Past SEO outcomes do not guarantee future ones. This page documents what determines real-world results, what is in our control, what is not, and how we honestly forecast.
Anyone who guarantees a Google ranking position in writing is either reckless or lying. Google's terms explicitly prohibit guaranteed-ranking claims. We do not make them.
What we *do* commit to: a documented methodology, a transparent change log, monthly written reporting, and quarterly strategy reviews. That is the controllable part.
Your specific outcomes are determined by a combination of factors, only some of which we control:
- **In our control**: technical SEO, on-page optimization, content quality, schema implementation, internal linking, content production cadence, link-earning effort. - **Partly in our control**: site speed (depends on platform/hosting), conversion rate (depends on offer), brand mentions (depends on your PR work). - **Not in our control**: Google algorithm updates, competitor activity, your category demand curve, industry seasonality, your product-market fit, the strength of your brand, your budget for ongoing work.
When a forecast is needed (procurement justification, board update, etc.), we provide a *range* with a stated confidence level, not a single number. The forecast is built bottom-up from keyword opportunity × realistic CTR × current conversion rate, with a 30% downside case and a 30% upside case. We document the assumptions so you can audit them later.
We also provide a *no-forecast* option. Many of our best engagements run without a numerical forecast at all — we work the methodology, report what happens, and adjust quarterly. This is honest about the noise floor in SEO.
Google ships 3–4 broad Core Updates per year. Even sites doing everything right can lose traffic in a Core Update if Google's quality model changes its weighting. We have a documented Core Update response runbook (diagnosis within 72 hours, written analysis within 7 days, remediation plan within 14 days) and we apply it on every client site, every Core Update.
No, and neither can anyone else. Google's terms forbid guaranteed-ranking claims. Anyone who makes one is either ignorant of those terms or willing to lie.
We document the assumptions so we can review them honestly at the quarterly review. If a forecast is materially off, we say so in writing and re-forecast. See the 'What we got wrong this year' section of our Transparency Report.