/* Inter, self-hosted. SIL Open Font License 1.1, see assets/fonts/LICENSE.txt */
@font-face{
  font-family:"Inter";font-style:normal;font-weight:100 900;font-display:swap;
  src:url(https://www.searchresultoptimization.com/assets/fonts/inter-latin-ext.woff2) format("woff2");
  unicode-range:U+0100-02BA, U+02BD-02C5, U+02C7-02CC, U+02CE-02D7, U+02DD-02FF, U+0304, U+0308, U+0329, U+1D00-1DBF, U+1E00-1E9F, U+1EF2-1EFF, U+2020, U+20A0-20AB, U+20AD-20C0, U+2113, U+2C60-2C7F, U+A720-A7FF;
}
@font-face{
  font-family:"Inter";font-style:normal;font-weight:100 900;font-display:swap;
  src:url(https://www.searchresultoptimization.com/assets/fonts/inter-latin.woff2) format("woff2");
  unicode-range:U+0000-00FF, U+0131, U+0152-0153, U+02BB-02BC, U+02C6, U+02DA, U+02DC, U+0304, U+0308, U+0329, U+2000-206F, U+20AC, U+2122, U+2191, U+2193, U+2212, U+2215, U+FEFF, U+FFFD;
}
/* search result optimization . com --- plain CSS, no framework, no italics */
:root{
  --ink:#0a0a0a;
  --paper:#ffffff;
  --pop:#1a3fff;        /* signal blue, from the word mark */
  --hot:#ff6a00;        /* the gap */
  --grey:#6b7280;
  --line:#0a0a0a;
  --hair:#d9dde2;
  --soft:#f2f4f6;
  --max:30ch;
  --sans:"Inter","Helvetica Neue",Helvetica,Arial,system-ui,-apple-system,"Segoe UI",Roboto,sans-serif;
}
*{box-sizing:border-box;}
html{-webkit-text-size-adjust:100%;}
body{
  margin:0;background:var(--paper);color:var(--ink);
  font-family:var(--sans);font-size:18px;line-height:1.6;font-weight:450;
  -webkit-font-smoothing:antialiased;
  font-synthesis:none;font-optical-sizing:auto;
}
em,i,cite,address{font-style:normal;font-weight:700;}
a{color:var(--ink);text-decoration:underline;text-decoration-thickness:2px;text-underline-offset:4px;}
a:hover{color:var(--pop);}
img{max-width:100%;height:auto;display:block;}
strong,b{font-weight:800;}
::selection{background:var(--hot);color:#fff;}

/* ---------- header ---------- */
.top{background:var(--ink);color:#fff;}
.top .inner{max-width:1240px;margin:0 auto;padding:0 26px;display:flex;align-items:stretch;justify-content:space-between;gap:0;flex-wrap:wrap;}
.brand{display:inline-flex;align-items:center;text-decoration:none;padding:12px 0;}
.brand img{display:block;height:68px;width:auto;background:#fff;padding:9px 14px;border:0;}
.brand:hover img{outline:3px solid var(--hot);outline-offset:0;}
.brand span+span{margin-left:.18em;}
.brand .b1{color:#fff;}
.brand .b2{color:var(--pop);}
.brand .b3{color:var(--hot);}
.brand .b4{color:#6b7280;margin-left:0;}
.brand:hover{color:#fff;}
nav.main{display:flex;flex-wrap:wrap;}
nav.main a{
  color:#fff;text-decoration:none;font-size:13px;font-weight:800;text-transform:uppercase;
  letter-spacing:.06em;padding:22px 16px;display:flex;align-items:center;line-height:1.2;
}
nav.main a:hover{background:var(--pop);color:#fff;}
nav.main a[aria-current="page"]{background:var(--hot);color:#fff;}

/* ---------- hero ---------- */
.hero{background:var(--ink);color:#fff;border-top:1px solid #1f1f1f;}
.hero .inner{max-width:1240px;margin:0 auto;padding:58px 26px 52px;}
.hero h1{
  font-size:clamp(27px,3.2vw,42px);line-height:1.1;letter-spacing:-.022em;
  margin:0 0 20px;max-width:34ch;font-weight:800;text-wrap:balance;
}
.hero p{
  font-size:clamp(17px,1.5vw,20px);line-height:1.45;margin:0;max-width:62ch;
  color:#d7dbe0;font-weight:600;
}
.hero.small .inner{padding:48px 26px 44px;}
.hero.photo{background-size:cover;background-position:center;}
.hero.photo .inner{padding-top:74px;padding-bottom:68px;}
.hero.photo.small .inner{padding-top:58px;padding-bottom:54px;}
.hero.small h1{font-size:clamp(25px,2.8vw,36px);max-width:38ch;}

/* ---------- layout ---------- */
main{max-width:1240px;margin:0 auto;padding:64px 26px 100px;}
.wrap{max-width:74ch;}
section{padding-top:44px;}
h2{
  font-size:clamp(21px,2.1vw,27px);line-height:1.22;letter-spacing:-.016em;
  margin:0 0 16px;font-weight:800;max-width:44ch;text-wrap:balance;
}
h3{font-size:clamp(18px,1.7vw,21px);line-height:1.3;margin:30px 0 10px;font-weight:800;letter-spacing:-.01em;}
h4{font-size:18px;margin:26px 0 8px;font-weight:800;}
p{margin:0 0 20px;}
ul,ol{margin:0 0 20px;padding-left:24px;}
li{margin-bottom:10px;}

.label{
  font-size:12px;text-transform:uppercase;letter-spacing:.12em;font-weight:800;
  color:var(--ink);margin:0 0 16px;
}

/* ---------- statement ---------- */
.statement{
  font-size:clamp(22px,2.4vw,30px);line-height:1.25;letter-spacing:-.018em;
  font-weight:800;max-width:40ch;margin:0 0 30px;text-wrap:balance;
}
.claim{
  border-left:8px solid var(--hot);padding:6px 0 6px 24px;margin:38px 0;
  font-size:clamp(20px,2.4vw,26px);line-height:1.25;font-weight:700;max-width:44ch;letter-spacing:-.018em;
}

/* ---------- blocks ---------- */
.block{border-top:3px solid var(--ink);padding-top:30px;margin-top:60px;}

.consensus{background:var(--soft);padding:36px 38px;margin:44px 0;max-width:74ch;}
.consensus p{font-size:19px;line-height:1.5;font-weight:500;}
.consensus p:last-child{margin-bottom:0;}

/* what the result pages leave out */
.missing{counter-reset:gap;margin:34px 0;max-width:74ch;}
.missing ul{list-style:none;padding:0;margin:0;}
.missing li{
  counter-increment:gap;border-top:1px solid var(--hair);
  padding:24px 0 24px 78px;position:relative;margin:0;font-size:19px;line-height:1.45;font-weight:450;
}
.missing li:last-child{border-bottom:1px solid var(--hair);}
.missing li::before{
  content:counter(gap,decimal-leading-zero);position:absolute;left:0;top:20px;
  font-size:26px;font-weight:800;color:var(--hot);letter-spacing:-.03em;
  font-variant-numeric:tabular-nums;
}
.missing li b{font-weight:800;display:block;font-size:21px;letter-spacing:-.02em;margin-bottom:4px;line-height:1.15;}

/* what people want to know */
.asks{margin:34px 0;max-width:74ch;}
.asks ul{list-style:none;padding:0;margin:0;}
.asks li{
  border-top:1px solid var(--hair);padding:20px 0 20px 34px;margin:0;position:relative;
  font-size:clamp(18px,2vw,22px);font-weight:700;line-height:1.3;letter-spacing:-.015em;
}
.asks li:last-child{border-bottom:1px solid var(--hair);}
.asks li::before{content:"?";position:absolute;left:0;top:20px;color:var(--pop);font-weight:800;font-size:22px;}

.result{background:var(--ink);color:#fff;padding:46px 44px;margin:56px 0 0;max-width:74ch;}
.result p{margin:0;font-size:clamp(20px,2.5vw,27px);line-height:1.22;font-weight:800;letter-spacing:-.022em;}
.result p+p{margin-top:20px;color:#c7ccd3;font-weight:600;font-size:clamp(18px,2vw,21px);line-height:1.35;}

/* ---------- cards ---------- */
.cards{display:grid;grid-template-columns:repeat(auto-fill,minmax(300px,1fr));gap:0;border-top:3px solid var(--ink);border-left:3px solid var(--ink);margin:34px 0;}
.cards a{
  background:#fff;padding:28px 26px 30px;text-decoration:none;display:block;color:var(--ink);
  border-right:3px solid var(--ink);border-bottom:3px solid var(--ink);
}
.cards a:hover{background:var(--ink);color:#fff;}
.cards a:hover .t{color:var(--hot);}
.cards a:hover .d{color:#c7ccd3;}
.cards .t{font-weight:800;display:block;margin-bottom:7px;font-size:18px;letter-spacing:-.012em;line-height:1.2;}
.cards .d{font-size:16px;color:var(--grey);line-height:1.4;display:block;font-weight:500;}

.fields{display:grid;grid-template-columns:repeat(auto-fit,minmax(330px,1fr));gap:0;border-top:3px solid var(--ink);border-left:3px solid var(--ink);margin:40px 0;}
.field{padding:30px 26px 32px;border-right:3px solid var(--ink);border-bottom:3px solid var(--ink);}
.field h3{margin:0 0 10px;font-size:20px;line-height:1.2;letter-spacing:-.014em;}
.field h3 a{text-decoration:none;}
.field h3 a:hover{color:var(--hot);}
.field p{font-size:16px;color:var(--grey);margin-bottom:18px;font-weight:500;line-height:1.35;}
.field ul{list-style:none;padding:0;font-size:15px;margin:0;}
.field li{margin-bottom:0;border-top:1px solid var(--hair);}
.field li a{color:var(--ink);text-decoration:none;font-weight:700;display:block;padding:9px 0;}
.field li a:hover{color:var(--pop);}

/* ---------- figures ---------- */
figure{margin:52px 0;max-width:900px;}
figure img{border:3px solid var(--ink);}
figcaption{font-size:15px;color:var(--ink);margin-top:14px;line-height:1.35;font-weight:700;max-width:60ch;}

/* ---------- breadcrumb ---------- */
.crumb{color:#6b7280;font-size:12px;font-weight:800;text-transform:uppercase;letter-spacing:.09em;margin:0 0 30px;}
.crumb a{color:#9aa1ab;text-decoration:none;}
.crumb a:hover{color:#fff;}
.crumb span{margin:0 9px;color:#3a3f46;}

/* ---------- tables ---------- */
.tablewrap{overflow-x:auto;margin:34px 0;}
table{border-collapse:collapse;width:100%;font-size:17px;}
th{text-align:left;font-weight:800;border-bottom:3px solid var(--ink);padding:12px 16px 12px 0;vertical-align:bottom;font-size:13px;text-transform:uppercase;letter-spacing:.08em;}
td{border-bottom:1px solid var(--hair);padding:13px 16px 13px 0;vertical-align:top;}

/* ---------- footer ---------- */
footer{background:var(--ink);color:#fff;margin-top:90px;}
footer .inner{max-width:1240px;margin:0 auto;padding:64px 26px 70px;}
footer .cols{display:grid;grid-template-columns:repeat(auto-fit,minmax(210px,1fr));gap:36px;}
footer h4{font-size:12px;text-transform:uppercase;letter-spacing:.12em;color:var(--hot);margin:0 0 16px;font-weight:800;}
footer ul{list-style:none;padding:0;margin:0;font-size:16px;}
footer li{margin-bottom:10px;}
footer a{color:#fff;text-decoration:none;font-weight:700;}
footer a:hover{color:var(--hot);}
footer .legal{margin-top:52px;padding-top:28px;border-top:1px solid #262b31;font-size:15px;color:#9aa1ab;font-weight:500;}
footer .legal p{margin:0 0 8px;}
footer .legal p:first-child{color:#fff;font-weight:800;font-size:18px;}

/* ---------- legacy article ---------- */
.legacy h2{font-size:clamp(24px,3vw,34px);margin-top:48px;max-width:34ch;}
.legacy h3{font-size:21px;max-width:40ch;}
.legacy p,.legacy li{font-size:19px;font-weight:450;}
.legacy figure{margin:36px 0;}
.note{font-size:13px;color:var(--grey);border-top:3px solid var(--ink);margin-top:58px;padding-top:16px;font-weight:700;text-transform:uppercase;letter-spacing:.06em;}

@media (max-width:720px){
  body{font-size:18px;}
  .top .inner{padding:0 20px;}
  .brand{padding:11px 0;}
  .brand img{height:52px;padding:7px 10px;}
  nav.main a{padding:12px 12px;font-size:12px;}
  .hero .inner{padding:38px 20px 34px;}
  main{padding-top:44px;}
  .hero.small .inner{padding:32px 20px 30px;}
  main{padding:0 20px 70px;}
  .consensus{padding:26px 22px;}
  .result{padding:32px 24px;}
  .missing li{padding-left:60px;}
  .cards,.fields{border-left-width:2px;border-top-width:2px;}
  .cards a,.field{border-right-width:2px;border-bottom-width:2px;}
}

/* ---------- stat band ---------- */
.stats{display:grid;grid-template-columns:repeat(auto-fit,minmax(180px,1fr));gap:0;
  border-top:3px solid var(--ink);border-left:3px solid var(--ink);margin:56px 0;}
.stats div{border-right:3px solid var(--ink);border-bottom:3px solid var(--ink);padding:26px 24px 28px;}
.stats .n{display:block;font-size:clamp(44px,7vw,76px);line-height:.88;font-weight:800;letter-spacing:-.05em;font-variant-numeric:tabular-nums;}
.stats .k{display:block;margin-top:12px;font-size:13px;font-weight:800;text-transform:uppercase;letter-spacing:.1em;color:var(--grey);line-height:1.3;}
.stats div:nth-child(2) .n{color:var(--hot);}
.stats div:nth-child(3) .n{color:var(--pop);}

/* ---------- two column editorial grid ---------- */
.topic{max-width:1140px;}
.topic > p{max-width:70ch;}
@media (min-width:1060px){
  .block{display:grid;grid-template-columns:230px minmax(0,1fr);column-gap:56px;}
  .block > .label{grid-column:1;grid-row:1;margin:0;line-height:1.4;}
  .block > *:not(.label){grid-column:2;}
  .block > p{max-width:62ch;}
  .block .missing,.block .asks{margin-top:18px;}
  .consensus{display:grid;grid-template-columns:230px minmax(0,1fr);column-gap:56px;max-width:1140px;}
  .consensus > .label{grid-column:1;grid-row:1;margin:0;}
  .consensus > *:not(.label){grid-column:2;}
  .result{max-width:1140px;padding:52px 56px;}
  .result p{max-width:34ch;}
  .result p+p{max-width:52ch;}
}

/* ---------- onward link on the earlier pages ---------- */
.onward{border-top:3px solid var(--ink);margin-top:52px;padding-top:20px;}
.onward a{
  display:inline-block;font-size:clamp(21px,2.6vw,29px);font-weight:800;letter-spacing:-.025em;
  text-decoration:none;line-height:1.1;
}
.onward a::before{
  content:"Continue";display:block;font-size:12px;font-weight:800;text-transform:uppercase;
  letter-spacing:.12em;color:var(--grey);margin-bottom:8px;
}
.onward a::after{content:" \2192";color:var(--hot);}
.onward a:hover{color:var(--hot);}

/* ---------- contents ---------- */
.toc{max-width:1240px;margin:0 auto;padding:0 26px;}
.toc>summary{
  cursor:pointer;list-style:none;display:inline-flex;align-items:center;gap:10px;
  margin:0 0 0;padding:11px 18px;border:2px solid var(--ink);background:#fff;
  font-weight:800;font-size:15px;letter-spacing:.02em;text-transform:uppercase;
}
.toc>summary::-webkit-details-marker{display:none;}
.toc>summary::after{content:"+";font-size:19px;line-height:1;font-weight:800;}
.toc[open]>summary::after{content:"\2013";}
.toc>summary .n{
  font-size:12px;font-weight:800;padding:2px 8px;border-radius:999px;
  background:var(--ink);color:#fff;
}
.toc nav{margin:18px 0 4px;border-left:3px solid var(--ink);padding:2px 0 2px 20px;}
.toc ol{margin:0;padding:0 0 0 22px;columns:2;column-gap:44px;}
.toc li{margin:0 0 9px;break-inside:avoid;font-size:15px;line-height:1.35;}
.toc a{color:var(--ink);text-decoration:none;border-bottom:1px solid rgba(0,0,0,.22);}
.toc a:hover{border-bottom-color:var(--ink);}
h2[id]{scroll-margin-top:18px;}
@media (max-width:760px){
  .toc{padding:0 20px;}
  .toc ol{columns:1;}
}

/* ---------- sibling and parent navigation ---------- */
.subnav{max-width:1240px;margin:64px auto 0;padding:0 26px;}
.subnav h2{margin:0 0 18px;}
.subnav ul{list-style:none;margin:0;padding:0;border-top:2px solid var(--ink);}
.subnav li{border-bottom:1px solid rgba(0,0,0,.16);}
.subnav a{
  display:flex;justify-content:space-between;gap:18px;align-items:baseline;
  padding:16px 2px;color:var(--ink);text-decoration:none;font-weight:700;font-size:19px;
}
.subnav a:hover{background:rgba(0,0,0,.035);}
.subnav .role{font-size:12px;font-weight:800;letter-spacing:.08em;text-transform:uppercase;opacity:.55;}
@media (max-width:760px){
  .subnav{padding:0 20px;}
  .subnav a{font-size:17px;}
}
h2.label{
  font-size:12px;line-height:1.4;text-transform:uppercase;letter-spacing:.12em;
  font-weight:800;max-width:none;margin:0 0 16px;
}

/* ---------- source context ---------- */
.boiler{
  margin:46px 0 0;padding:30px 0 6px;border-top:2px solid rgba(255,255,255,.22);
  max-width:88ch;
}
.boiler p{font-size:14px;line-height:1.62;margin:0 0 14px;opacity:.82;}
.boiler p:last-child{margin-bottom:0;}
.boiler a{color:inherit;text-decoration:underline;text-underline-offset:2px;}
@media (max-width:760px){.boiler{margin-top:34px;padding-top:24px;}}

/* ---------- consulting call to action ---------- */
.cta{background:var(--hot);color:var(--ink);}
.cta .inner{max-width:1240px;margin:0 auto;padding:36px 26px;}
.cta p{
  margin:0;font-weight:800;letter-spacing:-.012em;
  font-size:clamp(18px,1.8vw,23px);line-height:1.35;max-width:52ch;text-wrap:balance;
}
.cta a{color:inherit;text-decoration:underline;text-decoration-thickness:3px;text-underline-offset:4px;}
.cta a:hover{background:var(--ink);color:var(--hot);text-decoration:none;}
@media (max-width:760px){.cta .inner{padding:28px 20px;}}

/* ---------- buy ---------- */
.buy{margin:30px 0 12px;}
a.button{
  display:inline-block;background:var(--ink);color:var(--paper);text-decoration:none;
  font-weight:800;font-size:19px;letter-spacing:-.01em;padding:17px 26px;
  border:3px solid var(--ink);
}
a.button:hover{background:var(--hot);color:var(--ink);}
.buynote{font-size:15px;color:var(--grey);max-width:60ch;}
.buynote a{color:var(--ink);}

/* ---------- subjects, above the fold ---------- */
.lede{margin-top:6px;margin-bottom:52px;}
.lede h2{margin-bottom:18px;}

/* ---------- claim line under the header image ---------- */
.claim-line{
  max-width:1240px;margin:0 auto;padding:0 26px;
  font-size:clamp(18px,1.7vw,21px);line-height:1.35;font-weight:800;
  letter-spacing:-.012em;max-width:52ch;text-wrap:balance;
}
@media (max-width:760px){.claim-line{padding:18px 20px 0;}}

/* ---------- measurement consent ---------- */
.consent{
  position:fixed;left:0;right:0;bottom:0;z-index:50;
  background:var(--ink);color:#fff;border-top:4px solid var(--hot);
}
.consent .inner{
  max-width:1240px;margin:0 auto;padding:22px 26px;
  display:flex;gap:26px;align-items:center;flex-wrap:wrap;
}
.consent p{margin:0;font-size:15px;line-height:1.45;max-width:70ch;flex:1 1 380px;}
.consent a{color:var(--hot);}
.consent .buttons{display:flex;gap:12px;flex:0 0 auto;}
.consent button{
  font:inherit;font-weight:800;font-size:15px;cursor:pointer;
  padding:13px 22px;border:3px solid #fff;background:#fff;color:var(--ink);
}
.consent button:hover{background:var(--hot);border-color:var(--hot);}
.consent button.ghost{background:transparent;color:#fff;}
.consent button.ghost:hover{background:#fff;color:var(--ink);}
.consent-line{margin:14px 0 0;}
.consent-line a{font-size:13px;color:#8b929b;text-decoration:underline;}
.consent-line a:hover{color:#fff;}
@media (max-width:760px){
  .consent .inner{padding:18px 20px;gap:16px;}
  .consent .buttons{width:100%;}
  .consent button{flex:1;}
}