My SEO journey began around 2006-2007 while I was still at university, when I first started building and optimising websites. As I needed to drive traffic to these sites, I delved deeper into SEO, learning through reading, practising, and testing on my own sites. Initially working with small businesses, I shifted focus to providing services directly to other SEO professionals to engage more with peers. During university, I also worked at General Electric, where I learned about the business model of outsourcing. This inspired me to establish a link-building agency, which at its peak employed 300 staff across three shifts, seven days a week, primarily in India, with a handful in the UK. However, the arrival of Google's Penguin update overnight changed the industry landscape, leading me to pivot to a broader SEO-focused approach with my current company, Marketing Signals. We now specialise in SEO, PPC, and paid social media, operating purely as a marketing firm without web design or development services. We are a team of 20, including four virtual assistants from the Philippines who handle data-related tasks. My personal interest lies in digital due diligence—assessing the value of online communities, domain portfolios, and generally indulging in my passion for internet-based investigations for the past two decades.