Review your SEO strategy making sure your rankings tools aren’t skewing your convictions. Write what you need to write and be there for the people who need it.

The best CPA's do most of their magic after the fact optimizing decisions that have already been made for the business. SEO can be viewed in a similar fashion.

Expansion and filtering aren’t sold effectively. The goal for ROAS is measuring what we want to spend on: predictable revenue against budgeted investment.

The value of organic rankings may not be immediately visible. When done well, though, the initial expense builds a growing traffic channel apart from ad spend.

Empathy is a requirement for effective collaboration, systems, and building a business that scales well without sacrificing the values that helped us succeed.