Terms of Service

Effective date: September 29, 2026

About the site

The site provides information about True North, our Answer Engine Optimization (AEO) and SEO services, and related educational content, and lets you request an AI Visibility Audit, book a meeting, or contact us. It is intended for business use by people aged 18 or older.

Using the site

You may use the site for lawful purposes and for your own business research. You agree not to:

• Use the site in a way that breaks any law or regulation, or infringes anyone’s rights.
• Submit information that is false or misleading, or that belongs to someone else without their permission.
• Attempt to gain unauthorized access to the site, its forms, or the systems that support it, or interfere with how they work.
• Send spam, malicious code, or automated submissions through the site’s forms.
• Copy, scrape, or republish substantial parts of the site’s content without our written permission, except as permitted by law.

Audits, meetings, and other free offers

The AI Visibility Audit and any initial consultation are offered free of charge and without obligation. Their findings and recommendations are based on the information available to us at the time, including results from third-party AI platforms and search engines that change frequently. They are provided for your information and do not create a client relationship.

We may decline, reschedule, or withdraw a free offer at any time.

Paid services

Any paid engagement with True North is governed by a separate written agreement between you and us. If that agreement conflicts with these terms, the agreement controls.

Results and educational content

Content on the site, including articles, case studies, statistics, and examples, is general information, not professional, legal, or financial advice. Case studies describe past engagements; results vary by business, market, competition, and starting position, and past results do not predict future outcomes. We do not control how AI platforms or search engines rank, cite, or recommend any website, and we do not promise any particular ranking, citation, traffic, or revenue result.

Intellectual property

The site and its content, including text, graphics, logos, and the design of the site, are owned by True North or our licensors and are protected by intellectual property laws. True North Growth Labs, the North Star AEO Framework™, and AI Share of Voice are our marks and methods. You may view, download, and print pages from the site for your own internal business use. Any other use requires our written permission.

Information you submit

When you submit a form, request an audit, or book a meeting, you confirm that the information you provide is accurate and that you are authorized to share it. How we collect, use, and protect that information is described in our Privacy Policy.

Third-party services and links

The site uses third-party services, such as scheduling, analytics, and customer relationship management tools, and may link to other websites. Those services and websites are governed by their own terms and privacy policies, and we are not responsible for their content or practices.

Disclaimers

The site and its content are provided “as is” and “as available.” To the fullest extent permitted by law, we disclaim all warranties, express or implied, including warranties of merchantability, fitness for a particular purpose, accuracy, and non-infringement. We do not warrant that the site will be uninterrupted, error-free, or free of harmful components.

Limitation of liability

To the fullest extent permitted by law, True North and its owners, employees, and partners will not be liable for any indirect, incidental, special, consequential, or punitive damages, or for any loss of profits, revenue, data, or goodwill, arising from or related to your use of the site or its content, even if we have been advised of the possibility of such damages.

Indemnification

You agree to indemnify and hold harmless True North and its owners, employees, and partners from any claims, losses, and expenses, including reasonable attorneys’ fees, arising from your misuse of the site or your violation of these terms.

Governing law

These terms are governed by the laws of the State of Maryland, without regard to its conflict-of-law rules. Any dispute arising from these terms or the site will be resolved in the state or federal courts located in Maryland, and you consent to their jurisdiction.

Changes to these terms

We may update these terms from time to time. We will post the revised terms on this page and update the effective date. Your continued use of the site after changes are posted means you accept the revised terms.

Contact us

Questions about these terms can be sent to us through our contact page.