The journal

Notes from inside the accounts.

What we're testing, what stopped working, and what we'd do differently. Written by the people running the work.

Featured · SEO7 min read

Ranking in AI answers: what actually changed in 2026

Citation share is the new position one. We pulled twelve months of data across our accounts to work out which content structures get quoted by answer engines — and which ones get read, summarised and discarded. Here's how we restructured to earn the citation.

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Paid media5 min read

Why we stopped optimising to ROAS on every account

Contribution margin tells you whether to scale. ROAS only tells you the ad worked.

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Automation6 min read

The 20-minute lead response rule, automated

A simple routing change that lifted qualified conversations by a third.

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Strategy8 min read

The diagnosis most brands skip before hiring an agency

Four questions worth answering before you spend anything on media.

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Local SEO6 min read

When your own locations compete against each other

Multi-location brands lose more to cannibalisation than to competitors.

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Branding7 min read

Positioning is a pricing decision

What changes when you stop describing the product and start naming the alternative.

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Web5 min read

Speed is a conversion lever, not an engineering vanity metric

What a second of load time actually costs at different order values.

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Monthly teardown

One account teardown a month.

We pull apart a real funnel — with permission — and show what we'd change first. No pitches, no newsletter filler.

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