SEO guy by trade. Builder by curiosity.
I'm Arty. Head of Delivery at Local Digital, a Sydney digital marketing agency. This site is my sandbox for building and experimenting with AI — starting with the site itself.
- 15+ years hands-on in SEO, Google Ads and CRO
- Documenting my AI experiments as I go (this site is one of them)
- Occasional writing on agency life and growing service businesses
Clients I've helped
Who's this bloke?
P.S I am not looking for clients.
Quick rundown: I'm Arthur. I started my SEO journey in 2012, and in the years since I have seen some shit. I helped eBay claw their way back from a Google penalty in 2014. I've done time on gloriously boring B2B printer businesses. I've helped grow massive global ecommerce brands, and I've helped local painters get their phones ringing. Basically, you'd think I know my shit by now.
These days I run delivery at Local Digital, a Sydney agency, and this site is my sandbox. Built it from scratch with AI using Claude Code. I'm not a developer, and that's the point.
To be upfront: I'm not looking for clients. Believe me, I value my free time. But if you're after some sound SEO advice or want a second opinion on what an agency has told you, feel free to reach out.
There are so many dodgy operators in this industry. I would love to squash them all.
I also co-host an SEO podcast.
The SEO Show. Me and Michael Costin talking search, no fluff, new tips every episode. 100+ episodes and somehow people in 132 countries listen.
Listen on
"Great content with an Aussie voice. Straight-forward SEO tips with some good guests."
Apple Podcasts review
Hang on, didn't you say no clients?
I did, and I meant it. I don't have time to run end-to-end SEO campaigns properly, and I'm not interested in doing them half-arsed. But there's a difference between running your marketing and checking it. Audits I can do. If you're paying an agency and want to know if you're getting what you pay for, or want a straight answer before you sign with one, that's my lane.
Technical, content, authority, the lot. Not a 90-page PDF of screenshots from a tool. You get what's actually holding the site back, what to do about it, and in what order.
Where your budget is going and where it's being wasted. Wasted spend hides in plain sight: broad match creep, junk placements, bidding against yourself. I'll find it and show you.
What's helping, what's doing nothing, and what's flat-out dodgy. Especially worth it if a previous agency was buying links and never told you.
Whether ChatGPT, Claude, Perplexity and Google's AI Overviews know your business exists, and what to change so they recommend you instead of your competitors.
About to sign with an agency? I'll read the proposal before you do the contract. I've written hundreds of these, I know where the padding goes and what the deliverables actually cost.
Not sure which one you need?
Tell me what's going on and I'll point you at the right one. No pitch, no lock-in.
Latest posts
All postsWhat does link building actually cost?
Most agencies are deliberately vague about pricing. Here is where the money goes, and what separates a link worth paying for from one that gets you penalised.
Read the post article imageHow I built this site with AI (and no real coding)
A WordPress lifer rebuilds his personal site from scratch using Claude Code and free Cloudflare hosting. Here's exactly how, including the prompts I used.
Read the post article imageWhy I Built This Site with Astro
A short note on picking Astro for a fast, minimal personal site.
Read the post article imageHello, World
The first post on this site — a quick note on what this blog is for.
Read the post