Sectors
Every sector thinks its SEO is different. Some of them are right.
Generic SEO advice fails hardest where the sector's structure fights it - compliance in iGaming and finance, seasonality in fashion and costume retail, the retail intermediary problem in FMCG and electronics, editorial speed in news. I've done the work inside these industries, not just audited them from outside. Pick the page that sounds like your business - each one covers what's actually different about the sector, and what I've done in it.
Where I've led in-house
News & Publisher SEO
Head of SEO at the BBC. +11m organic sessions from one World Cup.
Enterprise SEO
Six in-house leadership roles: BBC, Hays, Superdry, Domino's and more.
Recruitment SEO
Product Owner for SEO at Hays. 35+ sites, 33 countries.
Site Migration SEO
Migrations run at the BBC, Superdry and Hays - and reversed when the data said stop.
Retail & ecommerce
Ecommerce SEO
Architecture-first SEO. c.20% uplift from one pre-Christmas fix at Getting Personal.
Fashion SEO
Head of SEO at Superdry, five market migrations at once.
Fancy Dress SEO
+56% YoY organic clicks in four months for a UK costume retailer.
Consumer Electronics SEO
International technical SEO for global electronics and appliance brands.
Automotive SEO
Two manual penalties removed at National Tyres. Traffic doubled overnight.
Food & Drink SEO
Domino's: £1.18m more weekly revenue, organic up 23% YoY.
Beauty SEO
Strategic SEO lead across a six-brand global haircare portfolio.
Regulated sectors
iGaming SEO
Operators and affiliates: SBC, SlotBeats and more, UK and Europe.
Casino SEO
Casino SEO for operators and affiliates: audits, game page architecture and pagination strategy.
Sportsbook SEO
Sports betting SEO: SBC and IGX ongoing, plus bookmaker migration strategy via Blueclaw.
Financial Services SEO
Technical SEO for one of the world's largest banks. YMYL discipline.
Healthcare SEO
Entity-level gap analysis for private practice. E-E-A-T as infrastructure.
B2B & specialist
B2B SaaS SEO
18+ months retained with a cybersecurity SaaS. Spam attack to +38.7% crawl.
B2B Services SEO
Low-volume, high-intent strategy - and landing pages in the client's own voice.
Education SEO
Managed the SEO architecture for BBC Bitesize.
Travel & Tourism SEO
Technical SEO for a leading UK adventure tourism operator.
Energy & Utilities SEO
B2B energy migrations and technical SEO via CTI Digital.