Updated
17 years in search. Founded SEO Moves in 2014, grew it past £1m, and still run it today. Hands-on with SEO, GEO and AI workflows for teams who want one person they can trust on the call.
3M
BlackRock
Unilever
E.ON
SushiDaily
"Exceptional, always on time, to spec, and without fuss."
Jon Arch · Vault Marketing · read more reviews →
No "discovery framework". No "transformation roadmap". Real work, on real client problems, every week. A typical week looks like this.
| Day | What I'm in | Why it matters |
|---|---|---|
| MondayAudit + planning | Crawling a client's site, working through Search Console, finding what's quietly broken. | Most weeks the biggest win is something already built that's been silently underperforming. |
| TuesdayAI workflow build | Writing prompts, wiring up a content workflow, testing where the human review point should sit. | The shape of "useful AI" is not a chatbot - it's a process that saves a person 3 hours. |
| WednesdayMigration / dev | Working through a replatform brief, redirect mapping, or technical SEO sign-off on a release. | Migrations are where most search traffic dies. Most of that is preventable. |
| ThursdayTeam training | Half-day with a marketing team on what AI Overviews mean for their content. Or a workshop on prompts. | The people doing the work need to own the change. Otherwise it doesn't stick. |
| FridayReporting + review | Pulling the week's data, writing the commentary that explains what changed and why. | A dashboard nobody reads is wallpaper. The narrative is the deliverable. |
Roughly. The shape changes. The discipline doesn't.
A mix of household-name brands and ambitious SMEs. Same shape of work either side - find what's blocking visibility, fix what matters, keep what's working.
3M
BlackRock
Unilever
E.ON
SushiDaily
+ ambitious SMEs
ChatGPT
Claude
Gemini
Perplexity
Local LLMs
Search Console
Ahrefs
The short version is "SEO since 2007, agency since 2014, AI since the GPT-3 days". Here's the longer one.
Built a small affiliate site in my spare time. Got it to page one for something competitive within a few months by reading every Aaron Wall and SEOmoz post I could find. Realised I'd accidentally found a career.
Worked through the Penguin and Panda updates the hard way - watching client traffic go up and then very much down. Learned more from the recoveries than the rankings. This is where the "find the constraint, fix what matters" instinct came from.
Started the agency from a spare room. First clients were local trades and ecommerce sites. The pitch was simple - senior SEO, no junior handover, results we could show in Search Console. Word-of-mouth did most of the heavy lifting.
Grew to a 12-person team. Won projects with 3M, BlackRock, Unilever, E.ON and SushiDaily. Built out technical audits, content systems, migration playbooks and reporting frameworks that still get used today. Hired, fired, made every people-management mistake worth making.
Spent eighteen months testing what AI was actually good at vs what was hype. Built internal tools - content briefs, audit summaries, draft reporting. Some worked, some didn't. The ones that did saved the team weeks.
Hands-on across SEO, GEO and AI workflows for teams who want senior judgement on the call - one consultant, one set of eyes, no dilution. Most weeks I'm working with two or three teams on whatever's actually blocking growth this quarter.
A quick sense of the scale I have worked at. The full picture, with the numbers and the industries, sits on the track record page.
Three things that are getting most of my attention this year. What's exciting, what's overhyped, where the actual value is. This is the desk it happens at - remote-first, no office between me and the work.
The actual desk
Running Llama, Qwen and Mistral locally for clients who can't put their data through a third-party API. Slower than GPT-5.5, much cheaper, and for the right job (internal Q&A, draft generation, document classification) good enough to ship.
Verdict: Underhyped. Most teams that "can't use AI" actually can - they just need it on their own hardware.The thing that ranked at #3 last year is now getting paraphrased above the fold by an AI summary. The fix is not "more content" - it's clearer entities, cleaner page structures, and writing that's actually citable. Boring work, big results.
Verdict: Real and accelerating. Whoever owns the citation owns the click.The AI win for most businesses isn't a flashy customer-facing feature - it's the unglamorous internal workflow that takes 4 hours a week and AI does in 20 minutes. Invoice triage. Lead scoring. Weekly reporting. Boring. Valuable.
Verdict: Where the actual ROI lives. Start here, then scale.If you're going to work with me, these are the rules. They're not negotiable because they're the reason the work actually ships.
The "right" answer is the one your team will actually do on a Tuesday. I can write the big strategy piece when the work needs it - it just comes with the steps to ship it. A plan that stops at the deck hasn't done its job.
You get me. The audit, the call, the recommendations, the work. No account manager in the middle, no junior doing the analysis off-camera. That's the whole point of independent.
One real workflow first. Prove it works. Then the next. Bigger transformation plans are welcome - they just earn it by shipping something early, not by promising everything before day one.
If you walked into my office at 11am on a Tuesday, this is what's on the screen. Not an exhaustive list - just what I reach for most days.
Search Console
GA4Ahrefs
Screaming Frog
SEMrush
Looker StudioChatGPTClaudeGeminiOllama
Laravel
WordPressSend the brief, the audit findings, the broken process or the AI idea. Reply within 1 working day - and the first reply tells you whether this is the right engagement, or whether someone else would serve you better.
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