MAKE YOUR WEBSITE WORK HARDER THAN YOU DO.
Senior SEO and website strategy for businesses with websites that should be generating better results.
I help content-heavy and commercially important websites find what is holding them back, then turn that into a practical plan across SEO, analytics, content and WordPress.
I work remotely with clients in Australia, the US and New Zealand on audits, content strategy and practical website improvement.
For 14 years I ran Bike EXIF, growing it into one of the world’s most influential automotive websites before selling the business. It reached more than 200 million page views. Before that, I spent 20 years in advertising agencies in London, Auckland and Sydney, ending as an Executive Creative Director.
That background shapes how I work. I see websites as commercial systems, not as separate SEO, content or design problems.
I specialise in three linked areas:
- Website performance audits Find the issues stopping the site from earning more search visibility, enquiries or revenue.
- SEO and content strategy Clarify what the site should rank for and how the content should support the business.
- WordPress and site improvement Improve the parts of the site that can be fixed without defaulting to a rebuild.
WHY I DO THIS
I’ve been on both sides of the table.
Twenty years in advertising taught me how brands earn attention. Building Bike EXIF from my kitchen table to more than 200 million page views taught me how digital publishing actually works.
That combination is rare. Some people understand brand and content. Others understand SEO or technical performance. I work where those problems overlap.
Search is changing again, but the fundamentals still matter. Your site needs a clear brand, useful content and a structure that both people and search systems can understand.
So what can you expect when working with me?
Clear diagnosis. I explain what is holding the site back and what should be done first. No inflated dashboards. No SEO theatre.
Commercial priorities. Traffic only matters if it supports the business. Rankings, content, site performance and analytics are useful only when they lead somewhere.
Straight advice. If something is working, I’ll say so. If the site is wasting effort in the wrong places, I’ll say that too. My job is to make the website more useful, not to make the report look busy.
Search that can survive AI. I help you build pages that are clear, useful and easy for search systems to understand. That matters more as AI summaries reduce clicks to thin or generic content.
Remote-first since 2008. I’ve worked successfully with clients from New Hampshire to New Zealand. Good work does not depend on being in the same time zone. It depends on clear thinking and reliable communication.
RECENT CLIENTS
Selected brands and publishers connected to my editorial, content and strategy work.
