A new company. Not a new discipline.

Where the experience comes from

Our background is in-house engineering rather than agency consulting. We have spent years building and running transactional travel websites in the UK — the kind with live availability, real booking flows, large product catalogues and a commercial team who notice immediately when something breaks.

That is the vantage point this business is built from. We came to answer engine optimisation because we had to solve it ourselves, on a real site, with real revenue attached to getting it right, and without the option of handing over a document and leaving.

Travel is where we learned it, and it remains the sector we know best: complicated products, credentials that customers want verified, and booking engines that assemble everything in the browser. But the failure modes are the same everywhere, and so is the method. We work with any business that sells something and needs a model to understand what.

We do not name the businesses we have worked for or with. Client confidentiality is not a marketing device for us, and you would want the same discretion applied to you.

Why that background matters commercially

We have argued this internally, not just presented it externally

We know what happens when a marketing team asks IT to change robots.txt. We know the security objection to allowing bot traffic, and how to answer it properly rather than dismiss it. Most of the difficulty in this work is organisational, not technical, and consultancies who have only ever arrived from outside tend to underestimate that.

We have worked at scale

Marking up forty pages by hand is a different job from marking up a catalogue that changes daily. We build templated, maintainable solutions because we have had to maintain them afterwards.

We have shipped to production on revenue-critical sites

We understand release processes, change control, peak trading freezes, and the fact that no fix is worth breaking a booking path for. We work within those constraints because we have lived with them.

How we work

Evidence first. Every claim we make about your site comes with the response code, the code snippet or the model output that supports it. If we cannot evidence it, we do not assert it.

Plain English. Our reports are written to be read by commercial people and acted on by technical people. You should not need a translator, and you should not feel patronised.

No guarantees we cannot keep. AI answers are non-deterministic — the same question can produce different answers on the same day, and model updates change results without warning. Anyone promising guaranteed placement in AI results is either misinformed or selling something. We promise diagnosis, implementation and honest measurement.

Automate first, charge for people second. Most of this diagnostic is deterministic and does not need a consultant. We automate everything that can be automated, price it accordingly, and charge for human time only where judgement genuinely changes the answer.

We build. The reason this company exists is that most advice in this area stops at a document. Ours does not have to.

What you can verify before spending anything

We understand the hesitation about a new supplier in a new category, so we have made the first steps checkable rather than asking for faith.

• Run the free check on your own domain and verify every finding yourself.
• Ask us to run live queries against the models in a meeting you control, using questions you choose.
• Read a sample audit report in full before commissioning one.
• Inspect this site. Our robots.txt, llms.txt, structured data and server-rendered HTML are all open to inspection, and we would think less of you for not looking.