// blog
Blog
Stories from the work and the ideas underneath them. Alongside it runs The Data Pit, my data-journal series on separating signal from noise, how people actually decide, and the use and misuse of data in marketing.
You Can’t Automate What You Don’t Systemise
A developer handed over gigabytes of code and told me the valuable part was a few kilobytes of plain text. She was right, and the reason decides what your business is worth.
4 September 2026
Be the Citation: SEO in a Zero-Click Search Environment
I spent years buying votes for a living. Then Google finished building the machine that could tell.
Shoreside Maritime Training Is Closing Its Log
Six years, ninety articles, and proof you can build real authority online from nothing but what you know.
Data Dredging
When the data will confess to anything.
Content Shield Is Dead. Long Live the Citation.
I built a door to keep AI plagiarists out. Now it’s everyone’s front door. A retrospective on calling it early, and calling it right.
It’s Rare to See a Sale Increase Revenue
A client obsessed with flash sales, and the formula that got them from twice a month to twice a year.
The blog
The wider notebook: repair over replacement, conviction over polish, brand codes, vanity metrics, and what an allotment full of people in their seventies taught me about community. Stories from the work, and the thinking underneath.
Read the blog → Data journalsThe Data Pit
Marketing maths for marketing leaders (without PhDs). The Cobra Effect, Simpson’s Paradox, sampling bias, and the other quiet ways a dashboard lies to you.
Read the Data Pit →