experience – expertise – trust

About Me

Professional, conscientious, ethical, down-to-earth – the words that have followed me all my working life. If those things are important to you, too, let’s work together to get the very best results from your SEO.

My career in SEO

I starting working in SEO in 2010, when the industry didn’t have the best reputation. Scammers abounded, selling useless shortcuts and quick wins that didn’t last.

At the same time, Google was getting smarter. Its focus was shifting towards mobile-friendly, fast-loading sites with genuinely useful, trustworthy content – and that stuck with me. I’ve always been more interested in doing things properly than chasing loopholes, so that approach made sense from the start.

I started out freelancing before joining a web agency in 2013 as an SEO Analyst. I later became the Digital Marketing Manager, and stayed there for over 13 years.

That experience shaped how I work. I’ve dealt with just about every type of SEO issue, become expert in the use of tools such as Google Analytics, Search Console, Google Tag Manager, SEMRush and Screaming Frog, and learned how to prioritise the work that actually makes a difference.

More important to me, I’ve built long-term client relationships. In an industry where many engagements last a year or so, I’ve worked with some clients for over a decade. That says a lot about the way I approach SEO – steady, practical, and focused on results that last.

What I think about SEO in an AI world

AI is changing how content is created and how search works. But in many ways, the fundamental principles for SEO remain the same. I think it’s a shame that many in the SEO industry are trying to befuddle clients with a whole raft of new acronyms – GEO, AEO, AISEO to name a few – to sell more services. SEO has always evolved, and in my opinion, adapting to AI is simply the latest in a long history of evolutions.

What remains important is understanding what your audience needs, what your business is trying to achieve, and how to connect the two in a way that search engines and AI platforms can find and trust.

I value AI tools and use them every day, not to churn out sloppy content, but for research, to analyse large data sets quickly, to discover insights that would take far longer to find manually. AI tools do not replace SEO expertise. They simply help me do the same job more quickly and efficiently, which means my clients see results faster.

A few personal details

After 20-plus years living and working in Somerset, in 2024 I made the 12-mile border crossing into Dorset, and now enjoy an “all-mod-cons” home office in a pretty village between Sherborne and Sturminster Newton. It’s a short hop to Yeovil, Dorchester and other major towns in the South West, but work can be anywhere in the UK really.

With my spaniel, Rags, curled at my feet and a comfortably short walk to the biscuit stash in the kitchen, I’ve got the best of both worlds, balancing clients’ needs with my own.

With our family grown and flown, my husband and I love to tramp the lanes and byways of Dorset, or work in our garden. I’m a bookworm – historical biographies mostly – and I play badminton, too…

If you’re looking for a thrusting young SEO executive in a snappy suit and a briefcase full of buzzwords, you’re in the wrong place. If you want to work with a genuinely dedicated person, with experience and a solid history of success, get in touch for a chat… and maybe join me for a coffee and biscuit.

“Thanks very much for such a thorough report. Very impressive you could get all that in a couple of days.

Luke Woodward, HomeGuard Heating Solutions Ltd

Let’s talk about your project.

Whether you’re interested in a one-off SEO audit, ongoing SEO consulting, or need some in-house training to keep your team on the right path, I’m here to answer all your questions.

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