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MM SEO
Senior SEO Manager
Technical SEO · Strategy · AI Search · Measurement
Profile
I've spent the last 18 years working in SEO, mainly across agencies and consultancy, with one in-house role, helping businesses turn organic search into a genuine growth channel rather than just a reporting metric.
My work sits where technical, content, and commercial priorities meet. I've led SEO programmes for eCommerce, lead generation, and multi-site brands, often coming into situations where performance has plateaued or the foundations aren't quite right, then working with teams to fix the underlying issues and build something more sustainable. A big part of that is connecting the detail to what actually matters to the business. That means working closely with developers, content teams, and stakeholders so SEO is properly integrated rather than treated as a separate channel. Spending time in-house gave me a clearer view of how that works in practice, across day-to-day trading, internal priorities, and real decision making.
More recently, I've been building and shipping products using AI outside of client work: a suite of SEO tools and a published iOS app. It started as a way to test what I could build without an engineering background, but it's made me a more useful person to have in the room when clients are trying to figure out what AI actually means for their search strategy.
Core Expertise
Working Style
Selected Results
Gulf Oil International
Global B2C / Lubricants
Shifted Gulf from heavy brand-search reliance to broad organic visibility. Content strategy built around practical maintenance advice for everyday drivers, backed by technical improvements for global reach.
Witter Towbars
Automotive / Manufacturing
Full SEO overhaul covering technical issues, on-page targeting, and a link-building programme. The site went from poor visibility to a consistent source of organic leads.
Kingsmead Carpets
Home / Manufacturing
SEO was not part of the original site build. Full audit uncovered critical crawlability and structural issues. Rebuilt site architecture from scratch and delivered a clear optimisation roadmap.
Number 1 Plates
Automotive eCommerce
Technical audit identifying crawl issues and content gaps, followed by a keyword strategy backed by competitor and persona research.
Illuminated Mirrors
eCommerce
Technical audit, content rewrite around search intent, blog strategy, and targeted link building. Results delivered within the first 6 months.
Experience
R3 Agency
Senior SEO Manager
Sep 2020 – Present
- Lead SEO across a portfolio of high-value accounts, taking strategy through to delivery across technical, content, and authority work.
- Delivered measurable growth for clients including Gulf Oil International (+30% YoY clicks, 43% uplift in Top 3 rankings), Witter Towbars (+110% organic traffic), and Kingsmead Carpets (+250% organic traffic following a full architecture rebuild).
- Run technical audits and implementation planning; work closely with development and content teams to remove blockers and raise delivery quality.
- Manage client relationships, QA standards, and mentoring for junior team members.
- Introduced AI search readiness frameworks alongside core SEO delivery, including structured data and content positioning for AI Overviews.
Powerful Vision Ltd (Illuminated Mirrors)
In-house SEO Manager
Aug 2018 – Jul 2020
- Moved in-house to Illuminated Mirrors following the agency engagement that had delivered 125% organic traffic growth and 552% revenue uplift.
- Owned ongoing SEO strategy end-to-end, working directly with the founders to align search priorities with trading and product objectives.
- Managed development, content, and marketing teams to maintain and build on the gains achieved during the agency phase.
Platform81
SEO Manager
Aug 2017 – Aug 2018
After Digital
SEO Manager
Sep 2010 – Aug 2017
- Provided high-level SEO consultancy and training across a varied client portfolio, with a particular focus on educational and cultural sectors.
- Managed delivery across Manchester and Glasgow teams and acted as a senior point of support on complex accounts.
- Developed and implemented the organic strategy for Illuminated Mirrors, delivering a 125% increase in organic traffic and 552% revenue growth within the first 6 months.
- Managed broader digital delivery across SEO, paid search, content, and social, while mentoring teams and setting QA standards.
Just Search
SEO Advisor
Oct 2009 – Sep 2010
- Served as the technical liaison between account managers and the digital marketing team.
- Developed campaign optimisation frameworks and led training for account management teams.
- Specialised in troubleshooting and stabilising complex client accounts.
Firstfound
SEO Consultant
Nov 2007 – Oct 2009
- Delivered on-page optimisation across a portfolio of client accounts.
- Managed white-label agency relationships and supported retention-focused delivery.
- Early-career grounding in hands-on SEO execution and account management.
Beyond Consulting
Building with AI
Alongside client work, I've spent the past year building with AI to see what's actually possible as a practitioner with domain knowledge but no engineering background. A suite of SEO tools and a published iOS app, both built using Claude Code and shipped to real users.
SEO Tools Suite
Seven browser-based SEO tools built with Claude Code, each solving a workflow problem I kept running into.
Internal Linking Finder
Discovers internal linking opportunities across a site to strengthen topical authority and improve crawlability.
URL Status Checker
Bulk-checks HTTP status codes and redirect chains for any list of URLs, fast and without leaving the browser.
Schema Opportunity Finder
Identifies missing structured data opportunities on any page to boost rich-result eligibility in search.
GTM Inspector
Inspects tags, triggers, and variables firing on any URL to audit Google Tag Manager setups.
Keyword Cluster
Groups keyword lists into semantic clusters automatically, making content planning faster and more strategic.
Robots.txt Validator
Validates robots.txt files, checks syntax, tests URL matching, and flags crawl-blocking mistakes.
AI Bot Access Tester
Tests whether AI crawlers can access a site by checking bot permissions and user-agent rules.
All tools built using Claude Code. No prior software engineering background.
iOS App: Exercise Snacks
Exercise Snacks: Desk Breaks
An iOS app that prompts office workers to take short movement breaks at regular intervals throughout the day. Based on research (Gao et al., 2024) showing brief bouts of bodyweight exercise reduce postprandial blood glucose by 21%, comparable to frequent walking breaks.
30 guided exercises with custom Lottie animations, three notification modes, streak tracking, and a gentle gamification system. Built to see how far Claude Code could take a non-engineer with strong domain knowledge.
Built with Expo / React Native using Claude Code. Designed, developed, and published independently.
Available on the Apple App Store
Not just advising clients on AI and search, but actually building with it.
Education
BSc Multimedia Technology (2:2)
University of Huddersfield, 2003–2006