Founder of ClickSlice, the 'SEO Agency of the Year 2025' winner 馃弳. Ready to break your paid ads dependancy? Book your free call below馃憞
London, England
Joined October 2020
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The fastest growth came from pages that didn't exist yet.
A UK sauce brand had demand it wasn't capturing.
People were searching for specific sauce types. The brand sold them. But it had no collection pages for those searches.
We:
- Ran a full technical audit first
- Built new niche collection pages around that demand
- Added a monthly blog linking back to them
- Built relevant links every month
Organic traffic to collection pages: +628% (3 months vs the 3 before).
Check what your customers search for that you don't have a page for.
We've seen 5-hop redirect chains from an old URL to the live page.
Every hop leaks authority.
After 2 or 3 redesigns, your best old links are barely passing anything.
Crawl your old URLs. Point every one straight at the final page.
Most website migrations lose rankings.
One of our clients moved to Shopify and lost zero.
The checklist:
- Crawl the old site and save every URL
- 301 redirect every old URL to its closest new page
- Keep the titles, content and internal links that were ranking
- Submit the new sitemap in Google Search Console at launch
- Check redirects, indexability and technical SEO issues immediately
- Monitor rankings and organic traffic over the following weeks
A new site can look completely different. The key is making sure you don't lose the SEO foundations that made the old one successful.
Joshua George | Ecom SEO & AEO retweeted
Your filters are competing with your own collection pages.
Size. Colour. Price.
Every filter combination can create a new URL.
If they're not handled with canonicals or proper parameter rules, you end up with thousands of near-identical pages fighting for the same rankings.
It's the technical issue that surprises clients most in our strategy sessions.
Quick check:
Search site:yourdomain .com and look for ?colour= or ?size= URLs.
If Google has indexed them, you've found a leak.
Your filters are competing with your own collection pages.
Size. Colour. Price.
Every filter combination can create a new URL.
If they're not handled with canonicals or proper parameter rules, you end up with thousands of near-identical pages fighting for the same rankings.
It's the technical issue that surprises clients most in our strategy sessions.
Quick check:
Search site:yourdomain .com and look for ?colour= or ?size= URLs.
If Google has indexed them, you've found a leak.
If your agency asks basic discovery questions on the strategy call, they've already wasted your time.
Before we're in the room, we've:
- Pulled your Search Console data
- Run the full audit
- Mapped your top 20 competitors
The session isn't for thinking.
It's for stress-testing conclusions against what only you know about your business.
Your best ranking opportunity is probably sitting on your site right now. You just don't realise it.
There's a page with backlinks, indexation, and some traffic, but it's underperforming.
Most brands skip it and build something new, because that feels like progress.
Wrong move.
That page already has equity Google is willing to build on. A targeted improvement will almost always outrank a brand-new page, and faster.
Start with the pages closest to conversion. That's the fastest route to revenue.
Only build new when:
- A customer question or commercial query has nothing on your site answering it
- One page is trying to serve two conflicting search intents and needs splitting
We broke this down on our latest Slice & Dice episode:
- What actually happens in a real strategy session before we show a client anything
- The technical issues that surprise people most
- How to sequence your roadmap so you're not spreading budget too thin
Link to the episode in replies.
Joshua George | Ecom SEO & AEO retweeted
Most website migrations lose rankings.
One of our clients moved to Shopify and lost zero.
The checklist:
- Crawl the old site and save every URL
- 301 redirect every old URL to its closest new page
- Keep the titles, content and internal links that were ranking
- Submit the new sitemap in Google Search Console at launch
- Check redirects, indexability and technical SEO issues immediately
- Monitor rankings and organic traffic over the following weeks
A new site can look completely different. The key is making sure you don't lose the SEO foundations that made the old one successful.
Most website migrations lose rankings.
One of our clients moved to Shopify and lost zero.
The checklist:
- Crawl the old site and save every URL
- 301 redirect every old URL to its closest new page
- Keep the titles, content and internal links that were ranking
- Submit the new sitemap in Google Search Console at launch
- Check redirects, indexability and technical SEO issues immediately
- Monitor rankings and organic traffic over the following weeks
A new site can look completely different. The key is making sure you don't lose the SEO foundations that made the old one successful.
If ChatGPT doesn't recommend your AEO agency, why would it recommend you?
Apparently everyone's an AEO agency now.
Went to Ecom Expo last month with Callum, our Head of Sales.
We exhibited there back in 2023, so it's always good to go back, keep our feet on the ground and see where the industry's heading.
3 things stood out:
1. It was a lot smaller than 3 years ago.
Not sure what that says about the ROI for exhibitors.
2. Agencies I'd never heard of are suddenly "GEO and AEO agencies". Popped up overnight.
AI search is real. A new banner doesn't make you an expert in it.
3. The best chats were with agencies that have been around for years.
Sharing what they're working on and what's working for us.
No gatekeeping, just agency helping agency.
Anyone can rebrand overnight, results take a bit longer.
Joshua George | Ecom SEO & AEO retweeted
Your best ranking opportunity is probably sitting on your site right now. You just don't realise it.
There's a page with backlinks, indexation, and some traffic, but it's underperforming.
Most brands skip it and build something new, because that feels like progress.
Wrong move.
That page already has equity Google is willing to build on. A targeted improvement will almost always outrank a brand-new page, and faster.
Start with the pages closest to conversion. That's the fastest route to revenue.
Only build new when:
- A customer question or commercial query has nothing on your site answering it
- One page is trying to serve two conflicting search intents and needs splitting
We broke this down on our latest Slice & Dice episode:
- What actually happens in a real strategy session before we show a client anything
- The technical issues that surprise people most
- How to sequence your roadmap so you're not spreading budget too thin
Link to the episode in replies.
Your best ranking opportunity is probably sitting on your site right now. You just don't realise it.
There's a page with backlinks, indexation, and some traffic, but it's underperforming.
Most brands skip it and build something new, because that feels like progress.
Wrong move.
That page already has equity Google is willing to build on. A targeted improvement will almost always outrank a brand-new page, and faster.
Start with the pages closest to conversion. That's the fastest route to revenue.
Only build new when:
- A customer question or commercial query has nothing on your site answering it
- One page is trying to serve two conflicting search intents and needs splitting
We broke this down on our latest Slice & Dice episode:
- What actually happens in a real strategy session before we show a client anything
- The technical issues that surprise people most
- How to sequence your roadmap so you're not spreading budget too thin
Link to the episode in replies.
Apparently everyone's an AEO agency now.
Went to Ecom Expo last month with Callum, our Head of Sales.
We exhibited there back in 2023, so it's always good to go back, keep our feet on the ground and see where the industry's heading.
3 things stood out:
1. It was a lot smaller than 3 years ago.
Not sure what that says about the ROI for exhibitors.
2. Agencies I'd never heard of are suddenly "GEO and AEO agencies". Popped up overnight.
AI search is real. A new banner doesn't make you an expert in it.
3. The best chats were with agencies that have been around for years.
Sharing what they're working on and what's working for us.
No gatekeeping, just agency helping agency.
Anyone can rebrand overnight, results take a bit longer.
Your "best X" blog posts are sales pages.
Most brands write them like homework.
One of our clients wrote a "9 best [product]" roundup. It became a major traffic driver and sent readers straight to their product pages.
How to write one that sells:
- Target "best + product" searches. Those people are about to buy
- Put a comparison table at the top
- Feature your own products where they genuinely fit
- Link every pick to a product page
- Update it every year
Informational traffic is only useless if you leave it informational.
Joshua George | Ecom SEO & AEO retweeted
If your SEO report is 30 pages long, it's because the results fit on one.
The only numbers a founder needs:
- Organic revenue
- Organic revenue vs last year
- Which pages made it
- What's happening next month
Everything else is padding.
If your SEO report is 30 pages long, it's because the results fit on one.
The only numbers a founder needs:
- Organic revenue
- Organic revenue vs last year
- Which pages made it
- What's happening next month
Everything else is padding.
Joshua George | Ecom SEO & AEO retweeted
I started ClickSlice in my parents' shed.
If I could go back, here's what I'd tell that version of me:
1. Running out of money isn't the end.
I quit my job, ran out of cash and went back a few months later. It felt like failure. It was the reset I needed.
2. Prove it on yourself first.
Rank your own site. Build your own brand. Then sell it to other people.
3. Don't chase quick wins.
The clients who stay for years are the ones you never oversold.
4. You don't need to feel ready.
No fancy office. No investors. We still won SEO Agency of the Year in 2025.
The shed was never the problem. Waiting would have been.
I started ClickSlice in my parents' shed.
If I could go back, here's what I'd tell that version of me:
1. Running out of money isn't the end.
I quit my job, ran out of cash and went back a few months later. It felt like failure. It was the reset I needed.
2. Prove it on yourself first.
Rank your own site. Build your own brand. Then sell it to other people.
3. Don't chase quick wins.
The clients who stay for years are the ones you never oversold.
4. You don't need to feel ready.
No fancy office. No investors. We still won SEO Agency of the Year in 2025.
The shed was never the problem. Waiting would have been.