Hi, I’m Andy, a Senior Digital Growth Strategist, SEO consultant, and someone who’s been obsessed with organic search for 13 years.
Actually it started way back in 1999 when I first fell in love with the web. I taught myself HTML, CSS, some Javascript and how to make websites. Ever since then I’ve been fascinated with the web in general and how to make sites perform in search.
Fast forward to 2012, and I’m nervously writing my first title tags at Koozai, probably not realising SEO would shape my entire career and identity!
Back then, I was learning the basics: keyword research, PPC campaigns, and client relationships.
I loved the mix of creativity and problem-solving and I quickly realized that helping brands grow wasn’t just about rankings; it was about understanding people.
Growing Into Leadership
In 2013, I stepped up as Head of SEO at a growing media company in iGaming.
I built an SEO team from scratch, tackled algorithm updates, led penalty recoveries, and helped scale sites across multiple languages and countries.
Those early leadership years taught me some important lessons:
- SEO is never just SEO – It’s product, UX, design, content, and human psychology.
- Small, smart decisions add up to massive results.
- SEO maybe simple in principle but it’s not easy.
Seven Years at iTech Media: Playing at a High Level
In 2015, I joined iTech Media and spent the next seven years leading SEO for gaming and casino affiliate brands across the UK, US, Canada, DACH, and New Zealand.
This was high-stakes SEO:
- Competing for ultra-competitive affiliate terms like “online casino” and “online gambling” and winning top 5 rankings.
- Building and managing world-class teams across technical SEO, content, and digital PR.
- Collaborating with product, UX, design, and engineering to drive real, meaningful growth.
It was fast, intense, and sometimes brutal but I loved it and learned so much from it
I’m passionate about SEO in difficult, high-pressure environments, where tiny optimizations can make (or break) a business.
Today at 10up/Fueled: Enterprise SEO and Beyond
Since 2023, I’ve been part of the Digital Growth Strategy team at 10up, working with some of the world’s biggest brands.
At 10up, I focus on:
- SEO audits and strategies for B2B, SaaS, publishers, and enterprise clients
- Deep GA4 analysis and custom Looker Studio dashboards
- GTM implementation and custom event tracking
- Turning complex data into simple, actionable strategies
The work is diverse, technical, and strategic, exactly what I love.
What I Believe About SEO
Over 13 years, my philosophy has crystallized into something simple:
Good SEO isn’t about tricking algorithms. It’s about understanding audiences and building things they actually want to find.
It’s about thinking holistically:
- Technical health
- User intent and behavior
- Content quality and topical authority
- Data you can actually act on
And it’s about being relentless:
- Testing, learning, adapting, improving.
- Over and over again.