Field guides

Real solutions, from open public data.

The same public data we run in phase one and two of every engagement, written up so you can run it yourself. The Census, County Business Patterns, BLS, Google Search Console, Core Web Vitals, and more. No gate, no sales pitch.

PerformanceCore Web Vitals
Core Web Vitals: The Ranking Lever Hiding in Public Data
Google publishes how fast your site really is for real users, and your competitors' too. Here is how to read that field data for free and fix the biggest offender first.
3 public sources · 11 min
Competitor AnalysisAnalytics
Find Where Your Buyers Cluster With BLS and LEHD Data
If you sell to businesses, the government already published a map of where your buyers work. Here is how to read BLS QCEW and Census LEHD to find the counties and corridors where your industry concentrates.
3 public sources · 10 min
SEOHow-to
Local SEO for Multi-Location Brands, Built on Public Data
Ten locations do not rank as one brand. They rank as ten local businesses. Here is how to build a real page for each one, backed by the census read for its area and its own claimed profile.
4 public sources · 11 min
Competitor AnalysisSEO
Map Competitor Coverage With Public SERP and Schema Data
You can reverse-engineer a competitor's SEO from artifacts they publish for free. Here is how to read the search results, their sitemap, and their schema, then build a coverage-gap map you can attack.
4 public sources · 12 min
SEOSearch Console
Mine Google Search Console for the Queries You're Losing
Google hands you your own search data for free. Here is how to read the Search Console Performance report to find the queries you rank for but do not win, and turn each one into a fix.
3 public sources · 11 min
PricingCompetitor Analysis
Price and Position Against the Public Market
Stop pricing on a gut feel. Public income, competitor, and wage data can tell you what your market can bear, how crowded it is, and where to plant your flag.
3 public sources · 12 min
SEOHow-to
Read the Census for Your Service Area
The federal government already mapped your market for free. Here is how to read the American Community Survey and let it decide where your marketing money goes.
3 public sources · 8 min
AISEO
Schema.org Markup That Earns AI Citations
Schema.org is a free, shared vocabulary that tells search engines and AI answer engines exactly what your pages mean. Here is which structured data a service business needs, and how to add it without touching code you cannot validate.
4 public sources · 10 min
SEOCompetitor Analysis
Speak Your Buyer's Language With NAICS Codes
The government already sorted every business in the country into a free, numbered taxonomy. Learn to name your buyer by code, and every other public dataset opens.
3 public sources · 9 min
PPCSEO
Time Your Marketing With Google Trends and Public Seasonality
Demand for most local services runs on a season, and Google Trends shows you the shape of that season for free. Here is how to read the curve and turn it into a calendar.
3 public sources · 9 min
SEOCompetitor Analysis
Turn County Business Patterns Into a B2B Target List
If you sell to other businesses, the Census already counted your buyers. Here is how to read County Business Patterns and turn it into a real account list and a territory plan.
3 public sources · 8 min
SEOHow-to
Win the Google Business Profile Map Pack
The map pack is the most valuable free local surface you own. Here is how to work Google's three published ranking factors and earn one of those three spots.
3 public sources · 9 min

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Real solutions, from open public data.

Core Web Vitals: The Ranking Lever Hiding in Public Data

Find Where Your Buyers Cluster With BLS and LEHD Data

Local SEO for Multi-Location Brands, Built on Public Data

Map Competitor Coverage With Public SERP and Schema Data

Mine Google Search Console for the Queries You're Losing

Price and Position Against the Public Market

Read the Census for Your Service Area

Schema.org Markup That Earns AI Citations

Speak Your Buyer's Language With NAICS Codes

Time Your Marketing With Google Trends and Public Seasonality

Turn County Business Patterns Into a B2B Target List

Win the Google Business Profile Map Pack

Rather we run the read for you?