What I do

SEO icon

Freelance SEO

SEO has evolved over the past ten years, and I've been there to witness it.

SEO is now a part of a larger online marketing strategy and emcompasses a lot of tasks from on-site optimisation such as content and coding to off-site tasks such as digital outreach and social media marketing.. My work is completely ethical to Google's guidelines and am proud not to have been responsible for any penalty for any of my clients.

Development icon

Web & WordPress Development

I have been developing with PHP for over 10 years, and have been specialising in WordPress development as soon as I laid my eyes on it.

I specialise in WordPress SEO and develop several WordPress plugins. After building a couple of websites using WordPress, I realised that it was definitely the best CMS around, capable of just about anything! As I built more sites, I started to immerse myself in developing some plugins. Less than a year on I have now built several popular plugins including Twitter Feed and Facebook Comments. Why not view all of my WordPress plugins available for download?

Current projects


I am MD of FireCask, a multi-award winning online marketing agency in Manchester, UK.

Specialising in SEO, PPC, social media management, WordPress development and creative content marketing, we have worked with all kinds of businesses small to large including Expedia, Vitabiotics, Reed.co.uk, 123Reg and the Amy Winehouse Foundation.

Basil + Lily

I am Co-Owner of Basil + Lily, an Italian Wine and Aperitivo Bar.

Based in Prestwich Village, this bar serves fine wines, meat and cheese from Italy. Launched in July 2017, Anna who runs and co-owns the bar has hand-selected all stock to ensure the best and most authentic ingredients true to Italy.


All of these recommendations can
be viewed from my Linkedin profile.
Photo of Sam Ridgway

Sam Ridgway

Founder & COO - The Manc Group

Working with Alex and his talented team at FireCask has been an absolute pleasure so far and I'm really excited to see where our working relationship goes. His second to none communication skills and 'contact me any time' approach has allowed us to get a major project off the ground very quickly which will elevate my company tenfold as soon as we take it live. I had a very demanding deadline which didn't seem to be an issue for his team at all and the quality of their work has been exceptional.

I already have a range of projects lined up in my head that I will be dishing out to FireCask once our current project is complete and I highly recommend Alex, and his company, to anyone who is looking for a digital marketing and web development agency to take them to the next level.

Photo of Peter Handley

Peter Handley

SEO Manager at Sage

THE go-to guy on Wordpress with a huge depth of knowledge of developing sites with it as well as a whole bunch of plugins that I've used on a number of different websites. If you need anything done on a Wordpress site, FireCask are the guys to talk to first. More recently, we've been discussing his process driven approaches to getting work done as efficiently as possible using a number of different systems.

We've worked together on a number of different projects over the years and Alex is enthusiastic, full of ideas and really knows his stuff in the online marketing world. He's also a very engaging speaker and we've shared a stage on a number of different venues around Europe discussing complimentary topics. I wouldn't hesitate in recommending Alex's work.

Photo of Martin MacDonald

Martin MacDonald

Former Head of SEO, Orbitz International

Alex is without doubt one of the UK's best known experts in the field of Wordpress development, having produced outstanding work for us here at Expedia Affiliate Networks - and furthermore having published some of the best plugins we use on our corporate site.

I can without reservation recommend Alex and his company for any development needs you may have in the PHP/Wordpress world, on top of his undoubted expertise he is also a great guy to work with!

Photo of Jane Winehouse

Jane Winehouse

Director and Co-Founder of Amy Winehouse Foundation

Alex began consulting with the Amy Winehouse Foundation just after its formation. He has been able to not only help with the Foundation's website but has also become a valuable person to liaise between the Foundation and other organisations we work with and/or support.

Articles I've written

I write articles in various publications. Below is a list of all posts written
by me. I try to keep this as updated as possible.
Article Title
First Steps Performing A Mobile SEO Audit
How To Make The Perfect Cuppa

Featured on Buzzfeed's homepage, and attracted over 13,000 views.

YouTube: The Viral Perspective
Optimize Your Web for RIMC14
Roland: Developing Personas – B2C in a B2B World
Optimize Your Web for RIMC14
MoneySuperMarket.com: A Blueprint for SEO
Optimize Your Web for RIMC14
YouTube: Advertising Redefined
Optimize Your Web for RIMC14
Hilton's Online Presence
Optimize Your Web for RIMC14
Dell: Your Workforce as Social Brand Ambassadors
Optimize Your Web for RIMC14
Lenovo: Will Data Save the CMO?
Optimize Your Web for RIMC14
Heineken: Social Media Since 1873
Optimize Your Web for RIMC14
Nokia's Digital Transformation
Optimize Your Web for RIMC14
GEOX: 7 Days of Rain
Optimize Your Web for RIMC14
KLM: Service is Sales
Optimize Your Web for RIMC14
Interview with Matt Mullenweg and Mike Little

WordPress: How It Came To Be And Where It's Heading

Smashing Magazine
Key takeaways from the Web Summit 2013
Econsultancy SEO Best Practice Guide

I wrote the chapter on Mobile SEO and Technical On-Site Auditing.

Key takeaways from the Web Summit 2013
123Reg Launch the Content Hub

This post was the official release of the new 123Reg blog, developed by me.

5 Tips on Dealing With Small Budget Search Clients
Search Engine Watch
Free WordPress Plugins: Respect the Author
Search Engine Watch
How to Choose Trustworthy WordPress Themes & Plugins
Search Engine Watch
10 Essential WordPress Plugins to Improve SEO & Usability

This post was one of the top 10 most shared posts for SEW in 2013

Search Engine Watch
Twitter #music: the marriage between music and social interaction
The Guardian
Does Education Need to Accommodate More for Careers in Digital?
Huffington Post
5 Basic Tips to Improve WordPress for SEO and the User Experience
Search Engine Watch
Free WordPress Plugins: Respect the Author
Search Engine Watch
RIMC 2013: Tools of the Trade
State of Digital
RIMC 2013: The PC is Dead. Long Live Mobile... & the Tablet!
State of Digital
RIMC 2013: Site Architecture the Right Way – Shari Thurow
State of Digital
RIMC 2013: Duane Forrester – First Keynote
State of Digital
Learning from your Worst Client: Friends and Family
Use Google Docs to Manage your Digital Projects, from Freelance to Large Agency

This post was upgraded to the main Moz blog

The value of rich snippets and structured data
The Changing Face of SEO
Is the rel="author" tag becoming more integrated into organic SERPs?
The The Problem with Social Buttons and 301 redirects
State of Digital
Google Hangouts: international collaborative working
Tesco’s iPad 3 pricing error: accident or strategy?
Insights into a Facebook competition – from an Entrant’s Perspective
State of Digital
8 WordPress Plugins you have to Install
How to Share on Google+ from any website
State of Digital