LMAO. There is only one admin that fits that description. I figured it'd be fairly obvious. What kind of logic am I missing? I already stated it's not the end all to SEO for a forum. I understand SEO very well when it comes to vBulletin. and you won't either. There is no A + B = C results in SEO. You can't benchmark it. Stop looking for it. Just give up. Reliable study? There is no such thing in SEO. For or against it it doesn't matter. Each site is unique in how Google ranks it and there is no way a benchmark for site A can be verified against benchmark on site B. There are basic SEO principles that everyone should do to a forum to achieve optimal SEO to make the search engines life easier to index your pages and determine which pages should be ranked were. VBSEO takes care of the most important part of optimizing the urls within VBSEO so that search engines have the easiest path to get to the actual url you want indexed, the showthread.php page. Only one url should be indexed per thread page. You shouldn't even present any other urls for the search engine to waste it's time on. Robots.txt does not solve this problem because you can not prevent people from linking to your site with non optimal urls with robots.txt. Therefore you get wasted linkbacks if you let people use showthread.php?p=xxxx urls to linkback to your site because it is not the url you want to have indexed. That's the biggest part of VBSEO and why I bought it. It reads me of the headache of having these urls present and eliminates completely any doubt that those urls could be holding you back leaving you to concentrate on other areas. Basically it leaves no stone unturned. I have no financial interest involved. I've been using VBSEO since 2005. I can't provide a benchmark for SEO anymore than anyone else. It's impossible. You can use common sense. You can put yourself in the shoes of the search engine and ask yourself what would make crawling and organizing a site more efficient. You can leave no stone unturned when it comes to taking care of every problem with vBulletin. Every duplication so that only one url exists for every thread page removing any doubt whatsoever that it would cause you any kind of problems with ranking as high as you possibly can. There is no evidence! What you want doesn't exist. If I showed you one site ranking well with VBSEO you'd just point to another one that had good rankings and use that as an excuse VBSEO isn't needed. There is no evidence. There is common sense though. By all means keep looking for that third. I could careless. I'm just tired of seeing people ask for proof on something that can not possibly be proved. I can show you what I have been able to accomplish with the aide of VBSEO. 2,000 uniques a day from Google. I have a lot of competition too. My site has less than 500,000 posts and I out rank sites that have existed since the late 90's running vBulletin with millions of posts.