I lived on three continents before moving to Perth in 2012, and started working full-time in SEO the year after. The years up to 2021 went into various SEO and web agencies here in Perth. Performance-driven work, where the numbers were checked weekly and excuses didn't survive the meeting. That agency stretch is the foundation Search Scope was built on, and it is also why the consultancy is structured the way it is: I saw first-hand how much gets lost between the person who sells the work and the person who does it.
For five of those years the focus was affiliate and performance SEO, niches where performance is brutally measurable and there is nowhere to hide behind vanity reporting. That pressure refined how I compete in saturated markets and how I run Search Scope today: prioritise demand capture over vanity graphs, and build predictable systems that produce clients, not just clicks.
Whether the client is a single Perth location, a multi-location group or a national brand, the approach is the same, pursue quality over quantity, measure success by new customers and revenue, and remove fragility so results don't collapse with the next algorithm change.
I hold an MBA with international business studies (completed in France and Japan), speak English and French, and now work from Perth with clients across Australia, the US, and Europe.
