Hi, I'm Thomas.
I get brands found in search and AI.

I've spent twelve years doing SEO, most recently as VP of SEO at a PR Week Top marcomms agency. These days I work with clients directly across the whole of search: technical SEO, content, the lot, plus the newer work of getting brands cited in AI answers.

That last part is where a lot of my attention goes right now. More and more people start a question in ChatGPT or Perplexity before they ever open Google, and most brands haven't caught up. Getting you ranking and getting you cited are the same job done well, and I do both. The difference is that hardly anyone is doing the AI side properly yet.

I've written a fair bit of this down too. The ten-part series on how AI search works walks through the mechanics end to end, from the transformer paper through RAG, query fan-out, and citation share, with every claim sourced to first-party documentation. If you want to see how I think before we talk, that's a good place to start.

Working across a range of businesses means I get to see what actually moves the needle in different markets, rather than guessing from one vantage point. That breadth is what keeps the work sharp.

How I work

I do the audits, the strategy, and the hands-on implementation, and I work directly with the people doing the work rather than handing a deck to whoever signed the brief. The shape is flexible:

• Fixed-term projects
• Retainers
• Day-rate contracts
• In-house and agency partnerships

If the fit's right, we'll find a shape that works.

What I care about

A few things I've found matter more than anything else:

• Being straight about what the data says, even when it's not what anyone hoped to hear.
• Work that compounds, rather than quick wins that don't stick around.
• Actually shipping it. A strategy doc sitting in a shared drive has never helped anyone.