Field notes from the people doing the work.
Paid media, SEO, AEO, CRO and the operating model behind them. Written by the senior experts running the accounts – not a content team.
AI-native vs traditional agencies in 2026.
Every agency says it uses AI now, so the label is useless. What distinguishes them is speed at what, governance, and who is accountable for the output.
You should expect more from your marketing agency.
I hired and fired three marketing agencies before I started one. Each taught me something specific about where the model fails, and what to demand instead.
What is a performance marketing agency?
A straight definition, the services that should be in scope in 2026, and the one question that predicts your results better than anything else on the pitch deck.
What is AEO, and how is it different to SEO?
Answer engines do not rank you, they describe you. What answer engine optimisation actually is, what moves citation, and what is folklore being sold as strategy.
What is conversion rate optimisation?
The percentage of visitors who actually do something is usually a bigger lever than the number of visitors. How CRO works, and when testing is worth doing.
Where SEO fits in performance marketing in 2026.
Organic clicks are falling and the advice has never been noisier. What has actually changed, which half of the old playbook is dead, and how to measure the rest.