// BLOG
Field notes, reports, experiments.
What our team learned this week. None of it is speculation; each piece is grounded in a real case, a test, or a hands-on data analysis you can apply.
- SEO
Choosing a digital marketing agency: scope and KPI contract
Choosing a digital marketing agency: write the scope channel by channel, tie a KPI and stop rule to each, and put account ownership and exit in the contract.
By Roozbeh Nazari3 min read - Industry
Health tourism consulting: the marketing-side scope
What the marketing side of health tourism consulting covers and what it does not: demand analysis, regulation, channel plan, measurement, 8 proposal questions.
By Roozbeh Nazari3 min read - SEO
SEO-friendly website: a 25-point technical checklist
What makes an SEO-friendly website: a 25-point technical requirements list to hand your developer before a new site is built; crawling, speed, multilingual.
By Roozbeh Nazari3 min read - Analytics
What is Google Analytics 4: setup and the first 10 reports
What Google Analytics 4 is, how to set it up and which 10 reports to open in the first week: account, property, data stream, events, key events, reading order.
By Roozbeh Nazari3 min read - SEO
What an SEO specialist does: a competency map
What an SEO specialist is and does: a competency map across technical, content, data and communication, with three levels and the questions to ask when hiring.
By Roozbeh Nazari3 min read - SEO
AI article writer: Google's policy and a safe process
What Google's three documents say about AI article writer tools, and a safe production process built on brief, verification, editing and transparency.
By Roozbeh Nazari3 min read - Paid Media
Instagram advertising: setup for clinics and B2B
Instagram advertising guide: boost versus Ads Manager, account and measurement setup, the compliance layer for clinics and audience and form design for B2B.
By Roozbeh Nazari3 min read - Industry
Health tourism advertising: a compliant channel plan
Health tourism advertising channel by channel: a compliance table built on the domestic/international split under the 12.11.2025 regulation and platform rules.
By Roozbeh Nazari3 min read - SEO
Google Search Console guide: 7 reports, 7 decisions
A Google Search Console guide: Performance, Page indexing, URL Inspection, Sitemaps, Core Web Vitals, Links and Manual actions, one decision per report.
By Roozbeh Nazari3 min read - SEO
Istanbul SEO agency: local agency or international team?
Looking for an Istanbul SEO agency? A decision guide comparing a local agency with an international team on five criteria, plus shortlist questions.
By Roozbeh Nazari3 min read - SEO
What is GEO: Generative Engine Optimization in 2026
What is GEO, what does it mean, and where does Generative Engine Optimization diverge from SEO? Origin, the 2026 definition and four conditions for being cited.
By Roozbeh Nazari3 min read - Paid Media
Advertising on Google: account setup to first campaign
Advertising on Google step by step: account setup, billing and conversion setup, the first Search campaign, and how the cost of advertising on Google is formed.
By Roozbeh Nazari3 min read - SEO
People also search for: the SERP opportunity
How the people also search for box works, how it turns into an intent map, and how to use it in a content plan without a single volume figure.
By Roozbeh Nazari3 min read - Industry
What a health tourism agency does: facilitator vs. agency
What does a health tourism agency do, how do licensed health tourism facilitators differ from a marketing agency, and which should a clinic work with, for what?
By Roozbeh Nazari3 min read - SEO
What is SEO? Search engine optimization in the AI era
What is SEO, what does the acronym mean, and what does search engine optimization cover in the AI search era? Definition, three layers, a 2026 order.
By Roozbeh Nazari3 min read - SEO
Site speed test: PageSpeed, Lighthouse and CrUX explained
Why site speed test results never agree: what PageSpeed, Lighthouse and CrUX each measure, the field vs lab data difference, and the right reading order.
By Roozbeh Nazari3 min read - Paid Media
What is Google Ads: campaign types and a 2026 starter plan
What is Google Ads, what are its six campaign types for, and how should a business starting from zero plan its first 60 days? Measurement first, budget second.
By Roozbeh Nazari3 min read - Industry
Choosing a health tourism advertising agency: 10 criteria
Choosing a health tourism advertising agency: 10 criteria that test regulatory knowledge, platform policies, language capacity, patient data and measurement.
By Roozbeh Nazari3 min read - SEO
What is Google AI Mode: what changes for brands in Türkiye
What is Google AI Mode, when did it launch in Türkiye and how does it differ from AI Overviews? A practical look at content, technical and measurement prep.
By Roozbeh Nazari3 min read - SEO
How to choose an SEO agency: a proposal comparison template
Choosing an SEO agency? Put three proposals in one table: a 12-row template scoring scope, deliverables, access, reporting and exit terms before price.
By Roozbeh Nazari3 min read - Analytics
Looker Studio SEO dashboard for clinics: GSC + GA4
A Looker Studio SEO dashboard for clinics: two Search Console data sources, GA4 connector quotas, a locale-based page structure and the charts to leave out.
By Roozbeh Nazari3 min read - Industry
Doctor profile pages on clinic sites: E-E-A-T and regulation
Physician profile pages on a clinic site: verifiable credentials for E-E-A-T, Person and Physician schema, regulation-safe wording, four-language consistency.
By Roozbeh Nazari3 min read - SEO
Multilingual sitemap architecture: locales and crawl budget
Sitemaps for a multilingual site: one file per locale or a single index, moving hreflang into the sitemap, lastmod discipline and which URLs to leave out.
By Roozbeh Nazari3 min read - SEO
SEO consultant monthly meeting: agenda and decision log
The structure that makes the monthly SEO consultant meeting work: a 45-minute agenda template, a decision log format and the topics that never enter the room.
By Roozbeh Nazari3 min read - SEO
SEO consulting contracts: scope, KPIs and exit clauses
What an SEO consulting contract should define: two-way scope, KPI selection, reporting duties, data ownership and exit clauses. Ten checks before signing.
By Roozbeh Nazari3 min read - SEO
Technical SEO for international patients: Core Web Vitals
Measuring Core Web Vitals on the networks patients in the Gulf, Iran and Europe actually use: country-level CrUX, RTL fonts, galleries and third-party scripts.
By Roozbeh Nazari3 min read - Paid Media
Organic and paid sync in health tourism: one funnel
Running SEO and Google Ads as one funnel in health tourism: a shared query map, shared landing pages, a budget-shifting rule and GA4 measurement.
By Roozbeh Nazari3 min read - Industry
Medical tourism content calendar: reading seasonal demand
Building a medical tourism content calendar without a volume table: reading seasonal demand with Search Console, Google Trends and source-market calendars.
By Roozbeh Nazari3 min read - SEO
Perplexity and Gemini citation sources: a manual analysis
How to analyse which sources Perplexity and Gemini show for Turkish-language queries without an aggregate dataset, using a repeatable prompt set.
By Roozbeh Nazari3 min read - SEO
Competitor clinic analysis: the citation gap without tools
How to find where competitor clinics are cited without a paid link tool: structural citations, Search Console, search operators and an AI answer sample.
By Roozbeh Nazari3 min read - Analytics
Patient coordinator and CRM: source-to-booking attribution
Source-to-appointment attribution in a clinic CRM without relying on the coordinator's memory: data model, coordinator workflow, stages, feedback loop.
By Roozbeh Nazari3 min read - SEO
Google's YMYL assessment: a checklist for clinic websites
A site-level YMYL checklist for clinic websites based on Google's September 2025 quality rater guidelines: identity, trust, authorship and experience.
By Roozbeh Nazari3 min read - Industry
Before/after gallery: regulation, UX and SEO setup
A clinic before/after gallery under Turkey's November 2025 promotion regulation: consent and withdrawal flow, honest presentation, image SEO, technical setup.
By Roozbeh Nazari3 min read - SEO
Persian SEO: search realities for clinics targeting Iran
Persian SEO for clinics attracting patients from Iran: the role of organic search when ads are closed, Persian query patterns, hreflang and accessibility.
By Roozbeh Nazari3 min read - SEO
SEO reporting: what to ask your consultant for
The one-page report to ask your SEO consultant for: from your own Search Console and GA4, five blocks that start with business outcome, and what is decoration.
By Roozbeh Nazari3 min read - SEO
Clinic schema guide: MedicalClinic, Physician and FAQ
Setting up MedicalClinic and Physician schema for clinic sites, multilingual consistency, review constraints and the removal of FAQ rich results in May 2026.
By Roozbeh Nazari3 min read - Analytics
Cookieless attribution: a first-party data plan for clinics
A first-party data plan a clinic can build in six months: consent and consent mode, CRM identity, server-side collection and offline conversion write-back.
By Roozbeh Nazari3 min read - Industry
Patient flow from MENA to Turkey: reading search demand
A method for reading patient demand from MENA countries with Google Trends, Search Console and Keyword Planner, and which figures are not published and why.
By Roozbeh Nazari3 min read - SEO
Clinic site migration: how to prevent ranking loss
A clinic site migration guide to prevent organic loss: pre-launch inventory and mapping, redirect rules, a launch-day checklist and eight weeks of monitoring.
By Roozbeh Nazari3 min read - SEO
Technical SEO indexing problems: a diagnosis and fix flow
One flow for answering why a page is not indexed: reading Search Console statuses, verifying with URL Inspection, finding the root cause, proving the fix.
By Roozbeh Nazari3 min read - SEO
Agency or SEO consultant? A decision matrix
A five-criterion decision matrix for choosing between an agency and an independent SEO consultant: capacity, scope, speed, dependency and cost.
By Roozbeh Nazari3 min read - SEO
llms.txt and AI crawler management: an access strategy
A framework for deciding what to open to AI crawlers: separating training, search and user bots in robots.txt, where llms.txt fits, and log checks.
By Roozbeh Nazari3 min read - Industry
Medical tourism price pages: transparency and compliance
The three tensions of a clinic price page: patients expect transparency, the promotion regulation limits fee information, conversion needs certainty.
By Roozbeh Nazari3 min read - Analytics
WhatsApp Business API patient funnel: setup and attribution
How to wire the WhatsApp Business Platform into a clinic funnel: account setup, template categories, webhooks, CRM mapping and source attribution.
By Roozbeh Nazari3 min read - SEO
The first 90 days of an SEO consulting engagement
What happens in each of the first three months of an SEO engagement: access and measurement, diagnosis, prioritisation, and the first implementation wave.
By Roozbeh Nazari3 min read - SEO
Technical SEO checklist for Arabic and Persian sites
The technical SEO items most often missed on RTL sites: dir and lang, logical CSS, percent-encoded slug length, ZWNJ and numeral formats.
By Roozbeh Nazari3 min read - SEO
Health tourism keyword research in four languages
Collecting patient queries in TR, EN, AR and FA: the traps the languages themselves create - suffixes, letter variants, ZWNJ and transliteration.
By Roozbeh Nazari3 min read - SEO
Content format for AI search: passage citability
Content format for being cited in AI answers: self-contained paragraphs, a heading hierarchy that answers questions, and the cost of over-fragmenting.
By Roozbeh Nazari3 min read - SEO
Patient reviews and E-E-A-T: reputation signals
Two constraints on building reputation signals in health tourism: Turkiye's health promotion rules and how Google treats reviews you control.
By Roozbeh Nazari3 min read - SEO
SEO consulting pricing models compared
Retainer, project and performance-based SEO consulting models compared: which one works when, and where each of them breaks.
By Roozbeh Nazari3 min read - Analytics
Server-side tagging: setup decisions and cost
The server-side tagging decision: which setup form, which cost items, and when not building it is the better call. No price figures.
By Roozbeh Nazari3 min read - SEO
Next.js technical SEO: proxy, canonical, locale
Next.js 16 replaced middleware with proxy. The traps in proxy, canonical and locale setup on multilingual Next.js sites.
By Roozbeh Nazari3 min read - SEO
Health tourism landing page anatomy
A landing page structure for international patients: section order, verifiable proof, compliant language and form design.
By Roozbeh Nazari3 min read - SEO
Google Business Profile for clinics
Google Business Profile for clinics seeking international patients: categories, name rules, reviews and profile-to-site consistency.
By Roozbeh Nazari3 min read - SEO
ChatGPT brand visibility: a 100-prompt benchmark setup
How to build a fixed 100-prompt benchmark for measuring your brand’s visibility in AI answers: set design, run protocol and scoring rules.
By Roozbeh Nazari3 min read - SEO
Technical SEO audit: a 20-item production checklist
A 20-item technical SEO audit you can run in half an hour on production: crawlability, indexing, multilingual setup, performance and AI crawler access.
By Roozbeh Nazari3 min read - SEO
Health tourism SEO: building a 4-language demand map
A method for building the demand map in TR, EN, AR and FA from your own data: seed sets, intent layers, verification sources and their limits.
By Roozbeh Nazari3 min read - SEO
12 questions to ask before hiring an SEO consultant
The fastest way to evaluate an SEO consultant is to ask the right question. Twelve questions on diagnosis, scope and measurement, and what to listen for.
By Roozbeh Nazari3 min read - SEO
What is SEO consulting and what does a consultant do?
What an SEO consultant actually delivers week to week, and what they do not. Scope boundaries, decision rights, and how it differs from an agency.
By Roozbeh Nazari3 min read - Industry
Turkiye's SEO Agency Market: Mapping the Competition
How to map the competitive landscape with DR and traffic estimates, where those metrics mislead, and how to validate them against first-party data.
By Roozbeh Nazari3 min read - Paid Media
Meta Ads Health Restrictions: Compliant Campaigns
Meta restricts health advertising separately across creative, targeting, landing page and measurement. How to build a campaign that does not get rejected.
By Roozbeh Nazari3 min read - Industry
Medical Content That Meets Turkiye's Promotion Rules
Compliance in medical content is not only about the copy. A practical checklist for title tags, meta descriptions, schema, review widgets and ad pages.
By Roozbeh Nazari3 min read - SEO
Health Tourism ChatGPT Visibility: Becoming a Source
How do clinics get cited in ChatGPT answers? What is actually controllable across the access, verifiability and third-party corroboration layers.
By Roozbeh Nazari3 min read - SEO
Aesthetic Surgery Websites: 12 Critical CRO Fixes
What lifts conversion on aesthetic surgery sites is clarity, not promises. Twelve concrete CRO fixes across the entry, decision and contact layers.
By Roozbeh Nazari3 min read - Analytics
How to measure lead quality in health tourism clinics: the WhatsApp-to-booking attribution chain
What matters isn't form fills — it's conversations that turn into bookings. Practical steps to build end-to-end source attribution in a WhatsApp-first patient funnel.
By Roozbeh Nazari3 min read - SEO
Arabic SEO for Dental Clinics: GCC Search Behaviour
Publishing an Arabic page is not enough for Gulf patients: here is how dialect, translit and question patterns reshape dental search behaviour.
By Roozbeh Nazari3 min read - Paid Media
Google Ads vs Meta budget split for clinics
The two channels do different jobs. Policy limits, demand capture versus demand creation, and the questions that decide your paid budget split.
By Roozbeh Nazari3 min read - SEO
Hair Transplant SEO: Content That Passes YMYL Review
Hair transplant content has to clear Google's YMYL bar and Turkiye's health promotion rules at once. How to write copy that satisfies both.
By Roozbeh Nazari3 min read - SEO
12 common hreflang errors and how to detect them
Most hreflang errors are systemic rather than page-level. The 12 most common ones, and a three-layer method for catching them in production.
By Roozbeh Nazari3 min read - SEO
GEO 2026: measuring visibility at prompt level
The unit of GEO measurement is not the keyword, it is the prompt. A practical framework for building a fixed prompt set, logging answers and checking access.
By Roozbeh Nazari3 min read - Analytics
GA4 reporting for multilingual sites: locale-based funnel analysis
GA4's Language dimension measures browser language, not your site version. Custom dimension setup, Funnel Exploration and reporting practice for locale funnels.
By Roozbeh Nazari3 min read - SEO
Why locale auto-redirect is an SEO killer: the Googlebot and Accept-Language case (with evidence from our own site)
Automatic redirects based on IP and browser language show Googlebot a single version of your site. The mechanism, a 15-minute test procedure, and the right pattern.
By Roozbeh Nazari3 min read - SEO
AI Overviews in Türkiye: which queries trigger them, and how your brand becomes a source
Which patterns trigger AI Overviews on Turkish queries, how to raise your odds of making the source list, and how to measure visibility — field practice, no hype.
By Roozbeh Nazari3 min read - SEO
Multilingual SEO architecture for clinics: TR/EN/AR hreflang mistakes and the fix playbook
The most common hreflang mistakes on TR/EN/AR clinic sites, canonical conflicts, and the right fix order: multilingual architecture with a single source of truth.
By Roozbeh Nazari3 min read - SEO
AEO vs. GEO vs. LLMO: A Practical Glossary for Answer-Engine Optimization
A practical glossary for AEO, GEO, LLMO, and AI SEO, with safe ways to structure content for answer engines without promising citations.
By Roozbeh Nazari9 min read - Analytics
GA4 Setup for Lead Generation: Events, Key Events, and Consent-Safe Tracking
A practical GA4 setup guide for lead-generation sites: events, key events, UTMs, consent checks, and QA before you trust reports.
By Roozbeh Nazari10 min read - SEO
Core Web Vitals Diagnosis: How to Fix LCP, INP, and CLS Without Guesswork
A practical Core Web Vitals diagnosis workflow for LCP, INP, and CLS using field data, page templates, and fixes that reduce technical friction.
By Roozbeh Nazari10 min read - SEO
E-commerce SEO: Faceted Navigation, Product Schema, and Crawl Budget
A practical e-commerce SEO guide to control faceted navigation, product schema, crawl budget, and internal links before scaling product pages.
By Roozbeh Nazari11 min read - SEO
Structuring Content So AI Search Engines Can Reuse It
A practical guide to structuring content for AI search: clear passages, Q&A sections, schema, internal links, and source consistency.
By Roozbeh Nazari10 min read - Analytics
First-Party Measurement Readiness: Attribution Without Clean Cookies
A practical first-party measurement guide for cleaner attribution: UTMs, consent-aware events, server-side signals, and reporting limits.
By Roozbeh Nazari10 min read - SEO
Conversion Rate Optimization: A Diagnostic Approach to Finding and Fixing Friction
A diagnostic CRO method for lead-gen sites: find conversion friction with evidence, prioritize fixes, and test changes instead of guessing.
By Roozbeh Nazari9 min read - SEO
Video SEO: Getting Found in YouTube and Universal Search
A practical video SEO guide: structure titles, metadata, transcripts, and VideoObject schema so YouTube and Google can find and understand your videos.
By Roozbeh Nazari9 min read - SEO
SEO-Safe Website Migrations: A Pre-Launch Checklist to Reduce Ranking Risk
A pre-launch SEO migration checklist: URL mapping, redirects, metadata, hreflang, and crawl checks to reduce ranking risk during a replatform or redesign.
By Roozbeh Nazari10 min read - SEO
Multilingual SEO for International Brands: Common Mistakes and Fixes
The most common multilingual SEO mistakes — hreflang, duplicate content, and localization — plus practical fixes for international, multi-market brands.
By Roozbeh Nazari10 min read - SEO
Clinic SEO: How Medical Tourism Brands Can Build Search Visibility Safely
How medical tourism clinics can build search visibility responsibly, with trust signals, multilingual content, and SEO that respects health-ad rules.
By Roozbeh Nazari11 min read - SEO
SaaS SEO: Building a Search System That Supports Pipeline, Not Just Traffic
A SaaS SEO framework for connecting search to pipeline — intent mapping, topic clusters, and tracking that ties organic content to qualified demand.
By Roozbeh Nazari10 min read - SEO
The AI Search Visibility Checklist: A Multi-Engine Readiness Audit for Your Brand
A practical readiness checklist to help make your content easier for AI answer engines like ChatGPT, Perplexity, and Google AI Overviews to cite.
By Roozbeh Nazari3 min read - SEO
Technical SEO Audit Checklist: Fix the Foundations Before You Scale
A prioritized technical SEO audit checklist for in-house teams: fix crawlability, indexation, architecture, Core Web Vitals, and schema before scaling.
By Roozbeh Nazari11 min read - SEO
The AI Search Visibility Checklist: A Multi-Engine Readiness Audit for Your Brand
A practical readiness checklist to help make your content easier for AI answer engines like ChatGPT, Perplexity, and Google AI Overviews to cite.
By Roozbeh Nazari9 min read - SEO
Core Web Vitals 2026: What actually matters
Two years since INP replaced FID. Data from 60 sites in our portfolio shows which metrics deserve a budget — and which don't.
By Roozbeh Nazari6 min read - Analytics
Cookieless attribution without losing your mind
Server-side tagging isn't a 'nice to have' — from Q3 2026 it's mandatory just to stay measurable. Migration notes from three clients.
By Roozbeh Nazari5 min read - Industry
TikTok Shop Türkiye market playbook
TikTok Shop is scaling its Türkiye pilot. Three brands in beta share what they learned in the first 90 days — what to do, what to skip.
By Roozbeh Nazari7 min read - Paid Media
Multi-touch attribution: when it works, when it doesn't
Every agency's favorite buzzword. In most cases it's an illusion you're paying for. When does it actually drive a decision?
By Roozbeh Nazari5 min read - Industry
MENA e-commerce trends · Q2 2026
Saudi Arabia, the UAE, and Egypt — paid media and marketplace dynamics across a quarterly read.
By Roozbeh Nazari6 min read - SEO
AI Overviews: how to rank in the generative SERP
Google's AI Overviews is redefining organic traffic. Three practical rules from a test across 40 queries.
By Roozbeh Nazari6 min read
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