About Matt — The SEO Consultant Behind AlphaSERP
AlphaSERP is an independent SEO consultancy run by Matt, a technical SEO consultant with over 15 years of experience working across some of the most competitive and heavily regulated search environments in the world — iGaming, online pharmacy, finance, and large-scale e-commerce. I work directly with every client. There is no account team, no junior staff handling your project, and no handoff between the person you speak to and the person doing the work.
Background and experience
I have spent more than 15 years working in SEO, with a career that spans both the technical and strategic dimensions of organic search. My work has taken me across a wide range of industries and website types — from large international operators and high-volume affiliate businesses to financial services, online pharmacy, and complex e-commerce sites. That breadth is not accidental. The most challenging search environments are where the most interesting problems are, and where the difference between good and average SEO practice is most clearly visible in results.
Alongside client work, I teach SEO at university level — which has sharpened how I explain technically complex concepts clearly and without unnecessary jargon. I hold a PhD, which informs how I approach research, analysis, and evidence-based decision-making. In a field where a lot of advice is based on anecdote and assumption, that matters.
Sectors I specialise in
The majority of my experience sits in industries where SEO is genuinely difficult — where competition is intense, regulatory constraints limit what you can do, Google scrutiny is highest, and the margin between ranking and not ranking has direct commercial consequences. Working in these environments for over a decade has produced a level of technical and strategic depth that generalist SEO experience rarely matches.
iGaming — online casino, sportsbook, and affiliate
I have approximately ten years of SEO experience in iGaming — one of the most competitive search verticals in existence. My experience spans both the operator side (online casino and sportsbook) and the affiliate side, giving me a perspective on the full ecosystem that most iGaming SEO specialists have from only one direction.
iGaming SEO involves challenges that are largely unique to the sector: near-identical competitor content, aggressive link building environments, frequent algorithm sensitivity due to YMYL classification, geo-targeting complexity across regulated markets, and the particular difficulty of building sustainable organic visibility in a space where Google applies significant scrutiny. I have worked through all of these at scale.
Finance
Financial services sits alongside iGaming and health as one of Google’s highest-scrutiny categories. E-E-A-T signals matter more here than almost anywhere else — a technically excellent page on a low-authority domain will not rank for competitive financial terms regardless of how well it is optimised. My experience in finance SEO includes working with the constraints that come from compliance departments, legal review requirements, and the particular challenge of producing content that satisfies both regulatory standards and search intent simultaneously.
Online pharmacy and healthcare
Health and pharmacy content is subject to the same YMYL scrutiny as finance — with the additional complexity of operating across different regulatory frameworks in different markets. I have worked with pharmacy and healthcare clients on the technical and structural challenges specific to these sites, including the particular indexing and content quality signals that Google applies to health-related queries. For a detailed example of this work in practice, see the online pharmacy SEO case study.
E-commerce and complex websites
Large e-commerce sites produce a set of technical SEO problems — faceted navigation, URL proliferation, duplicate content from product variations, crawl budget management at scale — that smaller or simpler sites do not encounter. My background includes working with complex e-commerce architectures across international markets, including sites with significant JavaScript rendering requirements and multi-market hreflang implementations.
How I work
I work remotely with clients worldwide, on a project or retained basis. Most engagements start with a technical SEO audit — a structured analysis of what is limiting a site’s current performance — followed by either a strategy engagement to define priorities and direction, or ongoing consulting support to work through implementation.
I work directly with the people responsible for the website — whether that is an in-house marketing or development team, a content operation, or the business owner. I do not outsource work or use junior staff to deliver it. When you work with AlphaSERP, you get my direct involvement throughout the engagement.
I am direct about what I can and cannot help with. If the most honest answer to your question is that you do not need a consultant right now, or that a different type of engagement would serve you better, I will say so. That approach tends to produce better working relationships and better results than telling every prospective client what they want to hear.
What I work on
My core services are:
- Technical SEO audits — structured analysis of the technical and structural issues affecting organic performance, with clear, prioritised recommendations
- Technical SEO consulting — ongoing support for crawlability, indexing, site architecture, JavaScript SEO, Core Web Vitals, and site migrations
- SEO strategy — defining a clear direction for organic growth based on search demand, competitive landscape, and business objectives
I support broader technical SEO initiatives where they intersect with my core areas — international SEO, site migrations, content architecture, and structured data implementation. I also build free SEO tools designed to help you diagnose common SEO issues and prioritise fixes, including the AlphaSERP Page Analyser — a free Chrome extension for on-page SEO analysis with Google Search Console integration and Core Web Vitals. You can use them for free here on my site.
Find out more on the services page.
Why independent consultancy
Working with an independent SEO consultant makes sense in specific situations — particularly when you need senior technical expertise applied directly to your site rather than distributed across an account team. There is no markup on junior time, no account management overhead, and no incentive to expand scope beyond what is genuinely useful.
It also means the advice is honest. I have no agency to protect, no retainer to justify, and no upsell to pursue. The recommendation you get is the one I think is right, not the one that benefits me commercially.
That said, independent consultancy is not the right fit for every situation. If you need a large team executing across multiple channels simultaneously, an agency makes more sense. I am happy to say so in the initial conversation if that is the case. For a fuller look at the tradeoffs, see the guide on SEO consultant vs agency.
Get in touch
If you want to understand what is limiting your website’s organic performance, or you have a specific SEO challenge you would like to discuss, I am happy to talk. A free initial consultation is available for every new enquiry — no obligation, no pitch, just a direct conversation about your situation.