When the gap opens.
Four moments account for most of the work we are called into. If you recognise one of them, you already know why you are here.
Competitors named in AI answers
Why do AI systems recommend our competitors instead of us?
AI systems answer from what they can find and corroborate. When a company is thinly described, or described only by itself, it gets left out of the answer.
Read moreWebsite migration
How do we redesign the site without losing what we have?
Migrations rarely fail on the technical redirect list. They fail when the new architecture is designed around internal structure rather than around what people search for.
Read moreCategory positioning
What do we do when the market has no word for what we sell?
Search rewards categories that already have a name. A company defining a new one has to be found through the words the market has today, while teaching it the word you want it to use.
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Start with what the market can see.
A conversation is enough to know whether there is a gap worth closing.