That’s not a boast, it’s context. I started in 2006 when SEO was still largely uncharted, spent years running affiliate websites that lived and died by Google’s algorithm, and have worked with businesses ranging from local tradies to national Australian brands.
That background gives me something most SEO consultants don’t have. I’ve seen what actually works over time, not just what works until the next update.
How I Work
I run a small, focused operation. You deal directly with me, not an account manager, not a junior who joined six months ago. I have dedicated team members who handle execution, but the strategy, the advice, and the client relationship are mine.
Most of my clients come to me for SEO. They stay because I become the person they call before making any digital decision, Google Ads, AI tools, website changes, and where their budget should actually go. That’s not something I planned. It’s just what happens when someone gives you straight answers instead of upselling services you don’t need.
No lock-in contracts. No packages designed to look comprehensive on paper. Just honest work and clear communication.
How I Think About SEO
I spend a lot of time studying how Google actually works, patents, algorithm research, and crawl behaviour. Not because it impresses clients but because it changes how I make decisions. Most SEO advice is based on correlation. I prefer to understand the mechanism.
What I’ve learned after 20 years is that SEO is not about adding more. Most sites I inherit have too many pages, too much overlapping content, and too little focus. Before I create anything new, I remove what’s hurting.
I’ve also learned that Google’s fundamentals haven’t changed as much as people think. Relevance, authority, and trust still drive rankings. The tactics change. The principles don’t.
And I don’t just follow Google. I pay attention to Bing, AI Overviews, and how LLMs like ChatGPT, Claude, Gemini and Perplexity are starting to surface local businesses. Search is changing faster than most consultants acknowledge. I’d rather adapt early than explain to a client why their traffic dropped.
Brands I’ve Worked With Throughout My Career
Coles Express, Target, Mazda, Forty Winks, Jim’s Group, Australian Computer Society, Maurice Blackburn.
Based in Melbourne
I work with businesses across Australia, but my roots are here. I understand the Melbourne market, the local competition landscape, and what it actually takes to rank in this city.
Most of my best client relationships started with a single honest conversation. If you want straight answers about your SEO, not a proposal full of promises, let’s start there.