// insights

Insights

Growth marketing, AI, paid media and measurement. Page 7 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.

Explore this page
On this pageStart with a question

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

Independent by designinsights
The Content Refresh: Compounding Returns on Old Posts
7 min read

The Content Refresh: Compounding Returns on Old Posts

A systematic content refresh program turns aging posts into compounding traffic. The framework, the prioritization, and the checklist I use to refresh at scale.

ContentSEOMarketing Strategy
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Crawl Budget for Large Sites
7 min read

Crawl Budget for Large Sites

Crawl budget decides which pages search engines and AI crawlers ever see. A practitioner's playbook for steering crawlers to the pages that earn revenue.

Technical SEOSEO
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First-Party Data and the Post-Cookie Playbook
7 min read

First-Party Data and the Post-Cookie Playbook

First-party data is the durable foundation for measurement and targeting after third-party cookies. A practical playbook for collecting, modeling, and activating it.

AnalyticsMarketing StrategyAI
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Generative Search Optimization for Ecommerce
8 min read

Generative Search Optimization for Ecommerce

Ecommerce SEO now means getting product and category pages retrieved and cited by AI, not just ranked. The playbook for generative search on a storefront.

EcommerceSEOGenerative Search
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Modeling Content ROI: The Unit Economics of Organic
7 min read

Modeling Content ROI: The Unit Economics of Organic

Content ROI is how you defend and scale an organic program. A practitioner's model for the real cost, payback period, and compounding return of content.

MeasurementContentSEO
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The Digital Shelf: SEO on Marketplaces You Do Not Own
7 min read

The Digital Shelf: SEO on Marketplaces You Do Not Own

The digital shelf is where product discovery happens now. A practitioner's playbook for ranking on marketplaces with their own rules that you do not own.

EcommerceSEOMarketplaces
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llms.txt: A Guide for AI Agents, Not Crawler Control
7 min read

llms.txt: A Guide for AI Agents, Not Crawler Control

What llms.txt can help agents discover, why it cannot control crawlers or guarantee citations, and where robots.txt and ordinary SEO fit.

Generative SearchTechnical SEOAI Crawlers
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The Content Operating System: From Idea to Published at Scale
7 min read

The Content Operating System: From Idea to Published at Scale

Content operations turns strategy into published, ranking pages predictably. Here is the repeatable pipeline that beats raw volume without a real system.

ContentOperationsSEO
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Building an In-House SEO Team, and When Not To
7 min read

Building an In-House SEO Team, and When Not To

The in-house SEO team decision most companies get backwards. What to keep internal, what to hire out, and how to structure a hybrid that actually performs.

Marketing StrategyOperationsSEO
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// contact

Open a channel

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.

connect on linkedin ↗NOT ACCEPTING NEW CLIENTS