Writer
Aisha Verma
Head of Growth
12 years in technical SEO and performance media
Aisha runs acquisition across search, paid and lifecycle. She writes about the work that connects a channel report to pipeline — crawl and indexation, topical authority, incrementality testing and attribution that survives a privacy-first web.
- Technical SEO
- Topical authority
- Performance media
- Marketing attribution
- 3
- Articles
- 4
- Expertise
- SEO & Growth
Programmatic SEO without publishing thin pages
Templated pages at scale work when each one answers a question a person actually asked. Here is the threshold we hold them to before publishing.
AVAisha Verma1 min read - SEO & Growth
Attribution that survives a privacy-first web
Last-click reporting is now measuring a shrinking slice of reality. Modelled attribution plus incrementality testing is what replaces it.
AVAisha Verma2 min read - SEO & Growth
Building topical authority on purpose, not by accident
Publishing more is not a strategy. A pillar with genuinely supporting clusters is, and the internal linking is where most attempts fall down.
AVAisha Verma1 min read
ExploreKeep exploring
Guides
- Case study: 240 creator posts in one quarter without losing brand safety
Eighty-four creators, four markets, one brief. The operational decisions that kept quality consistent at that volume.
- Case study: replacing a nine-year-old CRM in fourteen weeks
Forty-one undocumented behaviours, 1.8 million records and a sales team that could not stop selling for a weekend. Here is how the sequencing worked.
- Short-form video: what is actually trending, and what just looks new
Most trend reports describe last quarter. These are the shifts that changed campaign economics rather than aesthetics.
- Case study: cutting retail LCP to 1.2s and lifting mobile conversion 11%
A mid-market retailer with a 3.4 second mobile LCP. Six weeks, no redesign, no re-platform — and a conversion result the finance team could sign off.