About

Search, systems, and the judgement between them.

The short version

I make complex search work easier to understand and repeat.

I have spent more than five years working across technical SEO, content strategy, reporting, and multi-market search programmes. The work has covered e-commerce, banking, hospitality, and charity, with methods that travel across sectors.

I am most interested in the point where structure meets judgement: the taxonomy behind a content system, the evidence behind a migration decision, or the assumptions behind an AI-search research workflow.

That interest now extends into GEO, LLMs, and the changing mechanics of discovery, without losing sight of the durable work: sound technical foundations, clear language, and measurement that can withstand scrutiny.

Career path

Four chapters in search.

The route has moved from delivery into strategy, multi-market programme thinking, and team development, while staying close to the practical work.

Agency foundations
PHD Media
An early agency-side chapter in SEO and the wider media context around search.
Search and content
MVF Global
A further step into performance-led search, content, and commercial questions.
Multi-market practice
GA Agency
Senior and management experience spanning multi-market programmes, reporting, and team development.
Current role
IRIS
The current chapter, continuing a senior SEO practice as the search landscape changes.

How I think

Clear systems should leave room for doubt.

The best search work is structured enough to repeat and honest enough to show where human judgement still matters.

Trace the claim

I prefer evidence that can be followed back to its source, assumptions that can be inspected, and reporting that says what it cannot prove.

Structure changes understanding

Taxonomies, templates, and technical rules are not housekeeping. They shape what people and machines can find, connect, and interpret.

Keep judgement in the loop

Automation should remove repetition without laundering uncertainty into certainty. The difficult edge cases still deserve a person.

On the desk

Reading around the systems.

Fiction, technical study, and open questions that sharpen how I think about judgement, information, and the systems people find themselves inside.

Reading now

Fiction / mortality / judgement

The Death of Ivan Ilyich

Leo Tolstoy

A short, severe reminder that clarity often arrives late.

Machine learning / systems / markets

Machine Learning for Algorithmic Trading

A technical thread into models, signals, and decision systems.

Returning to

Fiction / dystopia / interior life

I Who Have Never Known Men

Jacqueline Harpman

Sparse, strange, and useful for thinking about systems people wake up inside.

Fiction / longing / attention

White Nights

Fyodor Dostoevsky

A compact study in voice, projection, and human expectation.

Thinking about

Current interest

Machine learning

How pattern recognition changes the way we organise information.