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Platform migrations are one of the most reliable ways to destroy years of organic search equity. They don’t have to be. Every large organisation eventually re-platforms. The technology stack that served you well at 50 employees becomes a constraint at 5,000. The e-commerce platform you launched on cannot support your current product catalogue. The legacy…
Cost Per Install is easy to measure and easy to optimise. It is also, in isolation, the most dangerous metric in mobile marketing. Cost Per Install emerged as the primary metric for mobile user acquisition because it is simple, comparable across campaigns, and responds predictably to bid adjustments. If you want to lower CPI, you…
Most affiliate programmes report impressive revenue numbers. Far fewer can demonstrate that the revenue is actually new. The difference is incrementality testing. Affiliate attribution has a structural problem that the industry has been comfortable ignoring for most of its existence. Last-click attribution — still the dominant model in most networks — assigns full revenue credit…
The same conditions that make enterprise brands worth investing in are the conditions that make enterprise SEO systematically hard to execute. Enterprise organisations have the budgets, the content teams, and the domain authority to win at organic search. Most of them do not. The gap between their potential and their actual organic performance is almost…
Generative engines don’t return a list of results. They return an answer. Here’s what that means for enterprise brand visibility. For twenty-five years, search engine optimisation was fundamentally a ranking exercise. Your goal was to appear in a list — ideally at the top — and earn the click. The blue link was the atomic…