Cost to acquire a customer (CAC) is the total spend required to win one new paying customer, calculated by dividing all sales and marketing costs over a given period by the number of new customers gained in that same period. It sounds straightforward. In practice, most businesses either calculate it incorrectly, benchmark it against the…
BERT SEO refers to the practice of optimising content for Google’s BERT algorithm, a natural language processing model Google rolled out in 2019 that changed how the search engine interprets the meaning behind queries, not just the keywords within them. Where earlier algorithms matched words, BERT reads context, understanding how the position of a word…
BERT SEO refers to the practice of optimising content for Google’s BERT algorithm, a natural language processing model that helps Google understand the context and intent behind search queries rather than just matching keywords. Since its rollout in 2019, BERT has changed how Google interprets conversational searches, long-tail queries, and the nuance of prepositions and…
Next level SEO is not about doing more of the same things better. It is about shifting from technical compliance to genuine competitive advantage, from ticking ranking factors off a checklist to building a search presence that is structurally difficult for competitors to replicate. The marketers who get there are not the ones who read…
Next level SEO is what happens after you’ve done everything right and still aren’t winning. You’ve fixed the technical issues, built some links, published consistent content, and your rankings have plateaued. The gap between where you are and where you want to be isn’t a checklist problem anymore. It’s a strategic one. The sites outranking…
SEO questions rarely have clean answers. The discipline sits at the intersection of technology, human behaviour, and commercial strategy, which means the honest answer to most questions is “it depends” , and the useful answer requires knowing what it depends on. This article works through the questions that come up most often in practice, from…
SEO questions come in two varieties: the ones people ask search engines, and the ones marketers should be asking themselves. The second category is far more useful and far less discussed. Knowing how to answer them separates marketers who treat SEO as a channel from those who treat it as a business asset. This article…
Most funnel problems are not technical. They are diagnostic. Marketers spend time patching the wrong stage, optimising the wrong metric, and drawing the wrong conclusions from data that was never designed to answer the question they are asking. The funnel is not broken. The mental model behind it usually is. If you have ever looked…
Most marketing funnels don’t describe how customers actually behave. They describe how marketers wish customers would behave: a clean, linear progression from awareness to consideration to purchase, with a conversion rate at each stage and a tidy cost-per-acquisition at the bottom. The reality is messier, more circular, and far more interesting than the diagram suggests….
Advertising Week is one of the industry’s biggest annual gatherings, bringing together brand leaders, agency executives, media owners, and technology vendors across events in New York, London, and other major markets. It is part conference, part showcase, part industry self-congratulation. And if you have spent any time inside a real marketing operation, you know that…
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