About Me
I started in SEO back in 2009. I co-founded SERPBiz (a white-label SEO Agency) and spent over a decade on the agency side — leading teams, managing clients, and serving as Head of SEO for two US-based digital marketing agencies. 755 projects. A lot of lessons. A few failures I still think about.
In 2022 I made a deliberate move. I stepped away from agency life and joined Trespass — one of the UK’s well-known outdoor brands — as SEO Lead. Now I also work across Nevisport. My role covers traditional SEO and marketplace optimisation across Amazon, eBay, Decathlon, and Walmart.
Two very different worlds. Both still surprise me.
I write about what I learn, what breaks, and what I got wrong. Agency experience. In-house reality. Marketplace SEO. Client management. The stuff most people figure out years before I do.
Still figuring it out. Still surviving.
I Worked With
Latest Thoughts
The Generative AI Report in Search Console: Seen, Not Measured
Google has finally given us a dedicated Generative AI report in Search Console. After roughly
How Curiosity and Capability Quietly Expand Your Job
Let Me Be Honest Before We Start This is not a motivational post about going
White Label Agency Services: What’s Being Sold vs What’s Actually Delivered
Everyone in the agency world loves talking about white label agency services on the one
Curious Case of SERPBiz
Before going in-house I ran SERPBiz. These are some of the projects we worked on.
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Organic Traffic
In May 2019, Greyfinch initiated an organic SEO partnership with us to enhance their online presence. They acknowledged the necessity of a holistic digital transformation due to various challenges, including Wix performance issues, content limitations, and indexing complications.
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Organic Traffic
Explore the transformative journey of Halifex, a dynamic tech startup, as it navigates rapid growth and innovation in the fiercely competitive world of digital finance. Dive into their inspiring story of disruption and success.
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Organic Traffic
In June 2021, Arcades Australia embarked on an SEO partnership with us to elevate their online visibility. They recognized the need for a comprehensive digital strategy to overcome challenges, such as Shopify performance issues, content optimization, and search engine indexing hurdles.