About me
I am an internationally recognised SEO with over 20 years experience, helping hundreds of companies worldwide build and grow their online presence.
In 2013 I co-founded FireCask, a boutique agency that helps small and medium sized businesses grow their visibility online. I am also Principal SEO at Yoast, the world’s leading WordPress SEO plugin with 13.5 million active installations, contributing to both the product and marketing teams.
Outside the digital world, I am Co-Founder of Millie & Henry where I have been involved in the invention and production of a new physical product aimed at dog owners.
Skills & E-E-A-T
I have been working with HTML since 1996, SEO since 1999, PHP since 2003, and WordPress since 2009.
During this time I have attained a number of skills and knowledge within a number of disciplines.
SEO
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.
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.
WordPress Development
Working with WordPress since 2009, I have built WordPress sites of all sizes and complexities as well as setting up and maintaining servers the sites are hosted on.
Public Speaking & Training
I have been speaking at industry events for over a decade, as well as presenting workshops and training programmes for agencies and in-house teams.
Curriculum Vitae
I was taught basic HTML at school in 1998 and taught myself PHP in 2002 before becoming a freelance web designer and developer in 2003. From there my career in SEO began…
October 2013 – Today
Co-Founder, FireCask
I co-founded an organic marketing and WordPress development agency in 2013, overseeing all technical SEO for the company as well as all web design and build projects. The role itself https://alex-moss.co.ukeated every aspect of the business from strategy to implementation, managing and training a team. The agency is an authorised partner with Semrush, Automattic, WP Engine, Mailchimp, and Klaviyo.
FireCask has worked with numerous clients over the years including Expedia, Vitabiotics, Financial Times, Emma Sleep, Kumon, Beauty Bay and Funding Circle.
August 2023 – Today
Principal SEO, Yoast
With over 13.5m active installations on its free WordPress plugin alone, Yoast is the biggest SEO plugin available within the CMS within the biggest market share.
I joined Yoast in August 2023 as Principal SEO. My role is wide and includes involvement with most of the teams within the company – and includes:
- Roadmaps & strategy
- Product development
- Hosting the monthly “SEO Update by Yoast”
- Public speaking
- Partnerships & collaborations
- Knowledge sharing
- …and SEO of course
November 2020 – February 2022
Co-Founder, NFTU
I was co-founder of the first integrated NFT marketing agency, specialising in the marketing of very successful NFT and other Web3 initiatives for brands, artists and generative projects during the “wild west” of the 2021 NFT market, providing me with unique insight into the Web3 vertical from a brand marketing perspective.
Clients included BossLogic, LIFE Magazine, Bjarne Melgaard, Mogul Productions and My Pet Hooligan.
June 2020 – Today
Co-Founder, Millie & Henry
I am the co-founder of a pet brand to help dog owners enjoy walking with their best friend even more than they do already. Currently in product development, the role has resulted in increased knowledge of product development for physical products including bag design and plastic moulding.
2013-2019
Founder, Peadig
Peadig was a WordPress theme framework with frontend CSS powered by Bootstrap CSS. Now deprecated, it was mainly targeted towards developers who understood modular design and OOP.
Beyond Peadig’s core framework, I developed numerous free WordPress plugins, including Facebook Comments (1.1m downloads) and EU Cookie Law (1.3m downloads).
2007-2013
Early Career
Prior to founding an agency, I worked as an SEO within several companies including:
- Head of SEO at Banc (agency)
- SEO Manager at Carcraft and SEO Consultant for webuyanycar.com
- SEO Executive at PC World Business / Equanet
In a previous professional life I worked for a number of broadcasters and independent production companies as a runner and researcher – I even have an IMDb profile!
Brands I’ve worked with
I can without reservation recommend Alex and his company FireCask for any development needs you may have in the SEO and PHP/WordPress world, and has worked with me with various brands.
Martin MacDonald
Former Head of Search/Product, Expedia
Alex began consulting with the Amy Winehouse Foundation just after its formation, and has been able to not only help with the Foundation but also helped liaise with partner organisations.
Jane Winehouse
Director & Co-Founder, Amy Winehouse Foundation
Alex was great to work with. Not only was he able to secure BossLogic but he also facilitated his Genesis piece for SuperRare during the height of the NFT trading boom, which sold for $95,000.
Stan Stolberg
CEO, Scaleswap
THE go-to guy on WordPress with a huge depth of knowledge of technical SEO. He’s also a very engaging speaker, sharing a stage at a number of different conferences throughout Europe.
Peter Handley
SEO Manager, SAGE