Welcome, Aaron, Our New Senior SEO Manager

I started out as a junior at a digital marketing agency and pretty quickly immersed myself in SEO, learning from some really experienced specialists around me. Over time, I built my skill set and moved into more experienced roles, managing client accounts and taking greater ownership of strategy.

I also stepped into a hybrid SEO and CRO role, which gave me a broader perspective, not just driving traffic, but thinking about how we convert it and the overall commercial impact for businesses.

From there, I moved into an in-house SEO role at Three UK, which was a big shift. It gave me exposure to the wider commercial side of the business and what goes into making it all work day-to-day. Working in the Telco space meant being involved in major product launches and peak trading periods, which were fast-paced but a great learning experience.

It definitely wasn’t a traditional path. After school, I honestly didn’t really know what I wanted to do, so I tried a few completely different jobs just to get some experience. One of the more random ones was making outdoor musical instruments, which is a bit niche.

But that whole period was really useful. It gave me perspective, helped me understand different working environments, and figure out what I enjoyed and what I didn’t.

Then I got the chance to move into a junior SEO role, and that’s when things just kind of clicked. I liked that it wasn’t just one thing; it’s part data, part creativity, part strategy, and it just suited me. From there, I never really looked back.

I think for me, I’d started to miss working across different industries and businesses. That variety is something I’ve always enjoyed, because you’re constantly learning and adapting.

When I heard more about what Fresh Egg are building, the direction of the business, the team, the culture, it just felt like a really good fit. It felt collaborative and ambitious, which stood out. I was also keen to be somewhere I could collaborate with other SEO specialists and people across different digital channels. With how fast the industry is evolving, being around people who are deep in it every day just felt like the right move for me.

Probably the biggest thing is the commercial perspective. I’ve seen firsthand how SEO supports the bigger business goals, not just traffic numbers. It’s made me a lot more focused on impact, how what we’re doing actually moves the needle commercially, not just performs on paper.

Right now, I’d say one of the biggest is around AI. There’s a bit of a “wild west” feel to it, and many people are jumping to the conclusion that SEO is dying or about to be completely taken over. I don’t really see it that way. AI is just another shop window, another surface where businesses can be visible. The fundamentals of SEO don’t disappear; it’s just evolving. It’s more about adapting to new platforms and behaviours rather than throwing out everything we already know.

Probably my phone, whether it’s messaging my wife, asking where something is that I can’t find (misplaced), sending a silly picture of one of our pets (very regular) or checking the sports score.

It’s been a bit of an efficiency boost. I use it to speed up more time-consuming tasks, like condensing keyword research and spreadsheets, that kind of thing, or how I could do something quicker. It’s also helpful for troubleshooting: if something's off in a spreadsheet, like a formula, it’s quicker to run it through AI than to manually pick it apart.

Usually, take a step back and review the data to see what’s actually been impacted, if anything. Looking at the likes of traffic, rankings, and engagement to figure out where the impact is. Then it’s just about adjusting strategies, updating content or fixing technical areas without overreacting.

Probably my “hobby” of constantly changing hobbies, I never seem to settle on one.

Scrambled egg, all day, every day, even on a Sunday.