The blog.
Practical guides on shipping software, automating operations, and integrating AI, written by the people who build it.
How these are written: we use AI in our writing process. The research, the sourcing, the arguments and the judgement calls are ours, and every factual claim is checked against a primary source before it goes up — usually the vendor’s own documentation, quoted and linked. We would rather say that plainly than have you wonder. The longer version is here.
107 articles, page 3 of 18
What actually counts as a lead?
Reporting tools count events. You count people who might buy. Nobody agreed which one the word meant, and one dropdown quietly multiplies the difference.
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Why automations fail silently, and what to monitor instead.
Error alerts catch errors. The failures that cost real money are recorded as successes, and zero of something is not an error anyone gets emailed about.
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Search terms vs keywords: where Google Ads budget leaks.
Your keywords expand to close variants automatically. Google documents that your negative keywords do not. The matching leans one way, and it is not yours.
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Your testimonials page is the least believable thing on your website.
The stars you are hoping for in search are explicitly unavailable for reviews you control, widgets included. The reason that rule exists is the same reason the page underperforms.
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How many pages should a small business website have?
The usual way the count gets inflated is a page for every surrounding town. Google describes that arrangement almost word for word in its spam policies.
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Are those free website audit emails worth reading?
Every finding in it is true. That is the trick. One question separates a real observation from a generated one, and you can check the answer yourself for nothing.
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