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Blog
Notes on search, AI, and getting found.
Longer pieces go out on Substack. The short ones live here.
Tools
Tools.
Every one started as a spreadsheet or repetitive problem I got tired of. They are live, public and built to make AI search, research, prioritisation or everyday work a little easier.
Tool · 01
Get Schools Sorted
Helping UK parents work out school choices without the spreadsheet.
Open tool ↗ AI search · 02Prompt Qualifier
Qualify prompts before you build a tracking set around them.
Open tool ↗ AI search · 03Query Gap Analyser
Audit a page against the fan-out queries an AI engine generates.
Open tool ↗ Tracking · 04AIO Tracker
AI Overview tracking that works with a CSV upload.
Open tool ↗ Tracking · 05AIO Tracker — Vibe
A live tracking variant that requires an Ahrefs MCP key.
Open tool ↗ Tracking · 06Trace
Trace and track AI visibility over time.
Open tool ↗ Prioritisation · 07Retrieval Opportunity Scorer
Score which pages are worth optimising for retrieval first.
Open tool ↗ Product · 08Expensify Closed Loop
A closed-loop expense management experience you can test.
Open tool ↗ Market · 09Global Expansion Engine
Model which markets to enter next.
Open tool ↗ Market · 10MarketScope for Ramp
Market intelligence, gathered and scored in one view.
Open tool ↗ Data · 11First Party
Use first-party data as the input to content decisions.
Open tool ↗ Fun · 12Confetti
Built for the joy of it.
Open tool ↗ Side project · 13Offloader for new moms
Mental-load offloading for the people who carry most of it.
Open tool ↗The tools span AI-search qualification and tracking, market intelligence, prioritisation and useful products for everyday life.
View tools portfolio ↗
Creator partnerships
Useful work for brands shaping how B2B teams use AI.
I partner with B2B companies on creator-led research, sharp product education and credible thought leadership—without turning the work into an extended advert.
Original research
Original work, not recycled takes.
Research built from first-hand data and the questions content and SEO leaders are actually wrestling with—not whatever happens to be trending that week.
About me
The work behind the title
01 · Journalism
02 · Video storytelling
03 · Content marketing & strategy
04 · SEO & AI search
Journalism taught me where to look. Strategy taught me what to do next.
Find the story before writing the headline.
I began as a journalist and magazine editor: interviewing people, challenging convenient claims and finding the useful truth inside complicated subjects. That instinct still shapes every brief, strategy and piece of research I lead.
Turn attention into a story people finish.
I built video programmes around founders, customers and proprietary insights—not content made simply because the calendar needed filling. The work has generated more than 16 million views while making complex businesses feel human.
Connect the idea to the commercial job.
Across B2B SaaS, fintech and enterprise brands, I have led positioning, editorial strategy, campaigns, product storytelling and scalable content systems. The goal is never more content. It is the right content doing measurable work.
Build visibility wherever buyers ask.
Today I help brands become discoverable in traditional search and credible inside AI-generated answers. That means combining technical foundations, original evidence, expert insight and measurement—not sprinkling GEO vocabulary over an SEO plan.
The thread through all of it is simple: understand what people need, find the evidence and make the answer worth remembering.
View selected work ↗Unoptimised moments
A fast-moving archive of work, travel and the occasional questionable production decision.
Click any picture to pause, zoom and reveal the real captionUnoptimised moments
Click a picture. The back is where I keep the context nobody asked for.
SEO Content & AI Strategist. B2B Creator.
I help complex B2B brands get found in AI-generated answers and traditional blue-link search—then turn that visibility into demand.
I started in journalism, where I learned to find the useful truth inside a messy subject. Over 12+ years, that instinct became a career across SEO, content, product marketing and AI search for B2B SaaS brands including Expensify, Stripe and LSEG. The work spans strategy and execution: research, positioning, content systems, measurement and the occasional uncomfortable question a dashboard cannot answer.
01
SEO and AI Search
Building visibility across blue links, AI Overviews and the answers people get from language models.
02
Journalistic Storytelling
Finding the real story, testing the claim and making complicated products worth reading.
03
Content Engineering
Designing the workflows, standards and measurement systems that make expert content scale.
04
Product Marketing
Turning product complexity into positioning, messaging and launches buyers can act on.
Selected brands I’ve worked with
12+years across B2B SaaS
15+months leading AI search ahead of a $5B fintech rival
$6Min organic revenue generated
16MYouTube views generated
Award-winningmarketer and storyteller
Use cases
View full portfolio ↗
What the work looks like in practice.
ExpensifyBeating a $5B fintech giant in AI search for 15 straight months.
Built a 61% non-branded mention rate and owned all six competitor “vs” terms in Google AI Overviews—keeping Expensify ahead of Ramp, Brex and Navan.
See the case study ↗LSEGHitting a full-year ecommerce revenue goal in six months.
Rebuilt the self-serve buyer journey across two LSEG portfolios and 19 markets—earning three European Search Awards nominations along the way.
See the case study ↗StripeBeating Stripe Tour audience goals across Europe.
Turned complex launches into breakout sessions, reaching 120% of the Berlin goal and 115% in Paris, alongside a 68% UK customer-story outreach rate.
See the case study ↗
RevenueZenTurning one-off GEO audits into a repeatable revenue product.
Expanded RevenueZen’s GEO offer into repeatable client upsells, supported by audit, optimisation, forecasting and Reddit workflows teams could run again.
See the workflows ↗Bizee (formerly Incfile)Turning customer stories into 16M views and $6M in organic revenue.
Built a video content engine from proprietary small-business data and customer stories, earning organic links from outlets including Forbes and supporting growth to 1M+ customers and 300K+ newsletter subscribers.
See the case study ↗Awards
2022
CMI Award, Best B2B Content Campaign
2026
European Search Awards nominee, 3 categories
And the sheep? I like quiet confidence, good instincts and love to remain unbothered by the latest herd mentality. The irony is intentional.