Strategy7 min
Brand budget versus performance budget: how to set the split
Sales wants more leads, the board wants more awareness, and you have one number. Here is how to set a brand-performance split you can defend for a full year.
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Blog
Notes on growth and migrations
From practice. Not news items — the things we ran into ourselves and that you can reuse.
Measurement7 min
Share of voice as a KPI: what it does and doesn't tell you
Share of voice is appearing on more and more B2B dashboards. But what exactly are you measuring, and what decision does it drive? A sober look at a KPI that gets misused more often than it gets used well.
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GEO & AI visibility7 min
How to measure whether ChatGPT and Perplexity mention you
Your CRM says 'found you via ChatGPT', your analytics says nothing. Here is how to measure AI search visibility without expensive tools and without fooling yourself.
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GEO & Link Building7 min
Why your link profile matters more now that AI engines cite sources
You rank top three in Google, but ChatGPT names three other companies. That gap rarely sits in your own website. It sits in who writes about you.
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Migration7 min
The checklist we run through before a website moves
A migration rarely fails on the redirects themselves. It goes wrong in what was never mapped beforehand. This is the order we keep to.
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Strategy5 min
Why a GAP analysis after the migration is too late
Most migrations are prepared on technology and planning. Rarely on the question of whether you will still cover the same topics afterwards.
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Content6 min
Holding your tone of voice when you write a hundred pages at once
After a migration, dozens of pages often have to appear at the same time. That is exactly when brands dilute — unless you have set out beforehand how you sound.
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Rather talk it through?
Half an hour to go through your situation and say what we would tackle.