Notes From
Inside The Accounts
Paid media, SEO and AEO, written from the work rather than the conference stage. No listicles, no borrowed case studies — just how the platforms actually behave and what that costs you.
The three map results are decided by your Google Business Profile, not your website. What actually ranks them, and the fixes in the order that matters.
Ranking gets you a link; citation gets you the answer. The mechanical differences between the two, and which of your pages survive the shift.
Flat retainer, percentage of spend, or hybrid — what each model costs, and which one quietly penalizes you for scaling.
AI referrals do not appear in your channel report the way you expect. The setup that separates them out, and the blind spot nobody mentions.
Nine things visible in an agency's own dashboard that tell you how the next twelve months will go — before you sign anything.
Citation is a content-structure problem before it is a ranking problem. The mechanics, in the order they matter.
Most structured data does nothing measurable. A short list does most of the work — and one common effort is now entirely wasted.
Where a freelancer genuinely wins, where a single point of failure costs you, and the one thing that matters more than either.
Build the number from your own data before an agency quotes you a cost per lead. The formula, the inputs, and where clinics get it wrong.
Healthcare and personalized-advertising policy, and the difference between a disapproved ad and a dead account.
Broad match plus Smart Bidding on a high-ticket procedure list is an expensive default. How to audit it in twenty minutes.
Two different auctions, two different buyers. When to run each, and why running both badly is the usual outcome.