What makes True North Growth Labs different?

We’re AEO-and-SEO specialists with a named methodology and a real metric — AI Share of Voice — rather than a generalist agency adding “AI” to an old deck. We measure, execute, and report on outcomes tied to pipeline.

Where are you based and who do you serve?

We serve mid-market brands (roughly $10M–$100M in revenue), primarily in B2B, whose marketing leaders own the search and AI-visibility problem.

About

We Help Brands Become the Answer AI Gives

True North Growth Labs is an AEO and SEO specialist firm helping mid-market brands grow their AI Share of Voice — the share of their category’s questions where they’re the answer AI recommends. We were built for a market in which buyers use both traditional search and generative AI tools to discover and evaluate companies.

Why we exist

Many agencies have expanded existing SEO services to include AI visibility. True North was designed around measuring and improving both search visibility and AI Share of Voice. We started from the other end: what does it take for a brand to be the answer an AI engine gives a buyer at the moment of decision? Everything we do — the North Star AEO Framework™, the AI Share of Voice metric, the audit-first engagement — comes from answering that question rigorously rather than fashionably.

Our point of view

SEO and AEO are one discipline, not two — and running them together can create a more coordinated visibility strategy across traditional and generative search.
You can’t improve what you don’t measure, so AI Share of Voice belongs on the marketing dashboard next to rankings and pipeline.
Being the answer is earned through authority and substance, not tricks. We build citable brands, not gamed ones.

Founder

Nichole Kelly — Founder & CEO, True North Growth Labs

I'm a revenue strategist, author, and marketing innovator who has spent more than 20 years helping organizations adapt to the next wave of digital growth. When social media was transforming marketing, I became one of the industry's earliest voices on proving its business value and later authored How to Measure Social Media. Since then, I've advised growth-stage and enterprise organizations on building measurable, predictable revenue systems while speaking at leading conferences including Social Media Marketing World and dozens of executive and industry events.

Today, I believe AI is creating the biggest shift in digital marketing since the rise of search and social. That's why I founded True North Growth Labs—to help organizations earn visibility where buyers are increasingly discovering, evaluating, and shortlisting companies through AI assistants and generative search. My work combines Answer Engine Optimization (AEO), modern SEO, original research, and authority-building strategies that help brands become trusted sources AI platforms recommend.

My philosophy is simple: the companies that build authority before AI becomes the default buying experience will be the ones that own the conversation for years to come.

Nichole also speaks and runs workshops on AEO and AI search, and writes in Insights. The method is on the approach page, and the work itself is under services.

Work with specialists, not generalists. Book a call.

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FAQ

Frequently asked questions

What makes True North Growth Labs different?: We’re AEO-and-SEO specialists with a named methodology and a real metric — AI Share of Voice — rather than a generalist agency adding “AI” to an old deck. We measure, execute, and report on outcomes tied to pipeline.
Where are you based and who do you serve?: We serve mid-market brands (roughly $10M–$100M in revenue), primarily in B2B, whose marketing leaders own the search and AI-visibility problem.