What is an SEO consultant?
What the role actually covers, what it does not, when hiring one helps and when it will not.
Freelance SEO Consultant in London, UK
Over ten years of ecommerce and technical SEO, for businesses of every size: from independent online shops to multi-brand retailers, including visibility in AI search.
Experience
Brands I have worked on
Experienced working with businesses of all sizes, including leading brands, start-ups and SMBs.
Services
Freelance SEO consultant services
As a versatile freelance SEO consultant, I offer a wide range of services, including comprehensive technical SEO audits, on-page optimisation, content strategy, competitor analysis, website migration support, and link audits. My services are designed to deliver measurable results for small businesses looking to grow their online presence.
Ecommerce SEO
SEO for online retailers: category and product pages, filters, product feeds and migrations.
AI search & GEO
Generative engine optimisation for businesses that want to be found, cited and described accurately in AI answers.
Complete Site Audits
My report covers technical analysis, on-page optimisation, and competitor off-page strategy analysis. I will address any crawling, indexation, canonical, and ranking problems. My SEO action plan prioritises fixes based on ROI, from metadata optimisation to content reviews, structured data, and page speed improvements.
Technical SEO Audits
My technical SEO audits are customised to fit each client’s specific requirements, not just following a standard checklist. I run bespoke manual audits to identify key areas for improvement, including crawl and indexation issues, duplication and canonicalization, page experience and core web vitals, XML sitemaps, broken links and redirects, structured data, mobile-friendliness, and URL structure. Each audit comes with prioritised recommendations and clear next steps for implementation.
Competitor Analysis
I offer a thorough competitor analysis to enhance your SEO strategy. My analysis includes market share, cross-over keyword/gap analysis, and identification of opportunities to differentiate your business and increase visibility. This gives you a clear picture of your industry landscape and actionable insights to outperform competitors.
On-Page Optimisation & Content Strategy
With my on-page optimisation skills, I’ll identify opportunities for improvement, make necessary changes, and increase your search rankings. I’ll evaluate your website’s content and structure to ensure it aligns with user demand and enhances the user journey. From metadata to content optimisation, I create SEO-friendly, engaging content strategies that resonate with your target audience and improve conversions.
Local & International SEO
Improve your SEO visibility and grow your business in target markets. My local SEO recommendations will boost your presence to local customers through location-based page analysis and improved local business listings on search engines and local directories. My international SEO recommendations will help you optimise your website for target countries or languages.
Your options
Why hire a freelance consultant over an agency or an in-house hire
All three work. They solve different problems, and buying the wrong one is expensive, so it is worth being straight about where I fit.
| Consideration | Working with me | An SEO agency | An in-house hire |
|---|---|---|---|
| Who does the work | Me. There is nobody else. | A delivery team, with senior input varying by account | One employee, full time |
| Best when | You need senior judgement on a defined problem, quickly | You need breadth, volume, or several channels handled together | SEO is a permanent major channel needing daily attention |
| Commitment | An hour, a day, a project, or a monthly retainer | Usually a contracted term | A salary, plus three months to recruit and ramp up |
| The honest downside | Limited capacity. I cannot do everything, and I will say so | Coordination overhead, and the pitch team may not be the delivery team | One perspective, and a long wait before anything ships |
If what you actually need is capacity rather than judgement, an agency will serve you better and I will tell you that. The guide to choosing a consultant goes into how to test any of the three, including me.
Ecommerce & enterprise
Ecommerce and enterprise SEO experience
As the lead for Frasers Group's SEO team, I'm spearheading the development of long-term SEO & AI strategies across multiple retail brands, including Sports Direct, House of Fraser, Flannels, Studio, GAME and more. Responsibilities include developing SEO roadmaps, content strategies, PR campaigns, technical audits, and cross-functional implementation across the group.
How I work with online retailers →
Browse industry-specific SEO guides →AI search · GEO · AEO
AI search, GEO and AEO expertise
Search is also evolving beyond traditional results alone, with platforms such as ChatGPT, Google AI Overviews, Gemini and Perplexity increasingly shaping how people discover information. Because of that, I also think about how content should be structured to support visibility in AI-driven search experiences, not just standard rankings.
I also build SEO tools to solve real problems at scale. Two examples are AI Prompt Generator, which helps turn real website content into structured prompts for AI visibility and content workflows, and Get GSC Data, which helps analyse Google Search Console data more efficiently and uncover opportunities around CTR, keyword trends and brand vs non-brand performance.
How I work on AI search visibility →
Read my full SEO approach →Industries
Industry SEO guides I have written
Most of my work is in ecommerce and multi-brand retail. These are the sectors I have covered in depth:
Tools
Free SEO tools I've built
AI Visibility Prompt Generator
Generate highly relevant prompts that reflect how users would ask AI tools about your blog content. Track performance in AI search — AEO, GEO, and LLM results.
Organic Trends (Get GSC Data)
Connect Google Search Console and GA4 to analyse brand vs non-brand traffic, detect keyword cannibalization, benchmark CTR, and track organic conversions — all processed in your browser.
AI Product Feed Readiness Checker
Validate your ecommerce product feed against the Google Merchant Center specification — the same feed foundation that powers UCP (Universal Commerce Protocol) on Google’s AI surfaces and conversational shopping.
Fit
Who I work well with, and who I do not
I take a small number of engagements alongside a full-time role, so I would rather be useful to a few businesses than available to everyone. That makes the fit question worth settling early.
A good fit
- Ecommerce and multi-brand retail, at any catalogue size. This is where most of my work has been and where I am most useful.
- An in-house team that can execute but needs direction, or a second opinion on a decision already taken.
- A migration or replatform that has not happened yet. This is the highest-value moment to bring someone in and the one most often missed.
- A business that can implement. Someone who ships code, someone who writes, and someone who can say yes.
Not a good fit
- You need results in weeks. SEO compounds; paid search does not. I will point you at the right channel rather than take the work.
- Nothing can be implemented. No developer time, no content resource. You would be paying for a document you cannot act on.
- You want a guaranteed position. Nobody controls Google's ranking systems, and anyone who tells you otherwise is selling something.
- You need a full team. If the constraint is capacity rather than judgement, an agency will serve you better.
Why work with me
What sets me apart from other SEO consultants?
- I am a results-driven, passionate SEO expert who wants to see businesses succeed.
- I am knowledgeable in the latest SEO trends and passionate about helping businesses increase their visibility.
- My SEO approach is tailored to each client’s goals and customised for their industry, whether retail, e-commerce, or technology.
- I am committed to delivering results, not just making promises. Your success is my reputation.
- I collaborate closely with internal teams to align SEO efforts with business objectives.
- I stay updated with the latest search trends, tools, and technologies to stay ahead of the curve.
- No hidden agency fees – just clear, flexible freelance SEO pricing.
Evidence
Proof you can check yourself
I do not publish client testimonials. The large-brand work on this page is employment rather than consultancy, and quoting an employer as a client would be misleading. So instead of asking you to take someone else's word for it, here is what you can verify without speaking to me.
Software I have built
Six working SEO tools, free and public. Open them, use them on your own site, and judge the thinking behind them. Building tools is a harder thing to fake than a case study.
Fifty published guides
Technical audits, migrations, international structure, ecommerce architecture, AI search. Several run to four or five thousand words. If the reasoning does not hold up, you will see it.
A career you can verify
Head of SEO at Frasers Group, leading SEO across Sports Direct, House of Fraser, Flannels, Studio and GAME. Before that New Look, iSmash and Wrappz. All of it checkable.
Before you hire
Thinking about hiring an SEO consultant?
Most people weighing this up have the same four questions, and they are worth answering properly before anyone quotes you for anything. These guides do that, including the parts that argue against hiring.
How much does an SEO consultant cost?
UK pricing models, what moves the number, and what to settle before you compare quotes.
How to choose an SEO consultant
The questions to ask, the evidence to demand, and the red flags that should end the conversation.
Fractional SEO director vs SEO freelancer
Which engagement model fits: senior leadership that owns the function, or hands-on execution capacity.
Engagement options
Flexible engagement options
There are three ways to work with me. If you are not yet sure which you need, start with what an SEO consultant actually does, or with how to choose one.
Monthly Retainer
Ongoing support to steadily grow organic traffic with regular audits, optimisations, and reporting.
Project-Based SEO
One-time projects such as migrations, audits, or targeted keyword/content strategies.
Quick Consultations
One-off expert advice to troubleshoot issues or guide your in-house SEO team.
Please note that I offer flexible SEO services that can be customised to fit the needs of your business. All of my services include in-depth research and planning, customised to your business, as well as health checks and audits, and the implementation of optimised SEO actions. My goal is to provide great SEO that satisfies both customers and search engines, leading to improved conversion rates.
FAQs
Frequently asked questions
What sets me apart from other SEO consultants?
My approach is to provide your business with a competitive edge, delivering personalised SEO strategies that cut through the noise and help you stand out in the organic search results. I provide affordable freelance SEO services that fit the budgets of small businesses while delivering impactful results.
How do I keep up with Google's algorithm updates?
Staying agile and informed is part of my daily routine. I monitor Google updates and industry trends daily, ensuring your site remains fully optimised and future-proofed.
What distinct benefits do I offer as a freelance SEO expert?
With a deep understanding of the ecommerce landscape, I offer targeted, results-driven SEO tactics and growth levers that can be swiftly implemented, ensuring your business not only keeps up but excels.
Can I compete with big SEO agencies?
Yes. Even as a freelancer, my SEO expertise and strategic approach rival that of agencies. I provide bespoke attention, transparent reporting, and cost-effective strategies without the overhead of large teams.
More questions answered in detail: what an SEO consultant does, what one costs, and how to choose one.
Contact me today to get startedIf you're looking for a result-driven and independent SEO expert who is committed to helping businesses succeed, your search is over. I stay ahead of Google's algorithm updates and deliver SEO strategies that focus on traffic, rankings, and ROI – not just promises.
Whether you're a small business owner in London or a national brand across the UK, I can help you increase visibility, drive traffic, and grow your business with my affordable freelance SEO services.