I’m Paul Myers, an SEO consultant based near Liverpool.
I started working with websites in 2006, although my route into SEO was slightly different from most. I wasn’t sitting in an agency learning how to write title tags. I was managing an e-commerce operation, dealing with customers, sales, stock, marketing and the website itself.
That mattered. It taught me early on that traffic is only useful when it contributes to the business. A ranking might look good in a report, but if it brings the wrong audience, lands people on the wrong page or fails to generate enquiries and sales, it is not much of a result.
SEO was still a relatively young industry at the time. Google looked very different, analytics was less sophisticated and nobody was discussing AI Overviews, generative search or whether ChatGPT cited their brand. But the underlying challenge was much the same as it is now: understand what people are searching for, make the website genuinely useful and remove whatever is preventing search engines from finding, understanding or trusting it.
That is where my career began.
From running one website to working across hundreds
After moving into agency life, I spent the next 13 years progressing through SEO and paid search roles, from consultant and SEM manager to Head of Search and, eventually, Digital Marketing Director.
Those years exposed me to almost every version of an SEO problem.
I have worked with local businesses trying to generate their first reliable flow of enquiries, e-commerce brands managing thousands of products, legal firms competing in some of the most expensive search results, and international organisations operating across multiple countries and languages.
At Velstar, one of the UK’s leading Shopify Plus agencies, I led digital marketing strategy across a portfolio of consumer brands. That meant SEO could not operate in isolation. I worked alongside designers, developers, paid media specialists and commercial teams on migrations, rebuilds, measurement and growth.
It also taught me how easily SEO can go wrong when it is brought into a project too late. A beautiful new website can lose years of search visibility through poor redirects, altered site architecture or important content being removed without anyone understanding its value.
I would rather prevent that loss than explain it afterwards.
My work covers technical SEO, content strategy and search intelligence for clients in e-commerce, veterinary pharmaceuticals, cosmetic and health, legal services and B2B markets. Some are UK businesses. Others are international programmes spanning as many as 12 markets.
Alongside that, I provide consultancy directly to businesses that want senior SEO expertise without hiring a full internal team or passing the work through several layers of account management.
My work starts with evidence
I am naturally sceptical of easy SEO answers.
If traffic has fallen, I want to know whether demand has changed, rankings have moved, search results have evolved or the analytics setup is misleading us. If a page ranks but does not generate clicks, rewriting it may not be the answer. The search result itself, the intent behind the query or Google’s growing use of AI-generated answers could be the real issue.
That is why my work tends to begin with the evidence already available:
- What is Google Search Console actually showing?
- Which pages contribute to enquiries or revenue?
- Where is the website being crawled but not indexed?
- Which rankings are commercially valuable, rather than merely impressive?
- Where are paid and organic search competing unnecessarily?
- What are competitors doing better, and where are they simply making more noise?
- Is the problem really SEO, or is something else limiting performance?
The answer is not always “create more content”. Sometimes the most valuable thing we can do is consolidate several weak pages, repair a redirect, improve an existing collection, fix internal linking or stop spending money on searches that organic visibility could capture.
For one international client, that approach uncovered a broken redirect costing roughly 6,900 organic clicks a year. For another, analysing the gap between impressions, rankings and click-through rates revealed a calculator opportunity with the potential to attract around 19,000 clicks a month.
Neither opportunity came from producing another generic keyword list. They came from interrogating real performance data and asking better questions.
Technical SEO, content and commercial performance belong together
My background covers technical SEO, content strategy, analytics, paid search and e-commerce. I see those as connected disciplines rather than separate services.
I can investigate how search engines crawl and index a website, but I also understand what happens after somebody arrives. I can plan a content structure, work through the schema it needs and identify how its pages should link together. I can also explain why the work matters commercially, in language that does not require the client to understand every technical detail.
My technical work commonly covers:
- Website architecture, crawling and indexation
- Migrations, redirects and URL consolidation
- Internal linking and crawl efficiency
- Core Web Vitals and technical performance
- Structured data and Schema.org markup
- International SEO and hreflang
- E-commerce category and product architecture
- Google Search Console and GA4 analysis
- Content audits and opportunity modelling
The aim is not to produce the longest audit possible. It is to identify what is genuinely holding the website back, prioritise the work and help get it implemented.
A 200-page document that sits untouched in a folder has very little value. A focused list of changes that developers, writers and business owners can understand and act upon usually achieves far more.
Search is changing, so the way I work has changed too
Over the past few years, much of my work has shifted towards AI-powered search and the use of AI within SEO itself.
People now discover brands through Google’s AI Overviews and AI Mode, as well as ChatGPT, Perplexity, Gemini and other answer engines. Traditional rankings still matter, but they no longer tell the whole story. A business also needs to understand whether its information can be accessed, trusted, extracted and cited by these systems.
I help clients examine that newer layer of visibility, including:
- AI Overview and AI Mode appearances
- Brand mentions and citations within generative search
- Accessibility for AI crawlers
- Content structure and passage-level citability
- Entity, author and organisational signals
- The accuracy and consistency of information about the brand
- The sources AI systems already trust within a market
I am careful about labels such as GEO and AEO. Some of the terminology is new, and plenty of questionable claims have grown around it. Much of the real work still rests on sound technical SEO, authoritative content, strong entities and information that is clear enough to retrieve and cite.
AI has also changed how I deliver the work.
I have built more than 25 specialised SEO agents and automated workflows that combine live crawl information, Search Console data, competitor research and quality checks. They help with tasks such as technical auditing, schema validation, international SEO checks, content analysis and performance reporting. The full set is on the tech stack page.
These are working systems rather than presentation-deck experiments. They allow me to analyse more information and identify connections that would be easy to miss manually.
But they do not replace judgement.
AI can process a crawl, compare pages and surface patterns. It cannot automatically understand a client’s commercial priorities, decide which compromises are sensible or take responsibility for a recommendation. That still requires experience.
What it is like to work with me
I have led teams, managed large agency portfolios and worked with senior stakeholders, but I still enjoy getting into the detail of a website.
If we work together, you deal directly with me. The person discussing the strategy is also the person examining the data, investigating the problem and shaping the recommendations.
You can expect me to be straightforward. If I think an idea is unlikely to deliver a return, I will say so. If the evidence contradicts the original assumption, I will explain why. And if something falls outside my expertise, I will not pretend otherwise.
I also try to make SEO understandable. You should know what is being recommended, why it matters and what is likely to happen next. Reports should help decisions get made, not hide uncertainty behind terminology.
Over the years, I have worked on everything from individual landing pages to large e-commerce migrations and international search programmes. The tools and search results have changed considerably during that time. Some of the old tactics have disappeared altogether.
The part I still enjoy is the same: finding the overlooked problem or opportunity, working out what it means for the business, and turning it into something practical.
Credentials and profiles
- BA (Hons) eBusiness, University of Liverpool
- IPA Effectiveness Essentials Certificate (2023)
- Google Analytics and Google Ads certifications
If you need experienced SEO input, let’s talk
You may need a complete technical and content strategy. You may be preparing for a migration, trying to understand a sustained decline or wondering how AI search changes what you should be doing.
Or perhaps you simply need an experienced second opinion before investing more time and money.
Tell me what is happening with your website, what you have already tried and what you want SEO to contribute to the business. I will give you an honest view of where I think the opportunity lies, including when SEO is not the whole answer.
Get in touch, or start with a free assessment.