Expert Insights
What we learn auditing real businesses. Every publication answers a question people actually ask.
We did the research so you don’t have to.
How to get on the first page of Google in Nigeria
There is a version of this answer that sells better than the true one. The true one is more useful, because it tells you which part of the page is actually winnable.
4 October 2026What a findability score is, and whether yours means anything
Somebody searched this phrase and found us, which is awkward for a company that sells a score. So here is the honest version, starting with our own.
4 October 2026How to set up Google Ads in Nigeria, without the expensive mistakes
Two of the choices on the setup screen are permanent, and one decides how much you pay. Here is the order to do this in, and the documents Nigeria requires.
30 September 2026Google Ads or Facebook Ads first, for a Nigerian business
Both will take your money on day one. Only one suits what you are selling, and the Nigerian setup mistake that costs most has nothing to do with the choice.
30 September 2026What AI search optimisation is, and how it differs from SEO
Most of what is sold as AI search optimisation is ordinary SEO with a new invoice. A small part is real, and one setting in it can remove you from AI answers entirely.
30 September 2026How to submit a sitemap to Google, and what to paste in the box
The step that stops people is one input box with no explanation of what belongs in it. Here is what to paste, and what submitting a sitemap does and does not do.
30 September 2026How to choose a domain name for a Nigerian business
The choice between com.ng and .com has a real consequence, and it is not the one people are told about. Almost everything else you have heard is folklore.
30 September 2026Website builder or custom build, and how to decide
The argument is usually about whether builder sites can rank. They can. The real differences are elsewhere, and for a Nigerian shop one of them decides it outright.
30 September 2026Why your Facebook ad account was disabled, and how to get it back
Your ads stop, a notice appears, and no plain explanation comes with it. Here is what Meta actually documents about how this happens and how it gets undone.
30 September 2026Your ad is active but not spending: what that actually means
The status says Active and the spend says nothing. This is not a glitch, and Meta documents every reason it happens.
24 September 2026Why your Google Business Profile was suspended, and how to get it back
Your listing vanishes from Maps and search, and nothing explains why in plain words. Here is what has actually happened, and the one move that makes it worse.
24 September 2026Can you have a Google Business Profile without a shop address
Most Nigerian businesses have no shopfront a customer can walk into. Nearly all of them can still be on Maps, and the ones that cannot are worth knowing about.
24 September 2026What Google Search Console tells you that nothing else does
Free, straight from Google, and the only place you can see what people actually typed before they found you. Most businesses have never opened it.
24 September 2026Crawled and discovered but not indexed: what Google is telling you
Search Console tells you why each page is not indexed, in wording that sounds like a verdict. Most of the time it is not one, and the popular advice makes it worse.
24 September 2026Does your business in Nigeria actually need a website
We build websites, so read this knowing that. Some businesses genuinely do not need one, and there is a published rule that settles it either way.
24 September 2026Instagram business, creator or personal: which account, and why
The advice on this is mostly wrong, including the part everyone repeats about reach. Here is what Meta actually documents, and what it does not.
22 September 2026Why a logo is not a brand
Most businesses have a logo and no brand. The difference shows up the first time somebody other than the designer has to make something.
22 September 2026When does a business actually need a rebrand
Most businesses that want a rebrand do not need one. They need what they already have applied properly. Here is how to tell which you are.
22 September 2026How to check whether AI knows your business
You can find out in twenty minutes what AI assistants think your business is, and who they recommend instead of you. Here is the test.
22 September 2026Why AI recommends your competitor instead of you
It usually has nothing to do with which business is better. It has to do with which one is easier for a machine to describe with confidence.
22 September 2026How to get Google reviews for your business in Nigeria
Reviews are the one part of your Google presence you cannot build yourself. That is exactly why they count for so much.
22 September 2026How to know where your customers actually came from
If you cannot say which half of your marketing is working, you are missing three specific things, and none of them is expensive.
19 September 2026What the View Score measures
One question, asked the same way of every company. How easy is it for a customer to find you? Here is what goes into the answer and what deliberately does not.
19 September 2026How to set up WhatsApp Business properly in Nigeria
More Nigerian businesses close sales on WhatsApp than on their own website, and most are running it from a personal account with no catalogue and no way to be found.
19 September 2026Do Facebook and Instagram ads work in Nigeria
They work, and more reliably than search for a lot of Nigerian businesses. The money is usually lost somewhere other than the targeting, which is where everyone looks.
19 September 2026How to hire a social media manager in Nigeria
Most of these hires fail the same way. Somebody posts diligently for six months and nothing happens, and both sides are confused, because nobody agreed what success was.
19 September 2026How to brief a website designer in Nigeria
Most website disputes in this market are not about design. They are about things nobody agreed at the start, and all of them are cheap to settle in advance.
19 September 2026Why your website is slow in Nigeria, and how to fix it
Your website is probably fine on the laptop it was built on. The question is what it does on a phone, on mobile data, in Lagos traffic, and that is a different website.
19 September 2026What to do when another business has your name online
You can do everything right and still not rank first for your own name. Google is not being unfair, it genuinely cannot tell which of you the searcher means. Here is how you tell it.
18 September 2026Why follower count is not visibility
A follower count is the easiest number in marketing to buy and the hardest to spend. Here is the number that actually decides whether a customer finds you.
17 September 2026How to get your business on Google Maps in Nigeria
For most Nigerian businesses with a location, this free listing is worth more than anything else they could do online. It is also where the process most often stalls, for reasons particular to here.
16 September 2026What a free digital audit actually checks
Most free audits are a form that runs one automated tool and emails you a red score to frighten you into a call. Here is what a real one looks at, and what it honestly cannot see.
15 September 2026Do Google Ads work in Nigeria
Yes, and more often than not the money is lost somewhere other than the advertising. Usually on the page the click lands on, or on clicks from people who could never have bought anything.
14 September 2026How to rank higher on Google in Nigeria
Ranking is not one thing. It is three, they have to be done in order, and most of the money wasted on it in Nigeria goes on the third while the first is still broken.
13 September 2026How to get your business mentioned by ChatGPT
Nobody can make an assistant recommend you. What you can do is remove every reason it currently has to leave you out, and in Nigeria that bar is still remarkably low.
12 September 2026How to choose a digital marketing agency in Nigeria
Nobody can honestly tell you which agency is best, including us. What you can do is test any of them yourself in about twenty minutes, before you are on a call and being charmed.
11 September 2026Why your business does not show up on Google
There are five reasons, they are not equally likely, and the first thing to do is work out which one you have. Guessing is how people spend a year fixing the wrong thing.
We audit businesses for a living.
Everything here comes out of that work, which is why there is not much of it and why what is here is worth the time it takes to read.
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Tell us what you’re trying to grow. The audit is free, and the first reply comes from someone who has actually looked.