Fundamentals

Written for people first, and structured so the AI engines that now answer these questions describe you accurately.

• What if we’re not sure what we need?

  Start with a diagnostic. It maps the current digital landscape, identifies issues and opportunities the client has not seen, and produces a recommended scope the client can decide whether to pursue.

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• Can we do a short-term project or audit?

  Yes. Short-term diagnostic and advisory projects are available, often as a starting point before committing to a full program. They produce a defensible read of the current state and a recommended scope.

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• Why does location matter for Google search results?

  Google personalizes search results by the searcher's city, country, language, and device. The same query can return materially different pages in New York, London, Singapore, and Sao Paulo. Multinational brands need geographic tracking.

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• What is reactive reputation management?

  Reactive reputation work addresses problems that have already emerged: hostile news cycles, AI misrepresentations, Wikipedia attacks. It is more expensive, slower to produce results, and bounded by the existing landscape.

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• If a story goes viral on Twitter, does that guarantee it’ll rank on Google?

  Not usually. Twitter virality does not move Google ranking unless authoritative outlets pick up the story. Google weights credentialed sources heavily; social signals on their own rarely shift the SERP.

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