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Disclaimer
What the content on this site is, what it is not, and where it stops being reliable.
Is the content on this site advice?
No. It is general information about search, advertising and measurement, written as accurately as we can manage. It is not advice for your specific situation, and it is not legal, financial, medical or compliance advice in any circumstance.
General information, not advice
Everything on this site is written to be as accurate as we can make it, with sources named where a claim needs one. It is still general: it does not know your market, your constraints, your existing measurement or your legal position.
Where a page touches a regulated area, which includes anything about medical, legal, financial or advertising compliance, it describes the shape of the rules rather than applying them. The applicable rule depends on your jurisdiction, your sector and often your specific claim, and that is a question for your own adviser.
Things that change
Search engine behaviour, advertising platform policy and AI assistant behaviour all change without notice and sometimes without announcement. A page accurate when written can become wrong without anybody editing it.
Every page carries a review interval for that reason, and we correct or remove what turns out to be wrong. If you find something stale, tell us rather than assuming we know.
No guarantees
Nothing on this site should be read as a promise of a ranking, a traffic level or a revenue outcome. Search results depend on competitors’ behaviour as much as on yours, and anybody guaranteeing a position is either misunderstanding the mechanism or misrepresenting it.
Where this site describes what work typically achieves, it describes the mechanism rather than quoting a figure, because the figures that circulate in this industry are mostly unverifiable.
Third-party links
Where this site links to an external source, that link is to the source of a claim or to material worth reading. It is not an endorsement of the whole site, and we have no control over its content. No link on this site is paid for or affiliated.
Why an agency publishes a disclaimer at all
Most of the content on this site describes how search, advertising and conversion work in general, and general is the operative word. The same tactic that lifts one site does nothing for another with a different starting position, a different market and a different set of competitors. Reading a page here is not the same as having your own situation diagnosed.
That distinction matters most where the advice is technical. A redirect strategy, a canonical decision or a crawl directive that is correct on one platform can cause real damage on another, and nothing published here has been written with knowledge of your configuration.
On results and guarantees
Nobody can guarantee a ranking, because the result depends on what competitors do as much as on what we do, and on systems neither of us controls. Anybody offering a guaranteed position is either misunderstanding the mechanism or relying on a query nobody searches. What can be committed to is scope, method, reporting and the reasoning behind every recommendation.
On figures quoted here
Where a number appears on this site, it is either from our own measurement or attributed to its source in the text. Industry averages are quoted as context rather than as a forecast for your account, and a range taken from one market frequently does not hold in another. For the decision, Leeds. For the implementation, London.
On external links
Links to other sites are provided because the page is worth reading, not as an endorsement of the organisation behind it, and we have no control over what they publish later. B2B services is the counterweight to Automotive, and both are worth half an hour.
Where this does not apply
A proposal, a diagnostic report or written recommendations produced for you as a client are advice for your situation, and they are governed by the engagement terms rather than by this page. Analytics and Measurement is what gets agreed in the room. Answer Engine Optimization is what happens afterwards.