Our standards
Ethical SEO standards: what we will and won’t do
No bought links, no fake reviews, no ranking promises and no holding your website hostage. The standards we work to, written specifically enough for you to check.
- Instant preview, no sign-up
- Score and top 3 issues, usually under a minute
- Full report by email
Things we will never do
- Buy links for your site
- Write or filter reviews
- Promise you a ranking
- Keep your accounts if you leave
Why we publish them
Most SEO harm comes from things a client can’t see.
Links bought in your name. Reports full of numbers that mean nothing. Contracts that keep your own website hostage. It takes three conditions at once, and a written standard removes one of them.
A reason to look good
Every provider has one. Looking successful pays the same as being successful, until somebody checks.
Numbers nobody can check
Rankings for searches nobody makes, and charts with no starting point or date.
Nobody checking
The condition this page removes. Each line below is specific enough for you to test.
How we work
What we commit to, and what we refuse.
Some of these cost us customers. We keep them anyway.
We commit to
- Publishing nothing on your site that you haven’t approved
- Saving every change with what it replaced, so it can be undone in one click
- Linking a source, with a date, for every statistic we publish
- Telling you early when something isn’t working
- Suggesting a smaller plan when it would do the job
- Leaving every account, page and file in your name
We will never
- Buy, swap or rent links that pass ranking signals
- Write, buy, reward or filter reviews
- Mass-produce near-identical city or industry pages
- Add structured data your page doesn’t visibly support
- Change, redirect or delete a web address without your OK
- Hold a website, domain or listing hostage when you leave
How we report
What we will tell you, and what we will never claim.
Reporting is where most providers mislead. These hold even when leaving something out would win us the sale.
Your reports will say
- What we expected to happen, and whether it did
- Which work moved the numbers, and which didn’t
- Where a number is uncertain or missing, and why
- When a competitor simply out-spends you in a search
We will never claim
- A specific ranking position on Google or any search engine
- A traffic, lead or revenue figure before there is data for it
- A place in AI Overviews, ChatGPT or any AI answer
- A special relationship with Google or any platform
- Client counts, awards or results totals we can’t back up
Every figure on this site follows our editorial policy, and the only results we will ever publish follow the rules on our customer stories page.
Choosing a provider
Questions to ask anyone who does your SEO. Including us.
A provider with a method answers these in plain words. One with only a pitch changes the subject.
- Who owns the accounts, pages and content if we stop working together?
- Exactly what will you do in the first ninety days?
- How do you get links to my site, and can I see the last ten?
- What will you change on my website without asking me first?
- How do your reports line up with the calls and forms I actually get?
- What would make you tell me to spend less with you?
Free, about a minute, nothing changes on your site
Hold us to it, starting with your own site.
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Last updated · Published by Zubair Afzal, responsible editor