The lab runs on original research. We ask the questions real patients and customers ask, run them through the engines at scale, and code every citation in every answer. What we publish is dated, method-first, and built to be checked: single runs labeled as single runs, prompt sets disclosed, flaws footnoted. The findings set the strategy. Where the engines reward video, we produce video. Where they reward a directory profile, a forum thread, a structured page on your own site, we go there instead. The spend follows the evidence.

Garth House has spent seventeen years in search, from the ten-blue-links era to answers assembled by AI. The throughline: visibility goes to whoever the system trusts, and the system keeps changing what trust looks like. The lab exists to measure that, act on it, and build the tooling that makes acting on it economical.

What gets sold is the outcome: clients cited by AI search. What gets kept is everything we learn making it happen.