Build organic traffic that actually converts. I work on the searches your buyers genuinely make, fix the technical and content problems keeping you off those results, and build the authority that keeps you there — with a realistic timeline and reporting you can read without a translator.
Technical auditKeyword-to-page mappingOn-page optimisationAuthority building
Search is usually sold as a black box: money goes in, a report comes out, and the connection between the two is never made legible.
Almost every business owner who contacts me about search is in one of three situations. The first: competitors who are not obviously better at the actual work sit above them in the results for the exact terms their buyers type, and nobody internally can explain why. The second: they have paid for SEO before, received a monthly deck full of charts, and still cannot say what was changed on their website or whether any of it mattered. The third: they have read enough contradictory advice online — some of it years out of date, some of it so technical it may as well be a different language — that they have quietly given up on search and gone back to buying traffic.
All three share a root cause. A black box cannot be audited, which suits the seller and not you: you end up unable to judge the work, unable to brief the next provider properly, and unable to decide whether search deserves a place in your budget at all. Add the pace of change — search engines revise how they rank pages constantly, and advice from a few years ago can now be actively harmful — and the confusion is entirely understandable.
Strip away the jargon and there are only four things a business genuinely needs to understand about its own search performance. Everything below exists to answer one of them, in language you can repeat to your team without needing me in the room.
/01
Which searches are worth winning
Finding the high-intent keywords real buyers use at the point they are ready to act — not the highest-volume phrases in the industry.
/02
What has to change to rank
Optimising the pages and the site underneath them so search engines can crawl, understand and confidently rank what you publish.
/03
Why others should reference you
Building genuine authority through work worth citing, so that relevant sites link to you because it makes sense for their readers.
/04
How you will know it worked
Tracking rankings, organic sessions and the enquiries or sales that follow, so progress is a fact on a dashboard rather than a claim.
Approach
My SEO Strategy and Approach
Nothing I do on your site is anything I could not explain, in detail, to the search engine that has to judge it.
I do not use black-hat tactics or shortcuts. No private blog networks, no bulk link packages, no spun or scraped content, no doorway pages built for search engines that no human would read. Those tactics are cheap to buy and expensive to undo: they can put a site in a position where recovery costs more than the original programme would have, and they leave you carrying a liability you did not know you had bought.
The strategy starts from commercial intent rather than volume. A term with enormous monthly search numbers is often dominated by people who will never buy anything — researchers, students, competitors, the merely curious. A narrower phrase typed by someone comparing providers, checking prices, or looking for a supplier in a specific city is worth far more to a business even though the traffic figure looks unimpressive on a slide. I would rather win the searches that end in an enquiry than the ones that look good in a report.
Strategy is also matched to your competitive landscape and your actual resources. If the incumbents in your market have a decade of accumulated authority, the plan is not to charge at their strongest terms in month one; it is to take the ground they have neglected and build from there. If you have one person who can review content, I will not design a programme that assumes a content team of four. And the horizon is stated honestly up front: SEO generally takes three to six months to show meaningful movement, with some quicker wins along the way. The trade-off for that patience is that organic traffic does not switch off when you stop paying for it — the work compounds instead of evaporating.
The methodology, in six parts
Keyword research & competitive analysis
Mapping the searches that lead to revenue, then examining who currently owns them, what they have published, and where their coverage is thin.
Technical audit and fixes
Finding and repairing the crawling, indexing, speed and structure problems that quietly cap what the rest of the work can achieve.
On-page optimisation for search intent
Rewriting pages so they answer what the searcher actually wanted, in the format the results page shows that searchers prefer.
Content strategy aligned to keywords
A publishing plan where every piece has a target search and a job in the funnel, rather than a blog that produces posts nobody was looking for.
Link building and authority
Earning references through material worth citing, digital PR angles, and legitimate industry and local listings — never bought in bulk.
Continuous testing and refinement
Treating titles, page structure and internal links as things to test and revise as the data arrives, not as decisions made once at launch.
The measurement layer underneath all of this is the same one I use on every channel: which numbers define success, and where each one is sourced, is agreed before the work starts rather than afterwards. How an engagement actually runs — cadence, access, ownership of the accounts — is set out in about.
Fit
Who This Is For, and Who It Is Not
Search is the wrong answer for some businesses, and it is cheaper to establish that before a retainer starts than after one.
A good fit
Businesses whose customers research online before they buy, compare or enquire.
Owners who want to understand what is being changed on their site and why.
Teams willing to commit to a three to six month horizon rather than a one-month test.
Sites that can act on technical recommendations, whether through a developer or through me.
Not a fit
Businesses that need leads this week — that is a paid media problem, not an SEO one.
Anyone shopping for bulk backlink packages or guaranteed number-one placements.
Sites where no technical change can be made because nobody will approve deployments.
Projects where the budget only stretches to one month and then has to prove itself.
Scope
What's Included
Six groups of work. Which of them leads in a given month depends on what the audit turns up and what the data says afterwards.
01 — Diagnosis
Comprehensive SEO audit
Technical analysis of crawling, indexing, rendering and site architecture
On-page review of titles, headings, copy and internal structure across key templates
Content quality assessment against what currently ranks for your target searches
Competitor analysis covering their coverage, structure and visible strategy
Backlink profile review, including anything historic that needs cleaning up
02 — Targeting
Keyword research & strategy
High-intent keyword identification built around how your buyers actually search
Search volume and competition analysis to judge what is realistically winnable
Keyword-to-page mapping so every target has one owner and pages stop competing
Seasonal trend analysis so content and priorities land before demand peaks
03 — Foundations
Technical SEO
Site speed work, including image weight, scripts and render-blocking assets
Mobile responsiveness checks on the templates that carry your commercial pages
Schema markup so search engines can read your entities, products and services
XML sitemap and robots.txt configured so crawl budget goes to pages that matter
URL structure and redirect hygiene, so authority is not lost in the plumbing
04 — Substance
Content strategy
Content gap analysis against competitors and against unanswered buyer questions
Editorial strategy where each piece has a target search and a purpose
Landing page optimisation for the pages that carry commercial intent
Meta titles and descriptions written to earn the click, not just to contain a keyword
Internal linking that passes relevance to the pages you most need to rank
05 — Authority
Link building & authority
Creating reference-worthy assets — data, guides and tools other sites want to cite
Outreach to genuinely relevant publications, partners and industry resources
Accurate business listings and consistent details across the directories that count
Monitoring your link profile so nothing questionable accumulates unnoticed
06 — Continuity
Ongoing management
Rank tracking on the terms tied to revenue, not a vanity list of easy words
Performance analysis connecting organic sessions to enquiries and sales
Monthly strategy adjustments based on what the data actually shows
Reporting in plain language, with the raw data available whenever you want it
Process
How I Work With You on SEO
Five phases, with the timings I plan against. They are expectations rather than promises.
A site with severe technical debt or a slow approval process will move differently from a small, well-built one — but you will always know which phase the work is in and what comes next.
/01
Discovery & audit
Week 1 – 2
I start with your business rather than your website: what you sell, what a good customer is worth, which services actually carry margin, and what has been tried before. Then the full audit — technical, on-page, content, competitors and backlinks — and a look at analytics and search console to see what you are already earning from search. You finish this phase with a written picture of where you stand and what is holding you back, whether or not you take the work further.
/02
Strategy development
Week 2 – 3
Findings become a plan. Target keywords are chosen and mapped to specific pages, technical fixes are prioritised by impact against effort, the content plan is drafted, and the tracking is defined so what success looks like is agreed in advance. You review it, challenge it, and approve it before any implementation starts. Nothing gets built from assumptions you have not seen.
/03
Implementation
Week 3 – 8
The heaviest stretch of work. Technical fixes ship, priority pages are rewritten and restructured, schema and internal linking go in, and the first content lands. I either implement directly or brief your developer with specific, reviewable instructions. Where a change carries any risk to a page that already performs, it goes out carefully and gets monitored rather than pushed in one go.
/04
Optimisation & scaling
Month 3+
By now there is enough data to stop guessing. Pages sitting just outside the positions that earn clicks get revised, topics that are gaining traction get expanded, authority building steps up, and anything that has not moved gets diagnosed rather than repeated. This is where a programme either compounds or stalls, and the difference is almost always whether someone is genuinely reading the data every month.
/05
Ongoing management
Monthly
A steady monthly rhythm: rankings and organic performance tracked, new content published against the plan, technical health rechecked, competitor movement watched, and a report plus a call where I explain what changed, what it means, and what I am doing next. Search engines keep changing and competitors keep publishing, so the work is maintenance as much as growth.
Investment
What an SEO Engagement Costs
Indicative ranges rather than a package. Every scope is priced after the discovery conversation.
Ongoing SEO engagements typically sit between $3,000 and $7,500 per month, with smaller scopes starting around $2,500 per month. Where a given project lands depends on the size of your site, how much technical remediation it needs, how much content is being produced, and how competitive the market is. A standalone audit is quoted separately, so you can commission a diagnosis without committing to a retainer — I would rather quote something accurate than publish a package that fits nobody.
What the retainer includes
Strategy, keyword and competitive research, and the ongoing plan
Technical work and on-page optimisation within the agreed scope
Content planning, briefs and optimisation of existing pages
Authority building activity and link profile monitoring
Monthly reporting and a review call with me directly
What it does not include
Advertising spend of any kind — SEO fees are separate from media budgets
Third-party tool and platform subscriptions billed in your own name
Paid placements or sponsored links, which I do not buy on your behalf
Major site rebuilds or custom development beyond the agreed scope
I recommend a minimum of three months, because that is roughly the point at which changes made in the first weeks start to be reflected in the results — and because judging SEO on thirty days rewards whoever tells the best story rather than whoever does the best work. Plan against a three to six month horizon for meaningful movement on commercial terms, with earlier wins where the site has obvious problems to fix. If at any point the honest read is that your budget would do more elsewhere, I will say so.
SEO generally takes 3 to 6 months to show meaningful movement on the keywords that matter commercially. Search engines need time to recrawl a changed site, reassess it, and test it against the pages already ranking. Some quick wins land sooner, usually in the first 4 to 8 weeks: fixing pages that were accidentally blocked from indexing, repairing broken internal links, rewriting title tags on pages that already rank on page two, or resolving speed problems that were holding a site back. Those early fixes are real, but they are not the whole programme. If someone promises you page one in thirty days, ask them exactly which page, for which search, and what happens when it does not arrive.
How much does SEO cost?
Ongoing SEO work typically runs between $2,500 and $7,500 per month depending on the size of your site, how much technical remediation it needs, how much content has to be produced, and how competitive your market is. A standalone audit is quoted separately from any retainer, so you can commission one without committing to ongoing work. I do not charge per keyword or per link, because both encourage the wrong behaviour: per-keyword pricing pushes an agency toward easy terms nobody searches for, and per-link pricing pushes it toward buying links in bulk.
What guarantees do you offer on rankings?
None, and you should be sceptical of anyone who offers them. Google controls the results page, changes its systems continuously, and does not accept payment or promises for organic placement. Nobody outside Google can guarantee a position. What I do guarantee is transparency and data-driven work: you will know what was changed and why, you will have access to the analytics and search console data behind the reporting, and you will get a straight answer when something is not working, including when the honest recommendation is to stop.
How is this different from other SEO services?
Two things. First, the work is holistic: technical health, on-page optimisation, content, and competitive analysis are handled as one connected programme, because publishing content on a site that cannot be crawled properly is wasted effort, and fixing crawling on a site with nothing worth ranking is equally wasted. Second, there are no link farms, no bulk directory submissions, and no tactics that were current a decade ago and have since become liabilities. You also work directly with me rather than being passed to a junior account handler after the pitch.
What if my industry is extremely competitive?
Then I choose the ground more carefully. In a competitive market, going straight at the highest-volume commercial term is usually the slowest and most expensive route. I look instead for the specific, longer, higher-intent searches your competitors have neglected, the segments and locations where their coverage is thin, and the technical or content gaps where a smaller site can realistically outperform a larger one. That builds a base of relevance and authority that makes the harder terms reachable later. I will also tell you plainly if I think the timeline or budget is unrealistic for the market you are targeting rather than take the retainer anyway.
Alongside search
Services That Work Well With SEO
Search rarely works hardest on its own. These are the three it most often runs beside — the full list is on services.
Content Marketing
SEO decides which pages need to exist; content marketing produces them. The two run best as one programme rather than two suppliers duplicating research.
