Featured in
Ahrefs — SEO for Financial Services: Expert contributor | GroupM University — Subject Matter Expert, 2013 ProgrammeSEO Consultancy
Like any discipline worth its name, SEO rewards accumulated knowledge and craft over shortcuts. It is not a trick, a tool or a one-off fix. Think of it like the dentist — you don't go once and consider yourself done. You maintain it, return to it, and the work you put in compounds over time. It is a practice, built from understanding how search works, what audiences need, and how to connect the two with rigour and precision.
Source: SearchPilot — SEO depreciation: what would happen if you did nothing?
Work with She's in the Attic
Technical audits. Content strategy. Retained consultancy. If your site isn't performing the way it should — or you don't know whether it is — the starting point is a conversation.
[ Get in touch ]Case Study
The problem
79
pages deindexed over 14 months
The result
+26%
revenue per user — quality held throughout
The verdict
"He truly excels at what he does"
— Breeze Furnishings
"We couldn't be happier with the work Alex has done for us. His knowledge and attention to detail have made a huge difference to our website — not only has he helped elevate it back to an excellent standard, but his ongoing support and guidance have been invaluable throughout the process. We would highly recommend Alex to anyone looking for a skilled, reliable and dedicated SEO professional."
— Breeze Furnishings · Read the full case study →
Every engagement is different. The approach is always the same — methodical, unhurried and built around what the data actually shows rather than what looks impressive in a monthly report.
01 ——
Technical SEO audit
Digging beneath the surface. Crawl analysis, structural issues, canonical conflicts, schema, speed — finding what's buried before it buries you.
02 ——
Content strategy
Research-led content planning that maps your expertise to the questions your audience is actually asking. Structure, depth, intent.
03 ——
Retainer & strategy
SEO is a long game. Visibility isn't built on one word but a whole vocabulary of related terms, questions and intent. A sustained, strategic partnership over time.
04 ——
Reporting & analytics
GSC, GA4. It's not just the numbers but the spaces in between — knowing which ones to watch and what story they're actually telling.
Named clients, real results. The work that doesn't make for a flashy case study but does make a measurable difference. More case studies added as engagements develop.
Occasional writing on SEO, search and the slow work of building something that lasts. No growth hacking. No hot takes about algorithm updates. Just considered observations from fifteen years in the field.
Science & Art
Six layers. One crawl. What happens when Lighthouse, accessibility auditing, entity mapping and Brave Search stop being separate tools and start being one picture.
[ Read it ]June 2026
Astrology
Google published guidance on how to spot shady SEOs. It references PageRank sculpting. The irony is doing a lot of work.
[ Read it ]June 2026
Science & Art
Setup, measurement, attribution modelling and funnel analysis. Four parts. A practical guide to seeing what GA4 misses by default.
[ Download PDF ]June 2026
Astrology
GEO. AEO. The AI citation. The flag is waving. Nobody is counting who walked past. A look at what's actually changing and what isn't.
[ Read it ]May 2026
