Hi, I'm Sam. I'm a 20+ year SEO expert, now focussing on Enterprise & Programmatic SEO. I'm always looking to expand my skillset, share what I know to help others, and get feedback to keep improving.
Most of my work is on large, data-driven sites, where one page template can produce thousands of pages. Getting the structure, internal linking and indexation right on those sites moves the needle far more than any single page.
I write public teardowns of how sites like Canva, Booking.com, AllTrails and Rome2rio approach SEO, and I've documented whole programmatic builds step by step so others can learn from them.
What I work on
Enterprise SEO
Strategy, prioritisation and audits for large sites, and working with dev teams to get SEO work shipped.
Programmatic SEO
Site structure, page templates, keyword patterns and data pipelines for sites with thousands of pages.
Technical SEO
Rendering, indexation, faceted search, pagination, hreflang and Core Web Vitals.
Migrations
URL structure planning, redirect mapping and migration testing so rankings survive the move.
Data & automation
Search Console, Google Sheets, Excel, Data Studio and Cloudflare Workers to do SEO at scale.
Sharing what I learn
Teardowns, build-in-public series and free tools here on the blog and on YouTube.