Guides
Plain, sourced answers for businesses that buy leads and want to own their traffic instead. Four topics, each starting with one core guide. Every guide opens with a short answer and goes deeper below. New to the terms? Start with the glossary.
The Mortgage Homepage Sameness Study
We read 106 mortgage broker homepages across 28 metro areas. Most get the compliance basics right. About two in five headlines could belong to anyone.
1 guide
Buying leads
Before you can decide how much to spend on leads, you need to know what you're actually buying. These guides explain where leads come from, how they're auctioned and priced, why so many never convert, and the rules that come with them.
Start hereWhere Lead Vendors Get Their Leads
2 guides
Owning your audience
Bought leads stop when the payments stop. An audience you own keeps working. These guides cover what an owned audience is, how to build each part of it, what it costs compared with buying, and how to shift budget without losing this quarter's pipeline.
Start hereShould You Buy Leads or Build Your Own Audience?
1 guide
Getting found: SEO, GEO and AEO
People now find businesses through search results and through answers written by AI assistants. These guides explain how each one chooses its sources, what's documented versus guessed, and the specific work that makes a site findable in both.
Start hereSEO vs GEO vs AEO: What Each One Means
2 guides
Building websites with AI
AI can build a website in an afternoon. Getting it to rank is a different job. These guides cover the sameness and drift problems, Google's actual rules on AI content, and the audit process we use to keep every page on track.
Start here