Ethan Whitmore is a co-founder of Whito and one of its two named analysts. He has spent over nine years in SEO and ecommerce inside global SaaS platforms, enterprise brands and payments companies. His work covers technical SEO, content strategy, conversion and video production.
Whito’s research is published under named analysts so you can see who stands behind the numbers. This page covers what Ethan works on, how his research is checked, and where to find it.
What he works on
At Whito, Ethan’s research covers what UK businesses are charged for marketing services, priced from the sellers’ own published pages, and how visible those businesses are in AI search: which names ChatGPT, Perplexity and Google’s AI results actually recommend, and whether those recommendations check out against Companies House and the sector registers.
How the research is checked
Figures Whito publishes carry the date they were checked. Sources are named beside the numbers they support. Businesses named in AI recommendation studies are checked against Companies House and, where one exists, the sector register. Companies cannot pay to appear or to rank in any Whito study.
Corrections are noted on the page with a date. They are never quietly edited.
Research by Ethan Whitmore
A selection of his published work:
- UK SEO costs
- UK PPC costs
- AI electrician recommendations in the UK
- UK Software Waste Index
- UK care sector statistics
- Freelance marketer vs agency day rates
The full archive is on the research hub, and the complete datasets behind the studies are available through Whito Data. Whito’s founder and lead analyst is Jacob Whitmore.
Contact
To question a figure or request a correction, use the contact page. Journalists are welcome to check any number against its named source before quoting it.