Search Engine Optimization

I have led enterprise SEO strategies across 80+ international markets, supporting brands with multi-billion-pound annual revenues. I am a champion of product-led SEO—embedding search visibility directly into product discovery, architecture, and feature development, ensuring it is a core acquisition driver rather than a downstream activity.

I specialize in translating complex technical initiatives into commercial outcomes, aligning SEO with broader business KPIs and ROI, and securing buy-in at the board and C-suite level.

• Delivered +800% YoY organic traffic growth at Bridebook (scaling from ~11k to 90k+ monthly users).
• Reversed a 7-year organic traffic decline for Arcadia Group brands, resulting in +600% organic session growth.
• Designed a scalable, SEO-first SPA framework rolled out across Kingfisher Group (B&Q, Screwfix, Castorama).
• Increased SEO-led conversions by 25% through structured experimentation, CRO testing, and UX improvements.
• Consulted for Macys.com, designing automation and site architecture strategies to manage hundreds of millions of URLs efficiently.
• Built CrawlZilla — an enterprise-grade cloud SEO crawler capable of crawling 100M+ URLs at over 100 req/s, tracking 40+ SEO data points.

• Large-scale Crawl Optimization
• JavaScript SEO (SPAs, SSR/CSR, Next.js, React)
• Core Web Vitals & Performance
• Complex Site Migrations & Replatforming
• International SEO & Hreflang Architecture
• Marketplace & eCommerce SEO
• Faceted Navigation Optimization
• Schema Markup & Structured Data
• Log File Analysis
• E-A-T & Content Strategy
• Programmatic Landing Pages
• CRO & Experimentation
• WordPress SEO (Guru Level)
• Enterprise Crawl Infrastructure (CrawlZilla)