/01
Substitution
Stop paying for keywords you can win
Cluster-by-cluster substitution plan: which non-brand keywords organic can take and what budget gets freed.
Team · Performance & Paid
SEO that frees paid budget for true incrementality.
Most paid budget pays for keywords organic could win. We coexist with your paid team to substitute, defend and reallocate — measured in CAC and incrementality, not impressions.
CAC
Reduced via substitution
Brand SERP
Defended end-to-end
Incrementality
Tested with paid
Reporting
Blended view
Strategies designed for brands growing in organic
What it's for
Coexist with paid, not compete with it.
Paid and SEO are the same channel from the customer's perspective. We operate them as one front, not as rivals fighting for credit.
/02
Reporting
Blended view of paid + organic
One dashboard showing acquisition by query, regardless of which channel captured the click.
/03
Incrementality
Holdout tests with the paid team
Run holdout markets or query groups to measure true incrementality of organic vs paid.
/04
AI
AI Overviews and zero-click defense
When AIO shows up, paid CTR drops. We defend the position with citable owned content.
Principles
How we work alongside paid teams.
Industries
Where this service moves the needle.
/01
E-commerce
Large catalogs, faceted nav and operation at scale.
See industry/02
B2B SaaS
Bottom of funnel, comparisons and product-led SEO.
See industry/03
Fintech
High-intent traffic in regulated categories.
See industry/04
Insurance
Quoters, comparators and brand SERP defense.
See industry/05
Banking & investment
Topical authority and brand SERP defense.
See industry/06
Manufacturing
Technical long-tail and B2B industrial capture.
See industry/07
Automotive
Stock, dealerships and multi-country local SEO.
See industry/08
Platforms & community
UGC and complex information architecture.
See industryCase studies
Real outcomes for senior-led teams.
Featured case
Education · EdTech
Online English learning EdTech
"From 9k to 2.4M organic sessions per year by combining editorial strategy and thematic architecture to capture the demand for online English learning."
Featured case · Education · EdTech
+2,122%
Organic traffic
200K+
visits / mo
-75%
CAC
$480K
savings / yr
Organic traffic, Base index 100
Marketplace · Retail sector
OrganicSector baseline
“We went from an SEO that reported rankings to an SEO that reports pipeline. Ana Fernández SEO didn't help us do more SEO, they helped us do a different kind of SEO.”
Marketing Manager · EdTech (NDA)
Fintech · Remittances
International transfers Fintech
"From zero to 1.8M annual organic visits in a category where users don't search for the category, but for brands and use cases."
Fintech · International transfers
1.8M
Organic visits / year
150K+
visits / mo
$204K
paid equivalent / yr
Healthcare
Digital health platform
"Organic search went from a secondary channel to the main source of acquisition, with over 80% of new acquisitions originating from organic assets."
Healthcare · Topical Authority
+80%
Acquisitions from organic
100%
specialties covered
3 stages
of the journey
Won't this cannibalize our paid clicks?+
Sometimes — and that's the point. Substitution lowers CAC. We design the program around incremental clicks, not double-counted ones.
Do you work with our paid agency?+
Yes. We coexist with internal paid teams and external agencies — same room, blended reporting.
How do you defend brand SERP?+
Authority, knowledge graph, reviews, sitelinks, structured data and crisis response — all operated as part of the brand defense layer.
AIO and zero-click?+
We optimize for AIO citation and the linked-source position — and we report on both the clicks you keep and the brand impressions you earn.
Let's free your paid budget for true incrementality.
Substitution plan, blended attribution and brand SERP defense — coordinated with your paid team.