ENGINEERING LOG
We write about what we build
Technical deep dives, case studies, and the thinking behind our automation systems and performance frameworks — straight from the engineers building them.
Performance marketing
Your paid search playbook is obsolete: The AI Overviews shift
Google's AI Overviews have fundamentally reshaped search results. Your traditional paid search playbook is now obsolete, risking inefficient spend and missed opportunities.
Content Strategy
AI citations: why your Google ranking isn't enough anymore
Your content strategy needs to evolve. Google rankings alone no longer guarantee visibility in the age of AI-powered search, risking your online authority.
SEO
Beyond Google's claims: Backlinks still drive search performance for Australian businesses
Google maintains that backlinks are not a top three ranking factor. However, a recent survey of 131 SEO professionals suggests otherwise, placing them second only to relevance. For established Australian businesses, understanding this distinction is crucial for building a durable organic search presence.
Performance marketing
Microsoft Conversions API: A critical opportunity for accurate ad measurement
As browser-based tracking diminishes, Microsoft Advertising has released documentation for its new Conversions API (CAPI). This server-side solution offers established Australian businesses a robust path to secure precise conversion data and improve their advertising efficacy.
Content Strategy
Why raw search volume hid 21 queries worth writing for.
Six weeks of our own Search Console data surfaced 21 queries no keyword tool reports. We explain why volume-first keyword selection screens out the terms most worth writing for.
Performance marketing
Google Ads automation demands better measurement for Australian businesses
Google Ads is automating more decisions than ever before, shifting control away from traditional campaign management. For established Australian businesses, relying solely on platform metrics now means operating with a critical blind spot, risking inefficient spend and unclear returns.
Artificial Intelligence
Optimising document workflows with AI: Integrate, don't add apps
Fragmented document processes cost established Australian businesses time and money. We detail how AI can streamline existing systems by integrating, rather than introducing more apps to your tech stack.
Artificial Intelligence
AI agents for Google Ads need a strong foundation first
AI agents for Google Ads are generating significant hype, yet many established businesses misunderstand the prerequisite for real value. We outline why a robust foundation of documented knowledge and clean data is critical before any AI implementation.
SEO
AI search citations often hide your brand: a warning for Australian businesses
New data reveals a critical shift in how AI search attributes content: your work may be cited, but your brand name is often absent from the generated answer. For established Australian businesses relying on online presence, this signals a need to re-evaluate traditional content visibility strategies.