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Founder, HGDR Consulting
Digital strategist with over a decade in agencies and growth roles. Background in SEO and search strategy at EssenceMediaCom (WPP) and iCrossing (Hearst). Now helps startups and lean teams build strong digital foundations — connecting search intent, information architecture, and data systems so you can see what's happening, decide what matters, and build something that lasts.
Previously supported organisations across B2B, retail, healthcare and finance, including Shell, Barclays, American Express, Mars, Lloyds Bank, British Gas, and DFS.
"Most of the interesting stuff I find is in the search terms people ignore — the weird phrasing, the questions that don't fit neatly into a keyword bucket. That's where you observe and learn how customers think."
Most marketers don't have a data problem. They've got dashboards, reports, keyword lists. What they don't have is confidence in what customers actually want.
Two people searched for almost the same thing. One bounced after 45 seconds. The other converted within a week. This pattern — same keyword, different outcomes — appears constantly in search data.
Their headline read 'Streamline Your Human Capital Management Workflows.' The actual searches: 'how to stop losing track of holiday requests.'
I once watched a tool recommend that a luxury wedding photographer target 'cheap wedding photographer london.' High volume. Exactly wrong.
In the search term report, I kept seeing raw, emotional queries about making payroll. The homepage talked about 'cash flow optimisation.' That gap is everywhere.
The keyword was 'executive coaching.' The actual searches: 'Is executive coaching worth the money', 'how to tell if you need coaching or therapy.'
I used to sit in meetings where every discussion started with keywords. It always felt like we were having the wrong conversation.
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