Proof of work
I still build my own things.
Most consultants show you client logos. Those are useful, but they are also filtered — you see the wins and not the decisions. So here is what I am building on my own account right now, including the parts that are unfinished.
Why this page exists
It is easy to advise. It is harder to own the outcome, and the difference shows up in the advice. Someone who has never chosen a niche, bought the domain, written the content and watched it fail to rank for four months gives different counsel from someone who has.
I have run my own properties continuously since 2008. Some made money for years. Some never worked. This page is the current set, described honestly enough that you can judge the thinking rather than the highlight reel.
Currently building
mudtires.org — affiliate review site, launched 2026
An aged exact-match domain rebuilt as a mud-terrain tire comparison site. Fourteen original explanatory diagrams, eleven researched articles, every claim sourced to manufacturer specs or published rating data, and an explicit editorial policy stating that no first-hand testing has been done yet. Live and being indexed.
helpcompare.com — software comparison, in progress
A 2005 domain built out as a software comparison site with a published scoring rubric. Currently paused in favour of mudtires.org, because the SEO competition in software comparison is dominated by G2 and Forbes and the honest read was that it would take years.
Domain portfolio
Around thirty domains held for development, several with genuine age and history. Working through them systematically rather than launching everything at once — the discipline is choosing which one deserves the effort.
AI production workflows
Systems for research, drafting, competitive analysis and content clustering that keep a human in the decision loop. Built for my own sites first, then adapted for clients. I do not sell AI as a magic trick; I use it to remove the parts of the job that were never the interesting part.
What I learned building these that clients pay for
Pick the niche on economics, not enthusiasm. Mud tires beat software comparison for one reason: a set costs $1,200–2,000 and pays a 6% commission with a 60-day cookie, against a category whose front page belongs to Forbes. The honest maths came before the content.
Say what you do not know. Every entry on mudtires.org marks gaps in the published record as gaps rather than filling them from memory. That is partly integrity and partly strategy — it is exactly the differentiator when a category is drowning in confidently-worded AI filler.
Diagnose before building. I audited a domain’s backlink profile before committing content to it, found a possible private-blog-network history, and changed the plan. Most people find that out after six months of writing.
Earlier work, briefly
Between 2008 and 2021 I ran affiliate systems, automated content funnels, Amazon FBA and FBM businesses, and blog networks in competitive niches under Average Idiot LLC. I built and maintained the sites myself in WordPress, PHP, HTML and SQL, and managed the hosting, domains and monetisation.
That period is why DNS, SSL, redirects, caching and CMS performance problems do not intimidate me. I have broken all of it on my own sites first.
Client work
Under Brandetize and independently I have led search and content for Brian Tracy, Jack Canfield and Rule #1 Investing, and built end-to-end SEO strategy for clients across SaaS, consumer brands, speakers and content businesses. Currently I direct search and strategy for law firm clients at Ten Golden Rules.
Specifics on named client work are available in a conversation — a lot of it is not mine to publish.
Want the same thinking pointed at your problem?
Tell me what you are building and what is not working. I will tell you honestly whether I think I can help.
bill@belcamino.com