SEO in 2026: What Actually Matters Now
Search has changed more in the last two years than in the previous ten. The fundamentals have not disappeared, but the order of priorities has shifted. This is how our SEO team is weighting the work in 2026.
Insights
Practical writing on SEO, media buying, analytics and the role of AI in marketing, from the people doing the work.
Native Advertising in 2026: A Practical Guide for Performance Marketers
How native advertising works in 2026, where it fits in a performance media plan, and how experienced buyers structure campaigns, pre-landers, testing and placement optimisation.
Technical SEO Checklist for 2026
A practical technical SEO checklist covering crawling, rendering, indexation, architecture, performance, structured data and international setup, with the checks our team runs on every audit.
Media Buying in 2026: From Cheap Clicks to Profitable Customers
Automation has changed what media buyers do. The job is now less about manual bidding and more about signals, creative, measurement and budget allocation. Here is how we approach it.
How AI Is Changing Search, and What Marketers Should Do About It
AI-generated answers, conversational search and AI assistants are changing how people find information. A measured look at what has changed, what has not, and how to adapt.
More insights
CPA vs. CAC: The Difference Performance Teams Need to Understand
CPA and CAC sound similar and are often used interchangeably. They measure different things, and confusing them leads to budgets that look efficient in ad platforms and lose money on the balance sheet.
Why Ranking #1 Isn’t the Only SEO Metric That Matters
Position one sounds like the goal of SEO, but rankings are an incomplete and often misleading measure. These are the metrics that tell you whether organic search is working.
Why CTR Can Be a Dangerous Metric
A high click-through rate feels like success, but optimising toward it can attract the wrong audience, raise costs downstream and hide failing campaigns. When CTR helps, and when it misleads.
How to Build an SEO Strategy Around Search Intent
Search intent determines which pages can rank for a query. A step-by-step method for classifying intent, reading the results page and matching content to what searchers need.
How Professional Media Buyers Evaluate Publishers and Placements
Network averages hide enormous variation between publishers and placements. The framework experienced buyers use to judge inventory quality, from traffic signals to downstream customer value.
15 Technical SEO Problems That Quietly Hurt Organic Visibility
The technical SEO issues we find most often in audits, why they are easy to miss, and how to fix them. From faceted navigation to silent noindex tags.
Landing Page Optimization: What to Test Before Increasing Your Media Budget
Raising spend multiplies whatever your landing page does, good or bad. The tests worth running first, how to prioritise them, and how to read the results.
AI for Marketing Teams: Where Automation Helps, and Where Human Judgment Still Wins
A practical view of where AI genuinely improves marketing work, from analysis and monitoring to drafting and testing, and where experienced people still make better decisions.
First-Party Data and the Future of Performance Marketing
Privacy regulation, browser changes and consent requirements have reduced the data available to advertisers. First-party data is how performance marketing adapts, if it is collected and used responsibly.
Marketing Attribution: Why the Last Click Rarely Tells the Whole Story
Attribution models assign credit for conversions across marketing touchpoints. Each model has blind spots. How last-click, multi-touch and data-driven attribution work, and how to make budget decisions despite their limits.