Sebastian Henderson

Sebastian Henderson is a web analytics specialist and SEO strategist with over a decade of experience helping businesses turn data into actionable insights. He has worked with companies across e-commerce, SaaS, and media industries, implementing tracking solutions, optimizing conversion funnels, and developing content strategies that drive organic growth. Sebastian focuses on the intersection of technical SEO and marketing analytics, specializing in GA4 implementation, search performance analysis, and data-driven decision making. When not analyzing metrics, he writes practical guides that bridge the gap between complex analytics concepts and real-world application.

E-E-A-T Signals: What Google Actually Looks For (With Examples)

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E-E-A-T framework showing Experience, Expertise, Authoritativeness and Trustworthiness pillars with Trust as foundation

Google has never assigned an “E-E-A-T score” to your pages. There’s no hidden metric, no number between 0 and 100 that determines whether your content passes the trust test. Yet E-E-A-T — Experience, Expertise, Authoritativeness and Trustworthiness — shapes nearly every ranking decision Google makes. The disconnect between what E-E-A-T actually is and what most … Read more

AI Search Optimization (AEO): How to Get Cited by ChatGPT, Gemini and Perplexity

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AI search optimization diagram showing connections between ChatGPT, Gemini, Perplexity and Google AI Overviews

Most SEO strategies still target a search engine results page that fewer people see every day. ChatGPT, Gemini, Perplexity and Google AI Overviews now answer questions directly — and your content either gets cited or gets ignored. AI search optimization is the discipline of making sure you end up on the right side of that … Read more

UTM Parameters: Campaign Tracking Setup and Best Practices

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UTM parameters structure showing five core parameters for campaign tracking

Your campaign just drove 500 clicks. But which email subject line worked? Which social post converted? Without UTM parameters, you’re flying blind. These simple URL tags transform vague traffic data into actionable campaign intelligence. UTM parameters are the backbone of marketing attribution. They tell Google Analytics 4 exactly where each visitor came from, which campaign … Read more

Landing Page Optimization: 12 Elements That Drive Conversions

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Landing page optimization showing conversion rate benchmarks from 2.35% average to 11.45% top performers

The average landing page converts at 2.35%. The top 10% convert at 11.45% or higher. That’s a 5x difference—and it comes down to getting the fundamentals right. This guide covers the 12 elements that separate high-converting landing pages from the ones that leak money. Why Most Landing Pages Underperform Landing pages fail for predictable reasons. … Read more