Marko Cvijić / Writing
Notes from under the dashboard.
Short posts on what the reports are hiding: decisions made on last-click data, share of voice measured as one equation instead of five, crawl sinkholes eating budget inside big catalogs, and what AI traffic is actually worth once you look at volumes rather than headlines. No newsletter, no funnel, no gated PDF.
Why any of it exists
What the reports are hiding.
I write from inside live engagements, which is the only reason the posts are worth reading. Nearly every one of them started as something I had to explain to a client team in a meeting - a number that could not be defended, an attribution model quietly making a decision nobody had signed off, a channel taking credit for demand it did not create.
It is on LinkedIn, most days, in English, for free. No newsletter, no funnel, no gated PDF, no lead magnet. If you want the thinking, take it. If you want it applied to your own numbers, that is what the call is for.
The posts are a running record of the same argument: the measurement layer decides everything above it, and almost nobody owns it. If that sounds like your company, the audit is the faster route than the archive.
Recurring themes
The same five arguments.
Every budget allocated on last-click data has silently defunded the channels that create demand in favour of the channel that closes it. Nobody chose that. The tool chose it, and the tool was never asked.
Analytics and attribution →Visibility, click share, category share, paid coverage and answer-engine presence are five different questions. Collapsing them into one figure produces a number that cannot be acted on and is usually wrong in a flattering direction.
Large catalogs generate tens of thousands of near-duplicate URLs through their own filters, and search engines spend their finite attention there instead of on the pages that sell. It is invisible in every dashboard and obvious in the logs.
Ecommerce SEO →Answer engines are genuinely changing how queries get intercepted, and the traffic they send is currently a fraction of what the discourse implies. Both halves of that sentence matter, and most commentary picks one.
Enterprise SEO →A broken conversion event, a bid strategy optimising toward nothing, a report nobody opens. None of these announce themselves. They just quietly change the outcome, which is why governance is the actual product.
Business consulting →Books
Writing it down.
Two books in progress, both of them documents I kept rewriting for client teams until it made more sense to finish them properly.
E-commerce SEO Practical Guide
The manual I kept rebuilding as an internal document, one client at a time.
Fifteen years of enterprise and ecommerce search work written as a working guide: crawl and index control at catalog scale, architecture decisions that survive a replatform, faceted navigation that does not eat itself, and the measurement that proves any of it moved revenue rather than rankings.
For managers running in-house teams
How to govern work you are not doing yourself.
Written for the person sitting between an in-house team and three vendors: how to brief, govern and measure external work so agencies are accountable to a number instead of a deck, and so the in-house team stops absorbing the difference.
Launch notes go out on LinkedIn first.
Listen and watch
Funky Enterprises Show.
Long conversations with operators who build revenue, not decks. Founders, CROs, marketers and the partners talking about what actually moved the number - starting with the episode where we explain why we killed the agency and built a commercial system practice instead.