Short pieces from live engagements, with the data attached. No predictions, no frameworks, no listicles. If a number appears here it came from an account I ran.
Eight placements, one budget, six months. The ranking by click-through rate and the ranking by cost per lead were almost exactly inverted. Here is the data and what it costs you to ignore it.
Search engines and answer engines run on entity resolution, not keywords. If your name resolves to something other than your business, every dollar of demand you generate lands somewhere else.
Optimising a page to rank will not get it quoted inside an answer engine. The two systems want different things from your content, and most SEO advice still only addresses one of them.