// insights

Insights

Growth marketing, AI, paid media and measurement. Page 11 of 11.

Keep following the signal.

Earlier notes on the decisions behind marketing, search and AI. Use the guide for a starting point, or explore the articles in this part of the archive.

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On this pageStart with a question

Three useful places to begin, depending on the decision in front of you.

Independent by designinsights
How to Budget for SEO, and Defend It
7 min read

How to Budget for SEO, and Defend It

An SEO budget wins funding when you frame it as an investment with a return, not as overhead. How to build a budget that leadership will fund and protect.

Marketing StrategyOperations
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SEO Through a Merger: Consolidating Two Sites
7 min read

SEO Through a Merger: Consolidating Two Sites

Site consolidation can double your authority or halve it. The practitioner playbook for merging domains, content, and brands without torching organic equity.

Technical SEOMarketing Strategy
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Choosing an SEO Tech Stack Without Getting Sold
7 min read

Choosing an SEO Tech Stack Without Getting Sold

Most teams overspend on overlapping SEO tools and underuse every one. Choose a stack around the jobs you actually have, not the polished demo you were shown.

OperationsSEO
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Accessibility and SEO: The Same Work, Twice the Payoff
7 min read

Accessibility and SEO: The Same Work, Twice the Payoff

Accessibility and SEO are the same discipline from two sides. A working practitioner's guide to content that people and machines can perceive and understand.

SEOContent
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The Third-Party Script Tax on Site Speed
7 min read

The Third-Party Script Tax on Site Speed

Third-party scripts quietly tax your site speed and stability. A practitioner's playbook for governing tags so measurement stops wrecking your performance.

Technical SEOAnalytics
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URL Design That Ages Well
7 min read

URL Design That Ages Well

URL structure is a decade long commitment most teams make in an afternoon. The conventions that keep URLs clean, stable, and legible to people and machines.

Technical SEOSEO
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Pagination and Infinite Scroll Without Losing Rankings
7 min read

Pagination and Infinite Scroll Without Losing Rankings

Pagination and infinite scroll quietly hide content from crawlers. A practitioner's playbook for listing and archive UX that machines can fully reach.

Technical SEOSEO
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Redirects Without Regret: A Field Guide to 301s
7 min read

Redirects Without Regret: A Field Guide to 301s

Redirects preserve or destroy years of link equity depending on how they are handled. The status codes, the chains to avoid, and how to run a map that holds.

Technical SEOSEO
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Index Management: Deciding What Google Should Ignore
7 min read

Index Management: Deciding What Google Should Ignore

Index management is deciding which pages belong in search and which to hold out with noindex and canonicals. A practitioner's system for a clean index.

Technical SEOSEO
read ›

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Not taking on new clients right now, focused on the work in front of me. The best way to connect is LinkedIn, or a warm introduction from someone I already work with.

Carroll Consulting is the business entity behind my independent work.

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