Services
What I actually build and run for a brand.
These are not separate products. They are the parts of one organic growth programme — strategy, content, the automation that makes it repeatable and the reporting that proves it worked. You can start anywhere, but they compound when they run together.
Services index
SEO Automation & Custom Tooling
Every content and SEO operation has a handful of jobs that repeat forever: pulling the same data, writing the same brief, checking the same things before publishing. Those are not tasks. They are unbuilt tools. I build them — custom to how your business actually works, not adapted from a template that fits someone else.
Who this is for
Teams publishing at volume, or teams who want to and know their current process will break the moment they try.
Why it matters
Manual process is the real ceiling on most SEO programmes. It is not that the team lacks ideas, it is that every idea costs a week of somebody copying things between tabs. Automate the repeatable layer and the same team suddenly has room to do the thinking you hired them for.
How it runs
- Map what your team actually does in a week, and time it honestly
- Identify the steps that are repeatable, rule-based, and therefore buildable
- Design the workflow first — a bad process automated is just a faster bad process
- Build it, starting with the step that costs the most hours
- Document it as an SOP so the tool survives the person who commissioned it
What you receive
- Working tools, not a slide deck recommending them
- AI workflows and prompt cascades tuned to your content standards, not generic output
- SOPs and quality gates so output stays consistent as volume climbs
- Handover and training, so your team owns it after I leave
What it is designed to achieve
- Content production that scales without a proportional rise in headcount
- A quality floor that holds at volume instead of drifting
- Hours returned to strategy rather than spent on assembly
SEO Strategy
An SEO strategy is a set of decisions, not a document. Which parts of search demand you can realistically win, what has to be true for you to win them, what order to do it in, and what you are deliberately choosing not to chase. Most sites underperform because they are doing reasonable work in the wrong places.
Who this is for
Teams already doing SEO work who cannot explain how the pieces connect, and teams about to invest seriously who want the plan right before the spending starts.
Why it matters
Without a strategy, SEO becomes a queue of tasks — fix this, publish that — with no way to tell whether any of it is moving the business. Strategy is what makes the work compound instead of accumulate.
How it runs
- Understand the business first: who buys, what they are worth, how long the decision takes
- Map the search demand around those buyers, not just the obvious head terms
- Assess honestly where you can compete given the authority you have today
- Sequence the work so early wins buy patience for the longer plays
- Define what success looks like and how it will be measured
What you receive
- A written strategy covering search positioning, target territories and the reasoning behind every call
- A prioritised roadmap with sequencing and dependencies made explicit
- A measurement framework tied to business outcomes rather than vanity metrics
- A clear view of what competitors have that you do not, and the cost of closing it
What it is designed to achieve
- Agreement across the team on where organic effort goes and why
- Fewer initiatives started and quietly abandoned
- A case for investment in search that survives a budget conversation
Reporting & Dashboards
Most SEO reporting is built to prove effort rather than inform a decision, which is why nobody outside the SEO team reads it. I build the other kind: one screen, plain language, updated on its own, tied to the numbers the business already cares about.
Who this is for
Anyone currently receiving an SEO report they do not read, and anyone who cannot answer "how is organic doing?" without opening four tools.
Why it matters
If leadership cannot tell whether organic is working, organic loses the budget argument to a channel with a cleaner dashboard. Good reporting is not admin — it is how the work survives contact with a finance conversation.
How it runs
- Agree what a good month actually looks like, in business terms
- Connect the sources — Search Console, Analytics, rank tracking, your CRM where it exists
- Automate the collection so nobody spends Monday copying numbers
- Design the view for the person who has thirty seconds, not the person who has an afternoon
- Add the commentary layer: what moved, why, and what it changes
What you receive
- A live dashboard covering traffic, rankings, content output and AI answer visibility
- Automated data pipelines, so the report maintains itself
- Visualisations a non-specialist can read correctly on the first try
- A reporting cadence and a short written read on what the movement means
What it is designed to achieve
- Decisions made from data instead of instinct
- Early warning when something breaks, rather than a nasty surprise a quarter later
- A case for organic that holds up in front of a board
Keyword & Search Opportunity Research
Keyword research done properly is market research. It tells you what your buyers are confused about, what they compare you against, what language they use, and where nobody is answering well. Search volume is the least interesting column in the spreadsheet.
Who this is for
Anyone about to commission content at volume, and teams whose current keyword list was inherited and has never been questioned.
Why it matters
Targeting the wrong terms is the most expensive mistake in SEO, because you only find out a year later. This work sets the ceiling on everything built on top of it.
How it runs
- Build the demand map from real buyer language, not only from keyword tools
- Classify by intent and by where each query sits in the buying decision
- Score opportunities by winnability rather than volume
- Identify the questions nobody in the category is answering properly
- Group the result into territories that can become topical clusters
What you receive
- A structured opportunity map organised by topic and intent
- Winnability scoring with the reasoning shown, not just a number
- Gap analysis against the competitors who actually rank, not the ones you name in pitches
- A priority shortlist ready to brief content against
What it is designed to achieve
- Content aimed at demand that exists and can realistically be won
- Earlier visibility on terms larger competitors have overlooked
- A shared vocabulary between marketing, sales and product
Content Strategy
A content strategy connects three things that usually live apart: what people are searching for, what the business needs to sell, and what you can credibly say better than anyone else. The output is a system that reliably produces the right content — not a calendar of ideas.
Who this is for
Teams already producing content that is not compounding, and teams about to start who want the architecture settled first.
Why it matters
Most content programmes fail on consistency rather than quality. A strategy makes the next decision obvious, so publishing stops depending on someone having a good idea that week.
How it runs
- Define the territories you intend to own, and the argument for each one
- Design the cluster architecture — what anchors a topic and what supports it
- Map content to the questions buyers actually ask at each stage
- Set formats, depth and standards so quality does not drift over time
- Build the workflow: briefing, production, review, and updating
What you receive
- Content architecture with clusters and internal linking logic
- A prioritised production roadmap
- Briefing templates and editorial standards your team can run without me
- An updating policy, so published content does not quietly decay
What it is designed to achieve
- Content that reinforces itself instead of competing with itself
- Predictable output without a drop in quality
- A clearer path from someone reading an article to someone starting a conversation
SEO Content Creation
Content that ranks and content that persuades are not separate disciplines. Search rewards pages that genuinely satisfy the question; buyers reward pages that respect their time. Writing to both usually means saying something specific rather than something safe.
Who this is for
Businesses in categories where credibility matters and generic content will not survive contact with an informed reader.
Why it matters
Search engines and answer engines are getting better at telling the difference between a page written by someone who knows the subject and a page assembled from whatever already ranks. The second kind has a shrinking future.
How it runs
- Brief against a defined search intent and a defined business point
- Research past the current top ten — primary sources, the product itself, real customer language
- Draft with a structure that answers the question directly and early
- Edit for accuracy and for the details a practitioner would notice
- Build in the internal links and structure the cluster needs
What you receive
- Publication-ready articles, guides and landing pages
- On-page structure, metadata and internal linking handled, not left as a to-do
- Structured data where the format genuinely supports it
- Review cycles with subject matter experts on your side where useful
What it is designed to achieve
- Pages that rank on merit and hold position rather than spiking and fading
- Content that gets cited and referenced, not just crawled
- Fewer rewrites, because the first version was researched properly
Technical & On-Page SEO
Technical SEO is a hygiene function that occasionally becomes a strategic one. Most sites do not need a rebuild. They need a handful of specific problems found, fixed, and then left alone.
Who this is for
Sites carrying the residue of migrations and platform changes, or long-standing issues nobody has had time to properly diagnose.
Why it matters
Technical problems rarely create growth by themselves, but they can cap it completely. A site that cannot be crawled cleanly, or that splits its own authority across duplicate URLs, will underperform no matter how good the writing is.
How it runs
- Crawl and log analysis to see what search engines actually experience, not what the sitemap claims
- Identify indexation, duplication and internal linking problems
- Review Core Web Vitals and the places real users feel the site is slow
- Check rendering, structured data and mobile parity
- Translate findings into a prioritised list a developer can act on
What you receive
- A technical audit ordered by impact rather than by severity label
- Developer-ready tickets with the reasoning attached to each one
- On-page templates and internal linking recommendations
- A structured data specification, limited to where it earns its place
What it is designed to achieve
- Crawl budget spent on the pages that matter
- Authority consolidated instead of scattered across duplicates
- A faster site that measurably feels faster
Topical Authority
Topical authority is what happens when a site covers a subject thoroughly and consistently enough that search engines begin treating it as a reference point rather than a candidate. It is built deliberately, one territory at a time.
Who this is for
Brands competing against larger, older sites who need to win narrow categories decisively rather than compete everywhere weakly.
Why it matters
Authority is the reason two pages of similar quality rank differently. It is also, increasingly, the reason a language model picks one source over another when it generates an answer.
How it runs
- Choose territories narrow enough that owning them is actually achievable
- Map the full question space around each one
- Cover it comprehensively before moving on to the next territory
- Connect it internally so the relationship is legible to a crawler
- Maintain it, because authority decays as content goes stale
What you receive
- Territory definitions with the case for each
- Complete topic maps and cluster architecture
- An internal linking model rather than ad hoc linking
- Coverage tracking so the remaining gaps stay visible
What it is designed to achieve
- Ranking for terms you never explicitly targeted
- Faster indexing and ranking for new content in the same territory
- A stronger claim to being cited as a source
Brand Authority
Search engines and language models both look beyond your website to work out whether you are worth trusting: who mentions you, in what context, and whether the picture holds together. This is the part of SEO that looks least like SEO.
Who this is for
Companies who are respected by the people who already know them, and invisible to everyone else.
Why it matters
You control your content. You do not control the consensus about you — but you can influence it, and that consensus increasingly decides whether you appear in results and answers at all.
How it runs
- Audit how the brand is currently described across the web
- Identify where inconsistency or absence is actively causing problems
- Prioritise the places where a mention would genuinely carry weight
- Support it with content and assets that are worth referencing
- Track how the picture changes over time
What you receive
- Brand presence and entity audit
- Consistency fixes across profiles, listings and structured data
- A plan for earning mentions in places that count
- Ongoing tracking of how the brand is described elsewhere
What it is designed to achieve
- A consistent understanding across the web of who you are and what you do
- More citations from sources that carry weight
- Better odds of being named in an AI-generated answer
Organic Growth Strategy
Organic growth is a system, not a campaign. It means understanding what compounds, what decays, where the leverage sits, and how organic works alongside everything else you do — rather than treating it as the cheap alternative to paid.
Who this is for
Businesses where organic is currently an afterthought, and businesses where it works but nobody can quite explain why.
Why it matters
Paid acquisition stops the moment you stop paying. Organic keeps working, but only if it is built as an asset rather than as a series of experiments.
How it runs
- Model where growth can realistically come from, and at what pace
- Identify the compounding assets worth building and the ones that are not
- Set up measurement that separates real signal from seasonality
- Establish a cadence for reviewing and reallocating effort
- Connect organic performance to pipeline, not just sessions
What you receive
- A growth model with realistic scenarios and timelines
- A channel plan showing how organic sits alongside paid and everything else
- Measurement and reporting framework
- A quarterly review structure that survives after I leave
What it is designed to achieve
- Forecasts you can defend in a budget conversation
- Reduced dependence on paid for baseline demand
- A clear view of what is working and, just as usefully, what to stop
AI Search & Answer Engine Visibility
People increasingly get answers without visiting a website. AI Overviews, ChatGPT, Perplexity and Gemini read sources and summarise them, naming a handful along the way. Being one of the named sources is a real and workable objective. Guaranteeing it is not, and anyone promising otherwise is guessing.
Who this is for
Brands in categories where buyers research heavily before speaking to anyone, and where being left out of an answer quietly costs deals.
Why it matters
A growing share of research now happens inside an answer rather than on a results page. Brands absent from those answers become invisible during exactly the stretch of the journey where preference forms.
How it runs
- Establish a baseline: what these systems currently say about you and about your category
- Fix entity clarity so a machine can tell what you do and who you do it for
- Structure content so claims are extractable, attributable and verifiable
- Strengthen the third-party signals that make a source look trustworthy
- Re-test on a schedule, because these systems change underneath you
What you receive
- Baseline visibility audit across the major answer engines
- Entity and structured data remediation
- Content structure guidelines written for extraction, not just for readers
- Recurring tracking with an honest read on what the movement means
What it is designed to achieve
- More frequent appearance as a cited source
- Consistent, accurate descriptions of the brand inside generated answers
- Early warning when the picture shifts
SEO Content Audits & Optimisation
Most sites are sitting on content that is one revision away from working. An audit finds the pages that are close, the pages quietly cannibalising each other, and the pages that should be removed entirely.
Who this is for
Sites with a few years of content behind them and a suspicion that much of it is not pulling its weight.
Why it matters
Improving a page that already carries some authority is almost always faster and cheaper than publishing a new one. It is also the work most teams skip, because it is less satisfying than making something new.
How it runs
- Inventory everything and measure each page against what it was meant to do
- Identify near-miss pages where a revision would change the outcome
- Find and resolve cannibalisation between pages competing for the same query
- Decide what to update, consolidate, redirect or delete
- Rewrite and republish the pages worth saving
What you receive
- A full content inventory with a decision recorded against every URL
- A prioritised optimisation list with expected impact
- Consolidation and redirect plan
- Rewritten priority pages, not just recommendations
What it is designed to achieve
- Measurable movement without publishing anything new
- A smaller, stronger site instead of a large, diluted one
- A clear picture of what deserves continued investment