Services
Search, Growth
& The Systems
Underneath.
Four ways to work together — consulting, fractional leadership, go-to-market, and coaching. All of it built on the same premise: you should end up needing me less, not more.
Years In Search
How This Is Organised
Most consultants publish a list of tactics. This is organised by what you actually need from an outside person — diagnosis, ownership, direction, or capability — because that's the decision you're really making.
Everything spans both surfaces of modern search. Classic ranking in Google, and generative search — being named when someone asks ChatGPT, Perplexity or AI Overviews the same question. Those are related but distinct problems and most providers still only solve the first.
The methods aren't secret. The audit skills, briefing formats and operating cadences used in client work are published openly on GitHub, with real worked examples on real data. You can read exactly how the work is done before deciding whether to buy it.
The Four Engagements
SEO & GEO Consulting
Diagnosis and strategy for SaaS, eCommerce and B2B companies across North America. Technical SEO, local search, content, and AI search visibility — working with you directly rather than through an account layer.
Explore →Fractional Head of SEO
Senior ownership of the search function without a full-time hire. Roadmap, team direction, operating cadence, and the leadership conversations. For companies that need direction, not more hands.
Explore →Go-to-Market & Growth
Positioning, audience research and channel strategy — for products entering a market, and for companies who launched and then flattened. Most flat-growth problems are positioning problems in disguise.
Explore →Coaching & Tooling
Your team learns to run it. SEO, GEO, Profound, AirOps and ClickUp for agencies — coaching or done-for-you, ending with the capability inside your building.
Explore →What Runs Through All Of It
Both Search Surfaces
Google and the generative engines. Ranking first no longer guarantees being mentioned, and the measurement for the second is completely different. Detail on AI search visibility.
Ruthless Prioritisation
Every audit produces a hundred findings and roughly four matter. You get the four, in order, with reasoning — not a spreadsheet nobody opens twice.
Published Methods
The skills used on client work are open source with worked examples. Unusual in this industry, and deliberate — it's the most honest proof available.
Built To Hand Over
Every engagement aims at you needing less of me. A retainer that runs forever without the team getting stronger has failed at its actual job.
Fit
Good fit
- checkSearch or growth matters to the business and the current approach has stalled.
- checkYou want one accountable person rather than a rotating team.
- checkThere's willingness to change the site, the priorities, or both.
- checkYou'd rather hear an uncomfortable diagnosis than a comfortable pitch.
Poor fit
- closeLooking for guaranteed rankings or a fixed timeline on a competitive term.
- closeNeeding large-scale execution capacity — that's an agency, and I can point you at good ones.
- closeWanting paid media operated day to day.
- closeHoping tactics will compensate for a product nobody is searching for.
Common Questions
Which of these do I actually need?
If search matters and nobody senior owns it, start with fractional. If you need diagnosis, start with consulting. If you have a team who are capable but stuck, start with coaching. If you don't know, that's a fifteen-minute conversation rather than a purchase decision.
Do you work with agencies or direct clients?
Both. Agencies typically want delivery systems and tooling that scale across a book of accounts. Direct clients want the search function to work. Different problems, different engagements.
Is everything remote?
Yes, with Ontario clients seen in person when it's useful. Most of the work is with teams across North America and India, so timezone overlap matters more than geography.
What don't you do?
Paid media execution, volume link building, and anything that trades long-term risk for a short-term chart. I'll also decline work where the honest answer is that you don't need a consultant.
Start with a
diagnosis.
A conversation about what's actually limiting things. If the honest answer is that you don't need me, I'll say so.
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