About

If you build a company, run a team or decide on a marketing budget, you act on ideas you never verified. Everyone does. There is no time to verify everything. Most of what you know arrived secondhand. A study got quoted. The quote became a slide. The slide became common sense. Common sense aged into myth.

I never set out to debunk myths. I have the luxury of working on a few projects at my own pace, so I can follow my curiosity and find out what actually works in internet marketing, what trends are taking off, which startups are doomed before launch. Often the numbers contradict conventional business wisdom. Sometimes they confirm it. Either way, I share what I find and turn it into heuristics that help you fail less often.

The name is the premise. Nobody checked? Not anymore.

Who’s checking? My experience at a glance

• 2010 – 2018 – developed my own web projects, including SEO online analytics tools and offering consulting. Here is an archive of my old blog and my old site about consulting with some testimonials from my clients. You might be also interested in the interviews (one, two, three) I gave in this period. I also have done plenty of speaking on SEO conferences. Here is a couple of links with media coverage (one, two) and the full set of my presentations.

• 2018 – 2020 – I worked as the Head of SEO at Legalbet (Latvia). An interview from this period.

• 2020 – I was promoted to the Director of product and marketing.

• 2021 – 2024 – I worked as the CEO of the same company. I also continued occasionally give talks on the conferences (one, two) and give interviews.

• 2022 – I launched a new start-up: SEO SAAS Buddler.com. I made plenty of very costly mistakes (so I can keep you from making them) and eventually closed it in 2025.

• 2024 - I started to work as independent business consultant. You can work with me.