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Strategy & advisory

Let’s make your organic search dollars work harder

I bring 12 years of search experience, from my own projects to leading an agency practice, to help teams make a clear plan. I work as a player-coach: in the room with your stakeholders, and in the data doing the deep work myself. My core work is technical SEO, migrations and content. I added AI search and GEO to the practice in 2025.

Engagement models

Four ways I can help

Technical SEO & migrations

I find the barriers and protect the move

For complex sites, replatforming teams and unexplained losses

Fixed audit, or a migration run end to end

  1. Crawl and read the logs
  2. Prioritize fixes
  3. Validate after launch
What we’ll work on

I review crawlability, indexation, site architecture and structured data, and I read server logs to see what search engines actually request. For migrations and replatforms, I plan redirects and launch checks with your team, then compare what changed.

You get
Technical findings, prioritized fixes, schema and log-file analysis, redirect plan and a post-launch comparison

Content SEO & digital PR

I connect your expertise with real demand

For teams whose content is good but still not found

Focused review, or ongoing content and PR support

  1. Map demand
  2. Prioritize content
  3. Earn the links
What we’ll work on

I compare customer questions, competing pages and your own content to find the gaps and the pages competing with each other. Where that coverage needs authority behind it, I plan the digital PR and link building to earn it.

You get
Demand and intent map, content priorities, internal-link plan, and a digital PR and link-building plan

AI search & GEO

I find out why AI answers skip you

For brands absent from AI answers in their own category

Visibility review, or combined with a content or technical audit

  1. Check the answers
  2. Compare cited sources
  3. Close the gaps
What we’ll work on

I study how ChatGPT, Perplexity, Gemini and Claude retrieve and cite content, then check where your expertise is missing from the answers your customers get. I began building this practice in September 2025.

You get
AI citation review, a comparison of the sources being cited, and the content and technical changes that follow

Consultancy & team training

I help your team see the results and decide what matters next

For leaders and in-house teams that need a clear direction

Advisory retainer, focused workshops, or a measurement build

  1. Understand the business
  2. Prioritize the roadmap
  3. Measure and coach
What we’ll work on

I connect search priorities to business goals, advise on what to measure and how to read it, and train people to make better calls without waiting for me. Where the reporting is still manual, I build the view and automate it.

You get
Roadmap, working sessions, a measurement view your team owns, automated reporting and tailored team training

Where the work has been

Ten sectors, one discipline

I adapt the work to each sector’s constraints, from local demand to compliance and scale.

  • Cannabis

    Compliance-constrained organic growth in a category most ad platforms refuse.

  • HVAC

    Local service SEO across a seasonal demand curve.

  • Appliance repair

    Multi-location service pages and local intent capture.

  • Insurance

    Car and home comparison search, where YMYL scrutiny is heaviest.

  • Pet insurance

    A young category still teaching the market what it is.

  • Cleaning services

    Service-area organic growth against aggregator competition.

  • Real estate

    Listing-scale architecture and the crawl budget that comes with it.

  • Cryptocurrency

    Technical visibility in a sector where trust signals do the work.

  • Copywriting

    Content operations and the editorial side of organic.

  • Education consulting

    Enquiry-led search for a considered, long-cycle decision.

Audit methodology

How I turn findings into a plan

Phase 1Find the technical barriers

I compare site crawls with server logs to understand what search engines request, how often they return, and where they encounter problems.

  • Architecture crawl and diff
  • Server log parsing by user agent
  • Crawl budget and waste modelling
  • Index coverage reconciliation
Phase 2Match content to demand

I connect search demand with your content and site structure, looking for gaps, competing pages and missed opportunities.

  • Keyword and intent mapping
  • Content gaps and overlapping pages
  • Internal links and navigation
  • On-page and structured data checks
Phase 3Agree what to do first

I turn the findings into a practical plan with owners, priorities and measures of progress. I also say what to leave out, so the list is one your team can finish.

  • Ranked recommendations
  • Sequencing and dependencies
  • Implementation and measurement plan
  • Team walkthrough

Intake

Let me help you win in search

Share your goals and the challenge you’re facing. I’ll help you work out whether an audit, ongoing advice, or a focused project is the right next step.