Frequently Asked Questions

It starts with a discovery call to discuss your business, priorities, challenges, and what you want to achieve. If there is a clear opportunity to work together, I'll prepare a proposal outlining the recommended scope and engagement.

We then schedule a call to go through the proposal together, agree on the details, complete onboarding, and get started.

I offer three main ways to work together: audits, focused projects, and ongoing consulting.

1. An audit is best when you need clarity on the highest-impact issues and opportunities.
2. A project works well when there is a defined challenge or initiative to solve.
3. Ongoing consulting provides continuous prioritization, strategic guidance, implementation support, measurement, and refinement.

The right model depends on where the business is today and what needs to be achieved.

Yes. You will work directly with me throughout the engagement. There is no handoff to a junior consultant or account manager.

I'll also work closely with the people responsible for implementing recommendations, whether that is your development, product, content, marketing, or other internal teams and external partners.

No. My deepest experience is in Education, Marketplaces & Directories, and Finance, particularly in businesses where complex products, competitive markets, and technical decisions shape organic growth.

I also work with businesses in other industries where my experience and approach are a strong fit.

Yes. I only work with businesses I’m comfortable helping grow, and I avoid industries or business models that conflict with my ethical principles or where I do not believe the work would create genuine value.

Read the full fit criteria

Product-led SEO means treating organic visibility as part of the product and the business, not as a layer added on top.

Every optimization should make the website better for users while improving how search engines and AI platforms discover, understand, and recommend it.

More about my approach

I see AI search, including AEO/GEO/LLMO, as an extension of strong SEO rather than a completely separate discipline.

The same foundations still matter: technical accessibility, clear architecture, structured data, useful content, topical authority, and credible brand signals. AI search adds another layer of optimization around how information is understood, surfaced, cited, and how brands and products are recommended within AI-driven experiences.

Strong SEO builds the foundation. AI search extends where and how that visibility can happen.

No. I do not write content.

My role is to shape the strategy, identify opportunities, create or review briefs, guide writers and internal teams, and review and optimize the finished work. The actual writing stays with your internal team or the writers you choose to work with.

I do not manually build links.

I can analyze your existing authority, develop the off-page strategy, identify and prioritize opportunities, and oversee specialist providers where appropriate.

I do not use manipulative link schemes, paid link networks, or tactics that create unnecessary risk for the brand.

At a minimum, I need access to Google Search Console and GA4, together with direct access to the key people responsible for implementing recommendations.

SEO works best when I can collaborate closely with the people actually making changes, particularly development, product, content, and marketing teams. The faster we can turn the right recommendations into real improvements, the sooner we can learn from the results and move on to the next priorities.

If my recommendations are implemented quickly, meaningful movement should usually start to appear within the first few weeks.

The exact timeline depends on factors such as the competitiveness of the market, the current state and authority of the website, the scale of the issues being addressed, and how quickly changes can be implemented. Some improvements can show results earlier, while larger or more competitive opportunities naturally take longer.

Yes, within clear boundaries. I guarantee growth in organic visibility and traffic when the agreed recommendations are implemented. With 10+ years of experience, I can assess before an engagement whether there is a realistic path to meaningful improvement, and I only take on work where I believe that path exists.

What I do not guarantee is a specific ranking for a specific keyword. Search engines and AI platforms rely on proprietary, closed-source algorithms. We can study their guidelines, observe how they behave, test what works, and understand the signals that consistently contribute to visibility, but nobody outside those companies knows the exact weighting of every factor or can predict a precise ranking with certainty. Anyone promising specific positions is promising something they cannot fully control.

I also do not guarantee increases in conversions or revenue. Organic traffic is only one part of that equation. Conversion performance depends on factors such as the product, pricing, offer, user experience, brand, sales process, and how effectively the website turns demand into action. If those areas sit outside my control, I cannot reasonably guarantee the outcome they produce.

I do provide conversion-rate optimization recommendations as part of my consulting where relevant. But those recommendations still need to be implemented. SEO can bring the right people to the right pages; it cannot compensate indefinitely for problems elsewhere in the customer journey.

I prefer to work with the reporting and analytics infrastructure the business already uses rather than create a separate reporting system that exists only for SEO. Analytics and attribution can be complex, and companies should have internal reporting they trust across their wider marketing and business activity.

The impact of my work should show up in those reports. I use data from tools such as Google Search Console and GA4 to demonstrate improvements in impressions, rankings, organic clicks, and other relevant outcomes, while connecting those changes back to the work that was implemented.