The person behind the strategy
It started with a motorbike. Now I help businesses across Ireland and the UK turn Google into their most reliable source of enquiries.
I didn't set out to become an SEO specialist.
In college, I was given a project on Ducati—the Italian motorcycle manufacturer. I'd never ridden a motorbike in my life, but something about that brand fascinated me.
Here was a company that didn't just make motorcycles. They made objects of desire. They had fans who tattooed the logo on their arms. Riders who planned holidays around visiting the factory in Bologna. A community that felt more like a tribe than a customer base.
I spent weeks studying how they did it. The craftsmanship. The racing heritage. The way every detail—from the sound of the engine to the curve of the fuel tank—told a story. I learned that great marketing isn't about shouting the loudest. It's about building something people genuinely want to be part of.
That project changed how I thought about business. I started seeing brands differently. I started asking: what makes people care?
I didn't know it then, but that question would shape my entire career.
In 2014, a local florist in New Ross needed a website.
Nothing fancy. Just clear information about what they offered—bouquets, arrangements, delivery areas—and how to get in touch. I built it for them, made sure the basics were right, and didn't think much more about it.
Shortly after orders were coming in. From locals and people in Wexford who'd never heard of them before. People who'd typed "florist near me" into Google and found this small shop in New Ross.
That was my first taste of what search could do for a local business.
A simple website, set up properly, connecting a business with customers who were actively looking for what they offered.
I was hooked.
What started as curiosity became an obsession.
I wanted to understand how it worked. Why did one page rank and another didn't? What made Google choose one business over another? How could you influence it—ethically, sustainably, in ways that actually helped the business?
I read everything I could find. Tested ideas on my own projects. Made mistakes. Learned from them. Gradually, I got good enough that people started paying me to do it for them.
In 2018, I joined my first agency. Since then, I've worked at some of the best digital marketing companies in Ireland:
Across these roles, I've worked with more than 70 businesses—from local service companies to international brands. Five-star London hotels. Irish healthcare providers with 80+ locations. Legal SaaS companies targeting enterprise clients. Bathroom renovators. The lot.
Every project taught me something. Every client helped me refine my approach.
In 2017, I flew to Amsterdam to study growth hacking at Growth Tribe—one of Europe's leading growth academies. I'm one of very few SEO practitioners in Europe with this training.
Why does that matter?
Because it helps me see the bigger picture and how search impacts other marketing channels including the bottom line, revenue.
Growth hacking taught me to think about the whole system. How does someone go from not knowing you exist to becoming a paying customer? Where are the friction points? How do we communicate the USPs? What experiments can we run to improve each step?
I bring that thinking to every client.
When I recommend a piece of content, I'm not just thinking about keywords. I'm thinking: how does this support the sales conversation? Could this work as a lead magnet? Would this make a good ad? Does this help the sales team close deals?
SEO shouldn't exist in a silo. Done right, it's the channel that supports every other channel.
Content that works for ads. PR angles that build links naturally. Pages that convert because they answer the questions customers actually have.
I call it content-led growth. And it's the approach I bring to every business I work with.
Between 2020 and 2023, I was part of SEO University—a group founded by Josh Bachynski dedicated to the science of search.
I'd wake up before dawn to watch sessions with practitioners who were obsessed with understanding why things worked, not just that they worked. We ran single-variable tests. We challenged assumptions. We treated SEO like a discipline that could be studied, not just a craft that could be practised.
That experience shaped how I work today.
I don't believe in guessing. When I have a hypothesis—about a title tag, a content structure, a page layout—I want to test it. Where possible, I test in controlled environments before rolling ideas out to client sites.
Your budget shouldn't be a gamble on untested theories.
These awards represent campaigns across different industries, different challenges, different definitions of success. But they all share something in common: they delivered real business results, not just impressive-looking reports.
I'm proud of the trophies. But I'm prouder of the businesses behind them—the clients who trusted me with their growth and saw it pay off.
Here's what I've learned after a decade in this industry:
Most business owners feel confused by digital marketing. They've been burned by agencies that promised the moon and delivered jargon. They've sat through presentations full of graphs that somehow never translated into more work through the door. They've started to wonder if the whole thing is smoke and mirrors.
I understand that frustration. I've seen it too many times.
What drives me now is helping business owners understand what's happening with their online presence. Not just trusting that someone's "handling it"—actually understanding the strategy, seeing how the pieces connect, feeling confident that the investment makes sense.
When a client says, "For the first time, I actually understand what we're doing and why"—that's the win. That's what gets me out of bed.
I'm a one-person operation. When you hire me, I'm the one doing the work—the research, the strategy, the implementation, the reporting. Not a junior account manager reading from a script. Senior expertise, direct access, no runaround.
I could take on more clients. I choose not to. I'd rather do exceptional work for fewer businesses than spread myself thin and deliver mediocre results to many. That means I'm selective about who I work with. But it also means you get my full attention.
I'm not interested in being a mysterious "SEO guy" who disappears for a month and resurfaces with a confusing report. I integrate with how you already work—whether that's alongside a marketing manager, directly with a business owner, or as part of a broader team. You'll always know what I'm doing and why. No black boxes.
I don't think about SEO in isolation. Every recommendation considers how it impacts other channels. Content topics that work for ads. PR angles that build your brand. Conversion optimisations that compound over time. SEO done right greases the wheels of everything else.
I work from Enniscorthy, Co. Wexford, with businesses across Ireland and the UK. Most communication happens via video call—it's efficient, it works, and it means geography isn't a barrier. For clients where it makes sense, I'm happy to meet in person. But the quality of the work doesn't depend on being in the same room.
When I'm not deep in Search Console or writing content briefs, you'll probably find me:
I live in Enniscorthy with my partner. I drink too much coffee. I believe that good work should speak for itself—but I'm not above being proud of it when it does.
If you've read this far, you're probably wondering whether I could help your business.
The honest answer: maybe. SEO isn't right for everyone, and I'm not right for every business. But there's an easy way to find out.
I've put together a short scorecard, a few questions about your business, your goals, and your current situation. Take 3 minutes to complete it, and I'll send you a personalised response within 48 hours.
No commitment. No sales pitch. Just an honest take on whether this is worth exploring.
Take the Free ScorecardOr if you'd prefer to skip the scorecard and just say hello: arron@hedge.media