I’m an ecommerce SEO consultant, working with growing brands that aren’t ready for a full-time SEO Director. Most of my day is spent on the technical side of Shopify, handling migrations or working directly with developers and founders to make sure their setup supports their growth.
I wanted to move away from the agency model and get closer to the actual problem solving. I prefer being a trusted operator within a brand, rather than an external layer. It allows me to focus on high-impact strategic decisions rather than just ticking tactical SEO boxes from a checklist.
Two of my brothers have started businesses, so I annoyed them into going into ecommerce until they said yes! Non family wise, it’s all been referrals from people I’ve worked with in the past; never burn your bridges!
The realisation that most founders don’t want choice or actions, they want someone to take the decision-making off their plate. I’ve found that being the person who can say “don’t do that” is often more valuable than being the person who does the work.
Don’t be a generalist. By narrowing my focus specifically to ecommerce and technical, the conversations around pricing and value became much easier. If you position yourself as a specialist, you stop competing on price and start being seen as an investment.
I try to be quite disciplined with my time. Because I work in a fractional capacity, I’m not on call for every minor issue. I set clear boundaries from the start, which means I can focus on the overarching strategy and switch off once the laptop is shut down.
Screaming Frog and Google Search Console are my daily drivers for technical audits, and for more of the strategic stuff, I lean on SERankings. I try to keep tools to a minimum – more MarTech doesn’t mean more growth.
Usually something low-fi or instrumental if I’m deep in an audit and need to focus. Anything with words and I find myself singing along and not getting much done! I’ll listen to podcasts on lunch unless my head’s battered – then it’s something like an episode of The Peep Show to take my mind off work for a while.
Mostly work from home. I find I need quiet for deeper work and concentration, and the open/shared office isn’t the place for that. I try to get out of the house at least once a week and meet up with fellow freelancers to stave off the isolation.
Usually something quick, like noodles or pasta, so I can get my steps in and get some fresh air. There’s a Dickson’s nearby too for regular savaloy dips!
I lead with insight and giving free value. I share a lot of what I see in messy ecommerce setups on LinkedIn and love being a guest on podcasts about the reality of scaling a brand. I’m not interested in clickbait; I just want to be helpful to the people facing the specific problems I solve.
By being a partner, not a task-taker. I try to stay close to their commercial goals and keep them informed on the trade-offs they need to make. If a founder sees you as someone who protects their revenue and simplifies their decision-making, the relationship tends to last.
For me, it isn’t about the volume of clients, it’s about finding the right mix and fostering long-term relationships. Success for me is making sure I can take time off with family when I need to, not overloading myself while being comfortable with what I earn.
Platform migrations and complex Shopify builds. There is a lot of risk involved when a brand moves site, and I enjoy the challenge of protecting their traffic and revenue during that transition. It’s high-stakes work, but it’s where I can have the greatest impact.
Helping more mid-sized brands bridge the gap between their marketing goals and their technical reality. I’m also looking to do more speaking to help founders understand that SEO is a product and UX challenge, not just a content one.
Getting away from the screen is the priority, and not checking my email after 4. I’ve got a 5-year-old who keeps me busy playing with Lego and Hot Wheels – what could be more fun!
You can find me on LinkedIn or over at ferguseo.com. I’m always happy to chat about technical and scaling challenges (and good spots to eat), so drop me a message.
