Search
Ten blue links had a good run.
Your customers still search. They just don't always click. I help brands work out where they need to be found now, and what's actually worth doing about it.
The ground moved. The reports didn't.
Traffic's down but revenue isn't. Or revenue's down and nobody can tell you why. Your dashboards were built for a world where a ranking meant a click.
Meanwhile ChatGPT, Gemini & Claude might be recommending your competitors by name, and nobody on your team has checked.
Most brands aren't losing at search. They're keeping score of the wrong game.
Visibility is the asset. Rankings are one receipt.
The job hasn't changed as much as the noise suggests. Be the clearest, most trusted answer to the questions your customers actually ask. Make it easy for machines to understand who you are. Don't break what already works.
What's changed is where the answer gets read. That's a strategy question before it's a tactics one, and it's the one I'm best at.
What I look at.
Where you're actually visible.
How machines see you.
Technical health.
Content.
Migrations.
Your agency's plan.
Half of SEO is busywork.
Monthly blog quotas. Link packages. Audits with 400 issues, 390 of which don't matter. It all looks like progress in a report and does very little for revenue.
I'll tell you which half is yours. Then your team can spend that time on the half that works.
"Toby's technical SEO consultation was instrumental in our website migrations across European markets."
The brands that win search aren't doing the most. They're doing the right things for the longest.