SEO and SEA belong together for me, and measurement belongs to both. I do the keyword research and the ads, but I check first whether the tech and the tracking are getting in the way of the content.
What I do
- Keyword research and content planning with Ahrefs and Google Search Console
- Setting up and steering ads in Google Ads, and advertising through Meta, LinkedIn and Pinterest
- Checking the tech behind SEO: redirects, canonicals, hreflang, indexing and load time
- Setting up tracking in Google Analytics 4 and Google Tag Manager, including consent and events that hold up
- Running A/B tests and turning the outcome into a decision
- Writing for AI answers and not only for ten blue links
Where this comes from
SEO and SEA ran through almost every role I have had, from Unicorn Displays and HyperMe Marketing to KBenP, where I did it for several business units at once. A/B testing and reporting to management and stakeholders came with it. In 2023 I took the Google Analytics course, in 2025 the Google course on generative AI and in 2026 a course in AI SEO and GEO.
Why this works
A page that is well written but never indexed earns nothing. And a number from a badly configured tag produces a decision that rests on nothing. So I always check the tech and the tracking first, and only then look at the content.
Read on
The blog sets out how I deal with tracking that no longer holds up, and the dashboard demo shows how those numbers then come together.
