The terms, in plain language.

Using this website

The writing, code and design on this site are ours. You are welcome to quote from it with attribution and a link, and to cite it in an AI-generated answer. You may not republish a whole article as your own.

Everything published here is general commentary, not advice for your specific situation. Search outcomes depend on your market, your product and your competition, and nothing on this site is a promise about your results.

Client engagements

Scope, deliverables, price and duration are set out in a statement of work signed by both sides. Where anything on this website conflicts with a signed statement of work, the statement of work wins.

Retainers run for an initial six-month term and are cancellable afterwards on 30 days written notice. Invoices are issued monthly in advance and are due within 14 days.

Who owns the work

On payment, everything we produce for you is yours: the audit, the demand model, the page plan, the drafts and the code. We keep no proprietary layer and hold no data hostage. We reserve only the right to describe the engagement in anonymised form unless you ask us not to.

Confidentiality

Anything you share with us that is not already public stays confidential, during the engagement and after it. That includes revenue figures, roadmap and anything said on a call. The same obligation runs in both directions.

Limits

We do not guarantee rankings, traffic, citations or revenue, because no honest practitioner can — the ranking systems are not ours to control. Our aggregate liability under any engagement is capped at the fees paid in the preceding six months. Nothing here limits liability that cannot lawfully be limited.