I work in SEO because I like building things that last.
Search engine optimisation, when done properly, is not about tricks or quick wins. It is about understanding how people search, how businesses compete, and how to build visibility that compounds over time. That mindset has shaped how I work and how my SEO services have evolved.
This page explains who I am, how I work, and why my approach sits somewhere between a traditional SEO agency and a fully productised SEO service.
How I Got Into SEO
My background in SEO did not start with theory. It started with building websites, testing what worked, and learning through real results.
Over the years, I have worked across a wide range of industries and competition levels. From local businesses needing visibility in their area, to highly competitive online markets where rankings are hard-won and closely contested.
That experience taught me one thing early on: SEO only works when it is treated as a system, not a task.
You cannot separate content from structure, or links from intent. Everything has to work together. That principle still guides how I deliver SEO today.
From Individual Work to a Hybrid SEO Model
Although this site is written in my voice, the work itself is not delivered as freelance SEO.
What I offer is a hybrid SEO agency and SEO services model.
That means:
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Strategy is led directly by me
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Execution follows structured systems
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SEO work is repeatable and scalable
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Clients receive agency-level delivery, not ad-hoc work
This approach allows me to stay closely involved in direction and decision-making, while still delivering SEO at a level that would normally require a full agency team.
It removes the limitations of traditional freelancing, without the overhead and complexity of large agencies.
My SEO Experience in Practice
SEO experience is only valuable if it translates into outcomes.
Over time, I have worked on projects involving:
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Competitive national keywords
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Local SEO campaigns across multiple UK regions
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Authority-driven content strategies
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Long-term ranking growth
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SEO systems designed to scale
Much of this work has involved building SEO from the ground up. That includes site structure, content frameworks, internal linking, and authority development.
Because of this, I do not approach SEO as isolated tasks. I approach it as an ecosystem where each part supports the next.
How I Approach SEO Strategy
Every SEO campaign begins with understanding intent.
Not just keyword intent, but business intent.
Before any work starts, I look at:
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What the business actually needs from SEO
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How customers search in that market
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Where competitors are strong and where they are weak
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Which opportunities are realistic within a sensible timeframe
This prevents wasted effort and misaligned expectations.
SEO should support growth, not distract from it.
A Hybrid SEO Agency and SEO Services Structure
The reason I operate as a hybrid model is simple. It allows for consistency without losing flexibility.
Clients benefit from:
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Clear SEO processes
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Defined deliverables
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Scalable implementation
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Direct strategic oversight
At the same time, the structure avoids unnecessary layers, account managers, or vague agency reporting.
You get clarity, structure, and accountability.
What This Means for Clients
Working with me means you are not hiring a freelancer to “do a bit of SEO”. You are also not entering a bloated agency contract where responsibility is unclear.
Instead, you are working with someone who:
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Designs the SEO strategy
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Oversees implementation
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Ensures consistency over time
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Treats SEO as a long-term asset
This is particularly valuable for businesses that want reliable growth rather than constant change.
Long-Term Thinking Over Short-Term Tactics
One of the biggest problems in SEO is short-term thinking.
Chasing quick results often leads to unstable rankings or work that has to be undone later. I avoid this by focusing on methods that are sustainable and aligned with how search engines actually work.
That includes:
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Clean site structures
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Intent-driven content
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Natural authority growth
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Gradual scaling
SEO done this way may take longer to show early movement, but it produces far stronger results over time.
Who I Work Best With
I work best with businesses that understand SEO is an investment.
That includes companies that:
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Want consistent growth rather than overnight results
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Value clear communication
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Are prepared to think beyond the next few weeks
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Want SEO to support wider business goals
If that sounds like your mindset, there is usually a strong fit.
Why I Do Not Position as a Freelancer
Freelancing often creates the wrong expectations.
It suggests reactive work, limited capacity, and short-term engagement. That is not how effective SEO operates.
By positioning as a hybrid SEO agency and SEO services provider, I can deliver:
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Structured campaigns
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Ongoing optimisation
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Scalable execution
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Clear responsibility
This benefits both sides. Clients get stability, and the work remains focused.
Transparency and Communication
SEO does not need to be complicated to explain.
I believe clients should understand what is happening and why. That means avoiding unnecessary jargon and being honest about timelines and limitations.
If something will take time, I say so. If something is not worth doing, I explain why.
That level of transparency builds trust and leads to better long-term outcomes.
Looking Ahead
SEO continues to evolve, but the fundamentals remain the same.
Search engines reward clarity, relevance, and trust. Businesses that invest in those areas consistently outperform those chasing shortcuts.
My role is to help businesses build that foundation properly and maintain it over time.
Working Together
If you are looking for SEO support and want a structured, long-term approach delivered through a hybrid agency model, I am happy to have a conversation.
There is no pressure and no sales script. Just a discussion about whether SEO makes sense for your business and how it could be approached responsibly.