SEO
Good SEO is not a bag of tricks. It is understanding what your audience is searching for, making sure your site deserves to be the answer, and removing everything that stops search engines from agreeing. I've been doing exactly that for ten years.
The four pillars
The foundation everything else stands on. I make sure search engines can crawl, render, and index your site without friction: site architecture, internal linking, page speed and Core Web Vitals, structured data, redirects, and the crawl budget problems that quietly hold larger sites back. Technical debt is usually the cheapest ranking gain available, because the content it unblocks already exists.
Matching each page to what people actually search for. That means proper keyword and intent research, titles and headings that earn the click, internal links that pass authority where it's needed, and page structures that answer the question before the visitor has to scroll. Done well, on-page work compounds: every improved page strengthens the pages around it.
Authority still matters, and it has to be earned honestly. I focus on links that come from being genuinely useful: digital PR angles, partnerships, unlinked mentions, and content that people in your industry actually want to reference. No link farms, no schemes that put your domain at risk, nothing you'd be embarrassed to explain to a client.
Content built around your audience's questions and buying journey, not a blog for the sake of a blog. I map the topics that connect search demand to what you sell, brief or write the pages, and make sure each one has a measurable job: rank, convert, support sales, or earn links. Then we measure whether it did that job.
My approach
A lot of SEO starts with “we should publish more blog posts”. Mine starts with a different question: what is your ideal customer typing into a search engine at the moment they are ready to act, and what do they need to see to choose you?
From there, everything follows. Sometimes the answer is content. Just as often it is fixing the category page that already gets impressions, restructuring the site so authority flows to the pages that convert, or repairing technical problems that have been quietly capping growth for years.
The result is an SEO programme judged on business outcomes. If a piece of work will not plausibly lead to more qualified traffic, leads, or sales, I will tell you, and we will do something better with the time.
London and beyond
I'm based in London and happy in the room when you want me there, whether that's presenting an audit to your board or working alongside your developers. Most of my work runs async and remote, so location has never limited who I work with, but if you're looking for a senior SEO consultant in London specifically, the meetings come at no extra postage. For businesses whose customers are local, the same thinking applies with a different toolkit; that's local SEO.
Brands I've worked with
From The Telegraph
“Will is an exceptional SEO professional who collaborated seamlessly with teams across the newsroom to raise SEO standards and deliver measurable results. His expertise and innovative strategies were instrumental in driving The Telegraph's search visibility and organic growth across key target areas.”
Harry Clarkson-Bennett
SEO Director, The Telegraph
Who it's for
A typical engagement
The first few weeks are spent understanding your site, your audience, and your competitors: a full technical and content audit plus search intent research.
Everything found gets prioritised by impact and effort into a plain-English roadmap, so you always know what's being done and why.
Then the work: fixes, content, and improvements shipped month by month, either hands-on by me or through your developers with clear specifications.
Honest monthly reporting against the numbers that matter to the business: qualified traffic, leads, and revenue, not vanity rankings.
FAQs
Whether JavaScript hurts SEO in 2026, how Google renders it, why AI crawlers can't, and the rendering choices that keep framework sites visible in search.
A working website migration SEO checklist from someone who has run and rescued dozens of them: what to do before, during, and after launch, in order.
The questions that expose a weak SEO consultant in ten minutes, the red flags that predict a wasted year, and what good actually looks like.
A working technical SEO checklist from real audits, ordered by what breaks rankings most often, not a 200-point list of everything that can be measured.
What a technical SEO audit actually covers, what the deliverable should look like, and how to tell a real audit from an automated export with a logo.
What technical SEO is, what it includes, and why it's usually the cheapest ranking gain available, explained in plain English by a ten-year practitioner.
What Core Web Vitals actually measure, the thresholds that count as good, and what to do when your scores are red, explained without the jargon.
Tell me about your business and where you think the growth should come from. I'll give you an honest view of whether SEO can get you there, and what it would take.