When your buyers search for what you do, they increasingly get an answer before they ever see a list of websites. Google’s AI Overviews, ChatGPT, Perplexity and others now synthesise responses from across the web — and the brands that appear in those responses are the ones that have structured their content, authority and entity signals to earn citation.

I’m currently running a GEO transformation programme for a regulated UK bank — building the content architecture, entity optimisation and measurement framework needed to establish meaningful AI search visibility in a sector where accuracy and authority are non-negotiable.

• AI search audit — where you currently appear (or don’t) in AI-generated responses, and why
• Entity and knowledge graph optimisation — ensuring AI systems understand who you are
• Content architecture for LLM citation — structuring content so it gets referenced, not just indexed
• GEO transformation programmes — end-to-end strategy and implementation
• Ongoing AI visibility monitoring — tracking brand presence across generative search platforms

This is for you if: your buyers research solutions using AI tools before they visit any website, or if you’ve noticed that traditional SEO results are delivering less traffic than they used to.

I’ve been working in SEO since 2009. I’ve seen algorithm updates come and go, watched entire link-building industries collapse overnight, and helped clients navigate every major shift in how Google decides what ranks.

What that experience teaches you is that the fundamentals don’t change: authoritative content, a technically sound website, and a coherent strategy for earning relevant links will always matter. What changes is how you build those things — and how you integrate them with everything else your marketing team is doing.

Technical SEO — site architecture, crawlability, Core Web Vitals, structured data, migration oversight
Content strategy — keyword research, content architecture, editorial planning, writer briefing
Digital PR and link acquisition — outreach strategy, journalist relationships, earned media
SEO audits — competitive analysis, gap identification, prioritised recommendations
Ongoing strategic oversight — monthly retainer work across all of the above

This is for you if: you have organic search potential you’re not realising, you’ve been through a site migration or algorithm update that hurt your traffic, or you’ve worked with an SEO agency before and found the results weren’t what you were promised.

Most marketing teams are swimming in data and starving for insight. GA4 changed how everything is measured, consent mode changed what can be tracked, and attribution has become genuinely complex as buyers move across more channels and devices than ever.

The LSE Digital Marketing Strategy and Analytics programme is giving me a rigorous framework for thinking about data-led decision making at a strategic level — not just reading dashboards, but building the measurement infrastructure that tells you what’s actually driving commercial outcomes and what isn’t.

GA4 implementation and audit — ensuring your analytics setup is capturing what matters
Attribution modelling — understanding the real contribution of each channel to revenue
Marketing intelligence — competitive landscape, search demand analysis, opportunity sizing
Integrated channel strategy — how SEO, paid, email and content work together, not in silos
Board-ready reporting — translating marketing performance into commercial language

This is for you if: you’re being asked to prove marketing ROI and don’t fully trust your current data, or if you need a strategic view of how your channels should work together rather than separate reports from separate teams

I operate on two engagement models:

Ongoing strategic oversight, typically 2–4 days per month depending on scope. This is how most of my client relationships work. You get consistent access to senior thinking without the overhead of a full agency.

Defined scope with a clear deliverable: an SEO audit, a GEO readiness assessment, a content strategy, a site migration plan. A good starting point if you want to understand what working together looks like before committing to a retainer.

I work with around ten clients at a time. That’s a deliberate choice. It means every client gets my full attention — not a rotating cast of account managers, not work subcontracted to a junior team. When you work with Astrid IQ, you work with me.

Most good briefs don’t arrive fully formed. If you have a sense of what you’re trying to achieve but aren’t sure where to start, a thirty-minute discovery call is the right first step.