SEO Consultant – Andy Killworth
I’m an SEO consultant with 14 years in the industry.
I’ve done SEO from pretty much every angle there is: in-house, agency, freelance, and as a Head of SEO running three teams.
What I Offer As An SEO Consultant
SEO Strategy
No two companies or niches are the same. I build you a real SEO plan, not just a checklist.
SEO Audits
Learn what’s working (or not), across technical, content, and authority. All three are important in SEO, because fixing one without the others doesn’t work.
AI Search Strategy
Increase your visibility across AI search by optimizing for LLMs, AI assistants and agents.
Site Migration Support
Don’t lose SEO visibility you spent years earning through a site migration mistake. I’ll help review the plan before, during and after.
Content & Link Acquisition Strategy
Real authority in SEO is earned, and can’t be faked. I’ve helped underdog sites outrank big competitors and can help you do it too.
What Makes My SEO Strategy Approach Different
I look at SEO as a key piece of a larger puzzle. My approach to SEO and digital marketing is holistic, evaluating site performance, UX, content, conversion rate, and all the factors that contribute to a users’ overall experience.
Then I dive deep into the competitive landscape, and help uncover where there are opportunities. From there, I develop a realistic, executable SEO plan. My recommendations take into account:
- Your budget
- Your capacity for production
- Your platform constraints
And provide you the best path forward from where you are today. Every site is different and I work with that rather than provide generic SEO approaches that might not be appropriate for you.
Companies I’ve Worked With
The Real Formula For SEO Success
After working in SEO for over 14 years, I’ve seen sites across all industries, niches, audiences, platforms, products, services. While no two SEO strategies are the same, every approach sits on top of three, non-negotiable foundations.
I’ll help you piece together those three parts in a way that makes sense for your niche, company and resources.
Technical Accessibility
If your site can’t be crawled or accessed, search engines won’t find it.
Visitor Satisfaction
If your content and user experience doesn’t satisfy the user intent, you won’t convert.
External Authority
If you don’t have authority (links), you won’t rank.
SEO – Proof It Works
SEO Mini-Case Study: Online Casino Affiliate Site (Global)
The clearest proof point I have that authority in SEO plus fundamentals — not shortcuts — is what wins at scale.
I worked on a high-value domain in the online gambling affiliate space from a medium-performing state and we grew it into one of the strongest sites in the niche. The driver, more than anything else, was backlink acquisition and digital PR — building genuine authority rather than chasing quick wins.
We paired that with linkable content tied to sports data and entertainment, and made sure the SEO fundamentals underneath it all were airtight. The result was a huge number top-three rankings for terms that actually matter commercially.
SEO Mini-Case Study: Finance Affiliate Site (UK)
I’ve worked with a UK finance affiliate site as a freelance SEO consultant since late 2022 — a highly competitive niche where I’m up against companies with budgets I don’t have. The first move was unglamorous: a major content cull, stripping out outdated, low-value pages. Traffic went up almost immediately.
Everything since then has been fundamentals, applied consistently: maximizing the revenue-driving comparison pages, using GA4 and MS Clarity to actually understand how people were using the site, rebuilding internal linking, and fixing technical issues like redirect loops that were quietly costing conversions.
Not every experiment worked — some live share-price API integrations I tried didn’t pan out — but the traffic and keyword growth since 2022 speaks for itself. It’s also just been a genuinely good client relationship: I’ve learned the niche, and they’ve learned a lot more about how SEO actually works.
My Take On SEO in 2026
A lot of SEO marketers have swung hard toward AI search tactics — trying to answer every conceivable question on a page, obsessing over how they’re mentioned on Reddit, chasing an “SEO score” from a tool. Most of that is noise.
I’ve spent the last couple years digging into GEO and helping clients prepare for this landscape. My honest take on AI Search? It’s less of a change than people think. The fundamentals still do almost all the heavy lifting.
Here’s what actually moves the needle, in AI search and traditional search alike:
- A technically sound site
- Genuine authority built through quality backlinks and digital PR
- Excellent content
- A great user experience
Honestly, this was true five years ago. It’s still true now. AI search hasn’t replaced the fundamentals — it’s raised the bar for how well you need to execute them.
The other thing I’d flag: links still matter, probably more than people currently think. Authority isn’t just a ranking factor anymore — it drives the brand searches that feed how you show up in AI search too. Skip that, and no amount of schema markup will save you.
FAQs
An SEO consultant looks at your site’s technical health, content, and authority (backlinks, digital PR, brand presence), and builds a strategy to improve how you’re found in Google — and increasingly, how you show up in AI search tools too. The good SEO consultants will tell you what’s realistic for your resources, not just what’s theoretically ideal.
You get one person with 14 years of experience across in-house, agency, and freelance work — as well as knowledge across a range of industries and audiences. Agencies will stick you with whoever is staffed, and they likely won’t have the same level of expertise.
I don’t have much spare time so not often. If I do, it’s usually for one-off consultations or short-term engagements.
Both — and I don’t think they’re as separate as people are currently treating them. Fundamentals-first, AI-search-aware. My [GEO page] goes into more detail on how I think about that specifically.
