This page explains what you can and cannot take from the guides, figures, reviews and free tools on sudeshnathapa.com. It is here so you can judge what you read before you act on it, not to hide anything in small print. If a claim on this site turns out to be wrong or overstated, this page does not excuse it, and I would rather you told me so I can put it right.
The site is run by me, Sudeshna Thapa, an SEO and digital marketing consultant based in London. What follows applies to the whole site: blog posts, guides, glossary entries, tool pages and any result or review that appears on it.
General information, not advice for your business
The free guides and checklists explain how search engines, ad platforms and tracking usually behave, and what I would normally check first. They are written for UK businesses in general. They cannot see your website, your Search Console data, your ad account history, your competitors or your budget, and those are usually what decide the right course of action.
Treat a guide as a sound starting point and a way to ask better questions. Advice that fits your situation comes from looking at your own site or account, which is what an agreed piece of work is for. Before you make a large change on the strength of a general article, such as restructuring URLs, deleting pages or moving budget between campaigns, try it on a small scale first or get a second opinion from someone who can see your data.
Law, tax and regulation
Some pages touch on UK GDPR, PECR and cookie consent, the CAP Code, financial promotion rules or VAT, because they shape what marketing is allowed to do. I explain them as they affect marketing work. That is not legal, tax or financial advice. For a decision with legal consequences, read the regulator’s own guidance, from the ICO for data protection and the ASA for advertising, or speak to a solicitor or accountant.
Results described on this site
Where a page describes a result from a project, that result belongs to one business: its market, its starting point, its budget, its timescale and the competition it faced at the time. It shows what happened in that project. It is not a forecast of what will happen in yours, and two businesses in the same sector can see very different outcomes from similar work.
A result is only worth reading with its context, so any figure here should state the period it covers and, for money, the currency. Under the CAP Code, a claim has to be backed by evidence that is held before it is published, and that applies to a consultant’s website as much as to any advert. A result appears on this site only where that evidence exists and the client has agreed to it being shown. If you want to know how a figure was measured, ask me.
Work delivered at Encore Media
Some of the work I refer to was delivered while I worked at Encore Media, an agency. In those projects the client relationship belonged to the agency, and I did the work as part of my job there rather than as an independent consultant. Where a project, a result or a client name comes from that period, the site says so. Presenting agency work as though a client had hired me directly would mislead you, so I do not do it.
No promise of rankings, traffic or leads
I do not promise a position in Google, a level of traffic, a number of enquiries or a date by which any of them will arrive. Nobody honestly can. Google decides rankings with its own systems, which it updates regularly and does not publish in full. Your competitors are working on their sites at the same time as you. The results page itself keeps changing, with AI Overviews, map listings and ads taking space that used to go to ordinary results.
Google says as much in its own guidance on hiring an SEO: no one can promise a top ranking, and anyone who claims they can deserves caution. If a proposal from me or anyone else reads like a promise of position, ask what it is actually based on.
Paid advertising has the same limits. Google Ads, Microsoft Advertising, Meta, LinkedIn and TikTok sell ad space through auctions, so your cost per click and the number of conversions you get depend on who else is bidding, your budget, the quality of your landing page and the platform’s own decisions. Platforms can also disapprove ads or restrict accounts under their policies, and those decisions are theirs, not mine.
Any timescale I give, on this site or in conversation, is an estimate based on what usually happens in similar work. It is there to help you plan. It is not a deadline for results.
Free tools, calculators and checkers
The free marketing calculators and checkers work from the figures you enter and the assumptions built into each one, so what they give you is an estimate. A budget calculator cannot know next month’s auction prices, and a checker can only report on what it is given or can see at the moment you run it. Each tool page explains what the tool does and where its limits are; read that before relying on a result.
Check any figure against your own data before you spend money or make a commitment on the back of it. If a result looks wrong, it may be a mistake in the tool, and I would like to hear about it. What happens to anything you type into a tool, and to the rest of the personal data this site handles, is set out in the privacy policy.
Links to other websites
Pages here link to other sites, including Google’s and Meta’s documentation, regulators such as the ICO and the ASA, and software I use or mention. I do not control those sites. Their content can change or disappear after I link to them, and their own terms and privacy notices apply when you visit. A link means I found the page useful on the subject in hand. It is not an endorsement of everything that business does or sells.
If a link on this site ever earns me a commission or any other payment, it will be labelled where it appears. A paid link is marketing, and the CAP Code requires marketing to be obviously identifiable as such.
Platform names, trademarks and client names
Google, Google Ads, Google Business Profile, YouTube, Meta, Facebook, Instagram, Microsoft Advertising, LinkedIn, TikTok and the other products named on this site are trademarks of their owners. I use the names to describe the platforms I work with. Naming a platform does not mean the company behind it has approved, sponsored or endorsed this site or my services.
A client business is named on this site only with its permission. Naming a business means I worked on its marketing, either directly or at Encore Media as described above. It does not mean the business agrees with every view expressed here, and its name and logo remain its own.
Reviews and testimonials
Any review or testimonial on this site comes from a real client, in their own words, and is published with their permission. Reviews are not written on a client’s behalf, stitched together from different people’s comments or paid for. Fake reviews, and incentivised reviews that are not disclosed, have been banned outright under the Digital Markets, Competition and Consumers Act 2024 since 6 April 2025, and the CAP Code separately requires a testimonial to be genuine and supported by evidence.
A review describes one client’s experience of one piece of work. It tells you how that client found working with me, not what will happen in your project. If you gave a review and would like it changed or taken down, tell me and I will do it.
Accuracy and keeping pages current
Search engines and ad platforms change their features, policies and interfaces often, and UK rules on data, cookies and advertising change too. I work to keep pages accurate, but an article that was right when it was written can drift out of date. Where a page shows when it was published or last updated, check that date before you act, and for anything that matters, confirm the detail in the platform’s or regulator’s current documentation.
If you spot an error, an out-of-date screenshot or a broken link, please tell me through the contact page. I correct factual mistakes when they are pointed out and update the date on the page when I do.
What this page does not do
Nothing here limits or excludes any liability that the law does not allow to be limited or excluded. That includes liability for death or personal injury caused by negligence, and liability for fraud or fraudulent misrepresentation. It does not affect any rights you have as a consumer.
A disclaimer also cannot make a misleading claim acceptable. Under the CAP Code, a qualification may explain a claim but must not contradict it, so every claim on this site has to stand up by itself. This page explains the limits of the content; it is not a way round them.
If you hire me, the terms we agree for that work are what govern it. The website terms and terms of engagement set out the rules for using this site and how working with me is arranged.
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