Skip to content
Afshaan

Insights

Thinking on growth, search and commerce

Short, practical pieces drawn from running paid and organic at scale. No filler, no theory for its own sake.

AI Search / AEO

AI search and SEO: what actually changes, and what does not

Answer engines are changing how people find information. The fundamentals that help them understand a site are the same ones good SEO has always rewarded.

6 min read

Performance Marketing

Diagnosing a declining ROAS before you cut the budget

When return on ad spend slips, the instinct is to cut spend. Usually the real problem is measurement, creative or funnel balance. Here is how to find it.

6 min read

Performance Marketing

Google Ads vs Meta Ads for eCommerce, and why it is the wrong question

Google captures demand, Meta creates it. For most eCommerce brands the answer is not one or the other but how the two work together.

5 min read

SEO

SEO that drives revenue, not rankings alone

Rankings are a means, not an end. The SEO that matters is the work that turns organic visibility into revenue the business can see.

6 min read

Discuss your growth challenge

If you are hiring for senior growth leadership, or you need a senior operator across paid, SEO and eCommerce, start a conversation.

Let's talkView the work