Insights on digital strategy, SEO, paid media, and marketing operations from the 3WH team.
Google resolves more queries on the results page now, and some informational traffic is gone for good. Citation slots are where the remaining opportunity sits, and they need different measurement.
A loose lead definition makes LinkedIn look expensive and Meta look cheap. Agree what qualified means with sales first, then judge the channel on cost per qualified opportunity.
For multi-location brands the map pack drives calls and visits at the point of decision, yet it rarely has an owner or a target. Review velocity, per-location reporting, and who is accountable.
The same buyer intent clears at lower prices on Microsoft's network, corporate desktops default to Edge, and LinkedIn profile targeting works inside search campaigns. Judge it on cost per qualified lead.
Publishing cadence is an output target, not a content strategy. Map what buyers actually search before writing, rework what already exists, and measure the programme in revenue.
GA4 files a session under Direct when it can't work out where it came from. A large Direct channel is usually a diagnosis of your measurement setup rather than a sign of brand loyalty.
Most of what gets sold as GEO or AEO is SEO fundamentals with a new invoice attached. The underlying shift in how buyers find shortlists is genuine, and worth separating from the packaging.
Google has pruned underperforming structured data types while doubling down on e-commerce markup and AI-readable signals. FAQ and HowTo rich results are gone for most sites, but structured data's value is expanding beyond rich results into AI readiness.
Campaigns run across several channels, the deal arrives through branded search, and everything upstream looks like it did nothing. Why that happens, and the only approach we've found that gets closer to the truth.
Consulting firms tick most B2B targeting boxes but rarely convert into pipeline. They take up 15 to 25% of delivery and inflate costs without contributing directly. Separating audiences that behave differently gives you control over where spend actually goes.
Across paid media, costs are rising. We're seeing it in LinkedIn, but not only LinkedIn. CPCs, CPLs, CPMs - all getting harder. That cost lands squarely on businesses. But the cheap clicks were always a bit of an illusion. The real shift is that paid media is becoming less forgiving of sloppy decisions.
A few years ago, saying TikTok might matter for SaaS sounded like a stretch. Now the gap between cost and attention on LinkedIn has widened enough that you start looking elsewhere. Here's where TikTok actually fits.
Nobody wakes up and decides to Google a funeral home. Until they do. When that happens, visibility, trust, and making it easy to call are what matter. Here's what we've seen work across dozens of funeral brands.
Meta can drive B2B pipeline. But only if you stop expecting it to behave like LinkedIn. Most B2B teams hesitate on Meta, but a B2B buyer is still a B2C user at lunch, on the train, at night. The question is how you use Meta rather than whether it works. Meta works. It's how you use it.
You're paying premium media costs, then losing people at the form. Most B2B lead gen still funnels through long forms that create friction and drive drop-off. Reducing fields, using enrichment, and rethinking format can significantly improve conversion without extra spend.
A step-by-step guide to inviting users, choosing the right roles, and avoiding the common mistakes that lock people out or give them too much access in Microsoft Advertising.
HubSpot forms load in iframes, so GA4 can't see submissions. Here's how to catch the postMessage event, push it to the data layer, and fire a proper GA4 conversion - step by step.
Travel looks like ecommerce and behaves nothing like it. The gap between first interaction and booking is where most of the marketing happens, and most setups measure the wrong end of it.
We'd love to hear what you're working on. Whether it's a specific problem or a bigger strategic question, let's have a conversation.