Zubair Afzal

He studied at the University of Toronto and has founded and run businesses across several sectors. Building them, he hired a long line of agencies: specialists and generalists, local firms and international ones. What came back was usually the same — detailed reports, confident language, monthly calls full of activity, and little change in the number of customers coming through the door.

Most of what he was buying looked like marketing rather than worked as marketing, and few suppliers would say plainly which of the two he was paying for. Instead of hiring another agency, he set out to learn how search works, why some pages earn attention and most do not, and where the money goes in a marketing budget. BOOSTD is built to the specification of that buyer.

On this site he is the publisher and the responsible editor. Pages are produced under the editorial policy — a brief before drafting, a source for every figure, and stated limits on where AI is used — and none is eligible for search until he records its publication in the approval register. For every page so far that record is owner authorisation: he published the body of work on the strength of the automated checks and reviews it in flight, and no page yet carries a page-by-page editorial review. Each page states which basis applies at its foot.

He is personally accountable for whether BOOSTD takes a piece of work on at all, the strategy call and the diagnosis that comes out of it, what a proposal promises, the editorial standard this site is held to, and the delivery guarantee. BOOSTD does not promise rankings, traffic or leads, because nobody can.

Outside work he is a father of four, and spends most of his free time outdoors, usually on a bike.