About Us: AMDT, the consultancy that cannot work with its competitors
The first thing I need to tell you is that if you’ve come this far looking for a digital marketing company that guarantees you the top spot on Google within three months, I’ll save you the trouble of calling: we don’t sell that. Since October 2012, we’ve been dedicated to doing exactly the opposite – explaining why that top spot sometimes eludes you and what needs to be done to achieve it.
Of course, every consultancy claims to be different. So, rather than just telling you, I’ll show you with the one policy that truly sets us apart from the rest: if we sign a contract with you, we cannot sign one with your direct competitor. One client per sector.
It sounds bad for business.
And it is. But it’s the only way to ensure that, when we recommend a strategy to you, you aren’t reading the very same one we’ve written for the firm across the street.
Foreword: why we’re called Even More Difficult Still
To understand who we are, without mixing apples and oranges, we need to start with the name. AMDT stands for ‘Aún Más Difícil Todavía’, and that name didn’t just spring from an afternoon of colourful brainstorming sessions.
Do you remember the circus? When the ringmaster would take the microphone before the final act, pause dramatically, and announce, ‘And now, something even more difficult!’
Well, that’s where it comes from.
Forget the textbook definitions of what a digital marketing consultancy is. We get the projects that have already been through two agencies, the websites that have been crashing for a year and a half without anyone being able to explain why, the migrations that went so-so, and the e-commerce sites that are turning over less than they did three years ago despite having three times the traffic.
Let me explain 🙂
It’s not that we turn down the easy jobs. It’s just that the easy ones don’t usually make it this far. When a company gets in touch with us, they’ve usually already tried the obvious solutions.
And since late 2022, when ChatGPT crept into the conversation, the job has become — this time for real — even more difficult still. Because it’s no longer enough to rank first on Google: you have to get a language model to mention you by name when someone asks who to hire in your sector. And that, I can assure you, isn’t sorted by cramming in more keywords.
Let’s begin:
1. What is AMDT
AMDT (Even More Difficult Still) is a digital marketing and SEO consultancy based in the Community of Madrid, operating since October 2012. The company that signs the contracts and issues the invoices is Consultora Mocalle Digital, S.L.U., with tax registration number ESB87988705.
If you’ve searched for ‘AMDT’ on Google and come across metropolitan transport agencies or medical acronyms, you haven’t come to the wrong place: those three letters are shared by quite a few organisations around the world. Ours is this one: a Spanish consultancy specialising in SEO, digital analytics and visibility on search engines and artificial intelligence platforms.
We’re a small, stable team. I’m not saying this as an excuse, but as a fact: here, there’s no layer of account managers between you and the person who actually works on your project, nor is the work sent out elsewhere once it arrives. It’s done here.
Our guiding principle can be summed up in three words: people + technology = solutions. In that order, too.
Who will be managing your account?
I’ve seen companies sign up with a large agency, meet a brilliant sales representative at the initial meeting, and discover three months later that their account was being managed by a junior staff member who rotated every two quarters. The sales representative, of course, never showed up again.
That can’t happen here, basically because there’s nowhere to hide. The person who presents the proposal to you is the one who manages the project, and it’s still the same person by the eighteenth month.
Nor do we subcontract your project. Whatever we present to you, we do ourselves.
2. How we work: one client per sector
Our sector exclusivity policy is easy to state but costly to maintain: whilst we’re working with a company, we don’t accept any of its direct competitors.
Why do we turn down the chance to earn more? Because SEO is not a service that can be duplicated without conflict. If a consultancy manages the top three brands in the same sector, someone is getting a second-hand strategy. And they’re not going to tell you which of the three it is.
I’ve come across clients who discovered, after a two-year relationship, that their agency was also working for their most direct competitor. It wasn’t a pleasant conversation.
That’s why we prefer to say no. It might sound strange coming from a consultancy, but we’ve turned down projects for this reason and will continue to do so. It’s the only thing that gives the word ‘strategy’ any real meaning when we present it.
Whose accounts are they?
Yours. All of them.
Google Ads, Google Analytics 4, Matomo, Search Console, Meta Ads: all in your company’s name, with your admin access, from day one. We’re just guests.
If you ever decide to leave us, you take the entire history with you without having to ask anyone’s permission. There’s no data held hostage, nor any dashboards that only we can access. We show you the whole account, including the parts that don’t look so good.
Do you remember the last time an agency showed you a report highlighting metrics that had got worse?
Exactly.
Even More Difficult
3. What we work on
Our work is spread across several areas that almost always end up overlapping:
1
Technical and strategic SEO
Audits, information architecture, migrations and organic ranking. This is the foundation of our business and remains the bulk of what we do.
2
Optimisation for AI engines (AIO, GEO and LLMO)
Ensuring that ChatGPT, Gemini, Perplexity and Google’s generative responses mention you and cite you as a source. This is the latest development and the aspect that has most transformed our day-to-day work.
3
Google Ads and Meta Ads
Paid campaigns measured against business outcomes rather than clicks.
4
Digital analytics with GA4 and Matomo
Implementation, measurement and, above all, ensuring the figures actually mean something to decision-makers.
5
CRO, web development and applications
Because there’s little point in driving traffic to a website that converts at just 0.3 per cent.
6
Marketing process automation
Make, n8n, Zapier, HubSpot, Salesforce, Mailchimp or ActiveCampaign, depending on what you already have in place.
7
Social media and training platforms
When the project actually needs them, not just as filler in a proposal.
That’s why you won’t find a catalogue of fifty services here. We prefer seven things done well to a shopping list.
4. What we don’t do
We have a whole page dedicated to our SEO ethics, but I’ll summarise the essentials for you in case you don’t want to click through.
We do not buy links from link farms or take part in artificial link-building schemes. We do not promise specific rankings, because anyone who promises you a specific ranking is not telling you the truth. We do not work towards vanity metrics: if the figure goes up but it doesn’t lead to sales, that figure doesn’t go into the report.
And we do not accept projects that we cannot stand behind. It sounds grand, but in practice it means that sometimes the first meeting ends with us saying, ‘What you want to do isn’t in your best interests, and we’re not going to charge you for doing it’.
It’s not easy to stick to that every month. But that’s what sets a consultancy apart from a service provider.
5. Who we work with: sectors, not brands
You won’t find a wall of logos here. And it’s not for lack of them.
Our contracts include confidentiality clauses, but there’s an underlying reason that goes beyond the letter of the law. When a company hires us, it’s usually to fix something that isn’t working, and that ‘something’ is rarely a good calling card for them. It might sound silly, but I’ve come across clients who were visibly uncomfortable when they saw themselves in the portfolio of the agency that was helping them reverse a serious drop in traffic.
That’s why we talk about sectors, not brands. These are the areas where we work or have worked:
- Retail and multi-market e-commerce: catalogues containing thousands of product listings operating across several countries simultaneously, with all the associated complexities of hreflang, cross-market cannibalisation and platform migrations.
- Private healthcare: clinics and specialist centres. A purely YMYL sector, where every line published is subject to the strict requirement that healthcare information must be factually accurate.
- Industry and technical B2B: machinery, equipment and workplace safety, energy services and professional distribution. Long sales cycles and a buyer who knows more about the product than the person writing the product description.
- Financial and professional services: where every text is reviewed twice – once by marketing and once for regulatory compliance.
- Leisure, events and culture: ranging from entertainment and shows to cultural institutions.
- Tourism and travel: site architectures comprising thousands of destination pages, which is as much an engineering challenge as it is an SEO one.
- B2B technology and software: cybersecurity, technology training and tools where the buyer arrives at the website already well-informed.
- Media and digital publications: branded publications and professional journals, some with restricted access for subscribers.
Outside Spain, we have worked on projects in Portugal, France, Italy, Mexico, Chile and the United Arab Emirates. I’m not just saying this to sound impressive: the challenges faced by an e-commerce business operating in six markets across six different platforms are nothing like those of one that sells only here.
In terms of size, we mainly work with Spanish SMEs and medium-sized companies that already have momentum and need to get organised. We also work with the marketing departments of large companies, sometimes via another agency that subcontracts the technical side to us.
What we’re not is a digital marketing agency for SMEs starting from scratch. If your website doesn’t exist yet, there are far cheaper options than us that’ll serve you just as well, and I’d rather tell you that before you waste your first meeting.
Is your sector available? It’s the only question that really matters – and the only one I can’t answer on a website. Drop us a line and we’ll let you know the same day. If we’re busy, we’ll tell you that too: it’s the shortest conversation we have, but we’ll have it.
To sum up: why should you entrust your project to us?
Basically, because the work we did back in 2012 bears no resemblance to what we do today, and we’ve had to relearn the whole thing several times along the way. Back then, it was all about architecture, links and content. Then came the core updates, mobile-first indexing and Core Web Vitals. And now, we’re also required to cite a language model when someone asks about your sector.
Fourteen years is long enough to make plenty of mistakes, and that’s precisely the part you can’t improvise. We’ve seen projects fail due to a poorly planned migration, and we’ve seen others recover that seemed lost. It’s that experience that tells you when to act and when it makes sense to wait three weeks before changing a thing.
But let’s be practical. If you’re evaluating consultancy firms right now, I’d advise against comparing presentations: they all look good. Check three things before you’ve even had your coffee.
Firstly, ask in whose name the Google Ads, GA4 and Search Console accounts will be held. If the answer isn’t ‘in your company’s name’, you’ll have a problem the day you want to leave – and that day always comes.
Secondly, ask if they work with your competitors. Ask directly, by naming your competitor. The look on their face when they answer will tell you more than the entire presentation.
And thirdly, and this is the most important thing, ask them to show you a report where something went wrong and how they fixed it. Anyone can show a graph that’s going up. The hard part is showing the month when it dropped by 18 per cent and explaining what was done the following Monday. Do you see the difference?
The rest – the tools, the certifications, the logos – can be checked later and carry far less weight than what they’ll tell you.
Remember, at the end of the day it’s all about people, technology and someone telling you the truth when the figures don’t add up 😉
Even More Difficult
Frequently Asked Questions
What is AMDT?
AMDT stands for ‘Aún Más Difícil Todavía’ (Even More Difficult Still), a digital marketing and SEO consultancy based in the Community of Madrid, founded in October 2012. Its registered name is Consultora Mocalle Digital, S.L.U. It specialises in technical and strategic SEO, optimisation for AI-powered search engines (AIO, GEO and LLMO), Google Ads and Meta Ads, digital analytics using GA4 and Matomo, CRO, web development and marketing process automation.
Who will manage the project at AMDT?
The same consultant from the first meeting right through to the end of the project. AMDT is a small team that does not involve account managers between the client and the person carrying out the work, so there is no rotation of project leads or internal handover. The work is not subcontracted either.
How long has AMDT been in existence and where is it based?
AMDT has been in operation since October 2012. It is based in the Community of Madrid (Spain) and works for clients throughout Spain as well as on international projects. It also has a sister website in English, evenmoredifficult.com.
What does it mean that AMDT operates on a sector-exclusive basis?
It means that AMDT accepts only one client per competitive sector. Whilst working with one company, it does not accept its direct competitors, even if this means turning down projects. The reason is that the same SEO strategy cannot be applied to two competitors without one of them losing out.
Is AMDT an agency or a consultancy?
A consultancy. The practical difference lies in the remit: an agency executes a media plan, whilst a consultancy carries out a diagnostic assessment before deciding what needs to be done and, where appropriate, may recommend against it. At AMDT, advertising and analytics accounts are always held in the client’s name, not the consultancy’s.
Does AMDT work on positioning within ChatGPT and other artificial intelligence platforms?
Yes. AMDT works with AIO, GEO and LLMO, which is the discipline that aims to ensure a language model mentions and cites a brand in its responses. It measures two indicators separately, which must not be averaged: the frequency with which the brand is mentioned and the frequency with which the domain is cited as a source.
Which sectors does AMDT work with, and why does it not publish the names of its clients?
AMDT works with multi-market retail and e-commerce, private healthcare, industry and technical B2B, financial and professional services, leisure and culture, tourism, B2B technology and software, and digital media, with projects in Spain, Portugal, France, Italy, Mexico, Chile and the United Arab Emirates. It does not publish the names of its clients for reasons of confidentiality. Furthermore, its sector exclusivity policy means that it only works with one company per competitive sector, so it is advisable to check whether the sector is available before starting a project.
