SEO and growth
insights from
real client work.
Not recycled advice from marketing blogs. What I write here comes from active client engagements, patterns I’m seeing in the data, and things I’ve found in places most practitioners aren’t looking.
“The difference between a practitioner’s insights and a blogger’s insights is that the practitioner is living with the consequences of being wrong.”
— UGO AnumsAll articles
Updated as new work is publishedI Read Google’s Head of Search Testifying Under Oath. Here’s What He Admitted.
The Pandu Nayak antitrust testimony, the 2012 Site Quality Score patent, and the Hal Varian internal email — read together, they reveal how the algorithm actually works.
SEO for Nigerian Businesses: What Actually Works (And What’s Wasting Your Budget)
Most Nigerian businesses start SEO at the wrong layer. Nine years and 40+ clients reveal which layer actually drives revenue — and why blog posts aren’t the answer.
The Best SEO Companies in Nigeria (2026): 8 Firms, One Honest Ranking
I applied five criteria to every firm on this list — including my own. Verifiable results, revenue-first thinking, honest timelines, client validation, and accountability. Here’s what the Nigerian SEO market actually looks like when you strip away the claims.
Why Your Organic Traffic Is Growing But Sales Aren’t
Rankings improving, traffic growing, conversions flat. The problem is almost never the traffic. It’s the gap between what Google sends and what the page does with it.
SEO and CRO Are the Same Job. Someone Lied to You.
Most businesses run SEO and CRO as separate operations. That gap is where their revenue disappears. A B2B SaaS audit, a 1,002% checkout lift, and what integrated actually looks like.
What Does SEO Actually Cost in Nigeria? The Honest Answer.
Any agency quoting you a price before auditing your site is guessing. Nine years in, here’s what actually determines what SEO costs — and when it’s the wrong investment entirely.
How to Get on the First Page of Google in Nigeria
Most guides skip the first two stages of Google’s ranking pipeline entirely. A real estate case study, Pandu Nayak’s sworn testimony, and 9 years of client work reveal the correct sequence.
The crawl budget problem killing your indexation. And how to find it in 30 minutes
Google has a finite amount of time it will spend crawling any given site. If you’re wasting it on low-value pages, your important pages get ignored.
Coming soonTopics covered
in this publication.
SEO Strategy
How search actually works, based on primary sources — patents, court testimony, documented algorithm behaviour. Not SEO blog speculation.
Conversion Rate Optimisation
The mechanics of turning traffic into revenue. Funnel analysis, landing page strategy, behavioural data, testing frameworks.
Growth Frameworks
How to build organic growth systems that compound — content, authority, technical health, and the sequence that makes all three work together.
Paid Media Strategy
When paid makes sense, how to structure it, and how to integrate it with organic so both amplify rather than compete.
Content Strategy
Search intent mapping, content architecture, the difference between content that ranks and content that converts. And how to build both.
Honest industry takes
Things the SEO industry gets wrong, overstates, or repeats without evidence. Read with appropriate scepticism — including what I write.
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