One specialist. No account layer.

Background

Seven years in SEO, entered from the technical side: DNS, HTTP headers, log file analysis and crawl behaviour before content strategy. That order shapes everything the studio does. A ranking problem is treated as an engineering fault with a root cause, and the root cause is usually visible in a log file long before it's visible in a rankings tool.

Since January 2026 the day-to-day work has been as SEO and GEO specialist, on contract, for Practice Promotions, a United States healthcare marketing firm, working across physiotherapy, chiropractic, dental and GP practice sites at volume. That volume is where the pattern library comes from: which plugins block rendering, which booking widgets shift layout, which tag managers cost the INP threshold, and how AI engines choose which practice to cite.

Alongside the client work: an Honours dissertation on machine learning for fraud detection, which is where the habit of building tools rather than buying them was formed, and a set of Python tools that now run inside the studio's audits.

Why security is on the same desk

Two cybersecurity certifications are in progress, the ISC2 Certified in Cybersecurity and CompTIA Security+, with hands-on practice on Hack The Box and TryHackMe. This is not a change of direction. Technical SEO and security read the same evidence: server logs, HTTP headers, DNS records and bot verification. A specialist who can tell a real Googlebot from a spoofed one by reverse DNS is doing security work whether or not it's called that, and clients get a site that is both faster and better defended.

How work gets done

Evidence before opinion. Field data over lab data. Template-level fixes over URL-level patches. Working code handed over, not pseudocode. Plain reporting that says what moved and what didn't. And a hard rule that has saved more than one client a content budget: never recommend a content fix for what the logs show is a crawl problem.