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SEO Specialist

+15 Years in the SEO industry, I’ve been at the forefront of driving massive growth, traffic, and visibility for brands across global markets. Specializing in the highly competitive iGaming sector, I develop cutting-edge SEO strategies that not only improve rankings but also maximize conversions and long-term sustainability.

My expertise lies in understanding search algorithms, competitive landscapes, and evolving digital trends, allowing me to craft innovative, data-driven solutions that give brands the edge they need to dominate.

💡 Passionate about sharing insights, analyzing trends, and staying ahead of the game, I thrive on helping businesses unlock their full potential in this fast-paced digital world.

🔥 I use LinkedIn to reach out to fellow SEOs, Digital Marketers, and Software Developers, helping me keep up with trends and tap into valuable insights from industry experts. 

Let’s connect and level up together!

Trifon Boyukliyski

CMSEO 2025 delivered one of the best SEO masterminds of the year, a perfect way to close out 2025.

The level of insight, transparency, and collaboration was unreal.

Every conversation had depth.

Every attendee brought real data, real strategies.

Here are 5 takeaways that stood out:

1. Real SEO still wins, automation helps, but strategy drives it.

2. Private masterminds are where the real industry moves happen.

3. Networking is the best ROI, one good relationship can change everything.

4. The best SEOs don’t chase trends. They refine systems.

5. Everyone’s already thinking about 2026, long-term vision only.

If you missed it, make sure it’s on your list next year.
This is where the future of SEO is being written.

SEO & iGaming Powerhouse | Affiliate Marketing Pro | Digital Growth Strategist

My last SEO event of 2025 was a private mastermind with Charles Floate and the CFT crew, and it was delivered. 

James Dooley and I were honoured as MVP members for the 5th edition of the CFT mastermind.

Here are a few things that stood out:

1. Everyone is doubling down on systems over gut feelings.

2. The sharpest SEOs are building long-term assets instead of chasing tactics.

3. AI isn’t replacing people, it’s replacing those who refuse to adapt.

4. The next wave of rankings will come from teams treating SEO like engineering.

5. Relationships still outperform algorithms, no matter how the industry evolves.

Grateful to be invited and be part of it. Thanks to Yudhish Puran for the amazing organisation and everything you put into making this mastermind what it was.

Fun questions and a really funny interview with Anni Ma from Odys at Link Building Mastery in Chiang Mai, such a great time!

Parasite SEO, simplied. 

Publish on a high-authority site, climb the rankings fast, and turn traffic into revenue even faster.
 
Trifon Boyukliyski, with over 15+ years in marketing and a decade in iGaming, calls it one of the quickest ways for brands to:

✔️ Test new markets
✔️ Discover winning keywords
✔️ Turn rankings into profit
 
Quick results. Quick validation. Quick cash flow.

No surprise the iGaming world relies on this strategy. 🚀

#OdysGlobal #iGaming #LinkBuildingMastery

As director of SEO at JBH my role is to build a new SEO department and develop new business, while working with existing digital PR clients to solve complex, high level SEO performance issues.

Director of SEO

Embryo

Having built and ran my own thriving SEO agency, I joined Embryo as their new Head of Organic.

During that time I successfully merged their SEO and content teams into one successful unit. Created numerous processes to improve efficiency. Recruited staff and over saw a team of 13 SEOs and content writers.

With well over 60 clients I oversaw the production of thousands of words of content each month, delivering bi weekly training to both SEOs and content writers.

In addition to bringing in new leads through my thought leadership I restructured the department to improve service delivery for clients.

And created strategies with my team that increased rankings and traffic for both SMEs and larger businesses.

Head of Organic at Embryo

ZOOGLY MEDIA LIMITED

Zoogly Media is an SEO and content marketing agency based in Newcastle-under-Lyme

Owner

Staffordshire Police

After Joining Via the cadet programme in 1995 I have enjoyed a wide variety of roles within the police after the last 20 years including front line, community, covert policing, dedicated source handling, Working as a Sergeant on response policing, neighbourhood policing and investigative services. I am a qualified Police Sergeant and Qualified Detective in Covert Policing

Police Constable

British Judo Association

During the summer of 2012 I was hired by the British Judo Association to present a full market overview of self defence within the UK

Marketing and Technical Consultant- subcontracted

British Boxing Board of Control

My role as an Inspector for The BBBoC involved being an official at ringside on numerous boxing events including World Title events. This saw me oversee fighters weigh ins, ringside conduct, corner work and venue assessments.  It was my role to ensure that all relevant health and safety procedures were in place and being adhered to.This role was incredibly important in order to protect the welfare of the fighters and the reputation of the organisation.

Inspector

SEO Director at award-winning Digital PR agency JBH. Writer for Marketing Week & Search Engine Land. International speaker. Author. 68K+ LinkedIn followers, 37K+ newsletter subscribers.

Here's the breakdown of my career so far.

Police officer for 17 years.
Learned SEO and content marketing through my role in Police Intelligence.
Developed awful asthma and left the police.
Started my own marketing business.
Became the digital marketing trainer for the Chambers of Commerce (freelance contract)
My business grew into a successful boutique marketing agency.
I Got featured on Backlinko (if you don't know, that site is huge in SEO).
Gained over 20 million video views for clients.
Achieved mind boggling SEO results for clients.
Covid hit, and I let all clients out of their contracts (that stung, but felt the right thing to do)
Post covid, the business grew bigger than ever.
Got a (too good to say no) offer to be the Head of Organic Marketing at a 7 figure agency.
Took my staff and my clients with me.
Wrote a book, "The Value of SEO". 
Managed a team of 13.
Became Director of SEO at a leading UK Digital PR and SEO agency.
Became an expert contributor for Search Engine Land.
Expert contributor for Marketing Week.
Built one of the fastest-growing SEO and content marketing newsletters in the world (0 to 26,000 subscribers in 12 months, now at 37,000).


Nice things that people say about me:

"Andrew has been a student of several of the Backlinko premium courses and has repeatedly demonstrated his ability to take what he has learned, and apply it to create content that generates traffic, likes and shares". 

Brian Dean
Founder of Backlinko LLC, a 7 figure SEO Training company and widely considered one of the best SEO experts on the planet

"If you have the opportunity to work with Andrew and his team, don't hesitate.  Just do it!"
Brent Moeshlin
CEO Quality Comix.

"Andrew is exceptionally professional and extensively knowledgeable in the field of content writing and SEO."
Azzam Sheikh
Digital marketing expert and former lead SEO manager for a 7 figure auto company.

If you want to grow your organic traffic, send me a message.

I can't promise anything, but if you have a decent budget, there's a good chance I can help.

Andrew Holland

My Big SEO Predictions for the Next 12 Months.

1. Share of search becomes the number 1 metric that businesses want to know.

(Please, SEO tools, get rid of Share of Voice or Share of AI voice in your platforms...it doesn't mean what you think it means).

2) PR becomes the most sought after marketing channel.

3) Generative revenue will be huge. (see Kevin Kellys book 'The Inevitable' for why)

Short version...people will want different things when many things become free or near free due to AI/ content.

4) SEO will become almost completely GEO.

No matter what it's name, you'll be tasked with increasing the likelihood that AI recommends you in a buying situation.

5) Content marketing makes a huge comeback...you're already seeing SEOs already doubling down on data studies.

Yes, 99% of them are flawed. But that's not the point.

Make no mistake.

You're living in what I believe will be the true reckoning in the SEO industry.

Fame is going to be the biggest driver of SEO agency success.

And with that the SEO product they develop and sell amongst this chaos.

The era of content, tech and links is over.

We're entering into an era of branded approaches.

Agency 'secret sauce' and of course highly 
distinctive SEO agency and freelancer brands.

And over coming weeks I'll be covering this in more detail.

Andrew Holland 

Director of SEO | Fame Engineer | Engineering Brand Fame & Measurable Revenue Growth through GEO, SEO, Digital PR & Content Marketing | Helping Ambitious Brands Win in the Age of AI Search

GEO is not SEO.

I appreciate that many SEOs suddenly seem to be calling everything from PR to reputation management, "SEO."

And some even seem to be taking credit for the entire marketing activity of a brand and calling it SEO.

But that still doesn't make SEO, GEO.

So what is GEO?

Simple. It is activity that increases AI availability.

What's AI availability?

That's the likelihood that AI will recommend a business in a buying situation.

How do you do this?

You increase the supply of information of your businesses performance attributes.

These are also called 'Fitness signals'.

The intrinsic qualities of your brands products and services that allow you to outcompete others.

It's the 'why' you are the best choice for people to use/ buy/ choose to solve their problems.

Ok...so how do you do this?

Through identifying the category entry points your prospects enter the market to buy what you sell.

You then indentify potential prompts your consumers could use, and then identify what information that LLMs need to increase its 'certainty' to recommend a business to it's users.

Now, so far, nothing I have said here is typical SEO.

But here's the bit that causes conflict.

Traditional SEO has 3 pillars, tech, content and links.

In these pillars are a wide mix of tactics, some of which are also the same tactics you would use in GEO.

But mostly the tactics are brand marketing related.

Tactics that have real world business value from the day you deliver them.

Many of which are PR based.

GEO is specific and targeted activity that leads to a specific and targeted result.

As AI becomes more embedded into our lives and search, GEO will increase in value resulting in a rich, creative service that ushers in a new era of PR and brand marketing activity.

SEOs can have a place in this world.

But that place needs to start with what value SEO brings to GEO.

Not that SEO is GEO.

Because it simply isn't.

Not technically.
Not tactically.
Not actually.

The most pointless conflict in the history of search is waging.

It's time for it to end.

Shouting 'It's just SEO' might get likes, but it's what value the `SEO's add to end goal that matters.

Check out my latest article.

The SEO industry has never been short of a good argument. We’ve had two decades of link-building spats, black hat versus white hat sermons, “I’ve crac

Open article: GEO vs SEO: The Search Industry’s Most Pointless Civil War by Andrew Holland • 9 min read

GEO vs SEO: The Search Industry’s Most Pointless Civil War

The future of SEO is fame.

Not content. Not technical audits. Not what you publish on your own site.

Fame.

This is what the shift to Generative Engine Optimisation is actually about. 
And most of the industry is missing it.

Here's the reality: Large language models cannot judge performance.

They cannot look at your product and determine if it's better than your competitor's. 

They have no way to evaluate quality firsthand.

So what do they do?

They go to the network. They look at what other people are saying about you. 

They measure your reputation across the entire ecosystem.

This is why GEO is not about citations. It's not about increasing your AI visibility in the traditional sense. 

It's almost entirely about what others think, create, write about you.

Your PR. Your third-party mentions. 
Your brand marketing. 
The copy that exists about you in the wild.
This is fame. And this should be your focus.

The biggest shift coming for SEO agencies?

Many have outsourced link building and PR to others. 
Many have built their entire product around content delivered on client sites.

That model is breaking.

The content you create for your own websites should increase fame, positive feelings, and fluency toward your brand. 

It should make using your product easier.
It should be useful.

You absolutely should be creating content. 

Content marketing is massively important in this era.

But it's not search marketing based content.

You're not creating content to be discovered by LLMs or search engines. 

You're creating content for consumers. For that fame. For that positive feeling.

This is the greatest separation and change of our era.

GEO equals fame engineering.

The direction you move into is entirely up to you.

But we are now heading to a world of brand.

And despite the huge sums of garbage being peddled by SEOs and tool sellers around AI search.

GEO is simply digital brand building for an AI era.

Most SEO agencies aren't set up for it.

Most SEO agencies outsourced the cogs that drive GEO.

This is why we're seeing the SEO guru's in absolute meltdown.

When your business model is based on an 80/20 content model, where 80% of your delivery is content charged to the client at high cost and 20% links/ PR that you outsourced.

You have a nightmare situation when the market flips and the driver of revenue becomes off-page.

The big winners in GEO are:

PR
Mention/ Link sellers
Content marketers
Publishers
Copywriters

My advice to tech SEOs is to obssess around agentic search and shopping feeds.

But for everyone else...welcome to the big reset.

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