Strategy grounded in how search actually works.
A good SEO strategy is only as valuable as the plan to execute it. I build strategies that are technically sound, commercially focused, and designed to survive the realities of internal prioritisation, development capacity, and organisational politics.
Strategy without execution is a document
The best SEO strategies I've seen get killed not by bad ideas, but by poor framing, wrong sequencing, or failure to connect to what an organisation actually cares about. I've worked inside large organisations and alongside them as a consultant — I understand both sides of why things stall. I build strategies with the execution pathway already designed: what ships first, why, and how to keep momentum when priorities shift.
What I cover
Opportunity mapping
Finding where the real SEO value sits — not just keyword volume, but intent alignment, competitive gaps, and commercial return. Prioritised by actual business impact, not search volume alone. The goal is a shortlist your team can act on, not a spreadsheet that never gets opened.
Competitive analysis
Understanding what's actually driving your competitors' performance — not just their rankings, but why they rank, where they're beatable, and where they have too much momentum to challenge directly. Strategy informed by this looks very different to one built from keyword data alone.
SEO roadmaps
Building a sequenced, prioritised roadmap grounded in how search actually works — and structured so it can survive contact with a real development backlog. Sequenced by impact and technical dependency, not audit severity.
Stakeholder buy-in
Turning SEO strategy into something a board or leadership team will fund. Framing, presenting, and defending recommendations so they get approved and resourced — not filed. I've spoken at Brighton SEO on this specifically, because it's where most SEO strategies go to die.
Content strategy
Topical authority, content gap analysis, and the planning frameworks that connect what you publish to what Google rewards. Built on entity relationships and intent architecture — not keyword clusters bolted onto an existing structure.
SEO performance frameworks
Building the measurement framework that connects SEO activity to commercial outcomes — revenue attribution, share of voice, and the leading signals that tell you whether your strategy is working before rankings move.
"I've spoken at Brighton SEO and Tech SEO North — not about tactics, but about how SEO strategy actually gets implemented and sustained inside complex organisations. The strategy piece and the stakeholder piece aren't separate problems. The best strategy is one designed to survive contact with internal politics, development capacity, and shifting priorities — from day one."
Ryan White · Manchester
Who this is for
- Brands with SEO activity but no coherent strategy tying it together
- In-house teams needing an external senior perspective to challenge thinking
- Organisations where SEO keeps getting deprioritised in the backlog
- Agencies who need strategic direction for a complex or stalled account
From the blog
All posts →Request a consultation
Tell me what you're trying to solve and I'll come back to you quickly with a view on whether I can help and how.
Request a consultation →