a slow page, a broken phone link. Here are the 10 conversion killers I find most often, with the fix for each.
March 30, 2026 · 8 min read
AIAI Marketing for Outdoor Brands: Automating Seasonal Campaigns at Scale
Outdoor brands face a unique marketing challenge: massive product catalogs, tight seasonal windows, and customers who can smell inauthenticity from a mile away. Here's how AI automation actually helps without destroying what makes your brand work.
March 29, 2026 · 11 min read
SEOHow to Optimize Your Content to Be Cited by Perplexity, ChatGPT, and Claude
Showing up in AI search means being the source AI engines cite, not just the page Google ranks. Here's the practical playbook for getting your content into AI answers, the mechanics that drive citation, and the per-platform patterns that actually move the needle.
March 23, 2026 · 9 min read
SEOSEO for Outdoor Brands: How to Rank for Competitive Product Keywords
Outdoor gear and apparel brands face a brutal organic search landscape. REI, Amazon, and big-box aggregators dominate the first page for nearly every product keyword. Here's how DTC outdoor brands can compete with smarter category architecture, seasonal content strategy, and technical SEO that actually moves the needle.
March 22, 2026 · 13 min read
SEOSchema Markup for Local Businesses: What to Implement and Why
Schema markup tells search engines and AI systems what your business is, not just what your pages say. For local businesses, the right markup is one of the highest-leverage SEO moves available. Here's what to implement, what to skip, and why.
March 16, 2026 · 8 min read
SEOWhat Is AI Engine Optimization (AEO)? A Practical Guide for 2026
AI search engines are reshaping how people find businesses. AEO is how you make sure they find yours. Here's a practical, no-fluff guide to what it is, how it works, and what to actually do about it.
March 15, 2026 · 14 min read
Content StrategyThe Keep-Kill-Combine Content Audit Framework: A Complete Guide
Most content audits produce a massive spreadsheet and zero action. The Keep-Kill-Combine framework gives you a clear decision for every URL on your site so you actually move forward.
March 11, 2026 · 15 min read
SEODoes Your Website Show Up in ChatGPT? Here's How to Check
A growing share of searches now happen through AI tools. Here's how to find out whether ChatGPT, Perplexity, and Google AI Overviews know your brand exists.
March 9, 2026 · 5 min read
AnalyticsThe GA4 Reports That Actually Matter (And the Ones You Can Ignore)
GA4 ships with thirty-plus default reports. Most teams stare at the same three of them and miss the ones that actually answer business questions. Here's the short list of reports I use, the ones I ignore, and the custom Explorations worth building.
March 9, 2026 · 7 min read
AIAI-Assisted Content Production: How to Use AI Without Publishing Garbage
Most AI content is obvious, generic, and unhelpful. Here's the workflow I actually use to produce AI-assisted content that's worth reading and worth ranking.
March 4, 2026 · 16 min read
AIWhat an AI Agent Actually Is (And Isn't)
The word 'agent' gets thrown around constantly in AI marketing. Here's what it actually means, what it doesn't, and whether you should care right now.
March 2, 2026 · 5 min read
AnalyticsGA4 Conversion Tracking: How to Set Up Events That Match Your Business Goals
GA4 ships with a default set of events that's useful for nobody in particular. Here's how to set up conversion tracking that actually maps to your business outcomes, the events I configure on every property, and the mistakes I see most often.
March 2, 2026 · 7 min read
AI7 Marketing Tasks AI Handles Better Than Humans (And 5 It Doesn't)
AI is genuinely better at some marketing tasks and genuinely worse at others. Here's an honest breakdown based on what I've seen building AI tools for real marketing teams.
February 23, 2026 · 6 min read
CROMore Traffic Isn't the Answer: A Beginner's Guide to CRO
Most marketing teams default to chasing more traffic when conversions stall. That's usually the wrong move. Here's what conversion rate optimization actually is, why it almost always beats acquisition, and where to start if you've never done it before.
February 23, 2026 · 8 min read
AnalyticsGA4 Audit Checklist: 15 Things to Check Before You Trust Your Data
Most GA4 setups are quietly broken. Bad filters, missing conversions, expired data retention, the list goes on. Here are the 15 things I check on every GA4 property before I let anyone make a decision based on the numbers.
February 16, 2026 · 9 min read
SEOThe Technical SEO Audit Checklist I Use on Every New Client
Before I touch a client's content, ads, or analytics, I run a technical SEO audit. Here's the exact 12-section checklist I use, what I find most often, and how to fix it.
February 9, 2026 · 13 min read
Ready to improve your marketing?
Let's talk about what's working, what isn't, and where to focus next.