Guides
Articles on cost, audits, tracking, AI assistants, technical SEO and AI visibility. Every figure with a source and access date, no benchmark tables of unknown origin.
SEO and AI visibility
How agencies use an SEO report in a first meeting: a conversation guide, what the report should contain, the proposal and the email marketing rules.
· 9 min read
SEO and AI visibility
From indexability to AI visibility: what a technical SEO audit checks in ten areas, with a typical finding and the matching action for each one.
· 10 min read
Cost and decisions
What Google Ads costs: how the cost per click is set, how the daily budget caps the month and what an agency or a tool costs. Every figure with a source.
· 9 min read
Cost and decisions
Manage Google Ads yourself, hire an agency or use a tool with approval? A comparison by time, expertise, cost and control, with a checklist to help you decide.
· 8 min read
Audit and wasted spend
A Google Ads audit step by step: eight areas in a fixed order, 24 checks with their location in your account and Google sources. Tracking always comes first.
· 10 min read
Tracking and data
Set up Google Ads conversion tracking: Google tag or GA4 import, primary actions, counting, consent mode and six checks, all based on Google's own Help pages.
· 8 min read
Tracking and data
Per Google, Target CPA needs no minimum conversions, Target ROAS 15 in 30 days and remarketing lists 100 users. What applies, with Google sources, Oct 2026.
· 8 min read
AI, agents and MCP
What MCP is, which Google Ads MCP servers exist and how to connect Claude or ChatGPT to your account without handing over control of changes to your campaigns.
· 9 min read
SEO and AI visibility
GPTBot, ClaudeBot, Google-Extended and others: which AI crawlers come for search, user fetches or training, and how to control them in your robots.txt.
· 10 min read
SEO and AI visibility
llms.txt is a proposal, not a standard. What goes in the file, what Google, OpenAI and Anthropic say about it, and when it is still worth having one.
· 8 min read
What Google Ads costs, and whether you run it yourself, hire an agency or use a tool.
How to review a Google Ads account and find budget that is spent without effect.
Setting up and checking conversion tracking, reading GA4 and Search Console data correctly.
What AI agents can do in Google Ads today and how to connect Claude or ChatGPT.
How search engines and AI services read your website: robots.txt, AI crawlers, llms.txt and what actually works.
