These aren't separate disciplines. A paid media problem is usually an analytics problem wearing a disguise, and an SEO problem is often a site build problem.
Paid media is the fastest way to buy attention and the fastest way to waste money. Everything here comes from managing spend at scale, where the gap between a good account structure and a bad one is measured in six figures a month.
Search intent is the most valuable signal in marketing. Campaign structure, Performance Max, bidding, and the tracking that has to be right before any of it works.
On Meta, creative is the targeting. Creative testing cadence, account structure, signal quality, and why most accounts plateau at the same point.
TikTok punishes anything that looks like an ad. Native-first creative, hook structure, and what transfers from Meta - and what doesn't.
Being ranked and being cited are different problems. AI SEO, sometimes called Generative Engine Optimization, is the work of making a site readable and quotable by ChatGPT, Perplexity and Google's AI Overviews.
Technical foundations, content structure and local search. Most sites lose rankings to fixable technical problems long before content is the real issue.
If the tracking is wrong, every decision downstream is wrong. GA4, conversion tracking, server-side setup and attribution - the unglamorous layer everything else depends on.
Practical AI for marketing work: what it genuinely does well, what it doesn't, and how to tell the difference before you build on it.
Workflow and agent systems in Make.com and n8n. Building automations that survive contact with real data instead of breaking the first time something unexpected arrives.
WordPress, Shopify, performance and the technical decisions that determine whether a site can rank and convert at all.
Conversion rate optimisation: forms, layout, page speed and the structural choices that move revenue more than a redesign does.
Product feeds, Shopify, catalogue structure and the paid media that sits on top of them.