- September 11, 2026
I am Abdul Rafay, a digital marketing specialist covering SEO, PPC, Meta Ads, content marketing, and email marketing. I work mainly with businesses in the UK and USA, and I write and edit every guide on this site.
WhatNWhy exists because most digital marketing content is written to rank rather than to help. It repeats what already ranks, quotes figures that trace back to nowhere, and promises outcomes that depend on things no article controls. I wanted to build something that did the opposite.
The name is not branding. It is a checklist. Every topic on this site has to answer the same set of questions before it goes live.
What the thing actually is, in plain language
Why it matters, and what it changes if you get it right
How to apply it, described as logic rather than button clicks
When it works, when it does not, and when it stops working
If an article cannot answer those, it is not finished. It does not matter how many words it has.
Three rules, set before there was anything to lose by setting them. They are here so you know what to expect, and so I have something to be held to.
Rather than describing myself as certified and leaving it there, here is exactly what I hold and where you can check it.
Both badges below link to my public verification page on HubSpot's own site. Click either one to confirm it independently.
Innovista issues certificate codes rather than a public verification page. The certificates are reproduced below in full, including their codes, so you can see exactly what they say.
A certification proves someone completed a course. It does not prove they are good at the job, and I would not want it read that way. What it does show is that the fundamentals here are learned rather than guessed at.
Practical guides across five areas: SEO, PPC, Meta Ads, content marketing, and email marketing. Each one is built around a question someone actually types into a search box, and answers it properly rather than circling it.
Platform interfaces move constantly, so setup steps are written as logic rather than as exact button locations. Where advice depends on something that might change, that is flagged rather than left for you to discover the hard way.
A set of free tools covering the numbers most people end up guessing at: PPC budgets, cost per lead, break even ROAS, daily ad spend, Meta Ads reach, and several others.
They run entirely in your browser. Nothing you type into them is sent anywhere or stored, there is no account to create, and there is no email to hand over. A calculator behind an email gate is not a tool, it is a lead magnet wearing a costume.
I accept guest contributions from other writers. To be clear about where that sits: it is a paid placement, and the fee is stated openly on the Write For Us page rather than mentioned after someone has written an article.
Every submission still goes through editorial review, and paying does not
guarantee publication. All outbound links in guest posts are marked
rel="nofollow sponsored", in line with Google's guidance on paid
links. Guest posts carry the author's own byline.
If you have a question about something you read here, spotted a mistake, or want to suggest a topic, I would like to hear it. I read every message.
Email: whatnwhy.10@gmail.com
Contact form: whatnwhy.com/contact-us
If you find something on this site that is wrong or out of date, tell me which article and what the problem is. I would rather correct it than defend it.
Practical guides, proven strategies, and clear answers on SEO, PPC, Meta Ads, and content marketing built to help marketers and businesses grow smarter.
whatnwhy.10@gmail.com
whatnwhy.10@gmail.com
