How long have I worked in search?

I’ve worked in online marketing since I started with Yahoo! Search Marketing way back in 2005. Before that I worked for several e-learning companies as an instructional designer.

What are my specialities?

While I started in paid search (PPC), I’ve specialised in SEO since around 2010; I love technical SEO, local search and content optimization–from keyword research to content strategies. I’m also proficient in GA4 and other analytics platforms. I’ve done email marketing and social media set-ups and advertising, I’ve done plenty of CRO and UX over the years and know how important it is to get that new-found traffic to convert.

Who have I worked with?

I’ve worked in-house and in digital marketing agencies in Ireland and in Canada. I’ve worked on projects for some of Ireland’s biggest brands, and for some world-famous companies based in the US and Canada. I’ll get some of those up on the website soon. I’ve worked on over a hundred projects across all industries, services and sectors.

Why should you with me?

Right now I’ a solo operator, free of the shackles of agency life. Now I’m flexible, I’m agile, like a ninja. I can adapt to whatever type of project you need. I have low overheads so can offer you high quality work at a lower price than agencies can offer.

What ever type of online marketing you need, I can help you get online, get visibility, get clicks, get that traffic to convert and measure that traffic and those conversions. I can also package all that up into neat little monthly reports so that you can see value in your money and efforts.

Where do I think search is going?

The search game is changing, the goal posts are currently being moved–some say that the whole search game might is rigged. I’ve worked in digital marketing and search engine optimisation (SEO) for around 20 years and things have never changed so fast. The kids don’t use Google anymore. ChatGPT or Gemini is where it’s at. I’m trying to keep up and using them both as much as possible, trying to reverse engineer the results and see how the new game is played. SEO may be dying but Google is still the number 1 driver of traffic to websites, so we’ve got a few years yet until generative engine optimization (GEO) is the buzz term.

What is generative engine optimization (GEO)?

Generative engine optimization (GEO) is the process of optimizing a website’s content to increase its visibility in AI-driven search engines within the likes of ChatGPT and Perplexity, in Microsoft’s Copilot, and through Google’s Gemini (and AI Overviews which is now live in Google’s normal search results).

These ‘chatbots’ are AI models–a type of software program. These run on powerful servers and uses machine learning algorithms to process and generate text. However, unlike traditional software, these chatbots, or AI models, don’t install like an app on your computer. Instead, they work through cloud-based services, accessed via web browsers, APIs, or integrations in other platforms (like chat apps or business tools). You can of course install a version of these as a standalone app on your mobile device, which really turns them into AI assistants.

SEO and GEO Together

The search game has changed, but in a way it has stayed the same–the basics still apply. GEO is a digital marketing strategy with its own methods, but it works best when combined with SEO as the foundation for improving online visibility. GEO and traditional SEO have a lot in common, as they follow similar principles and practices. SEO provides the groundwork for GEO, and when used together, they create a strong strategy to boost your online presence.