AlignmentAdvisory · Tier 3 of 3
One Direction: Brand,
Pages and Search.
The whole month: the record, the reading, the direction and a four-hour session with the people who decide, then a check-in at ninety days.
- For
- a firm ready to change
- The Month
- day 7, 14 and 31
- The Session
- four hours
- The Check
- at day 90
65
Pages of direction in the firm’s own brand style: every page of its site mapped to new language, the missing sections named.
an advisory case: seven documents of record, then the alignment and a four-hour session
Four Plain
Questions.
Who does the work?
The studio measures, reads and writes the direction; the people who decide set the order of the work.
Do we pay every month?
No. One month, a fixed scope. What follows is the firm’s own choice.
What do we keep?
Eight finished documents in your brand style, and the record they were read from.
What happens after?
The first step starts the next day; at ninety days every dated prediction is measured again, and the next step is chosen from what changed.
One
Month.
Measure by day 7, read by day 14, align by day 31, then the check-in at ninety days.
Day 7Measure
What happened. Search Console, Analytics, Bing, the AI answers and every lead, joined page by page into one record and kept before the sources drop their history.
Day 14Read
Why. The searches, the buyers’ own first messages, the field and every page of the site, read and checked. Every number is recomputed from its file.
Day 31Align
How. The position, the words, a brief for every page, the term and question maps and the image set, then four hours with the people who decide.
- Day 90
Check-In
Did it work? At ninety days every prediction is measured again, against the same record.
What the Month
Delivers.
Eight finished documents, a session that sets the order of the work, and a dated check of whether it worked.
Four Documents of Record
Search, buyers, the field and the site: what is true, and how we know.
Four Documents of Direction
Brand and voice, pages, search and visual: what to change, finished.
The Session
Four hours with the people who decide; the order of the work set in the room.
The Check-In
At ninety days, every dated prediction measured again against the same record.
From You
- read-only access, as for Search
- the leads you can share
- four hours with the people who decide
- a person to carry each step
Eight
Documents.
Four of record, four of direction, in your own brand style.
- 01
The Record
Search, Buyers, The Field, The Site: what is true, and how we know.
- 02
The Direction
Brand and Voice, Pages, Search, Visual: what to change, finished.
- 03
In Your Brand Style
Every document in the firm’s own style, ready to circulate inside it.
- 04
Confidential
Nothing from a reading is shown, named or reused without the firm’s written yes.
Four Hours with
the People Who Decide.
The order of the work is set in the room, never on paper first.
- 01
The Findings
Every finding on the table.
- 02
One Order
Set by the people who will carry it.
- 03
Who Carries What
A name beside every step.
- 04
The First Step
Chosen in the room, started the next day.
Did It
Work?
At ninety days every dated prediction is measured again, against the same record, and the next step is chosen from what changed.
- 01
The Predictions
Every finding written with a date and the number it should move.
- 02
Measured Again
The same sources, read the same way, ninety days on.
- 03
What Changed
Page by page, question by question.
- 04
The Next Step
Chosen from the record, not from opinion.
A Strategy Deck,
or a Direction.
A Strategy Deck
- What You Receive
- Recommendations.
- Who Writes It
- A team you met once.
- What It Decides
- What might be done.
- When It Is Checked
- Never.
Alignment
- What You Receive
- Eight finished documents: the words, the briefs, the maps, the images.
- Who Writes It
- The person who measured, read and ran the session.
- What It Decides
- What is done first, and by whom.
- When It Is Checked
- At ninety days, against the same record.
Three Depths
of One Reading.
Search reads how the firm is found. Position adds what buyers need to hear. Alignment sets one direction. Each contains the one before it.
Alignment,
Explained.
What the studio has written about setting one direction, from its own records: the papers, and the terms they define.
Every Engine Keeps Its Own Record
Two years of one reference network, read from its own accounts: what Google, Bing and the AI answers each did with the same pages, and what it means for any firm that wants to be found.05 · Advisory · Search · · 14 min readWhat Are You Actually Paying For?
The question every reading starts with, what a year of retainer usually buys, and how to find out from your own accounts.02 · Advisory · Search · · 12 min readThe Page the Machine Quotes
How an AI answer chooses the page it cites, what the studio’s own measurements show on three kinds of site, and how a page earns the quote.03 · Advisory · Alignment · · 12 min read
Asked First,
Answered Plainly.
What are the eight documents?
Four of record (search, buyers, the field, the site) and four of direction (brand and voice, pages, search, visual).
Does it include Search and Position?
Yes. Each depth contains the one before it: the month begins with the search record and the research.
Who should be in the session?
The people who decide: the founders or the directors who will carry the direction.
Can a site follow?
Yes. The direction includes the site map and the data model when a build follows.
One Direction,
in One Month.
Tell us who decides and what has to change. Within two working days a person answers it.