Writing
Things I have learned by building, testing, fixing, and occasionally making something more complicated than it needed to be. The useful bits are below.
Which Page Should You Improve First? A Search Console Example
Follow a three-page Search Console comparison, check the content and recent edits, then choose one useful improvement. Includes a simple worksheet.
Just Because You Can Build It Doesn't Mean You Should
AI makes it easier for marketers to build tools and automations. How do we tell whether the output improves workflows, decisions and business results?
Umbraco Editor MCP Skills for Content Work
Use editable knowledge and reusable skills with the Umbraco editor MCP for drafting, SEO, analytics and QA. Includes examples and a free starter repository.
AI-agenter til marketing-workflows: 4 praktiske eksempler
Sådan bruger du AI-agenter til gentagelige marketing-workflows for SEO, content, CRO og paid media med klare input, QA-tjek og menneskelig godkendelse.
I Built Page Evidence to Find the Next Content Investigation Worth Running
Page Evidence is an open-source, local-first Google Search Console and GA4 or Matomo tool for investigating page changes and emerging questions without overstating the evidence.
Turn Search Console Queries Into an AEO Backlog
Use Google Search Console query data, surfaced pages, and page content to build a practical AEO backlog of buyer questions, answer gaps, and next actions.
The Hidden Half of the Query: Why the First Prompt Is Not the Full Brief
Keyword research shows how people begin an information journey. Conversational follow-ups reveal the context, constraints, corrections, and specificity they need next.
CRO When You Don’t Have Enough Traffic for A/B Testing
A practical low-traffic CRO playbook for marketers: when A/B tests are underpowered, use evidence-weighted decisions, qualitative research, and high-confidence landing page improvements.
A Thought on AI and Conversion Rate Optimization
A practical view from Conversion Boost Copenhagen on AI for conversion rate optimization: reduce hallucinations with structured data, agent workflows, and safeguards.
AI Marketing Workflow Examples: Turn Prompts into Reusable Skills
Practical AI marketing workflow examples for SEO, content, CRO, and paid ads, with inputs, stages, QA checks, and reusable skill patterns.
AEO Content Audit: How to Check if Your Content Is Retrieval-Ready
Run a practical AEO content audit for retrieval-ready content with checks for eligibility, extractability, composability, attribution, and AI answer readiness.
AI Retrieval Content Checklist: Structure Pages for Better Answers
A practical AI retrieval content checklist for passage-level structure, clear sections, trustworthy claims, and content that still works when extracted.
Build an AI-Ready Content Library with Umbraco, Webhooks and Zapier
Learn how to send Umbraco content to Airtable with webhooks and Zapier, keep it synced, and build an AI-ready content library you can search, query, and improve.
UTM Tracking Best Practices: Why Campaign Tracking Breaks
A practical guide to UTM tracking best practices, naming conventions, GA4 reporting, clean examples, and the small mistakes that break campaign attribution.
A/B Testing Is Easy. Interpreting It Isn’t.
A practical A/B test interpretation guide: power analysis, sample size, p-value and confidence interval reading, sequential testing, and SRM checks.
Guide: Build a Commercial ChatGPT Assistant
A practical guide to building a tailored ChatGPT assistant for sales and marketing work, with a focus on structure, context quality, and safe usage.
ChatGPT Prompt Template: Framework, Examples, and Copyable Prompts
Use this ChatGPT prompt template with a simple 5-part framework, copyable format, and practical examples for SEO, CRO, marketing, and content workflows.
LinkedIn Ads for B2B: Targeting, Budget, Retargeting and Mistakes
A practical LinkedIn Ads guide for B2B marketers: when the channel fits, how to think about budget and targeting, and how to avoid wasting spend.
Codegarden 2019 Recap — H5YR
A practical recap from Codegarden 2019 covering Umbraco 8, team learning, empathy, accessibility, and the community side of the event.
Codegarden 2018 Recap
My first Codegarden recap: Umbraco community, festival energy, V8 and headless previews, and practical lessons I took home.
Let’s Build a Raspberry Pi Retro Radio
How I rebuilt a 1940s Bang & Olufsen radio into a modern streaming device using a Raspberry Pi and Volumio.
How Do You Hire Your Own Boss?
An unconventional job search experiment: reverse the hiring process, publish what you want, and let your network surface the right opportunities.
Choose your particular kind of problem
Most of my writing lives in five parts of the work: getting useful content discovered, building AI-assisted workflows, making better decisions with imperfect experiments, connecting paid media to measurement, and documenting the projects that refuse to fit anywhere sensible.
Search & AI Discovery
SEO, AEO, query evidence, and the less glamorous structural work that helps good expertise get found.
AI & Automation
Prompts, assistants, agents, and workflows that remain useful after the impressive demo ends.
CRO & Experimentation
A/B testing, limited-traffic CRO, and making better decisions when the numbers decline to be decisive.
Paid Media & Measurement
B2B campaigns, LinkedIn Ads, UTM discipline, and reporting that remembers a cheap lead is not automatically a good one.
Field Notes
Projects, career experiments, community events, and useful lessons that ignored the content taxonomy.