Freelance SEO Consultant · London, UK
I am Head of SEO at Frasers Group, where I lead SEO across retail brands including Sports Direct, House of Fraser and Flannels. Before that I led SEO at iSmash, New Look and Wrappz. Alongside that role I take on independent consultancy and build free SEO tools.
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.
Feb 2019 – Present – Head of SEO, Frasers Group, London
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.
Sept 2018 – Jan 2019 – SEO Manager, iSmash, London
Owned the SEO strategy end-to-end, leading in-house and agency teams to achieve significant improvements in visibility and bookings through full-funnel content strategy and technical SEO initiatives.
Apr 2014 – Sept 2018 – SEO Marketing Manager, New Look, London
Managed global SEO performance with a six-figure budget, leading both in-house and agency resources. Successfully positioned New Look at the top of the UK fashion leaderboard for commercial search terms in 2018.
Jul 2013 – Mar 2014 – SEO Expert, Wrappz, London
Led a major SEO recovery and link cleanup programme (35,000+ unnatural links) to restore rankings, traffic, and sales after previous Black Hat SEO activity.
Oct 2010 – Jun 2013 – SEO Consultant, Pudu Lifestyle, Bangalore
Developed and implemented full-scale SEO and social media strategies for the ecommerce business from the ground up.
Free, browser-based SEO tools. Each runs at its own address, with its own interface.
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. Checks required, recommended, conversational and AI-readiness attributes in your browser. No data uploaded.
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.
See what's really inside text from ChatGPT, Claude or Gemini: hidden characters, smart quotes and Markdown leftovers, cleaned in your browser. Nothing uploaded.
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.
Generate SEO-focused FAQs, category copy and supporting content for ecommerce PLPs and PDPs. Powered by search intelligence, AI Overviews, Reddit discussions and customer search behaviour.
These tools are processed in your browser. See each tool's own page for its data-handling details.
A 429 Too Many Requests error on Shopify means that Shopify has temporarily rate-limited an app, script, crawler or visitor because too many requests were made within a particular period. The error is common during technical SEO crawls with tools such as Screaming Frog, Ahrefs or Sitebulb. It can also be caused by an a
For a price comparison website, SEO is less about “publishing blog content” and more about building scalable, high-intent landing pages, trust, and structured comparison data. This is one of the most competitive SEO categories in the UK, with SERPs dominated by massive brands. A comparison site has to compete on th
Branded traffic comes from searches containing your company or brand name (for example, “Nike trainers” or “Sports Direct returns”), while non-branded traffic comes from generic searches related to your products or services (for example, “running shoes” or “football boots”). Non-branded traffic is the p
Explore the best SEO conferences in the USA for 2026. View upcoming SEO events, dates, locations, and must-attend digital marketing conferences across the US.
Many businesses know they need SEO support but get stuck on a key question: Should we hire a Fractional SEO Director or an SEO Freelancer? This guide breaks down the differences, when to choose each option, and how to decide which model is right for your budget, internal capabilities, and growth ambitions. Both approac
Generative AI has officially moved from searching to shopping. With the launch of ChatGPT Shopping Research, customers can now ask for product recommendations directly inside ChatGPT – from “best waterproof jacket for winter under £150” to “ideal football boots for amateur league play this season” and receive person