Be found first.
Be chosen naturally.
Wherever your customers search.

Google YouTube ChatGPT Instagram TikTok Reddit Gemini Perplexity Claude

We shape how brands are discovered, considered and chosen across the moments customers search, compare and decide, and connect that work to commercial impact.

Talk to a search specialist

Selected clients

What we work on

Being found is not being chosen.

Your customers do not experience SEO, paid search, social and AI as separate channels. They ask questions, see recommendations, compare options, check what they have heard and search again, until one option starts to make more sense than the others.

Different surfaces do different jobs in that decision. We work on the parts of it where specialist search evidence and execution can change the outcome.

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Understand demand

What customers want, ask and search for, and what is changing.
Create discovery

Where customers encounter your brand while discovering their options.
Capture intent

Where interest becomes commercially valuable.
Build preference

What makes one brand more likely to be chosen than another.
Prove impact

What changed in behaviour, leads, sales and revenue.

Featured work

All case studies

More spend was not the answer. Better commercial signals were.

Featured work

All case studies

What you can engage us for

Start with the problem, not the channel. When it is not yet clear where the opportunity sits, Search strategy & intelligence works that out first. Then we bring in the capabilities the problem actually needs, and measure what changed.

Search strategy & intelligence

Work out where demand, discovery, intent and preference are being won or lost before deciding the channel.

SEO & search performance

Be the result when they look, not the fourth option nobody scrolls to.

Paid search & media

Win the moments that are already commercial and already contested.

AI search & GEO

Be cited when an answer engine recommends, not just ranked.

Social search

Be found where customers discover, research and compare on video, feeds and communities.

Content & search experience

Answer the question properly, then make the next step obvious.

Digital PR & authority

Be credible in the places customers check that are not your website.

Data, measurement & insights

Understand what changed, what the evidence supports and what deserves action next.

How we think

~~Rank first.~~ People search. Platforms change. ~~Map the funnel.~~ Understand the decision. ~~Get found.~~ Get chosen. ~~Report the traffic.~~ Prove what moved.

01Search behaviour is wider than a ranked list. Feeds, answers, communities and maps all play a part, so we follow the behaviour, not one list.

02Decisions are not neat funnels. People discover, compare, verify, leave and return.

03Visibility is not preference. Being present gets a brand into the decision. It does not guarantee the choice.

04We connect what happened in search and discovery to what changed in the business, without pretending every interaction can be attributed.

A specialist search agency, built to strengthen capable marketing teams.

Specialist

Search and discovery are all we do. We work alongside your team and partners on everything else, rather than becoming your marketing department.
Direct access

You work directly with the specialists accountable for the thinking and the work.
Evidence-led

Recommendations are built to survive scrutiny, with what is observed kept apart from what is estimated.
Current

We run Edge of Search and Newy SEO Beers, and work where the field is changing rather than reacting to it afterwards.

Insights

What we are working out

AI Search9 July 202619 minHow to rank in AI Overviews

Content8 July 202614 minHow AI content creation actually reaches E-E-A-T standard Content8 July 202613 minAI product descriptions done right: unique copy at scale All insights

How is Firewire different from a typical search agency?

We are a specialist search agency, so search and discovery is all we do. Strategy, SEO, paid search, AI search, social search, content, digital PR and measurement work from one shared view of your problem, and the specialists who shape the strategy stay close to the work. We judge recommendations by the commercial outcome and the evidence behind them, not by activity.

What's the difference between a search marketing agency and a digital marketing agency?

A digital marketing agency usually covers most marketing disciplines. We deliberately specialise in search and discovery: where customer demand, intent and decision signals can be understood and influenced. For brand, creative, CRM or full-service social, we work alongside your internal team or specialist partners rather than stretching into them.

Do we need all eight capabilities?

No. The eight capabilities describe what we can deploy, not a bundle you buy. Most clients need one or a few. Where it is not yet clear which, Search strategy & intelligence works that out first.

Do you do social media marketing?

Not as general social media management. We do social search: helping customers find, research and compare you on platforms such as TikTok, YouTube, Instagram and Reddit, including the content that work needs where it is relevant. We run paid social where it supports the search programme. Community management and always-on posting are better handled by your own team or a specialist social partner.

What size client is the right fit?

We work best with established organisations that have an internal marketing team, real commercial complexity and enough search opportunity for specialist expertise to make a material difference. We are not the right fit for a business looking for one agency to run all of its marketing.

What does the engagement timeline look like?

It depends on the engagement. Standalone Search strategy & intelligence work is scoped as a defined piece with a clear end point. Ongoing execution runs over a longer horizon, because most search work builds over months rather than weeks. We set the timeline when we scope the work, not before.

Can you work with our in-house team?

Yes, and most of our clients have one. We bring specialist strategy and execution and fit into the way you already work, alongside your designers, developers and content team, and any other agencies or specialist partners you use. Briefs, tickets and reporting plug into your existing tools and cadence.

Can we start with strategy or a one-off audit?

Yes, where the work answers a real commercial question. Search strategy & intelligence can be a standalone engagement when working out where the problem sits is valuable in its own right, and a narrower audit makes sense when there is a specific question to answer. You keep the work either way. Taking it further with us is a separate decision.

How do you report on AI search visibility?

We measure how often your brand is mentioned and cited across the major AI answer engines, including ChatGPT, Perplexity, Gemini and Google AI Overviews, using our own tracking. Answers vary from one run to the next, so we report frequency across a set of questions and read trends over months rather than single snapshots, alongside your search and commercial results.

What's the typical investment?

It depends on the work. Standalone strategy is scoped as a defined piece of work. Ongoing engagements are scoped to the capabilities involved, any media budget and your commercial targets. We give you a number once we understand the problem, and if the maths does not justify the work, we will say so.

Ready when you are.