SEO that works.
More than you think — less than most people sell you.
Organic search is one of the most valuable things a company can invest in, and it is still the first line people cut from the budget. The top Google result takes 35% of all clicks, more than social media, email marketing and paid ads combined. And you do not pay per click. Not a cent.
SEO is not a piece of text.
It is a foundation.
What is good SEO? The short answer: more than you think, and far less than most agencies try to sell you.
SEO is one of the few areas I genuinely love, not because it is glamorous (it is not) but because it works. Quietly, without drama, month after month.
The top result takes a click-through rate of 35%. That is higher than social media, email marketing and paid ads combined. And you never pay per click. Ever.
Why organic wins over the long run
Your position on Google is not prestige. It is revenue sitting quietly in your pocket. Drop from #1 to #3 and you lose roughly half the clicks. Slide to page two and you have effectively stopped existing.
What would 175 clicks cost on Google Ads? Do the comparison, then call me back.
Source: Backlinko (2019, n = 4M results) & First Page Sage (2025). Figures vary over time and by industry.
Speed is a ranking factor.
Not a luxury.
Google measures Core Web Vitals directly: how quickly the page becomes usable (LCP), how fast it responds to a click (INP), and how much the layout jumps around on the way (CLS). Bad numbers here cost you rankings. Good numbers cost some work once, and pay you back every single time the page loads.
I work from measurements, not hunches. That way we know where we started, what needs fixing, and whether it worked.
AI is changing search.
SEO is the answer — not the problem.
ChatGPT, Google’s AI Overviews and Copilot now answer questions directly in the results. “Oh no, is SEO dead?” people ask on LinkedIn. No. The opposite, in fact.
AI answers pull their knowledge from the pages that already rank. No SEO foundation means no mention in the AI’s answer. This is not a future problem. It is happening while you read this.
Companies with strong SEO win twice: they rank in classic results and get cited by the AI. The rest do not exist in either Google’s world or ChatGPT’s.
Next time a potential customer asks ChatGPT for “the best [your service] for [their situation]”, who does the AI name? That does not depend on your ad budget. It depends on your SEO foundation.
AI reads your content
Google’s AI Overviews and ChatGPT use highly ranked pages as their source. No ranking means no mention in AI answers.
If you cannot be found, then for all practical purposes you are not there.
Your competitor may already have started
SEO is a long-term investment. The longer you wait, the bigger the head start you hand to whoever started first.
Best to have begun yesterday. Second best is probably today.
It pays for itself
Organic traffic has no cost per click. Once you rank, the SEO works for you, weekends included.
If you got here through Google, the SEO just worked for me.
How I work
The SEO industry has an image problem
SEO agencies are to IT what used-car dealerships are to motoring. Plenty of offers, wildly variable quality, and a price that tells you nothing about the outcome.
Google uses 200+ ranking factors and nobody knows the exact weighting. The trouble starts when an agency optimises a single one of them and sends you a report as if they had solved a Rubik’s cube.
Holistic SEO, the boring but correct route
I look at the whole picture: speed, structure, content, technical setup and the external signals. All of it at once. Not one thing at a time over three years.
It is honestly harder to sell, because I cannot promise you results by Friday. If you want fast results, Google Ads is genuinely the right call, and I say that without irony.
Customers who are actually looking for you
What I can promise: people actively searching for what you offer. Not random traffic. Not empty impressions. People with an intention to buy.
A foundation that holds, month after month, without you paying per click.
When do you see results?
SEO is not a switch you flip. It takes time, and I would rather say so now than afterwards.
Speed, crawlability, structure and technical errors get fixed. Not the glamorous work, but the work that makes the rest possible.
Months 1–2Pages get optimised, keywords mapped, internal linking strengthened. Google starts to understand what you actually do.
Months 2–4Google indexes the changes. Rankings rise. Traffic grows gradually, and now it starts to get fun.
Months 4–6Organic traffic is stable and growing. Customers find you every day, without you paying for it.
Months 6–12+Want someone to own this properly?
Tell me what you sell and who you sell it to. You get an honest read on where you stand and what the first three months would actually involve.
No forty-slide report. Promised.