The blog
Writing from the team.
We write about what we work with: search, AI search, advertising, web and measurement. Every post has a named author, and everything builds on what we do in the assignments.
Technical SEO
SEO in a platform migration: move without losing your rankings
A platform migration is the riskiest thing a site can do to its visibility, and the thing most often done in the wrong order.
Hans Sandblom · 19 June 2026On-page SEO
Smaller catalogue, stronger SEO: when fewer pages rank better
More product pages isn't more SEO, often the opposite.
Hans Sandblom · 19 June 2026Advertising
Focus the ad budget: why a few campaigns beat many
A small ad budget spread across many campaigns rarely works.
Angelica Sandblom · 16 June 2026Conversion
Conversion, not traffic: the metric that actually counts
More visitors isn't a result in itself.
Angelica Sandblom · 16 June 2026Accountability
Green report, red business: when marketing doesn't deliver results
An agency can show green numbers every month while your business loses money.
Alexander Larsson · 15 June 2026Advertising
Google Ads when the purchase is expensive
The more expensive and considered the purchase, the stronger the case for search advertising.
Alexander Larsson · 15 June 2026How we work
No juniors between you and the work
Most agencies are sold by a senior and delivered by a junior.
Simon Torngren · 13 June 2026AI search
How to stay visible when AI writes the answers
More and more buying decisions start in an AI answer instead of a results list, and then ranking is not enough: you need to be citable.
Hans Sandblom · 12 June 2026The model
Consultant or agency? Wrong question
The choice is usually framed as consultant or agency, but most companies need parts of both and are forced to give up half.
Simon Torngren · 11 June 2026Measurement
Data is not the same as a decision
Most companies measure more than ever and decide just as slowly as before.
Linus Fahlén Evaldsson · 10 June 2026The model
Why we work with a price cap
Hourly billing rewards an agency for working slowly.
Simon Torngren · 9 June 2026Local presence
Does the agency's location matter?
Many pick an agency by postal address, as if proximity to the office decided the quality of the digital work.
Linus Fahlén Evaldsson · 7 June 2026B2B
B2B search is not e-commerce
The same SEO method is often used for B2B as for e-commerce, though the two have almost nothing in common.
Hans Sandblom · 5 June 2026Marketing strategy
Marketing is not a channel question
Many companies buy marketing as channels: one agency for SEO, one for ads, one for social.
Alexander Larsson · 4 June 2026