SEO and GEO strategy for ambitious brands that take organic search seriously.
The shift
Google’s AI Overviews, ChatGPT and Perplexity are now answering your buyers’ questions before they reach a search results page. The click never happens. The website never gets visited.
The opportunity
The organisations winning in search right now have strategies for both — ranking in conventional results and appearing in AI-generated answers. That’s the work we do for you.
What we do
We work with ambitious organisations on the strategy, execution and analytics that build lasting organic visibility.
01
GEO and AEO visibility
Ensuring your brand appears in AI-generated search responses — Google AI Overviews, ChatGPT, Perplexity and beyond.
02
SEO strategy
Building organic search strategies that drive qualified traffic and commercial outcomes — technical foundations, content and digital PR.
03
Analytics and strategy
Turning marketing data into decisions — attribution, GA4, channel integration and board-ready reporting.
Who you’re working with
John Hillman - Lead Consultant
I started in search in 2009 as Content Manager at NMPi, one of the UK’s leading search agencies, and was promoted to Head of Content within a year. Since then I’ve led SEO programmes at Universal Music Group, lectured in Digital Storytelling at City University London, and built an independent consultancy working with organisations across sport, banking, technology and travel.
I work with around ten clients at a time. That’s a deliberate choice — it’s the number that lets me do the work properly.
Thank you so much for everything you have done for Spinnup! We really appreciate your hard work to get us to where we are today, and we will miss you.
What truly separates John from others is his honesty, dedication and satisfaction in going above and beyond for the clients he works with.
He is a passionate, committed and motivated individual.
Very friendly and great to work with, I’d recommend John to any organisation.
I found his ability to problem solve and manage people extremely motivating. I hope our paths cross again in the future.
I can recommend John extremely highly. He is one of the most dedicated and talented people I have worked with.
Working with a small number of clients means I can be fully focused on you
I take on new clients selectively — not because I’m hard to reach, but because the work only gets done properly when I can give it the attention it deserves. If you’re looking for a senior, independent perspective on your organic search strategy, I’d like to hear from you.