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Notes from the field

Behind-the-campaign thinking and industry notes. The how-to guides live on Mysticrubs ↗.

Jul 15, 2026· 4 min readSEOProcess

Behind the numbers: how I audit a site before touching its SEO

I don't start SEO work with keyword tools. I start with three questions that decide whether SEO is even the right investment.

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Jul 15, 2026· 1 min readMeta AdsData

What building ML models taught me about ad targeting

I published machine learning research before I ran ad campaigns. The overlap is bigger than you'd think — and it changed how I structure every account.

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