SEO Analyst

When planning a new website, having a solid SEO strategy in place from the very beginning isn’t optional. It’s essential. Over the years, I’ve seen too many businesses treat SEO as an afterthought, only to realise months later that their site isn’t performing, isn’t being found, and isn’t converting. That situation is entirely avoidable.

A proper strategy starts before any design work or content creation begins. It involves identifying what pages you need on your website and what needs to be on those pages, understanding user intent, mapping out a clear site structure, and ensuring your technical foundations are built correctly. It’s about aligning your business goals with real-world search behaviour and creating a site that both users and search engines can navigate with ease.

If you're planning a new site and want it to perform, start with a clear SEO strategy. That’s how you give your site the best possible chance of success.

If your website isn’t performing as it should, the key is not just running through a generic checklist. It’s about digging deeper and uncovering the real reasons why.

I approach audits like an investigation. I don’t just tick boxes. I look at your site the way a detective looks at a case, piecing together clues and identifying what’s really holding things back. That might be technical flaws that aren't obvious on the surface, outdated content that no longer serves user intent, or keyword strategies that completely miss the mark.

It’s not just about spotting issues. It’s about understanding how they connect, why they’re affecting your performance, and what needs to be done to fix them. Every site has its own story and my job is to uncover it.

If your website is underperforming, I’ll find out why. I don’t stop at surface-level answers. You’ll get clear, specific insight backed by real investigation so you can finally get your site moving in the right direction.

A sudden drop in traffic is always a red flag, and it usually means something significant has changed. The key is finding out what - and fast.

This is exactly where my investigative approach comes in. I don’t just skim the surface or rely on automated tools to spit out generic answers. I dig into the data, timelines, search console reports, algorithm update history, backlink profiles, and technical logs to uncover exactly what caused the drop.

It could be a technical issue like broken pages, indexing problems, or a sudden drop in crawl activity. It might be a result of an algorithm update that hit your content, your backlinks, or how your site is structured. Sometimes it's something as simple as a change on your site that triggered unintended consequences. Other times, it's something more complex that needs deep analysis to uncover.

Whatever the cause, I’ll find it. Then I’ll give you a clear breakdown of what happened, why it happened, and what needs to be done to recover. If your traffic has taken a hit and you’re in the dark, I’ll help you turn the lights back on.

If you're planning a website redesign or migration, it’s important to get the SEO side right before anything goes live. A well-built site can still lose rankings, traffic, and visibility overnight if the migration isn’t handled properly.

This is where a migration audit comes in. I treat it like a forensic process. I review the current site in detail, map out what needs to be preserved, what can be improved, and how the new site can be structured to maintain or enhance your existing performance. That includes URL mapping, redirect plans, internal linking checks, technical setup, and pre-launch testing.

Most developers focus on design and functionality, which is great, but SEO needs its own layer of attention. I make sure nothing critical gets lost in the transition, search engines understand the changes, and your visibility doesn’t take a hit when the switch happens.

If you're planning a redesign or move, I’ll make sure your site doesn't just survive the migration but comes out stronger on the other side.

If you’ve already invested in SEO but nothing seems to be improving, it’s time to take a closer look.

I investigate what’s really been done, whether best practices have been followed, and where things might have been missed or misdirected.

Often, it’s not that SEO hasn’t been done - it just hasn’t been done right. I’ll identify the weak points, explain exactly what’s holding you back, and show you what needs to change to finally get the results you’ve been expecting.

Getting traffic is great, but if it’s not turning into leads or sales, there’s a deeper issue.

It might be the wrong type of traffic, poor content alignment, confusing user experience, or technical issues that break trust.

I dig into the data, user behaviour, search intent, and on-site flow to pinpoint where the disconnect is happening. From there, I’ll help you fix what’s not working and make sure the traffic you're getting actually counts for something.

If your rankings have dropped and traffic has taken a sudden hit, it could be the result of a Google algorithm update.

But not every drop is caused by an update, and not every update affects every site the same way.

I analyse the timing, changes in visibility, and update patterns to see if you’ve been impacted and why. Then I lay out a recovery plan based on what’s changed in Google’s expectations and how your site needs to respond.

If you’ve launched a new version of your site and suddenly lost visibility, something likely went wrong during the migration.

Maybe redirects weren’t set up properly, maybe content was removed or URLs changed, or maybe key technical settings got reset.

I’ll reverse-engineer the changes, compare the old and new setups, and find out exactly what caused the drop. Then I’ll help you fix it and get things back on track.

Whether you're rewriting outdated content or adding something completely new, content needs to be built on strategy.

I look at what your audience is searching for, how competitors are performing, and where the gaps and opportunities lie.

Then I help you shape a content plan that supports your goals, targets the right keywords, and is structured in a way that search engines and users understand. No fluff. Just content that works.

If you're already working with an SEO agency but not sure if they're delivering, I offer a second opinion.

I go behind the reports and surface-level metrics to see what work has actually been done and how effective it really is.

If everything checks out, great - you’ll have peace of mind. If it doesn’t, I’ll show you exactly what’s lacking and where improvements are needed so you can make informed decisions going forward.