A practice built around one question: are you cited in the answer?
LaFave Consulting was founded by Luke LaFave when it became clear that the traditional SEO retainer was solving a problem that had moved.
The signal had moved off the SERP and into the answer. The clients who recognized this earliest were the ones who shipped the most uneven attempts to address it — a Wikipedia draft here, a schema patch there, a sponsored AI Overview test on the side. None of it added up. None of it was measured.
The practice was built to do the work in one place, by one team, against one number — citation rate, measured monthly, reported in plain English.
Five operating principles.
Measure the answer, not the rank.
Rank is a proxy for visibility. The answer is the visibility. We score citation rate on a defined prompt set, every month, across five models. If a number does not move, we do not claim it did.
Name the competitors out loud.
Every audit benchmarks against three named competitors. Programs that measure only their own brand cannot tell whether they moved relative to the category — and the category is what the buyer compares against.
Schema, entity, and content are one program.
Most agencies treat these as separate disciplines. Models treat them as one signal. Schema without entity coverage is half a vote. Entity without primary content is unsupported. We do all three in one cadence.
Publish at research grade, not blog grade.
Models cite sources they treat as authoritative. Authoritative means a single question, sourced with primary citations, structured with schema, and surfaced under the author who can answer it. Eight blog posts cannot replace one research-grade page.
Refuse work we cannot measure.
If a prospective engagement does not have a clear number — citation rate, named-prompt coverage, share-of-answer — we will not take it on. Marketing without measurement is faith, not practice.
Luke LaFave
Luke leads every engagement personally. The studio is small by design — every audit is read by the person whose name is on the door.
Luke's background sits at the intersection of traditional search and the new generation of model-mediated discovery. He spent the prior decade in performance marketing and technical SEO; he built LaFave Consulting when it became clear that those skills mapped to a different surface — one where the page that earns the answer matters more than the page that earns the click.
He works with a small bench of subject editors and schema specialists who join engagements as the scope requires. There is no "team page" because there is no permanent team — only the people who are best suited to the work in front of us.
If the practice fits, the call is the next step.
Tell us about your category. We will respond within two business days with a recommended starting engagement.
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