Built by people who kept asking why.

We've spent years doing traditional SEO, and now search is changing faster than ever. Ranking first on Google only gets you into an AI Overview about half the time, and we want to know why.

Partly for our clients, and partly because we find how it all works fascinating.

Our approach has evolved as search has, but we needed somewhere to show the data we find and the tools we build to find it.

Cue DoubleO Lab.