Week of 2/4/26

When explaining Google Ads to clients, we sometimes use a simple analogy: a filing cabinet. The campaign is the cabinet itself. Inside it are drawers, which represent the ad groups. Within each drawer are hanging folders, the ads. And inside those folders are the individual pages, the keywords and descriptions.

Cabinet → Campaign
Drawers → Ad Groups
Hanging Folders → Ads
Pages → Keywords & Descriptions

It’s a simple way to visualize how campaigns are organized. Once that structure makes sense, it’s easier to have clearer conversations about what’s happening and why. ●

Week of 1/28/26

While working through URL mapping recently, we noticed something that tends to build up quietly over time: redirect chains. Pages get consolidated, URLs change, new content replaces old content, and before long one redirect points to another, which points to another. Nothing is broken, but things aren’t as clean as they could be.

It’s worth taking a look every so often. Long redirect chains slow things down, dilute signals, and make it harder for search engines and users to land where you actually want them to go. Cleaning them up is rarely urgent, but it’s part of good site hygiene. A little maintenance here keeps your structure clear and prevents small issues from compounding later. ●

Week of 1/14/26

Maintaining access to your digital assets matters more than most people realize. Your website, Google Business Profile, analytics, domains, and financial tools should always be owned and controlled by you. That means creating the primary account yourself and then adding users with the right permissions, rather than sharing usernames and passwords with vendors or employees.

We’ve seen what happens when this step is skipped. An employee sets up a profile and leaves. A developer controls the website login. Suddenly the business owner can’t make changes to their own properties. Even if you need someone to walk you through setting things up properly, it’s worth the effort. A little structure on the front end prevents a lot of friction later. ●

Week of 1/7/26

There’s a difference between advising from theory and advising from experience. A clean framework or a sharp slide deck can look good on paper, but it doesn’t execute itself. Strategy only matters if it can survive real-world constraints, tradeoffs, and follow-through.

We’re consultants, but we’ve also built, grown, and closed a multimillion-dollar business. We’ve been inside the work, not just adjacent to it. And we still are, whether that’s running digital ads, digging into data, supporting fractional finance, or coaching through real decisions. The value isn’t in the recommendation alone. It’s in knowing what actually works and doing the work when it needs to be done. ●

Week of 12/31/25

As the new year approaches, a lot of people start thinking about what kind of work they actually want to be doing. Not just what they can do, but what will be satisfying and sustainable over time. That kind of clarity rarely comes from setting louder goals. It usually comes from slowing down and taking a more honest look at yourself.

We often come back to three simple questions: Who are you, and how are you naturally wired? What are you genuinely good at? And what kind of work holds your attention without forcing it? When you look for patterns across those three areas, you start to see where your time and energy are best spent. We recently walked through this framework in a YouTube video and put together a practical guide to help work through it step by step for anyone who wants a structured place to start. ●

Week of 12/10/25

Working with a client recently, we noticed something subtle but important in Search Console: two different pages on their site were essentially synonymous. Google saw them as the same topic, which meant the pages were competing with each other instead of reinforcing a clear signal. Impressions were split, rankings were weaker, and nothing was technically broken, it just wasn’t clear which page should win.

It’s a good reminder to check your own Search Console. Are your core pages indexed? Are multiple URLs showing up for the same searches? Are you creating unintentional competition inside your own site? Sometimes the issue isn’t more content. It’s clearer content. ●