Digital advertising
Reviewing negative keywords
Negative keywords are not merely a spending cut. Overbroad exclusions can prevent suitable customers seeing ads; evaluate search intent alongside the actual service.
Read the guideYULEE JOURNAL
Guides to websites, e-commerce and digital marketing
Practical guides on web, branding, content and growth for your business.
AllE-commerceSocial mediaWeb designSEO and contentTechnical infrastructureStrategyDigital advertisingBrand and designCRM and automationAnalytics and measurement
Digital advertising · 2 min readPlanning an advertising budget
Assess initial budgets alongside customer acquisition cost and sales capacity. Money paid to the advertising platform is separate from production and management costs.
Digital advertising · 2 min readPreparing Google Ads conversion tracking
A button click does not prove an enquiry was stored. Optimising without separating successful submissions from failed attempts can make missing enquiries appear successful.
E-commerce · 2 min readAn e-commerce launch checklist
Opening a store does not prove its purchase flow works. Use the payment provider’s appropriate test environment to check orders, operational information and notifications together before launch.
E-commerce · 2 min readPlanning product photography
Discovering shot requirements on the filming day wastes time and consistency. A planned list covering product families, variants and publishing channels reduces the need for reshoots.
E-commerce · 2 min readPlanning store categories and filters
Filters work only when product data is reliable. Before adding categories, identify the attributes customers compare and normalise inconsistent attribute names to improve browsing.
E-commerce · 2 min readChecking product page content
Customers who cannot inspect a product should not have to guess. Clear specifications, correct variant images and visible delivery conditions support comparison and purchasing decisions.
SEO and content · 2 min readBusiness information for local SEO
Local visibility starts with accurate business information. Rather than creating many city pages, explain your real service area, contact options and relevant conditions clearly.
SEO and content · 2 min readWriting page titles and meta descriptions
Titles and descriptions should represent the page accurately. Claims beyond its scope can win clicks but create false expectations and undermine trust in the content.
SEO and content · 2 min readInternal links between articles and services
Internal links should offer a meaningful next step. Rather than turning every paragraph into a sales link, connect the topic naturally to a relevant service and another guide.
SEO and content · 2 min readPlanning content around search intent
Two people searching the same term may need different answers. Instead of adding words for length, identify their question, decision stage and required evidence.
Web design · 2 min readA roadmap for a website redesign
A redesign involves more than appearance. Existing content addresses, customer forms and search visibility belong in the transition plan; old pages should not be deleted arbitrarily.
LET’S GET STARTED
Tell us what you need. Let’s plan your project.
Contact us for a new website, e-commerce platform or ongoing agency support. We’ll review your situation and outline the scope and schedule.
