Blog

Writing on growth, search and measurement

Organised into topic clusters that build on each other, rather than published as disconnected posts. No listicles.

The short answer

The Ft. Social Crew blog covers SEO cost and scope, staffing models, attribution, programmatic SEO quality gating, answer engine optimisation and conversion research — each organised into a topic cluster that supports a pillar page.

SEO
Growth
Analytics
AI Search
CRO

SEO6 min read

How much does SEO cost — and what actually drives the number?

A breakdown of what sits behind an SEO retainer, why quotes vary so widely, and how to tell a scoped proposal from a guess.

10 January 2026

Growth7 min read

Agency, freelancer or fractional team — which staffing model fits

The three models solve different problems. Choosing the wrong one is the most common and most expensive growth-staffing mistake.

11 February 2026

Analytics8 min read

Why last-click ROAS makes every channel look profitable

Channel-level return figures routinely sum to more revenue than the business actually made. Here is the arithmetic behind that.

12 March 2026

SEO9 min read

Programmatic SEO at scale without the thin-content penalty

Generating thousands of pages from structured data is straightforward. Keeping them worth indexing is the actual discipline.

13 April 2026

AI Search10 min read

Answer engine optimisation: structuring content so AI can cite it

AI Overviews, ChatGPT and Perplexity extract differently from how search engines rank. The structural changes are small and specific.

14 May 2026

CRO6 min read

Most A/B tests fail because the research stage was skipped

Testing without a hypothesis derived from evidence is guessing with extra steps and a statistics bill.

15 June 2026

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