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Subscribe to our bi-weekly newsletter sharing actionable insights you can use today to build scalable, predictable growth engines.

Top growth marketing teams read Signals

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What's Inside

Top of Mind

A rundown of the impactful tactics, strategies, and trends influencing our team.

90-Second
Galaxy Brain

One highly actionable video walkthrough to make you a more savvy marketer.

The Take

A deep dive into a digital marketing trend or strategy that you must be aware of.

Quick Hits

2-3 quick links (social posts, ads, ideas) that we've found useful for our work.

Sample Insights

Top of mind

RIP PageSpeed (and more) for SEO

The Era of Total Search is here

90-Second Galaxy Brain

Visualizing Your Core Web Vitals

How to Make AI-Resilient Content

What our readers say

Alexandra Lowe
Marketing & Communications VP, Paladin Securityy

I have found Signals to be an excellent tool for providing insight into the changing digital world and how it will impact my business. From tips to predictions, Flywheel shares great knowledge!

Jeremy Bradley
Business Owner, Brand Builder, & Digital Strategist

Signals by Flywheel is a newsletter by digital marketing leaders for digital marketers. Michael and Co. never pander to their readers, instead providing detailed thought and practical insights on the most cutting-edge industry topics. I create space for it every time it lands in my inbox, as I know I’ll learn something meaningful.

Jack Donkers
Software Engineer

As a Software Engineer who recently entered the world of growth operations, I needed to learn about marketing quickly. Signals by Flywheel has been the most helpful resource for me.

Behdad Jamshidi
Founder, CJAM Marketing

Signals provides expert insights on current events and trends. It has helped me make informed decisions that benefit my business and customers, particularly in light of the constantly evolving AI landscape.

Previous Newsletters

AI’s video moment, Reddit crawling, and quick mockups

Read

Three new ways to make Google happy

Read

BrightonSEO: 5 takeaways that made the overseas flight worth it

Read

Ins and Outs for Growth in 2024

Read

Stay ahead of the algorithms

Subscribe to our bi-weekly newsletter sharing actionable insights you can use today to build scalable, predictable growth engines. 

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RIP PageSpeed (and more) for SEO

Google’s mid-April update removes 4 key ranking factors: Page speed, page experience, site security, and mobile-friendliness. Sounds big, right?
It is. But not for the reasons you think.

Why this matters: Google’s ranking factors used to function like a weighted points system where your site got “points” for loading fast, security, etc. This update effectively got rid of those points systems and replaced them with a holistic assessment of ‘helpfulness.’  For example, a fast-loading web page will help your site feel helpful, but it’s no longer an end unto itself. This is a perspective shift in how we think about auditing sites.

What you can do: Rethink your SEO performance benchmarks. Speed matters less, UX matters more. Your score on Google’s PageSpeed test isn’t that important anymore. If your site loads fast on your phone’s 3G network, you probably don’t need to prioritize speed. Instead, focus on individual page experience—including your blog content. And reference Google’s helpfulness framework for specifics.

The Era of Total Search is here

Paid Search and Organic Search are different levers for marketers, but part of the same (Total Search) experience for users. If you can reduce cannibalization between paid and organic, you can improve your overall CAC, even if it’s not as clear in your channel CAC. Soft eyes.

What you can do:

This one is dead simple, free, and immediately valuable:

  1. Link your Google Search Console to your Google Ads in Google AdsGo to the Paid and Organic Report under Reports > Pre-defined Reports > Basic in Google Ads.
  2. Look at where you have high organic rankings/clicks alongside your paid rankings/clicks. Test negative-exact-matching these terms and seeing how your total search traffic to these pages changes.
  3. Look at where you have high paid conversions and no organic rankings. These are your absolute best SEO opportunities to optimize for.

Visualizing Your Core Web Vitals

Everyone knows that Core Web Vitals are key to modern tech SEO. But most people just look at their Search Console reports to diagnose them.

Unsurprisingly, many find it arcane and intimidating. What if you could visualize exactly what’s driving your LCP score in 10 seconds?

How to Make AI-Resilient Content

One question we get asked a ton: how do I make my content resilient to AI?

Let’s talk!

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