An independent practice, not an agency.

Why recovery, specifically

Most SEO work is about building something new. Recovery is the opposite problem: something that used to work has stopped working, and the reason is rarely the thing people assume. A site owner who loses half their traffic in a week does not need a content calendar. They need to know what changed and whether it can be changed back.

That question is a diagnostic one, and it is the part of search I have spent seven years on. It suits how I think. My background is in Mechatronics Engineering, which is mostly the discipline of working backwards from a failure to its cause rather than guessing at fixes and hoping one lands.

How I work

Evidence first. Before anything on a site is changed, I want to see which URLs lost what, which queries moved, when exactly it happened, and what the affected pages have in common. Tools point at symptoms. The comparison is what finds the cause.

Changes then go out in an order that can be measured. Shipping everything at once and watching the graph move teaches you nothing about which change did it, which means you cannot repeat it and cannot undo the one that hurt.

Who I work with

Site owners and small teams in Australia, the United Kingdom and the United States, usually people who run the business the site belongs to rather than a marketing department. I also take work through Fiverr and Upwork, where a good deal of my client history sits.

Alongside client work I run several content and e-commerce sites of my own. They are where I test ideas before they go anywhere near a client site, which is a slower way to learn than reading case studies and a far more reliable one.

What I do day to day

• Google core update recovery
• Technical SEO audits, covering crawling, indexation, architecture and Core Web Vitals
• E-E-A-T and site authority work
• Schema markup, implemented and validated
• Content strategy, including what to merge and what to retire