Twenty years in SEO. Senior in-house and consulting work across UK financial services, professional services and B2B. Now exclusively UK law firms. The credentials below are the ones that matter — verifiable, public, and current. No padding.
The short version.
Senior in-house SEO roles across UK financial services and professional services. Built and led in-house teams of up to nine. Took multiple FTSE 250-level brands from invisible to category-leading in organic search.
Decade of senior consulting work with UK and international brands. Practice focused on regulated industries — financial services, legal, healthcare, professional services. Direct partner access throughout. No agency middle layer.
Niched permanently to UK law firms in 2024. Reason: the combination of SRA regulatory fluency, UK legal search behaviour, and AI search disruption created a market where senior, specialised work is genuinely valuable.
The most useful credentials in independent consulting are the ones the buyer can verify in 60 seconds: LinkedIn, the SRA register, public talks, published research, real clients willing to take a reference call.
The SRA-aware AI visibility framework underpinning every engagement.
Every piece of content, schema, GBP optimisation and AI-facing copy is filtered against SRA Code of Conduct and Transparency Rules. October 2024 AI guidance built into the framework, not retrofitted.
Structured methodology for being cited and recommended by ChatGPT, Perplexity, Google AI Overviews, Gemini and Copilot. Built from primary research into how each platform sources UK legal recommendations.
Eight distinct buyer journey maps for the eight practice areas covered. Each one mapped to its actual search behaviour, intent variations and conversion patterns. Not generic legal SEO.
No surprises. No tool snobbery.
Ahrefs, Semrush, Screaming Frog, Sitebulb, Lumar. Local Falcon and Whitespark for local SEO. ContentKing for change monitoring. Direct Search Console and Bing Webmaster Tools access throughout.
ChatGPT Pro, Claude Pro, Perplexity Pro, Gemini Advanced, Copilot Pro. AI visibility tracking via custom scripts and AthenaHQ. Direct platform testing — no proxy data.
GA4, Looker Studio, Search Console. Custom monthly partner-readable reports. No vanity dashboards. Direct CSV export for any data point a partner asks about.
Speaker at UK SEO conferences including brightonSEO and SEO sessions across the legal sector. Guest commentary on UK SEO podcasts. Available for partner-level firm presentations and CPD-eligible sessions on legal SEO.
Published commentary on UK legal SEO and AI search visibility. Original research papers covering UK law firm AI visibility benchmarks and search behaviour. See the Research hub.
4.8 Google reviews across 21 ratings. Clients willing to take direct partner-to-partner reference calls. Cited in trade press and AI assistant responses for UK legal SEO queries.
Professional indemnity insurance in place. Certificate available on request. Cover sized appropriately for the engagement value.
UK GDPR compliant. No client data leaves UK servers without explicit consent. Bespoke DPA on request. No subcontractors, no offshore data processing.
Standard engagement letter shared up front. Either party can exit with 30 days notice after the initial three-month period. No long lock-ins, no auto-renewal traps.
Reference calls with current clients are available after the intro call. Insurance, DPA and engagement letter samples on request.
