Expertise
These are the five areas I've spent most of my 14 years in organic search working on. Each page explains how I approach the discipline: why it matters, the method I use, what good looks like, the mistakes I see most often, and where I've applied it.
I'm not taking consulting work at the moment.
I wrote them as practitioner's notes, the kind of thing I would hand to a new team member on their first week. They draw on my own work at TUI, FLOYT Mobility, Uniplaces and Oi, and on the public guidance from Google and the AI search platforms.
Search is now two layers: the ranked results people click, and the AI answers that summarise and cite pages. Every page here covers both, because in practice the work overlaps far more than the acronyms suggest. If you're new to the terms, start with SEO vs. GEO vs. AEO.
SEO and AI search audits
Technical, content and AI visibility reviews that end in a prioritised fix list, including how often a brand is named in AI answers.
Read the approach02SEO and GEO strategy
Roadmaps, intent research, content planning and international governance, measured across ranked results and AI answers.
Read the approach03Programmatic SEO and SEO product ownership
Page templates at scale, indexation rules and content modules, plus the requirements that turn SEO into product features.
Read the approach04Website and CMS migrations
Redirect mapping, rendering checks, headless CMS moves and post-launch monitoring that protect years of search visibility.
Read the approach05SEO and GEO team leadership
Building and running SEO teams: planning cadences, stakeholder communication and embedding SEO in product and engineering.
Read the approach