I'd rather tell you the boring truth

I started in search five years ago building WordPress sites for small businesses, and kept getting the same question after launch: why isn't anyone finding this? Answering that properly is how I ended up in SEO.

Since then I've worked across ecommerce, legal, B2B services and local businesses — mostly remote, for clients in the US, UK, the Gulf and Pakistan. Remote work is available wherever you are. Onsite is Islamabad only. Around 5,000 hours of client work and a 95% success rate across those engagements.

What I've learned is that most search problems aren't mysterious. They're structural, they're visible in the data, and the reason nobody fixed them is that fixing them is unglamorous. Consolidating duplicate pages doesn't make a good case study slide. It does make money.

The other half of my work now is generative engine optimisation — making sure brands appear when people ask AI assistants instead of typing into a search bar. It's early, the playbook is still being written, and that's exactly why it's worth being in.

Social media marketing is part of the same system, not a side hustle. Strategy, content, community, and the paid social that sits next to it — so the account has a job and a DM has somewhere to go.

I work directly with clients. No account manager, no handoff to a junior after the pitch. If that sounds like what you want, the audit is the easiest way to find out whether we'd work well together.