Intelligence
Commercial Opportunity Mapping
We define the commercial territories worth owning before prescribing any work.
- Buyer-intent commercial clusters
- Demand × value × winnability × brand fit
- Speed-to-signal prioritisation
Search & AI Visibility · New York
Search visibility that creates business.
Herald Square Marketing is a senior-led search consultancy. We build commercial visibility across Google, AI search and the wider web, then keep investing in what produces customers.
Visibility across
Google SearchAI OverviewsChatGPTGeminiPerplexityPublishers & reviewsCommunitiesBrand search
Our position
Search visibility is an acquisition system.
Rankings, traffic and citations are inputs. The business outcome is the scoreboard.
We optimise for qualified discovery, commercial intent, trust and revenue, and we decide where resources should go before we spend them. Clients don't hire HSM to receive more SEO activity. They hire us to make better search decisions and execute them properly.
In plain English
We identify where your business has the strongest realistic opportunity to win, build visibility across Google and AI search, strengthen the third-party evidence supporting your brand, and keep investing in what produces customers.
- Revenue & qualified leads
- Commercial visibility
- Customer acquisition
- Brand & category recognition
- Search & AI visibility share
- Discovery to action
Capabilities
Built for how search works now.
Traditional SEO, AI search, authority and conversion run as one system. Each capability is deployed when the evidence says it will move the business.
Intelligence
Market & SERP Intelligence
What the current Google results tell us is required to compete.
- SERP reverse engineering
- Competitor visibility and positioning
- Authority requirements by query
AI Search
AI Visibility Intelligence
A fixed, commercially relevant query universe, measured repeatedly across AI platforms.
- Brand mention and recommendation rate
- Citations, cited URLs and domains
- Competitor share of voice
AI Search
AI Sources & Citation Strategy
Getting the brand into the third-party sources AI systems repeatedly surface.
- Citation and source mapping
- Inclusion targeting
- Recommendation context
AI Search
Retrievability & Entity Clarity
Making important information easy for search and AI systems to find, understand and use.
- Entity consistency across the web
- Self-contained answers and structure
- Structured data where it is relevant
Execution
Architecture & Technical SEO
Removing barriers between valuable pages and search engines, ranked by commercial impact.
- Crawlability and indexation
- Rendering and performance
- Migrations, canonicals and redirects
Execution
Commercial Pages & Information Gain
Priority pages built to satisfy intent better than the pages currently winning.
- Intent and entity alignment
- Original data, testing and expert input
- Comparisons and buying decisions
Authority
Authority Acquisition & Digital PR
Contextual authority: placements that can rank, be discovered and reach the audience.
- Editorial and publisher coverage
- Expert and founder visibility
- Reviews and communities where they matter
Measurement
Conversion & Performance Intelligence
Separate scoreboards for Google and AI, tied to the same commercial outcome.
- Landing-page and CTA performance
- Monthly performance intelligence
- Scale, improve or kill decisions
AI Search / GEO
AI search is a separate surface. We measure it like one.
We build a fixed query universe around your customer's decision journey and track the same set over time, so movement means something. No invented universal GEO scores.
The query universe
- Informational
- Commercial
- Recommendations
- Comparisons
- Alternatives
- Brand & competitors
- Category
- Local / geographic
- Trust & validation
What we measure
- Brand mention rate
- Recommendation visibility
- Citation rate
- Cited URLs and domains
- Competitor share of voice
- Recommendation context
How brands get recommended
- User questionA buyer asks an AI system for options, comparisons or advice.
- Recurring sourcesPublishers, reviews and communities the system repeatedly draws on. Often the highest-priority inclusion targets.
- AI answerThe system synthesises what those sources say about the category.
- Brand recommendationBrands that are consistently understood and independently referenced are the ones named.
Often the AI opportunity is not to make your page better. It is to get the brand included in the sources AI systems already trust.
The HSM Search Visibility Model
One visibility system. Not five services.
Search and AI are discovery surfaces supported by shared brand, entity and third-party authority signals, with conversion as the commercial outcome.
Shared authority layers
Entity & BrandHow clearly search and AI systems understand who you are and what you should be known for.
Off-Page SourcesPublishers, reviews, communities, comparison sites and directories.
Discovery surfaces
Traditional SearchRankings, SERP features, intent, content, links and technical performance.
AI SearchMentions, recommendations, citations and the context brands appear in.
Commercial outcome
ConversionDiscovery turned into brand search, visits, enquiries, purchases and revenue.
Operating cycle
Diagnose, prioritise, execute, measure. Then scale, improve or kill.
The sequence is set by diagnosis, not a standard agency workflow. There is no fixed research → technical → content → links order.
- 01
Diagnose
Establish what is actually limiting growth.
- 02
Prioritise
Rank opportunities by expected commercial impact, confidence, cost and risk.
- 03
Execute
Deploy the right lever: technical, content, authority, AI visibility, conversion or another channel.
- 04
Measure
Track real performance against the defined baseline.
- 05
Scale / Improve / Kill
Invest more in winners, improve promising work and stop funding weak ideas.
Prioritisation rule
Expected Impact × Confidence ÷ Cost / Risk
A decision filter, not a mathematical score. Every candidate piece of work lands in one of four categories.
CriticalLimits growth now. Resolved first.
High ImpactMaterial upside. Scheduled and resourced.
OpportunisticWorth doing when cost is low.
NoiseRecorded and set aside.
Operating principles
Five principles behind every recommendation.
Senior strategy is not handed off after onboarding. The people making the strategic decisions stay involved in performance interpretation and prioritisation.
Revenue before vanity
Rankings, traffic and citations are inputs. The business outcome is the scoreboard.
Live evidence before theory
Strategy starts with current live search results, competitor evidence, platform behaviour and your own data.
Test before dogma
When evidence is uncertain we run the cheapest useful test, with success and kill criteria, then scale or stop.
Leverage before labour
Systems, reusable assets and repeatable acquisition over manual activity for its own sake.
Strategy follows asset value
A long-term brand and an experimental asset should never receive identical risk or tactics.
Engagements
Shaped around the opportunity.
The same senior thinking at every level. Scope changes with how many fronts we run at once and how much of the execution we own.
Advisory
Senior strategy. Your team executes.
Expert direction while your team or partners handle the hands-on work.
- Opening analysis and prioritised roadmap
- Regular strategy and review sessions
- Monthly prioritised action plan
- Review of pages, content and implementation
- AI visibility, authority and competitor monitoring
Best for Building the right strategy and avoiding wasted execution.
Focused Growth
One territory. Many reinforcing signals.
A managed SEO and AI visibility program concentrated on the single highest-value commercial cluster.
- Opportunity validation and one priority cluster
- Commercial pages, content and technical fixes
- AI query tracking and citation analysis
- Selective authority and outreach
- Implementation handled by HSM
Best for Proving traction in one important area before expanding.
Most complete
Growth Program
Multiple territories. One brand authority.
Everything in Focused Growth across several clusters, with more investment in external authority.
- Two or more commercial clusters
- Broader content and landing-page development
- Active digital PR and authority building
- Expanded AI visibility and source analysis
- Brand and conversion development
Best for Making organic and AI visibility a material acquisition channel.
Every engagement starts with diagnosis. We'll recommend the scope the evidence supports, including another channel if it offers better economics.
Discuss an engagementTypical 90-day operating rhythm
What the first quarter looks like.
The exact sequence changes by client. The operating pattern stays consistent.
Days 1–30
Intelligence & foundations
- Baseline and measurement setup
- Competitive and SERP research
- Opportunity mapping and priorities
- Technical and commercial fixes
Days 31–60
Execution against the highest-priority constraints
- Priority pages and content
- Internal linking and technical fixes
- Authority acquisition
- AI source targeting and testing
Days 61–90
Validation & expansion
- Performance analysis
- Improve winners, fix weak execution
- Expand successful clusters
- Refine AI visibility and reallocate
An operating pattern, not a guaranteed ranking timeline. Results depend on market, competition and execution.
Clients
In their words.
“We have been working with Herald Square for years and increased our bottom line right from the start. We have more calls coming in monthly thanks to the wizards over there. I don't know how they do it, but we are just ecstatic about the results.”
Director of Operations, Lord, Kobrin, Alvarez & Fattell, LLC
“Caliph is an incredibly skilled SEO who will go above and beyond to get you the search engine results you are looking for. He was able to get multiple websites from page 2 and 3 to the front page of Google and more than doubled their revenue. If you want incredible results, I would highly recommend you hire Caliph.”
Founder, Liquid Canyon
“Rarely am I motivated to sit down and write a recommendation for someone. A letter for Caliph is an exception because he deserves it! From the start, he shared his valuable insights on how we could improve our website and what to avoid.”
Real Estate Marketing
Selective by design
Activity is not the goal.
HSM is best suited to businesses where search visibility has meaningful commercial value and where the business is prepared to invest accordingly. We are not designed around low-cost content volume or commodity link acquisition.
What we don't optimise for
- Arbitrary article quotas
- Chasing meaningless traffic
- Buying links purely for DR
- Vanity metrics reported as success
- Invented universal GEO scores
- Guaranteed rankings or AI citations
- Automating weak strategy
- Content nobody needs
Contact
Start a conversation.
Tell us about the business, the market and what search should be doing for you. You'll hear back from a senior strategist, not a sales team.
Herald Square Marketing
244 5th Ave H-272, New York, NY 10001