About

My story

Ten years in technical SEO, working with developers

For about ten years I have focused on technical SEO, with much of that work centred on protecting site architecture during redesigns, CMS and platform changes, domain moves and URL restructures. I have learned that migrations succeed when the URL logic is understood before anything is built.

I work directly alongside development teams, so redirect plans are written in terms they can implement and verify. The goal is always the same: every URL accounted for, and the traffic you have built still arriving after launch.

How I approach the work

Direct contact, plain language, verified by hand

You deal directly with me. There are no account managers, junior staff or outsourced audits between you and the work. I explain each decision in plain English so your team can follow it and challenge it.

I rely on rigorous manual verification rather than automated tools alone. Every redirect and key URL is checked by hand before launch, and I stay involved after the move to catch issues while there is still time to act.

Planning a migration? Let’s talk first.

Share where your site is heading and I will tell you how I would approach it.