When Does It Actually Make Sense to Build a Campaign Microsite on a New Domain?
Someone in every marketing meeting suggests it: what if this campaign had its own site? Its own domain? Sometimes that's the right call — but far more often it's an expensive mistake dressed up as a creative decision. We know the cost precisely, because we launched on a brand-new domain and documented every day of it. Day one produced two impressions. Meaningful traffic took five months. Here's what that means for your campaign, and the six situations where a separate domain is genuinely worth it.
How Google Calculates Crawl Budget — And What Actually Gets You More of It
Most SEO conversations focus on what Google thinks of your content after it's been crawled. But there's a step that happens before any of that — one that most businesses barely think about — and it has a direct effect on how quickly your site responds to the work you're doing. That step is crawling. Here's how crawl budget actually works and what you can do about it.
How Many Pages Should Our Website Have?
"How many pages should our website have?" It's one of the most common questions we get from clients, and the honest answer is: it depends. But not in a vague, noncommittal way. There's a real framework for figuring out the right number of pages — and it has everything to do with what your business does, where you do it, and what your customers are actually searching for.