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Insights

Profit-first thinking,
plainly stated.

Senior-led writing on PPC, AI search and technical SEO, written and signed off by the founder, Nicholas Crane.

Data · Latest

Three Dashboards Claim One Sale. No Standard Picks Your Goal

Google, Meta and your affiliate can each claim the same sale. No shared standard tells you which outcome your channels answer to. Set your own.

Nic Crane
Technical SEO

The Facts That Close a Sale, and the Ones AI Cannot Read
AI Search

AI Answers Are Free to Appear In. The Auction Is Forming
Data

Safari Keeps Shrinking What Your Trackers See, and Server-Side Alone Won't Fix It
Paid Media

Paying Twice for a Customer Who Already Typed Your Name
Technical SEO

The AI Question Your Website Already Answered Without You
Paid Media

Your Product Feed Is the Storefront AI Reads First
Data

Four Rules To Give Claude Before It Touches Real Work
AI Search

The Crane Index™ Industry Report: Nineteen Benchmarks, One Test AI Engines Run on You
Paid Media

Some Businesses Should Bid Up on a Sunny Day. Others Should Spend Less
AI Search

The Fewer People Who Visit Your Site, the More Each One Is Worth
Paid Media

Google Ads Widens Where Your Budget Lands on 1 September. Fix What You Count First
Analysis

AI Overviews Are Costing You Clicks. Fix Your Attribution First
Data

Marking your own homework
AI Search

The FTSE 100 and Amazon Failed the Same Test. We're Running Every Industry Through It Next.
Paid Media

Your budget has a right answer
AI Search

AI Visibility: the three questions every machine asks about your business
AI Search

What is Answer Engine Optimisation (AEO)?
AI Search

Be the answer: how AI search decides who it cites
Data

Your CRM is lying about where leads come from
Technical SEO

Schema is how you win Google and AI at once
Paid Media

The efficiency ceiling: why more PPC budget stops working
Analysis

Most PPC spend is optimism with a budget

The measured work sits alongside the writing: the Crane Index™ research programme benchmarks AI readability industry by industry, every company named and every cohort re-run monthly.

The Crane Standard

The senior read,
once a week.

Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.

Nic CraneFounder, The Crane Consultancy

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