Help your SEO team defend value in the age of AI search.
A communication framework and training system for account managers navigating AI disruption, renewals, and executive conversations. Built on FREDA — the rubric distilled from the conversations that retained accounts, and the ones that put them at risk.
A great use of AI to be contrarian and give you perspective where it's difficult to see the other side. This tool shows those blind spots & hopefully saves you some headaches in the end.
“For SEO leaders who have to defend/pitch new budget and justify client retainers - you're the perfect audience.”
Meet FREDA. The framework helping SEO teams turn technical conversations into business conversations.
Distilled from the calls that renewed accounts, and the ones that didn't. Five moves, in order, every time the room turns to "is this still worth it?"
Set the strategic context before the client locks into a defensive posture.
Name the real business pressure they're under — CFO, PE, recent loss, AI disruption.
Paint credible future upside the renewal is actually buying.
Prove the point with a tailored, math-backed example on their named problem.
Explicit, single-breath next step. This is the consistent leak point.
Pick a scenario. Walk the five moves.
A live look at how FREDA reads a real client moment — which step is the primary move, what a strong version of each step sounds like, and where the rubric would score it.
Your champion tells you the CFO has mandated a 20% reduction across the marketing vendor stack and you're on the list. The instinct is to give 10% to look reasonable. The right move is to restructure the contract so the value floor is harder to cut than the price tag.
Reframes the conversation from 'how much will you discount' to 'how do we survive next year's review too'. Long-horizon move.
Learn the framework. Practice the conversation. Apply it on real accounts.
The reply-grade rubric, the Retention Loop, and the language for AI-search conversations. Read it, teach your team, keep the whitepaper.
Run scenarios and objection simulators against realistic client pushback. Feedback graded against the FREDA rubric.
A live workshop on one of your real accounts, plus one-page client briefs your team can walk into a QBR with.
- Agency account directors
- SEO leads managing enterprise clients
- Client success teams defending retainers
- Marketing leaders explaining AI search changes to a board
- Solo consultants looking for a productivity tool
- Founders looking for an AI chatbot
- Teams wanting generic SEO advice
Reporting shows activity. Renewals ask about value.
I spent years watching SEO teams lose client confidence because the deliverable showed activity, not business impact. Same rankings deck. Same traffic chart. Different CFO in the room, and suddenly none of it lands.
FREDA was built from analysing the conversations that retained accounts, and the moments that put them at risk. The Clinic is how I teach it — a framework first, a practice ground second, and the intelligence layer to keep the language current as AI search rewrites what clients think they're buying.
The AI partnership deals already deciding where answers come from.
Every workshop and scenario is calibrated against a live map of AI partnership deals reshaping search — Reddit × Google, News Corp × OpenAI, and more. So the "Demonstrate" step lands with real evidence, not vibes.
Twelve chairs.
Six weeks.
A sealed room of twelve account managers, client leads and contract-negotiators who use the Clinic every week for six weeks. The people sitting across from clients when "is this still worth it?" actually lands.