How we work
Sniff. Rank. Repeat.
The same loop runs on every account, including our own site. It is not a secret method. It is a routine, done properly, in the open, every month. Here is what it looks like from your side, week by week.
Days 1 to 14
Onboarding: access, baseline, plan.
- 01
Day 1: kick-off and access
A 60-minute call with both founders and your named contact. We agree the outcome that matters, the definition of a qualified lead, and who approves what. Then we request access through partner and manager roles, never personal passwords: Search Console, GA4, Tag Manager, Google Ads, Business Profile, Meta Business Manager, LinkedIn page, CMS, hosting or DNS contact, email tool, CRM (read), and the brand assets folder.
- 02
Days 2 to 5: baseline and measurement
Before we change anything we record where you are: rankings, indexation, technical health, AI mention rate on a locked prompt set, paid account performance, and conversion tracking. If tracking is broken, fixing it comes first, because nothing else can be measured until it works.
- 03
Days 5 to 10: the audit and the 90-day plan
SNIFF runs in full. You get a written, prioritised plan with owners and dates within ten working days of access. It is written so you could run it without us.
- 04
Days 10 to 14: agree and start
A 45-minute call to walk through the plan, cut what you disagree with, and agree month one. Work starts the same week. You get access to a shared tracker where every change is logged as it happens.
Every month after that
The loop.
- 01
Sniff
Read the data: Search Console every Monday, rank alerts daily, the prompt test monthly, ad accounts weekly. Anything moving more than 15% gets investigated the same day.
- 02
Rank
Do the work in priority order: fixes, pages, content, links and mentions, campaigns, tests. Every change logged in the tracker with the reason for it.
- 03
Repeat
Report by the 5th, agree next month on a call, adjust the plan. Retire what is not working, reinvest in what is. Quarterly, a deeper review of the whole plan.
Rhythm
What happens when.
| When | What you get |
|---|---|
| Every Monday | A short written update: what shipped last week, what is next, anything blocked and who it is waiting on |
| Every week (ads accounts) | Search-term mining, negatives, bid and budget moves, creative fatigue check, pacing check |
| By the 5th of every month | The report: leads, orders, cost per lead and revenue by channel on page one; rankings, mentions and traffic behind them; what changed and why; next month's plan |
| Monthly | A 45-minute strategy call with a founder to agree the plan (weekly 30-minute calls on ALPHA and PACK LEADER) |
| Every quarter | A business review: what the last 90 days produced, what the next 90 should, and whether the package still fits |
| Any working day | A reply within one working day by email; within 4 hours on Slack for ALPHA and PACK LEADER |
What we need from you
A short list, but a real one.
You provide
- One named contact with authority to approve
- Access through partner and manager roles within the first week
- Feedback on drafts within five working days
- Thirty minutes a fortnight from someone who knows the product
- Honest numbers: margins, lead quality, what sales says about the leads
- A staging site or theme access, if we are making technical changes
You never have to
- Share personal passwords
- Write the content yourself (unless you want to)
- Sit through a 40-slide deck
- Chase us for the report
- Sign a contract longer than the minimum term
- Pay a percentage of your ad spend
The guarantee
What we guarantee, and what we do not.
We do not guarantee rankings, and neither can anyone else; Google says so in its own guidance on hiring an SEO. We do not guarantee a position in ChatGPT, because AI answers are generated fresh each time and no one controls them.
We do guarantee the work:
- A written, prioritised plan within ten working days of getting access (the SNIFF audit itself is delivered in seven).
- A founder on every call, and a founder reviewing every deliverable before you see it.
- The monthly report, opening with leads and cost per lead, in your inbox by the 5th.
- A reply to any message within one working day, usually the same day.
- Every account, asset and login created in your name from day one.
If we miss any of these, tell us. You can end the engagement at the end of that month, with no notice period and no fees for the remaining minimum term. The same words are in our terms of service, so the guarantee is contractual, not decorative.
Tools we use
Named, because we would rather you knew.
Research and tracking
Semrush (keywords, competitors, AI visibility toolkit), Google Search Console, Screaming Frog, and our own prompt-running scripts for the monthly AI test.
Measurement and reporting
GA4, Google Tag Manager, Microsoft Clarity, Looker Studio. AI-referral traffic tracked as its own channel in your GA4.
Delivery
ClickUp for the shared tracker, Google Workspace for documents, Slack or WhatsApp for day-to-day questions, Cal.com for booking calls. Content drafted with AI assistance and edited by a founder.
FAQ
Questions about the process
How much of our time does this take?
About two hours in the first fortnight for the kick-off and the plan review, then thirty minutes a fortnight from someone who knows the product, plus the monthly call. Drafts arrive close to final, with specific questions, not blank pages to fill in.
Can we see what you are doing between reports?
Yes, always. The shared tracker logs every change as it happens, with the reason. The Monday update summarises it. You never have to wait for the 5th to know what we did.
What if something is not working?
We say so in the report and on the call, with what we are changing. Retiring an idea that did not work is part of the loop, not a failure to hide. If the whole plan is wrong for your business, we will tell you that too, and what we would do instead.
Who owns the accounts and the content?
You do, from the first day. Ad accounts, analytics, tag containers, content, dashboards and any tool licensed for you are created in your name. If you leave, you remove our access and keep everything.
Next step
Ready to see the loop run on your site?
Start with the free visibility check, or go straight to the SNIFF audit and get the 90-day plan in seven working days.