Resources
Practical notes, frameworks, and systems thinking on how businesses get found and chosen in search. Clear, concise, and built for execution.
Collection
Local Search
Google Business Profile, Bing Places, citations, and reviews. The listing work that decides whether you appear in the map pack, which for most service businesses is where the job actually starts.
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Websites
Building and structuring a service business website that search engines can read and buyers can act on. Platform choices, page structure, and the decisions that are expensive to reverse later.
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SEO
Foundational search work: what to fix first, how to research the queries that matter, and how to structure content so it survives being chunked and retrieved.
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Paid Media
Google and Microsoft search advertising, including Local Services Ads. Search-intent campaigns only. Nothing here covers social advertising, which I do not run.
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Measurement
GA4, Search Console, tag management, call tracking, and lead attribution. Instrument before you optimize, or the lift you produce is unattributable and the spend is unjustifiable.
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AI Search
How AI assistants and answer engines decide who to recommend, and what that changes about search work. Entity clarity, authority, and retrieval, rather than a separate discipline bolted onto SEO.
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