Home › Guides
Plain-English guides to getting found and reaching people, and the odd free tool — the same honest, practical thinking that runs through Fly Away Paul.
Type a domain, get its link-authority reading — no account, no card. Plus what the number is worth when you're deciding who to pitch, and what it can't tell you.
Open the checker →Redirect every dead page, work the keyword in again, pad to the word count — each looks like diligence and works against you. The nine misfires we meet most, the mechanism that breaks each one, and the move that works instead.
Read the guide →Audit scores usually mean less than they appear to. What site health actually covers, what a walk of your site can and can't see, what only Google's console knows — and the single click no tool can do for you.
Read the guide →Where's my traffic coming from, is it up or down, which pages do people land on, am I being cited by AI? We built a small analytics page because we couldn't get plain answers to plain questions — the thinking, with the interface shown.
Read the guide →Ads promise thousands of scraped LinkedIn leads and hundreds of AI articles a day. A walk through the rules those pitches trample — which were never unclear — who carries the risk when they bite, and why the unsubscribe link on a plain business email is there.
Read the guide →Running SEO for a roster changes the software question. What a client roster demands that single-site tools never solve — per-brand context, judged outreach, pricing that follows the work — and where we're honestly still thin.
Read the guide →However good the individual work, a one-off evaporates — nothing remembers it, and nothing builds on it. What a system actually changes for a small business, and why method is the opposite of being mechanical.
Read the guide →Every tool holds one sliver of your business, none of them compare notes, and you're the unpaid integration layer. What accumulated context actually looks like — six checkable strands — and the three disciplines that make a tool's memory trustworthy rather than unnerving.
Read the guide →AI copy has an accent, and your customers can hear it. The six constructions to strike on sight, why "humanizers" solve the wrong problem, and how a tool can genuinely learn your taste from the way you correct it.
Read the guide →Stale spreadsheets, wild agency prices, and a story you believe in. What journalists actually want (by their own surveys), the angle you're too close to see, and the check sheet for what to send with it.
Read the guide →Direct mail gets roughly 36× email's response per piece, and a handwritten card is the warmest version of it. The honest evidence, when one card beats another email — and how one goes from your keyboard to their letterbox.
Read the guide →Deliverability, sender trust, then the subject line — in that order. What actually gets a cold email opened, what's folklore, and the checks to run before you send.
Read the guide →No templates — the theory. Decide what a win means first, then the craft that earns a reply: one tiny ask, real specificity, an honest subject, and the why behind each.
Read the guide →What actually moves rankings — a winnable query, a proper answer, a few earned links — versus the cargo-cult advice that wastes your time. Judgement first, plainly told.
Read the guide →What a backlink and "domain authority" really are, why one good link beats a hundred cheap ones, which links quietly hurt — and how to earn the ones worth having.
Read the guide →Getting named in AI answers is the new front door. What LLM visibility is, how to measure it, what genuinely improves it — and what to do with a mention.
Read the guide →An honest, opinionated read on Mailchimp, Brevo, MailerLite and Kit — who each suits, where they fall short, and how to migrate cleanly.
Read the guide →How many to send, how far apart, the tone that works — and three annotated follow-up formats you can adapt.
Read the guide →The strategy you settle before you pick a tool — building a real list, realistic reply rates, staying out of spam folders, and where automation genuinely helps.
Read the guide →The features that matter (deliverability, real personalisation), what to ignore, the hidden costs — and why judgement beats automation.
Read the guide →What separates useful outreach software from spray-and-pray — judgement, deliverability, researched personalisation — and when a tool is simply overkill for a small team.
Read the guide →Most AI outreach tools optimise for volume. Here's what it means to build one around judgement instead — and knowing when not to send.
Read the guide →The free tools, the paid ones, the honest caveats — and the part most guides skip: what to actually do with what you find.
Read the guide →Every ad field has two limits — the one that rejects your ad, and the one that quietly hides half of it. Almost everyone quotes the wrong one.
Read the guide →