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
I am building numerous properties at once, each in a different niche. Here are a few examples, so you can see the range and judge the thinking.
Disclosure: averageidiot.com, hobbyshopexperts.com, helpcompare.com and projectsf.com are my own sites. I own them, built them and run them. None is a client, and nobody paid for a mention here.
averageidiot.com: local search and AI-visibility help for service businesses
My consulting brand, at averageidiot.com. Google Business Profile, maps and local SEO, explained plainly.
hobbyshopexperts.com: marketing and local SEO for RC hobby shops
My second consulting brand, at hobbyshopexperts.com. Google Maps, local SEO, email newsletters and AI-search visibility, built only for RC car, plane and boat shops.
helpcompare.com: software pricing and switching database, launched 2026
A 2005 domain, rebuilt as helpcompare.com, an independent database of SaaS pricing and switching costs. Every price is recorded from the vendor’s own pricing page and carries the date it was last checked. Comparisons, migration guides and cost calculators sit on top of that data. Verified data is labelled separately from editorial opinion, and the site publishes no scores of its own.
projectsf.com: San Francisco city guide, launched 2026
An independent guide to San Francisco arts, events and food, at projectsf.com. The part worth looking at is the closure tracker: places that have closed, moved or changed name, each verified by address against the city business register rather than by name, since name searches manufacture false closures. A few entries were pulled before publishing for being wrong. Launched September 2026, no backlinks yet, and that part is honest too.
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.
The operating system behind all of it
Every site above is built and kept current by a team of AI agents: a shared Company Brain, written operating rules, defined roles, scheduled tasks, deploys over the API with a backup and a rollback line every time, and an independent verifier before anything is called done. Money, sending, deleting and new pages still wait for my yes. The full write-up is on the system page. Built for my own sites first, so I can tell you exactly where it breaks before you build it.
What I learned building these that clients pay for
Pick the niche on economics, not enthusiasm. Before writing anything, work out who the pages serve, what a visitor is worth and who already owns the front page. The honest math comes before the content.
Say what you do not know. Every price on helpcompare.com shows the date it was last checked, and Project SF only lists a closure once the address confirms it. 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 monetization.
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. Most recently I directed search and strategy for law firm clients at Ten Golden Rules. I now work independently.
The full career arc is on my about page. Specifics on named client work are available in a conversation, because 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. There is a contact form here if that is easier.
bill@belcamino.com