Hi, I'm Alex, an expert-level SEO, digital marketer and product innovator.

With over 20 years experience in online and omnichannel marketing, I have helped brands of all sizes build and grow their online presence as well as help increase conversion, acquisition and loyalty. Focussed heavily on product innovation in Search and agentic developments.

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Current Roles

Co-Founder and Director

I co-founded FireCask in 2013. A small agency specialising in SEO, AI Search optimisation, content marketing, email marketing and digital PR. As well as this we are a leading WordPress development and design agency, having built hundreds of sites from simple to the highly technical.

Principal SEO & Product Innovator

Yoast helps power SEO best practice for nearly 14 million websites spanning both WordPress and Shopify. At Yoast I contribute towards product innovation, development & planning, brand authority & awareness, speaking and attending events as well as co-presenting the monthly podcast The SEO Update by Yoast.

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Fancy working together?

Further to my roles at FireCask and Yoast, I also work with a handful of brands - mainly focussed around SEO and AI-readiness.

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Technical SEO and auditing

I have personally audited hundreds of websites to help ensure websites and online assets are built with SEO best practice.

This includes analysing IA, structured data (including entities, schema, open graph, HREFlang), coding and performance to ensure search engines crawl, index and rank the site well.

Strategy, research and analysis

Covering everything from conception to execution, I can produce complete online marketing strategy documents in order to help growth and conversion.

With vast experience I have with most of the tools on the market, I can help analyse how to improve visibility, engagement and conversion of your brand.

Agentic and AI readiness

AI is changing the way people search for information. As a result, sites now need to ensure they are agentic ready so that AI-based tools and platforms can ingest your site in the best and most efficient way possible.

Web (and other online asset) development

I have been working with WordPress since 2009, having built hundreds of sites for global brands. Today still work with WordPress but also with other platforms and vibe coding tools to help produce production-ready assets for the web (such as this website, which was designed with Claude Design and developed with Claude Code and Astro).

Performance-first builds and complex platforms, from one of the most experienced WordPress and Laravel perspectives in the UK.

Public speaking and training

I have been speaking at industry events for over a decade, speaking about all things related to SEO, WordPress and the agentic web. I also provide training for both in-house and agency teams.