What I work on
Every engagement starts with your revenue problem. The service we end up working on is whatever will actually move the needle - not whatever’s easiest to scope on a retainer.
01
The foundations everything else depends on. I diagnose crawlability issues, fix site architecture problems, address Core Web Vitals, and resolve indexation errors that are silently costing you rankings. Often the highest-ROI work available. Full details.
Right for you if
You’ve been publishing content without seeing rankings move. Your site traffic dropped after a redesign. You’re not sure how much of your site Google is actually indexing.
02
Platform changes, redesigns, and domain moves are one of the fastest ways to lose organic traffic you’ve spent years building. I’ve managed large-scale migrations at the BBC, Superdry, and Domino’s - and recovered the ones that went wrong elsewhere. More on how I run migrations.
Right for you if
You’re planning a replatform, redesign, or domain move. Or you’ve already migrated and traffic hasn’t recovered the way you expected.
03
Not a 200-point checklist. A diagnosis of what’s actually costing you revenue - with a clear, prioritised plan to fix it. I focus on what will move the needle, not what will make the audit look thorough. You get findings that a developer can act on the same week. Full details.
Right for you if
You want a second opinion, need to understand a previous agency’s work, or just want to know where to start.
04
Google Business Profile optimisation, local citation building, and location-specific content strategy. Built for businesses that need to be found nearby - from a single site in Lancashire to a multi-location national operation. +300k sessions in one quarter for Domino’s from a single local SEO initiative. Full details.
Right for you if
You’re losing ground to local competitors in Maps. You’re expanding into new areas. Your Google Business Profile isn’t generating the calls and visits it should be.
05
Search is changing. AI Overviews, ChatGPT, Perplexity, and Gemini are answering questions that used to drive traffic to your site. Entity optimisation, structured data, and topical authority strategy to maintain visibility as the results page evolves. One of the few areas where early movers will have a genuine advantage. More on AEO and GEO.
Right for you if
You’ve noticed AI summaries appearing above your rankings. Your informational content traffic has declined. You want to position for how search will look in two years, not just today.
06
Topical authority mapping, content gap analysis, and keyword strategy grounded in commercial intent. Content that earns rankings rather than just fills editorial calendars. I work with your existing content team or independently - either way the output is a strategy you can actually execute. Full details.
Right for you if
You have content resources but aren’t seeing ROI. You’re starting a content programme and want to do it right. Your team is busy but not moving the right metrics.
07
Mentoring for in-house SEOs and owners who run their own search. A fortnightly hour with someone who's actually run the BBC, Superdry and Domino's desks. Full details.
Right for you if
You're the only SEO in the building and there's nobody senior to check your thinking before the big calls.
The six services above play out differently depending on the sector - compliance in iGaming and finance, seasonality in fashion and retail, editorial speed in publishing. Each sector page covers what's different and what I've done in it.