Ten years in search across some of Melbourne's largest digital agencies, smaller boutiques and in-house teams, building growth programs for local businesses through to some of Australia's biggest brands.
I went independent after seeing the same frustrations from the client side. The senior person involved at the start wasn't always the person doing the work, and reporting often stopped at rankings and traffic without showing what SEO contributed to the business. Working as an SEO freelancer and consultant means the person who wins your business is the person doing the work.
Years inside some of Melbourne's biggest digital agencies, running complex search programs for national brands with larger websites, budgets and stakeholder groups.
Boutique agency work with businesses where SEO spend is a real decision. It made the commercial side of the work much harder to ignore and SEO had to justify the investment.
Time in-house showed me what your week actually looks like: competing priorities, stakeholders who care about different numbers, and a developer queue that doesn't move for SEO.
I now work directly with a deliberately small client list. When a program needs specialist support, I bring in trusted copywriters, developers or digital PR partners and manage their work myself.
These are the principles I use when deciding what an SEO program actually needs.
Rankings and traffic matter, but they need to lead somewhere. If a keyword moved but nothing landed in your inbox, I'll say so before you have to ask.
You shouldn't need to learn technical SEO to know what you're paying for. If I can't explain a recommendation in terms of your business, it isn't a good enough recommendation.
I'll tell you what SEO can realistically achieve for your market, how long it should take and what it won't fix, before you spend anything.
Capacity is deliberately limited. It's the only way one person can give every program genuine senior focus rather than spreading thin across accounts.
I judged both the 2025 APAC Search Awards and the 2025 Global Search Awards, assessing campaigns from agencies and in-house teams worldwide. It gives me a useful view into how other search teams are approaching strategy, measurement and results.
Send me your domain and I'll take a look before we speak. The call is a conversation about your business, not a pitch deck.
Book a consultation →"Jack is first and foremost exceptionally integral and trustworthy, which is a rare find in this 'dark art' SEO space."