I’m an SEO with around 12 years’ experience across in-house, agency and freelance roles.
I’ve spent recent years in-house, working on organic search in one of the most competitive corners of UK search. Watching that space up close is what got me interested in how AI is changing who gets the click.
What I write about here is where search is heading: AI Overviews, AI Mode, visibility in large language models, and personalisation. It’s commentary and prediction, not a look inside how my team works.