Journal

Desk notes, not a content mill.

Occasional writing from the people who buy the media. No guest posts, no syndicated SEO filler, no “10 tips” lists we would not send to a client.

If the banner says “reject”, the tags have to stay dark. How we instrument a UK site without pretending otherwise.

Agencies borrowed the language of trading floors and then staffed junior generalists. The original job is still the useful one.

Buying traffic into a page that cannot convert is not “testing”. It is a leak with a budget attached.

Spend, results you defined, what we changed, and whether the tracking still matches the banner. Everything else is decoration.

Rankings are not a business. The query either implies a purchase or it does not. We brief pages accordingly.

The keyword list is a wish. The negative list is the work.

Shopping interfaces are a costume. The file underneath is the media plan.

If you wait until the CPM has already told you, you are late.

A 90-second voicemail is not a booked job.

A useful channel. A terrible place to hide a messy account.

If you already sell something, send the brief.