Field notes

Things I've tested, fixed, broken and learned.

Practical notes on SEO, paid media, analytics, websites, AI and whatever else I'm currently figuring out. Written while I'm still working it out, not years after.

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LatestContent strategy

Hub and Spoke Content Strategy: How I Built Topic Hubs for My Own Site

What a hub and spoke content strategy is, why it builds topical authority, and how I turned a pile of blog posts into three guided topic hubs.

6 min read16 Oct 2026
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Strategy

SEO vs Google Ads: Which Should a NZ Small Business Do First?

The two channels solve different problems on different timelines. How to pick based on the problem you actually have, rather than on which one you were told to do.

6 min read10 Sept 2026
Strategy

Why Most Digital Marketing Strategies Fail Before They Start

It's rarely the tactics. Six decisions to make before you spend anything on ads, SEO or social, and how to tell if your current strategy skipped them.

8 min read22 Mar 2026