hi, I’m mike.

An SEO specialist

based in cape town

what an SEO specialist does each day

Many clients, past and present, have asked: ‘What goes into SEO? What is involved, and why the large cost?’.

In an effort to answer these questions and paint a picture on what a typical “day in the life of an SEO specialist” looks like, I give you the below. Tonnes of resources, links, names, brands, concepts, jargon, and more. The internet is a veritable “wild west” and us SEO cowboys try to keep the peace.

I have broken it down into a few categories here, and then below you can see the list of each item

web development

Building a website, migrating one, backing it up, ensuring it is SSL enabled, uses a CDN and more. These types of things help your website to be performant in an age where Google insists that they are.

SEO services

Google admits that there are over 200 ranking factors in their algorithm. I try and focus on the most important whilst not ignoring the lesser ones. Scroll on down to see what that can include.


It’s not possible to do much on a computer without the right tools, and we need many of them! I love being transparent, so read below to see what I have in my digital “toolbox”.


Twitter, Instagram, Facebook, YouTube, Remarketing on the GDN, and so much more. Although I specialise solely in Google Ads (coupled with SEO) it is vital I have some grasp of (and way of measuring) the above methods of advertising.


Much like the tools in the toolbox, there are various platforms, like Google Ads or Analytics, that I use to get the work done. Maybe it is a case of choice wording or semantics but I see these more as the “battlefield”, and the tools as the “weapons”.


SEO sits within a bigger function, and that is marketing. To do SEO correctly a “digital architect” would need to know what is happening with sales, marketing, advertising and their respective goals. Learn what areas I cover down below.

all time clients i have helped

Active Clients i'm working on

top three ranking terms

The Year I ventured into SEO & PPC

now for more detail.

breathe in.

and get ready for lists upon lists….


web development

  • Domain purchasing from a registrar like Afrihost, or Namecheap
  • Domain hosting from a host like Digital Ocean
  • Website migration using SSH, SFTP, or a plugin like All in One WP Migration
  • Website build on Squarespace, WordPress, or the lesser known Sanity
  • Site backups on a Digital Ocean Droplet, ManageWP, or other means
  • Setting up a CDN with Cloudflare or Fastly
  • Caching tricks using Redis, or one of many plugins
  • Website maintenance so things are up to speed
  • Minifying CSS, HTML, and Javascript
  • Crushing image sizes, optimising them, without losing quality

SEO outline

  • Backlink GAP Analysis – What links do your competitors have that you don’t?
  • Backlink profile – Who is linking to you and using what anchors?
  • Bing Indexing – Google is one search engine, and the biggest, but ensure you are indexed by Bing, too.
  • Business Citations – Get your company listed in numerous business directories.
  • Content Strategy – Don’t just write mindlessly, write knowing what people are searching for. Answer their questions and be rewarded.
  • Conversion Tracking – What works and what does not? Set this up to know the difference.
  • Keyword GAP Analysis – What do your competitors rank for that you don’t?
  • Keyword Strategy – Based on the above, and other work, I can work out what you should try and rank for.
  • Keyword Tracking – Importantly, we then need to see if we can move the rankings up for the chosen terms.
  • Press Release – In some cases it helps to use this to syndicate awesome content.
  • Map Pack Ranking – Generally speaking, a local business will want to rank in Google’s Map results, in what is called “Position Zero”.
  • Reporting – Every month I compile a report of key data we are tracking.
  • Rich Snippets – Ever seen a search result with more than just a  link to a website? Perhaps an answer to a question (like “when is the best time to visit London”) can have you appear at the top!
  • Structured Data/Schema – In light of that, you want your whole website coded up in JSON-LD format (where applicable) so that you can appear in these.


  • Answer The Public
  • Cloudflare
  • Cyberduck
  • Divi Builder
  • Google Ads Editor
  • G-Suite
  • Google Docs
  • Google Drive
  • Google Sheets
  • Pingdom Tools
  • Screaming Frog
  • SEMRush
  • Server Pilot
  • Sitebulb
  • Siteliner
  • Slack
  • Structured Data Tool
  • Terminal (Mac OS)
  • Trello
  • Google’s web.dev


  • Facebook
  • GDN (Google Display Network)
  • Google Ads (PPC)
  • Google Remarketing
  • Instagram
  • LinkedIn
  • Twitter
  • UTM Tagging
  • YouTube
  • Reporting on all the above above


  • Google Data Studio
  • Google My Business
  • Google Search Console
  • Google Tag Manager
  • Mailchimp
  • Sanity
  • Woocommerce
  • WordPress


  • Blog Posts
  • Brand Identity
  • Google My Business
  • Logo Design
  • Newsletters
  • Social Media
  • Source Icons

Ensure that your website has “all the boxes ticked” so that Google prefers your website to the competition. I can help.

some of the articles, posts, and

resources from my blog

Mailchimp | Ideal for Customer Relationship Marketing

Mailchimp | Ideal for Customer Relationship Marketing

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Hotjar | An awesome tool to help you shape your site

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