One senior operator. Two decades of search.

I have spent more than twenty years working on SEO for some of the most competitive businesses in their categories: car marketplaces, fintechs, property portals, luxury retailers, telehealth and travel. The kind of sites where search is not a marketing channel, it is the business.

Over that time I have led SEO through replatforms, rebrands, algorithm hits, international expansion and acquisitions. I have sat in board rooms making the case for organic investment, and I have sat with engineers untangling why a template stopped ranking. Both matter. The strategy is worthless if it never ships, and the execution is wasted if it points the wrong way.

I take on a small number of engagements at a time, deliberately. It keeps the work senior, the attention real, and the results worth putting my name to.