SEO audits, content and website strategy.
Search traffic has dropped or stalled, and nobody on the team can say for sure why. Editors think it’s the content, developers think it’s Google, and someone has suggested a rebuild. The backlog keeps growing, but nothing on it is ranked by what it’s worth to the business.
I founded Bike EXIF and grew it to more than 200 million page views. I now work with publishers and content-led brands, directly and through the agencies that build their sites, to find out what’s holding a site back and what to fix first.
Guessing costs more than it used to
The usual fixes can make things worse. Publishing more articles can create pages that compete with the ones you already have. A redesign or migration without redirect planning can lose rankings that took years to build. And developer time goes on warnings that look urgent in an SEO tool but do nothing for enquiries or sales.
In a Pew Research Center study of US Google users, people also clicked a standard search result less often when an AI summary appeared: on 8% of visits, compared with 15% of visits without one.
Start with a search resilience audit
Most of my engagements start here. Before recommending anything, I go through your Search Console and GA4 data, then check how Google crawls and indexes the site. I also look for pages that get plenty of impressions but could attract more relevant clicks.
The audit also checks whether your important pages meet Google’s requirements for appearing as a link in AI Overviews: they must be indexed and eligible for a normal search snippet. Meeting them doesn’t guarantee a link, but missing them rules one out.
The audit covers:
- Search Console and GA4 setup, including gaps in tracking
- Pages Google can’t crawl or hasn’t indexed
- Canonical tags pointing to the wrong place
- Site structure, navigation and internal links
- Articles competing for the same searches, or duplicated on another domain
- Author and date information on articles
You’ll get:
- A plain-English summary for whoever signs off the budget
- A prioritised plan for your developers and editors, with examples of each issue
It’s a fixed-fee piece of work, usually about two weeks, so you know the cost before committing to anything larger.
Content and website projects
The audit often leads to work in one or both of these areas. I also take on defined projects without an audit when a team already knows what needs doing. I can carry out the work with your team, or hand over a plan for your team or agency to deliver.
SEO and content strategy
I look at content as an editor would, with the business goals in mind. Older sites collect overlapping articles and pages that no longer have a job. We decide which pages should exist and what each one is for, then merge articles that cover the same ground and retire weak ones after checking their backlinks and commercial value.
This can include:
- Content audits and search demand research
- Topic clusters and internal links
- Merging or retiring old articles, with redirects
- Briefs for writers and editors, and copy for service pages
Website strategy and technical SEO
If someone’s proposing a rebuild, I’ll tell you whether improving the current site would get you most of the way for less. If a rebuild or migration goes ahead, I plan the SEO side with your developers before launch and check it afterwards.
This can include:
- Rebuild-or-repair assessments
- Site structure and navigation
- Migration planning, redirect maps and launch checks
- WordPress performance and Core Web Vitals
- Technical SEO and analytics fixes on Shopify and other platforms
Experience
I founded Bike EXIF in 2008 and sold it to Iron & Air Media in 2020, staying on as an advisor until 2022. I now work on websites including Indian Motorcycle and Scout Motors, and for agencies such as The Code Company (AU) and The Simple Machine (US).
Testimonials
“Chris is the complete package: a strategic thinker, an exceptional presenter and a genuine leader.”
Tom Markham, VP, Head of Creative @ Meta
“He is absolutely reliable, a genuine source of ideas, and someone I would collaborate with again.”
John Mollanger, CEO @ Angell
“He’s a specialist at heart, but he knows how to command an integrated campaign.”
Jeremy Brook, Group Manager @ Origin Energy
“He’s open-minded, realistic, and understands what clients need.”
Judi Lewis, CEO @ Rivet Sydney
Get in touch
Send me a link to your site and tell me what you’re trying to improve. I’ll reply with where I’d start.