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Andrew McDonald

@andrewmcdonald

Message

I grow organic traffic and revenue through commercial, technical, and editorial SEO.

United Kingdom

Message

What I'm looking for

I'm looking to lead or contribute to commercial, technical, and content-led SEO that drives measurable organic growth, including work on AI search visibility and scalable site architecture.

I've delivered measurable organic growth for LeaseLoco, Macs Adventure, Lookers plc, and agency clients across travel, retail, utilities, finance, and e-commerce. At LeaseLoco, I grew organic traffic by 150%; at Macs Adventure, I increased US visits by 60% and goal completions by 112% while tripling German traffic.

I combine technical audits, site architecture, migrations, international SEO, commercial landing-page optimisation, and content strategy. Through Samfrey Digital, I advise clients on SEO strategy and AI search visibility, testing how content appears in ChatGPT, Gemini, Perplexity, and AI Overviews.

Experience

Work history, roles, and key accomplishments

Current

Freelance SEO Consultant

Current

Samfrey Digital

Apr 2021 - Present (5 years 4 months)

Provided independent SEO consultancy covering strategy, technical audits, keyword research, content frameworks, and performance reporting. Researched AI search visibility and its impact on content strategy.

SEO Strategy Technical Audits Keyword Research performance reporting AI Search Visibility AI Overviews

SEO Specialist

Boyd Digital

Apr 2025 - Mar 2026 (11 months)

Delivered agency-side SEO across e-commerce, professional services, and local business clients. Conducted technical audits, on-page optimisation, content briefing, and performance reporting.

SEO Technical Audits Content Briefing performance reporting Client Communication

Head of SEO

LeaseLoco

May 2020 - Mar 2021 (10 months)

Led SEO for a JavaScript-heavy vehicle leasing comparison platform. Grew organic traffic by 150% through technical improvements, structured page architecture, and optimisation of commercial landing pages.

SEO Technical SEO Page Architecture Team Leadership

SEO Specialist

Macs Adventure

Jan 2018 - May 2020 (2 years 4 months)

Managed SEO for a structured active holiday company across UK, US, and German markets. Grew US visits by 60% and US goal completions by 112%; tripled German site traffic. Implemented hreflang and migrated three international websites to a new CMS.

SEO International SEO CMS migration Google Analytics Google Search Console

SEO Specialist

Lookers plc

Aug 2014 - Oct 2017 (3 years 2 months)

Managed in-house SEO for a large automotive retail group with 150+ dealership location pages. Oversaw indexation strategy, internal linking, and migration to SiteCore CMS. Increased website visits by 61% and conversions by 56%.

SEO Indexing Strategies Internal Linking CMS migration Content Strategy

SEO Manager

Equator

Mar 2008 - Jun 2014 (6 years 3 months)

Managed agency-side SEO for travel, retail, utilities, and finance clients. Helped grow the SEO team from single to double figures. Drove 111% increase in visits and 76% revenue growth for a major UK hotel group.

SEO Team Leadership Client Management Organic Growth Revenue Growth