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Reference lives here and is revised in place. Dated updates and opinion live on the blog.

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SEO-02Playbook

A step-by-step for deciding whether a town needs its own page, and what goes on it when the answer is yes.

Google Business ProfileLocal SEOLocation pages

Revised Jan 27, 20262 min read Read

CNT-02Playbook

How to map a subject into a hub and its spokes so every article has a reason to exist and a place to link.

Content strategyEditorial planningHub and spoke

Revised Jan 8, 20261 min read Read

MTA-01Playbook

How to set up a creative test that can actually lose, what to hold constant, and when to call it.

Conversions APICreative testingCross-channel strategyMeasurement

Revised Dec 17, 20251 min read Read

CNT-01Playbook

A short decision procedure for ageing pages, so the archive stays accurate without rewriting everything each year.

Content maintenanceEditorial operationsEvergreen content

Revised Nov 20, 20251 min read Read

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Algorithm changes, platform news and working notes from client markets. Read it for what changed this month.

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