About Me
The Longer Version
Where It Started
I found Upwork in 2009 and started getting SEO work. Small stuff at first. Then it grew. I built a team, co-founded SERPBiz, and over the next decade completed 755 projects and logged over 104,500 hours of work for US-based businesses.
I also served as Head of SEO for two US agencies. That is where client management became my real skill — keeping clients calm when rankings dropped, explaining updates to people who just wanted more sales, and figuring out why campaigns that worked last year suddenly stopped working.
I got a lot wrong. Some projects failed. I still think about a few of them.
The Middle Bit Nobody Talks About
Between 2017 and 2019 I ran Amazon affiliate sites. No clients, no briefs — just me trying to rank pages and earn commissions. It taught me a lot about content and search intent. It also taught me that passive income is not as passive as people claim.
The Move In-House
In 2022 I moved to Scotland and joined Trespass — one of the UK’s well-known outdoor brands — as SEO Lead. I also took on the same role at Nevisport shortly after.
Going in-house after years of agency work is a culture shock. You live with every decision. You see what actually happens after the fix — not in a report, in real time.
My role covers traditional SEO and marketplace optimisation across Amazon, eBay, Decathlon, and Walmart. Different platforms, different logic, still confusing me regularly.
Two very different worlds. Both still teach me something every week.
Why I Started Writing
Honestly? I should have done this years ago.
English is not my first language. For sixteen years I had things to say but could never write them the way I wanted. Then AI arrived. Now I can finally say what I think.
This is not a branding exercise. Just a web diary about SEO struggles, failed projects, and things I figured out embarrassingly late.
Nobody in the industry knows me. Which is quite freeing.
Still figuring it out. Still surviving.
BY THE NUMBERS
Too Many Projects. Not Enough Coffee.
I have been on Upwork since 2010. Started as a freelancer, built a team, and eventually grew it into SERPBiz.
Personally I completed 111 projects and logged over 18,600 hours with a 100% job success score. Through SERPBiz the team went further — 755 projects and over 104,500 hours combined across e-commerce, local businesses, and digital marketing agencies. Mostly US-based clients but also Canadian and Australian agencies along the way.
Different industries, different problems, same question every time — why is this not ranking and what do we actually do about it.
Some projects were straightforward. Some were disasters. A few I still think about on quiet evenings in Glasgow wondering what I could have done differently.
Not everything went perfectly. But I showed up, communicated honestly, and fixed things when they broke. That is still how I work today.
Every single one taught me something.
755+
Team Projects Completed
10+
Agency Partner
A Mention Worth Sharing
Nathan Gotch — who runs Gotch SEO — tested eleven keyword research freelancers on Upwork in 2023. He ranked my work second out of eleven. He also said I was by far the best of the four he personally hired. I am not going to pretend that does not mean something to me. It does. His report was not perfect apparently. But it had great value. I will take that.
