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About Simon Avramidis

Ethical SEO isn't just white-hat SEO. It's a philosophy.

Ethical SEO goes beyond following search-engine guidelines. It means creating genuine value, serving users honestly and building sustainable visibility without manipulation or shortcuts.

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Ethical SEO and AI search consulting built on technical expertise,
product-led thinking, and sustainable growth.

Simon Avramidis, ethical SEO and AI search consultant

My story

I got into SEO
by accident.
I stayed for a reason.

The Accident

I started exploring the world of online marketing back in 2014. After a couple of years of learning, experimenting and trying to understand how things worked, I came across an amazing SEO course in 2016, completely by chance, which ended up changing the direction of my career.

Looking back after 10+ years in SEO, I realize how fortunate I was to start with such a strong foundation. This wasn't a surface-level course built around quick wins, tricks or tactics. It taught me how search engines work at a fundamental level and, more importantly, how to think about SEO rather than simply what to do.

That foundation has stayed with me ever since. Algorithms change, search evolves and AI is reshaping how people discover information, but understanding what is happening beneath the surface has allowed me to adapt to whatever comes next.

The Reason

I stayed for three reasons, actually.

  1. SEO rewards value creation.

    One of the things I love about SEO is that, when done right, it creates a fair value exchange. To earn visibility, you need to give people something useful first, whether that's a better page, a helpful guide, a useful tool or simply the right answer to their question.

    To me, SEO is what marketing should be. You provide value before asking for anything in return. When done right, it creates a fair value exchange rather than relying on interruption or manufactured attention.

  2. SEO meets people when the demand already exists.

    SEO puts your business in front of people when they are actively looking for what you offer. You are not interrupting them or trying to manufacture attention. You are becoming discoverable at the moment they already have a need, question or problem to solve.

    That makes the attention more intentional and the opportunity to convert naturally stronger.

    Instead of waiting for your customers to find you, SEO gets you in front of them. Not by interrupting them, like advertising does, but when they are actively searching for you.

  3. The work becomes part of an asset you own.

    The work you put into SEO is invested in an asset your business actually owns: your website. You can improve its architecture, content, user experience, authority and conversion journey, and those improvements become part of the business itself.

    Social platforms can change their rules, reduce your reach or close your account. Paid advertising stops producing results when you stop spending. Search algorithms change too, of course, but the website and the value you build into it remain yours.

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My experience

10+ years in SEO
taught me that
the context changes.
The fundamentals don't.

I started my professional SEO career at an agency, which turned out to be the ideal training ground. Working across different websites, industries, and levels of competition gave me the opportunity to experiment, learn quickly, and see firsthand that what works for one business does not necessarily work for another.

From there, I moved into increasingly strategic roles across agency, corporate in-house, and independent consulting environments. I've worked with businesses ranging from small local companies to large international organizations, across everything from local service websites to complex platforms operating in highly competitive and regulated markets.

That experience taught me a few things that still shape how I approach SEO today.

  1. Every website needs its own strategy.

    Different markets behave differently. Different businesses have different priorities, resources, competitors, and technical constraints. There is no universal SEO playbook, and applying the same checklist everywhere is rarely the right answer.

    That’s why I approach every website individually, adapting the strategy to its specific needs, priorities, goals, and constraints rather than forcing it into a predefined process.

  2. The fundamentals outlast the tactics.

    Algorithms change. Technologies evolve. Search behavior changes, and AI is creating new ways for people to discover information. But the underlying principles remain remarkably consistent.

    I think about SEO a little like science: the technologies and methods may evolve, but the fundamental laws underneath them remain the same. Understanding those fundamentals makes it much easier to adapt when everything around them changes.

  3. Good strategy has to work in the real world.

    SEO does not happen in isolation. Throughout my career, I've worked closely with developers, content teams, marketers, and other stakeholders to turn strategy into something that can actually be implemented.

    The best recommendation is not necessarily the most complex one. It is the one that solves the right problem, creates meaningful value, and has a realistic path to execution.

A natural next step.

After 10+ years across agency, corporate in-house, and independent consulting roles, focusing fully on consulting feels like a natural progression.

I've done independent consulting before and always enjoyed the directness of it: understanding the business, getting close to the problem, and working directly with the people responsible for making things happen.

That is the kind of work I want to keep doing.

See how I approach SEO

Product-led SEO

The product comes first, not the tactic.

Product-led SEO means improving search visibility without putting SEO ahead of the website, the customer, or the business.

The product should never be compromised for rankings. Every SEO decision should improve the website, support the customer experience, and create value for the business. Whether I'm optimizing for traditional search or AI discovery, the same principle applies.

Product before tactic

SEO should work with the product, not against it. Recommendations need to make sense for the website, the customer, and the business, not just for search engines.

Business value before vanity metrics

Traffic alone is not the goal. Relevant demand, qualified visibility, conversions, and meaningful business outcomes matter far more than generating volume for the sake of a graph going up.

Durable foundations before short-term gains

Sustainable growth comes from building strong technical foundations, clear architecture, useful content, authority, and a better user experience. The goal is to create value that lasts, not temporary gains that disappear with the next algorithm change.

Build for people. Optimize for discovery. Visibility follows.

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Ethical alignment

I only help businesses I can stand behind.

Ethical SEO is not just about how the work is done. For me, it also means being selective about the businesses my work supports. I do not take on projects involving the industries, products, or business models below.

  • Gambling
  • Addictive video games
  • Smoking and vaping
  • Alcohol
  • Adult entertainment
  • Predatory lending
  • Debt relief and credit repair
  • Get-rich-quick schemes
  • MLMs
  • High-risk retail speculation
  • Miracle health products
  • Unhealthy food products
  • CBD
  • Dropshipping

These are personal boundaries based on my own values, not a judgment on where others choose to draw theirs.

The same principle applies to SEO itself.

I don't recommend mass-produced low-value AI content, scraping, cloaking, sneaky redirects, parasite SEO, manipulative link schemes, expired domain abuse, negative SEO, or similar approaches designed primarily to exploit search systems.

I believe sustainable visibility should be earned by creating genuine value, not manufactured through shortcuts.

Work with me

Work with me

If this is how you want SEO approached, let's talk.

Book a discovery call to discuss your business, your priorities, your goals, and how an ethical, product-led approach to SEO & AI Search can support them.

Book a discovery call

No sales pitch. Just a focused conversation about your business, your goals and what you want to achieve.