About Me

How I Think About SEO

I do not see SEO as a checklist or a collection of tricks. I see it as a systems problem. Search engines are trying to understand intent, structure, and confidence across billions of pages. Most websites struggle not because they are doing nothing, but because their signals are unclear or inconsistent.

My approach is rooted in understanding how search engines crawl, render, and evaluate websites in real conditions. That means knowing when something is a hard technical blocker and when it is a weaker signal that simply needs strengthening.

I spend a lot of time asking what a search engine is likely to trust, rather than what tactic might produce a short term lift. That mindset underpins all of my work, whether I am supporting a WordPress site, a headless build, or a large enterprise platform.

Why People Usually Come to Me

Most clients do not come to me asking for generic SEO services. They usually come because something feels stuck, fragile, or unpredictable.

Sometimes it is a site that has grown over time and accumulated technical debt. Sometimes it is a modern JavaScript or headless setup where SEO performance feels inconsistent. Other times it is a business expanding into new markets without confidence that the foundations are sound.

In nearly every case, the underlying issue is clarity. My role is to bring structure, reduce uncertainty, and help teams understand what actually matters and what does not.

How I Use Tools and Data

I use a lot of tools, but I do not believe tools replace judgement. Crawlers, log analysis, automation, and custom workflows help surface patterns and risks quickly. They do not make decisions for you.

Where it makes sense, I automate repeatable analysis so time is spent interpreting results rather than collecting them. That allows me to focus on decision making, trade offs, and explaining implications clearly to developers, marketers, and stakeholders.

If a recommendation cannot be explained in plain English, it usually is not ready to be implemented.

What Working With Me Is Like

I am direct, organised, and pragmatic. I do not overpromise and I do not hide behind jargon. You will get clear explanations, written recommendations that developers can actually use, and honest conversations about priority and impact.

I work well with in house teams, agencies, and engineering teams because I understand their constraints. SEO should support delivery, not slow it down or create unnecessary friction.

Practical Details