Demand, conversion, and the systems behind them
Practical articles on paid ads, Shopify, SEO, and building systems that compound. Clear thinking, useful detail.
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Generative Engine Optimization (GEO): How to Get Your Brand Cited by ChatGPT, Perplexity & AI Overviews
AI assistants now answer the questions buyers used to type into Google. GEO is how you get cited in those answers. Here's what actually moves the needle, and how it fits alongside traditional SEO.
What a Good ROAS Actually Looks Like for E-Commerce in 2025
Most e-commerce brands benchmark ROAS wrong. Here's how to set targets that account for margins, customer lifetime value, and market maturity.
What the PHP2Shell vulnerability means for your website
Two critical PHP vulnerabilities, known as PHP2Shell, were fixed on October 21, 2026. How to check your PHP version and what to ask your host.
How to check your Google Ads conversion tracking works
Where to read each conversion action's status, how to test it after a real ad click, and why Google Ads numbers can differ from Shopify or GA4.
What Google says about penalizing AI content
Google's own pages don't ban content made with AI. What they do say, with their dates, and a checklist to run before you publish.
How to tell if your website has been hacked
Google's Security issues report is where to look first. Two checks need no developer, and some hacks hide from you while Google sees them.