Technical SEO
Crawling, rendering, and indexing. Making sure search engines can reach and understand every page that matters, from JavaScript and canonicals to server response times.
What I do
The core areas I focus on. In practice, most projects draw on several of them at once.
On-page SEO
Titles, headings, content structure, and structured data. The signals on each page that tell search engines and readers what it is about.
Site architecture
How a site is organized as a whole: hierarchy, URL structure, navigation, and internal linking at scale, so important pages are easy to reach for people and crawlers alike.
Research and strategy
Understanding the landscape before changing anything: how people search, what the results look like, and what competitors do. Then turning that into clear priorities and a plan to measure against.
AI agent optimization
Making sites easy for AI crawlers, assistants, and agents to access, understand, cite, and act on, while staying in control of what each one can use.
What I find fascinating
What I enjoy most is working out why things happen in search. Why Google picks one page over a nearly identical one, how a crawler actually moves through a site, what an AI assistant reads before it cites a source. Every site behaves a little differently, so there is always something new to figure out. I would rather explain why something works than promise that it will.
Where search is going
Most journeys still start with a search, but the results page now answers, summarizes, and recommends on its own. And it is no longer just people reading your site: LLMs train on it, AI assistants quote it, and agents act on it. Modern SEO means being visible and readable to all of them.
I write about these changes, and the fundamentals that still hold, on the blog.
All posts →
October 7, 2026
How to write SEO requirements developers actually ship
A five-part SEO ticket, acceptance criteria QA can test without you, a simple priority score, and the release QA that confirms the change shipped.
September 23, 2026
Automating SEO monitoring with AI agents
Which SEO checks to hand to an AI agent, from CrUX field data to indexing and infrastructure switchovers, and how to write alerts people trust.
August 4, 2026
AI crawlers and fetchers and how to control each one
Which AI bots train models, build search indexes or fetch pages live, which ones skip robots.txt, how to verify them, and rules that do what you intend.
Get in touch
A question about something I wrote, a search problem you would like a second opinion on, or a professional enquiry. I am always glad to hear from people in and around the industry.