Articles that answer useful questions

Google's position is that it judges quality and usefulness, not the production method. In practice, unreviewed machine content tends to be thin, generic and unsupported by evidence — which is what gets penalised. We use AI in the process and put a named person's judgement on the output.

Yes, and it often does. We can sit in as the specialist layer, hand a roadmap to your own team, or own the workstream outright. What matters is agreeing who decides what before we start — most friction between an agency and an in-house team is unclear ownership rather than disagreement about the work.

We agree what we are trying to move, and how it will be measured, before anything starts. Reporting is in plain language: what ran, what the evidence shows, what changes next. Where an outcome depends on platform, market or customer behaviour outside anyone's control, we say so rather than promising a number.