Hi, I'm Joe.
For twenty years I've made a living figuring out how algorithms think. First Google's. Now AI's.
Businesses hire me for two jobs: getting found, and getting more done. SEO is the first, and still the bulk of my work. Building AI systems is the second – and it's growing fast.
The short version
- 2006
- Started in Search Engine Optimisation (SEO).
- 2010s
- Ran London’s most regular in-person SEO course – ranked #1 for “seo training” nationally, five years running.
- 2016
- Became a subject matter expert at the Digital Marketing Institute – ten years and counting.
- 2022
- Started using ChatGPT the day it launched – and I've used AI every day since.
- 2025
- Claude Code, from its first preview – it helps me build my sites, my tools and my clients' systems.
- Today
- Getting businesses found, and helping them get more done through the Carve method: carvable.com.
— Featured in —
Search
Be found.
Search engine optimisation (SEO): getting businesses found on Google – and now on the LLMs people ask as well, like ChatGPT and Claude. Twenty years of focusing on what actually moves results, and skipping the rest.
- Strategy, consulting and audits – clients like Smile Materials and Flintec, plus work with The Guardian, Cosmopolitan and Sky
- E-E-A-T – experience, expertise, authority, trust: what Google and AI both reward
- Training – over 1,000 businesses, ten years at the Digital Marketing Institute
AI systems
Get more done.
Double what you get done: same hours, twice the output – or the same work in half the time. I work out what AI should take on in your business, then build it. Systems that know how you work, not clever prompts.
- M.A.P. – model what AI should take on, architect the systems, then make them perform in daily use
- Plugins, skills and automation – built on your knowledge, living in your files
- Training that leaves your team fluent, not dependent – hands on your own work, not example decks
One skill, two jobs.
Ranking a page and briefing an AI are much the same puzzle: learn how the system decides, then give it exactly what it needs to decide in your favour (hint: it's what the user actually wants). I've spent twenty years doing it for Google – and now I do it for AI as well: not just to rank pages, but to get work done faster.
The method is called Carve: Context, Aim, Rules, Vitals, Execution. The thinking goes in up front – what matters, the rules, what done looks like – written down once, in a plan the AI reads at the start of every session. Then it handles the execution, writing straight into your files, while you steer. No copy-paste, no re-explaining, no starting cold.
The thinking stays yours – AI just stops the execution being the bottleneck. It's how my own output doubled. The method itself is free at carvable.com; hiring me is the quicker route, not the only one.
Fancy a chat?
Tell me what you're working on – whether you need help getting found in search, or getting more done with AI, for yourself or your business. I'll let you know how I can help.