The toolkit · four disciplines, one detective
What people search for, what they're shown, what it costs, and what it turns into.
Open a case on WhatsAppThe case files
Each worth doing alone. Only together worth paying for.
Every one of them fails quietly when the others are missing: content nobody searches for, spend on terms you already own, a plan nobody implements.
SEO
Make the pages that should rank actually rank. Technical health, content structure and search intent, worked page by page. At Beatus Spa this lifted organic traffic by 40% in three months.
Open file →Case file 02 · The neon signPaid media
Buy the demand organic cannot reach in time. Search and social campaigns built to bring customers in at a lower cost per customer, with conversion tracking wired before a single lira moves.
Open file →Case file 03 · The red stringStrategy
One plan, so the channels stop competing. Positioning, channel roles, content calendar and budget split, written down, with the handful of numbers that decide what happens next quarter.
Open file →Case file 04 · The keyGrowth
Turn attention into commercial conversations. Market research, offer and pricing input, partnerships and lead qualification, so the traffic marketing built points at something that pays.
Open file →What is not on the list
Said in the first conversation, not the third invoice.
No retainer that bills for reporting alone. No channel run in isolation from the ones feeding it. No number in a deck that you cannot find yourself in your own analytics.
If a brief needs design, development or media buying at a scale one person should not own, that gets said up front.
Rules of the trade
Eight rules every case follows.
- Measure before you touch anything. A baseline you did not record is a result you cannot prove.
- One query, one page. Most sites are competing against themselves before anyone else.
- Fix what search cannot read first. No content compounds on a foundation that will not crawl.
- Do not buy the terms you already own. Paid belongs where organic will not arrive in time.
- An untracked campaign is a donation. Wire conversions before the budget moves.
- Report the numbers you would act on. Impressions are not one of them.
- Traffic is not an outcome. Somebody has to buy something.
- If the plan is not written down, it is not a plan. It is a preference.
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