Articles

Optimising and Debugging Paid Advertisements

Ways metrics mislead you; how to overcome low reach/low quality score/high CPC etc.


Strategic Principles in Paid Advertising

Rationed views, gas pedals, per person frequencies, when to trust platform reps


Ad Creative Writing Basics

Tips for image choice, headline, and the body


A Tour of Targeting

The general principles of targeting followed by a tour of the available options on the major platforms


Staying Organised When Advertising

How to structure campaigns, why to not delete data, when to schedule reviews


Building an Advertising Ready Web Application (and other preparations for advertising)


Introduction to Paid Advertising

Where I try to convince you that advertising isn't always an annoyance (and that you shouldn't be afraid of ad blockers)


Email Marketing

The relevant laws, some growth-hackery tips, and suggestions about good emails to send


SEO and Internationalisation

Separate language from territory; clarify your international site structure to Google


SEO with Social Networks

Why Twitter Cards and Facebook Open Graph aren't total wastes of time


SEO Through Backlinks

Email outreach, featuring famous people, and buying links?


SEO in Image Search

SEO-ed *text* enters you into the main event, but you might also want to compete in Google’s alternative races, such as Google Images, Google Videos, or Google Maps.


SEO by Mitigating Duplicate Content Issues

Canonicalization, Robots, and Redirects


SEO at the Whole Website Level

Internal linking strategies, sitemaps, and HTTPS


SEO on Each Individual Page

Rich snippets and all the basics about keywords in title tags, URLs, etc.


SEO Steps To Take Before Writing a Single Line of Code

You need to bake two things into the heart of your web app: keywords and a clever scalable content creation strategy


Non-Traditional Ways of Thinking About Targeting on Inbound.org

Fresh mental models to help with finding the right targeting for your online advertising.


Check Out My Guide to Statistical Significance on Kissmetrics

Fun, example-filled guide, aimed at building intuition


A Lasting Marriage: Lessons Learned After 7 Years With Google Analytics

1   chart  why bother

A deep guide to developing a loving relationship founded on clean data, great communication, and appropriate caution


A Thorough Guide to Website Copywriting

1   typewriter  intro

From psychology to rhetoric: copywriting tips for those who don't know what to say


The Conversion Surgeon: A Guide to Conversion Rate Optimization

Conversion library

A High-Level Catalogue of The Main Areas to Fiddle With When Optimizing Your Conversion Rate