SEO is not about chasing rankings in isolation. It is about making sure the right parts of your website can be discovered, understood and trusted when potential customers search for what you provide.
I’m an independent SEO consultant with more than 20 years of experience across technical SEO, content, site architecture, migrations, international websites and large ecommerce platforms. I help businesses diagnose what is limiting organic growth, decide what to prioritise and get the necessary changes implemented.
My approach combines detailed technical analysis with an understanding of how content, product, development and commercial priorities interact. The objective is not simply more organic traffic. It is more useful visibility that contributes to leads, sales and revenue.
Expert SEO Advice since 2004
ISearch has changed enormously since I began working in SEO in 2004. The fundamentals, however, remain recognisable: search engines need to access your pages, understand their purpose, assess their usefulness and decide that they deserve to be surfaced ahead of the alternatives.
I have led SEO for agencies and global organisations, worked across regulated and highly competitive sectors, supported international programmes and audited websites containing more than one million pages. I remain hands-on with crawling, indexation, rendering, canonicalisation, internal linking and the other details that often determine whether an ambitious strategy can succeed.
Technical SEO consultancy
Technical SEO problems can quietly restrict an entire website. I investigate how search engines crawl, render, index and interpret the site, then translate the findings into a plan that developers and stakeholders can use. Typical areas include:- Crawlability and indexation
- JavaScript rendering and server-side rendering
- Canonicals, redirects and duplicate content
- Site architecture and internal linking
- Pagination, faceted navigation and URL controls
- XML sitemaps and robots directives
- Core Web Vitals and web performance
- Structured data
- Hreflang and international targeting
- Log-file and crawl analysis
SEO audits that lead to action
An audit should do more than produce a long list of errors. I connect technical, content and performance evidence to the likely commercial impact, then organise recommendations by priority, dependency and effort.
The outcome is a clear view of what needs attention now, what can wait and what may not be worth doing. I can present the findings to senior stakeholders, turn them into tickets for product and development teams or remain involved through implementation and validation.
Content, keywords and site architecture
TStrong SEO content starts with understanding what people are trying to achieve when they search. I use keyword, competitor and performance data to identify demand, map it to the right pages and expose gaps or overlap in the current site.
This may lead to a new site structure, improvements to existing service or category pages, a more focused editorial plan or consolidation of content that competes with itself. I work with content teams to create briefs and standards that support quality, expertise and commercial relevance rather than producing pages simply to target another keyword variation.
Ecommerce and SEO at scale
Large sites create a different class of SEO problem. Taxonomy, filters, internal search, product availability, templates and automated rules can affect hundreds of thousands of URLs at once. Small technical decisions can therefore produce very large consequences.
I help ecommerce and other large websites control indexation, strengthen category structures, improve internal linking and build scalable standards for titles, copy, canonicals and structured data. I have experience crawling and analysing sites with more than one million pages, where prioritisation and repeatable rules matter as much as individual-page optimisation.
Website migrations and international SEO
- Keyword research: Helping you to identify what your potential customers are searching for. Quite often they do not describe your product in the way you do, or they describe the challenges they have that your product can help with. As an SEO consultant I have access to the tools to help identify this.
- Technical SEO: Reviewing the technical set up of your website and finding the barriers which may be preventing you from having more SEO success. Your website might look great to you, but how does it look to the search engines?
- Site Structure, Pages and Content: It is imperative that you present content to the search engines that meets the keywords somebody is searching for, along with their intent. A thorough review of your existing website, site structure and content will identify this.
- SEO strategy: Once you have a full understanding of the current situation, the site, the content, and the keywords then an SEO Consultant will formulate a strategy based on the information. If an SEO agency offers to build a strategy before doing this, or tells you what you need before assessing, then they don’t now what they are doing.
- Execution: A strategy is only as good as execution. As an SEO Consultant with both strategy and execution experience I can work with you to get all recommended changes implemented. Whether that’s hands on in a CMS, or working with your team.
- Monitoring and Reporting: Once changes are made they typically need a short amount of time to take effect. The right software used by the right consultant will be able to identify the impact of the changes made, but then also plan out a path for future growth. Reporting it all back to you in an understandable and easy to digest manner.
How Does Your SEO Consultancy Work?
Migrations create risk because URLs, content, templates, internal links and technical signals can all change at the same time. I can support platform moves, redesigns, domain changes, site consolidations and international rollouts from planning through launch and post-migration monitoring.
My role can include URL mapping, redirect requirements, technical acceptance criteria, pre-launch testing, launch support and performance analysis. For international organisations, I also help align global standards with market-level needs across country, language and regional websites.
SEO for AI search and answer engines
Traditional search remains important, but discovery is expanding into AI-generated answers and conversational interfaces. I help businesses strengthen the same foundations that support visibility across both: clear entities, useful content, sound structure, credible expertise and technically accessible information.
I also build AI-assisted workflows for research, competitor analysis, content planning, reporting and knowledge sharing. These tools can make an SEO team faster and more consistent, but they need experienced oversight. Automation should improve judgment and execution, not flood a website with interchangeable content.
How I work with your team
I can deliver a focused audit, provide ongoing consultancy, lead a major project or support an established SEO team that needs additional senior expertise. I regularly work across marketing, content, product and development teams and can adapt the depth of communication to each audience.
You will receive direct advice, clear priorities and practical support. If the evidence suggests SEO is not the immediate constraint, I will say so.
Frequently asked questions
Do you only work with businesses in Manchester? — No. I am based near Manchester but work across the UK and internationally. Most projects can be delivered remotely.
Can you implement SEO recommendations? — Yes. I can work directly in suitable systems, create detailed requirements or collaborate with your developers, content team and other suppliers.
Do you offer one-off SEO audits? — Yes. A one-off audit can be appropriate when you need an independent diagnosis, support for a major decision or a prioritised plan for an existing team.
Can you guarantee rankings? — No credible SEO consultant can guarantee a specific ranking. I can provide an evidence-led strategy, experienced implementation and transparent measurement of the results.
Discuss your SEO challenge
Whether organic growth has stalled, a migration is approaching or you need a clearer SEO strategy, tell me what is happening. I’ll help you identify the right scope and next step.