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Founder, SEO Consultant & Digital Strategist
I have worked in search since 2014 and founded this consultancy in 2018, as a one-person operation. I write here about work I have actually done.
Mostly what Search Console is really counting, and why a ranking on its own tells you very little.
Why your average position can improve while your clicks fall
Whether a brand gets named inside an AI answer, how anyone would know, and what is measurable rather than claimed.
Migrations, mostly — what a rebuild quietly costs a site that already ranks, and how the cost is avoided.
What social does for search, what it does not, and which numbers in a social report are worth reading.
I have been doing search since 2014 and running this consultancy since 2018, from Karachi, across six markets — the UK, the USA, the UAE, Saudi Arabia, Australia and Pakistan. Articles here are built either on published research or on Search Console data I can name, and the label on each one says which.
Most of what I learn comes from campaigns I cannot write about in detail, because the numbers belong to the businesses paying for them. What survives into an article is the pattern rather than the client: the thing that turned out to be true across several accounts, stripped of whose account it was.
The other property I write about is this one, because it is the only one I can publish in full. When this site replaced the old one, all 24 ranking pages came across with every URL mapped first and nothing left to 404 at launch. The migration is written up as a case study.
What I will not write: a result I cannot source, a figure without the window it covers, or a case study nobody outside this office could check. If a number is not in an export I can name, it does not go in the article.
Every article on this site carries a label saying what its figures are built on, and names the service page it supports. The label is there so you can check the number without taking my word for it.
Last updated 24 September 2026.
Built on published research
8% vs 15%click rate on search results with and without an AI summary — Pew Research Center
When average position improves while clicks fall, your rankings are usually not the problem. What Search Console is actually counting, the five causes behind the pattern, and how to tell which one applies to you.
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