From technical audits to content strategy — delivering measurable ranking improvements for clients in travel, fashion and retail for over 20 years.
SEO in the age of AI assistants
Search behaviour is changing fast. Alongside traditional Search Engines, users increasingly turn to AI assistants like ChatGPT and Perplexity to find services, compare providers and make decisions. These systems draw from authoritative, well-structured web content — which means that a strong SEO foundation is now essential not just to rank on Google, but to be recommended by AI.
My SEO approach is designed with this in mind: building content authority, semantic structure and topical relevance that works across both traditional search and AI-generated answers.
WHAT DO I DO AS AN SEO CONSULTANT?
As an SEO specialist I’ll be responsible for improving the visibility and ranking of your website in Search Engine results pages (SERPs). The goal is to drive more qualified organic (non-paid) traffic from Search Engines to your website by optimizing it and its content. I always pay particular attention to the content of each individual page of the site: this is often neglected or decontextualised in an attempt to achieve visibility of overly generic keywords that often do not generate conversions for the customer.
After conducting an SEO audit, categorizing issues into high, medium, and low priority based on their impact on the website’s performance, I will follow a series of steps to implement improvements based on the audit’s findings.
Typical checkpoints of my SEO projects are: keywords research, on-page optimization, content improvements, off-page strategy, technical SEO enhancements, monitoring, testing, reporting.
HOW LONG DOES SEO TAKE?
This is the most recurring question from those who ask me for a quote, and rightly so. The answer is the most irritating: it depends. The explanation for this answer lies in a number of factors that must be taken into account at the beginning of the SEO project: the main ones are the competitiveness of the business industry in which the client operates and the outcome of the SEO Audit, which reports on the number and level of the critical issues to be resolved on the site.
It’s important to distinguish between the immediate boost from initial optimizations and the long-term growth from ongoing efforts. While the first improvements are noticeable, it’s the continuous SEO work that truly matters. You can leverage those early gains to build momentum and keep growing in the online world.
Please be aware of the fact that SEO is not a one-time task, so as a SEO consultant I will continue to monitor performance, make adjustments, and stay updated on industry trends to ensure your website remains competitive.
Yes — and this is increasingly important. AI assistants like ChatGPT and Perplexity draw from authoritative, well-structured web content to generate their answers. A strong SEO foundation — quality content, technical optimisation, domain authority and structured data — is also the foundation for visibility in AI-generated responses. My SEO approach is designed with this in mind, ensuring your content is optimised not just for Google, but for the way users are increasingly discovering services through AI tools.
GEO is the practice of optimising content so that it appears in AI-generated answers on platforms like ChatGPT, Perplexity and Google AI Overviews. While traditional SEO focuses on keyword rankings and backlinks, GEO requires conversational content structure, clear direct answers, schema markup and domain authority. The good news: strong SEO is the foundation of GEO — the two strategies reinforce each other rather than compete.
SEO typically shows initial improvements within 3 to 6 months, though this depends on the competitiveness of your sector and the starting condition of your website. The important distinction is between the quick wins from early optimisations — which can appear within weeks — and the compounding authority that builds over time. The longer you invest consistently, the faster new content performs and the more stable your rankings become.
SEO investment varies significantly depending on the scope of work, the competitiveness of your sector, and whether you need a one-time audit or ongoing management. As a freelance consultant, I offer more competitive pricing than agencies without compromising on seniority — you work directly with the specialist, not with a junior account manager. I’ll assess your site and provide a tailored quote after an initial conversation.
No ethical SEO consultant can guarantee specific ranking positions — Google’s algorithm involves hundreds of variables and is constantly evolving. What I can guarantee is a structured, transparent process based on proven methodologies, regular reporting, and continuous optimisation. Be cautious of anyone who promises guaranteed rankings — they are either misleading you or using techniques that can result in penalties.
SEO generates organic, unpaid traffic over time by improving your website’s authority and relevance in search results. Google Ads delivers immediate visibility through paid placements. SEO is a long-term investment with compounding returns; Google Ads stops generating traffic the moment you stop paying. The two strategies work well together — I offer both as a Google Ads consultant and SEO specialist.
With a freelance SEO consultant, you work directly with the senior specialist managing your project — no account managers, no handoffs to junior staff. This means faster communication, full strategic transparency, and more competitive pricing. With 20+ years of experience and a track record across Europe and Australia, I bring agency-level expertise with the flexibility and accountability of a dedicated independent consultant.
Let's talk about your SEO project
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