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All publications: insights, checklists and practical notes from real projects.
Why traffic doesn’t convert: mismatched message, intent and CTA. Build one coherent narrative from ad to form.
Events, conversions, UTM discipline and a minimal weekly KPI set that drives decisions.
Campaigns, ad groups, keywords, negatives and minimum settings to avoid wasting budget from day one.
Practical checklist: robots/sitemap, status codes, canonicals, parameters, CWV and safe migrations.
Build IA around demand: hubs, clusters, intent pages and internal links that help both users and search.
Start with foundations: indexing, duplicates, canonicals, performance and structure. Separate signal from noise.