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Structured context on how search actually works

The context you need before the news makes sense

Two things live here. Guides that explain how search actually works, in the order the ideas depend on each other. And briefs — a dated record of what changed, why it mattered, and what to do about it.
Written to be read by people and retrieved by machines: every page is static HTML with structured data, every claim links to a primary source, and nothing is behind a form.

Topics

Marketing

Positioning, audience and channels — the cross-channel craft, plus a section per channel we actually work in.

Email & newsletters · Instagram · LinkedIn · X (Twitter)

PPC

Paid media: Google Ads, Microsoft Advertising and paid social - bidding, automation, measurement, policy and the parts of the platforms that quietly change.

13 modules · 99 min guide · 3 briefs · 9 sources

SEO

Organic search: ranking systems, Google/Bing product changes, AI search surfaces, technical SEO and the measurement that proves it worked.

13 modules · 94 min guide · 3 briefs · 11 sources

Latest briefs