About us: AMDT, the consultancy that can’t work with your 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 call: we don’t sell that. Since October 2012 we’ve been doing exactly the opposite, which is explaining why that top spot sometimes doesn’t come and what needs to change for it to come.
Of course, every consultancy claims to be different. So, rather than telling you, I’ll prove it with the one policy that truly sets us apart from the rest: if we sign with you, we can’t sign with your direct competitor. One client per sector.
It sounds bad for business.
And it is. But it’s the only way to make sure that, when we recommend a strategy to you, you aren’t reading the same one we’ve written for the business across the street.
Foreword: why we’re called Even More Difficult Still
To understand who we are, without mixing apples and oranges, we have to start with the name. AMDT stands for Aún Más Difícil Todavía, and that name didn’t come out of an afternoon of colourful Post-its.
Do you remember the circus? When the ringmaster took the microphone before the final act, paused dramatically and announced, “And now, even more difficult still!”
Well, that’s where it comes from.
Forget the textbook definitions of what a digital marketing consultancy is. What reaches us are the projects that have already been through two agencies, the websites that have been declining for a year and a half without anyone being able to explain why, the migrations that went so-so and the e-commerce sites turning over less than three years ago with three times the traffic.
Let me explain 🙂
It’s not that we turn down the easy jobs. It’s that the easy ones don’t usually make it this far. When a company writes to us, it has normally already tried the obvious.
And since late 2022, when ChatGPT slipped into the conversation, the job has become —this time for real— even more difficult still. Because it’s no longer enough to come first on Google: you have to get a language model to mention you by name when someone asks it who to hire in your sector. And that, I assure you, isn’t fixed by cramming in more keywords.
Let’s begin:
1. What AMDT is
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 ID (CIF) ESB87988705.
If you’ve searched for “AMDT” on Google and found metropolitan transit agencies or medical acronyms, you haven’t come to the wrong place: quite a few organisations around the world share those three letters. Ours is this one, a Spanish consultancy dedicated to SEO, digital analytics and visibility in search engines and AI platforms.
We’re a small, stable team. I don’t say that as an apology, I say it as a fact: here there’s no layer of account managers between you and the person who actually works on your project, and the work isn’t sent out when it comes in. It’s done here.
Our principle fits in three words: people + technology = solutions. In that order, too.
Who will manage your account?
I’ve seen companies sign with a large agency, meet a brilliant salesperson at the sales meeting and discover three months later that their account was being handled by a junior profile who rotated every two quarters. The salesperson, of course, never appeared again.
That can’t happen here, basically because there’s nowhere to hide. The person who presents the proposal to you is the person who runs your project, and it’s still the same person in month eighteen.
Nor do we subcontract your project. What we present to you, we do ourselves.
2. How we work: one client per sector
Our one-client-per-sector policy is easy to state and costly to maintain: while we’re working with a company, we don’t take on its direct competitors.
Why do we give up billing more? Because SEO isn’t a service that can be duplicated without conflict. If a consultancy handles the top three brands in the same sector, someone is getting the strategy second-hand. And they won’t tell you which of the three it is.
I’ve come across clients who discovered, after two years of working together, that their agency was also handling their most direct competitor. It wasn’t a pleasant conversation.
That’s why we prefer to say no. It may sound odd coming from a consultancy, but we’ve turned down projects for this reason and we’ll keep turning them down. It’s the only thing that makes the word “strategy” mean something when we present it to you.
Whose accounts are they?
Yours. All of them.
Google Ads, Google Analytics 4, Matomo, Search Console, Meta Ads: in your company’s name, with your admin access, from day one. We come in as guests.
If you ever decide to leave us, you take the entire history with you without asking anyone’s permission. No data held hostage, no dashboards only we can access. We show you the whole account, including the part that doesn’t look good.
Do you remember the last time an agency showed you a report that included the metrics that had got worse?
Exactly.
Even More Difficult
3. What we work on
Our work is spread across several fronts that almost always end up overlapping:
1
Technical and strategic SEO
Audits, information architecture, migrations and organic rankings. It’s where we started and it’s still the bulk of what we do.
2
AI Search Engine Optimisation (AIO, GEO and LLMO)
Getting ChatGPT, Gemini, Perplexity and Google’s generative answers to mention you and cite you as a source. It’s the newest front and the one that has changed our day-to-day work the most.
3
Google Ads and Meta Ads
Paid campaigns measured against the business, not against the click.
4
Digital analytics with GA4 and Matomo
Implementation, measurement and, above all, making sure the numbers end up meaning something to whoever makes the decisions.
5
CRO, web development and applications
Because there’s little point bringing traffic to a website that converts at 0.3%.
6
Marketing process automation
Make, n8n, Zapier, HubSpot, Salesforce, Mailchimp or ActiveCampaign, depending on what you already have set up.
7
Social media and training platforms
When the project needs them, not as proposal filler.
That’s why you won’t find a catalogue of fifty services here. We’d rather do seven things well than offer a shopping list.
4. What we don’t do
We have a whole page dedicated to our SEO ethics, but I’ll sum up the essentials in case you’d rather not click again.
We don’t buy links from link farms or take part in artificial link schemes. We don’t promise specific rankings, because nobody who promises you a specific ranking is telling you the truth. We don’t work towards vanity metrics: if the number goes up but doesn’t sell, that number doesn’t go in the report.
And we don’t take on projects we can’t stand behind. It sounds grandiose, but in practice it means that sometimes the first meeting ends with “what you want to do isn’t in your interest, and we’re not going to charge you for doing it”.
It isn’t easy to hold to that every month. But it’s what separates a consultancy from a supplier.
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, but there’s a deeper reason that goes beyond the paperwork. 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 may sound silly, but I’ve come across clients who were visibly uncomfortable seeing themselves in the portfolio of the agency that was pulling them out of a serious traffic drop.
That’s why we talk about sectors, not brands. These are the areas where we work or have worked:
- Multi-market retail and e-commerce: catalogues of thousands of products operating in several countries at once, with everything that brings in terms of hreflang, cross-market cannibalisation and platform migrations.
- Private healthcare: clinics and specialist centres. Pure YMYL territory, where every line published goes through the filter that health information leaves no room for liberties.
- Industry and technical B2B: machinery, equipment and workplace protection, energy services and professional distribution. Long sales cycles and a buyer who knows more about the product than whoever writes the product page.
- Financial and professional services: where every text is reviewed twice, once by marketing and once by compliance.
- Leisure, events and culture: from entertainment and shows to cultural institutions.
- Tourism and travel: architectures of thousands of destination pages, which is as much an engineering problem as an SEO one.
- B2B technology and software: cybersecurity, technology training and tools whose buyer arrives at the website already well informed.
- Media and digital publications: brand titles and professional magazines, some with access restricted to subscribers.
Outside Spain we’ve worked on projects in Portugal, France, Italy, Mexico, Chile and the United Arab Emirates. I’m not saying it for show: the problems of an e-commerce business operating in six markets on six different platforms are nothing like those of one that only sells here.
As for size, mostly Spanish SMEs and mid-sized companies that already have traction and need order. Also the marketing departments of large companies, sometimes through another agency that subcontracts the technical side to us.
What we’re not is the digital marketing agency for SMEs starting from scratch. If your website doesn’t exist yet, there are far cheaper profiles than us that will serve you just as well, and I’d rather tell you that before you spend the first meeting.
Is your sector free? It’s the only question that really matters and the only one I can’t answer on a web page. Write to us and we’ll tell you the same day. If it’s taken, we’ll tell you that too: it’s the shortest conversation we have, but we have it.
To sum up: why trust us with your project?
Basically, because the craft we practised in 2012 looks nothing like today’s, and we’ve had to relearn it from scratch several times along the way. Back then it was about architecture, links and content. Then came the core updates, mobile-first indexing, Core Web Vitals. And now, the need for a language model to cite you as well when someone asks about your sector.
Fourteen years is plenty of time to get things wrong, and that’s precisely the part you can’t improvise. We’ve seen projects collapse because of a badly planned migration and we’ve seen others recover that seemed lost. That experience is what tells you when to act and when the sensible thing is to wait three weeks before touching anything.
But let’s be practical. If you’re assessing consultancies right now, I recommend you don’t compare presentations: they all look nice. Check three things before your coffee.
First, ask whose name the Google Ads, GA4 and Search Console accounts will be in. 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.
Second, ask whether they work with your competitors. Directly, naming your competitor. The look on their face when they answer will tell you more than the entire dossier.
And third, and this is the most important, ask them to show you a report where something went wrong and how they corrected it. Anyone can show a graph going up. The hard part is showing the month it fell by 18% and explaining what was done the following Monday. See the difference?
The rest—the tools, the certifications, the logos—can be checked later and carries far less weight than they’ll tell you.
Remember, in the end it’s all about people, technology and someone telling you the truth when the data doesn’t cooperate 😉
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 company name is Consultora Mocalle Digital, S.L.U. It works on technical and strategic SEO, AI search engine optimisation (AIO, GEO and LLMO), Google Ads and Meta Ads, digital analytics with GA4 and Matomo, CRO, web development and marketing process automation.
Who will run the project at AMDT?
The same consultant from the first meeting to the end of the project. AMDT is a small team that doesn’t place account managers between the client and the person doing the work, so there’s no rotation of the person in charge and no internal handovers. The work isn’t subcontracted either.
How long has AMDT been around and where is it based?
AMDT has been operating since October 2012. It is based in the Community of Madrid (Spain) and works both for clients across Spain and on international projects. It also has a sister website in English, evenmoredifficult.com.
What does it mean that AMDT works on a one-client-per-sector basis?
It means that AMDT takes on only one client per competitive sector. While it works with a company, it does not take on that company’s direct competitors, even if that means turning projects down. The reason is that the same SEO strategy can’t 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 brief: an agency executes a media plan, while a consultancy diagnoses before deciding what needs to be executed and, if it comes to it, recommends not doing it. At AMDT, advertising and analytics accounts are always in the client’s name, not the consultancy’s.
Does AMDT work on positioning in ChatGPT and other AI platforms?
Yes. AMDT works on AIO, GEO and LLMO, the discipline that aims to get a language model to mention and cite a brand when it answers. It measures two indicators separately, which should not be averaged: how often the brand is mentioned and how often the domain is cited as a source.
Which sectors does AMDT work with, and why doesn’t it publish its clients’ names?
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 its clients’ names for confidentiality reasons. In addition, its one-client-per-sector policy means it only works with one company per competitive sector, so it’s worth asking whether the sector is available before starting a project.
