SEO, AI Search & Organic Growth
I help brands get found by Google and recommended by AI.
I work with companies that need organic search to do real commercial work, and I run my own research into how AI search behaves. Independent consulting, no agency layer, and you deal with me directly.
In-house organic search at Revolut, Wise, Peanut, Paired and Workable.
Co-author of Mastering In-House SEO (2nd edition) and In-House SEO Success. Speaker at BrightonSEO, SMX London and MeasureFest. Judge at The Drum Awards for Search, 2022 and 2023.
What I do
AI search readiness and GEO
AI assistants answer questions about your category every day. What they say about you draws on far more than your own website, but what your site returns when an AI agent requests a page is testable, and that part you control. I check what actually comes back from those requests, look at how assistants describe your brand today, and set out which fixes are worth doing first. Where something is a signal rather than proof, I say so.
SEO strategy and organic growth
For companies where organic should be a main channel and currently isn't, or has stalled. Demand research, content strategy, technical foundations, international rollout, migrations, and the internal case for investment. I spent years doing this in-house, so I know the plan is the easy part.
Advisory
Senior input without a full engagement. Useful if you already have a team and want a second opinion on strategy, hiring, or whether the numbers you have been shown hold up.
App Store Optimisation sits in the same conversation for consumer apps. I have led ASO work in-house and spoken on it at App Promotion Summit London and the ASO Conference, and I include it where it is relevant rather than selling it separately.
More on how I work with companies
Where you can check my work
I would rather you read the work than take a claim on trust.
Two books on in-house SEO that I co-authored: Mastering In-House SEO (2nd edition) and In-House SEO Success.
Lessons from running organic growth at Peanut, written up years afterwards, including why that kind of result is not a template.
AI Search Experiments
I run small studies on how AI search and the models behind it behave. The standard I hold them to is the one I would want applied to anyone else's work: a stated research question, the method written out, and the limitations sitting next to the result rather than in a footnote.
The first study measures citation repeatability across particular AI model and retrieval stacks, accessed through their APIs. It is published, with the full table and everything it does not prove.
Writing
I write when there is something to say. Organic growth, AI search, and the parts of this job that do not fit in a LinkedIn post.
