I Built a Local GSC + GA4 Tool to Find the Next Content Improvement Worth Making
Site Signal is an open-source, local-first Google Search Console and GA4 tool for turning measured changes into evidence-limited content investigations.
Lead generation, systems, and practical growth
I build lead generation systems that teams can actually run.
I’m Niels Christian. At Umbraco, I lead work across inbound, outbound, paid media, SEO/AEO, automation, and AI. I set direction, make the next priorities clear, and stay close enough to the work to know whether the plan survives contact with reality.
How I work
My work usually starts with a commercial problem, not a channel: Where are good opportunities getting lost? What should the team do next? And which parts can we make simpler or more reliable?
The answer might involve paid acquisition, SEO, outbound, CRO, automation, or AI-assisted workflows. The channel matters, but only after the problem and the handoffs are clear.
This site is where I make that work useful to other people. I share the decisions, tools, and lessons that hold up when a plan has to leave the slide deck and meet an actual working week.
Latest Writing
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Turn Search Console Queries Into an AEO Backlog
Use Google Search Console query data, surfaced pages, and page content to build a practical AEO backlog of buyer questions, answer gaps, and next actions.
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The Hidden Half of the Query: Why the First Prompt Is Not the Full Brief
Keyword research shows how people begin an information journey. Conversational follow-ups reveal the context, constraints, corrections, and specificity they need next.
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CRO When You Don’t Have Enough Traffic for A/B Testing
A practical low-traffic CRO playbook for marketers: when A/B tests are underpowered, use evidence-weighted decisions, qualitative research, and high-confidence landing page improvements.