SEO Lead & Organic Search Specialist
20+ years of experience growing organic visibility, traffic and revenue through technical SEO, content strategy, AI Search and eCommerce. I combine hands-on SEO expertise with strategic leadership, testing and a passion for developing people.
Career proof
A snapshot of the SEO work, testing and growth that has shaped more than two decades in organic search.
About me
I'm Alex Maggs-Wellings, an SEO Lead and Organic Search Specialist with 20+ years of hands-on experience across eCommerce, travel, B2B and B2C markets.
My background spans technical SEO, organic strategy, site architecture, crawling and indexation, content, internal linking, link building, structured data, analytics and large-scale migrations. More recently, my work has expanded into AI Search, GEO, entity optimisation and semantic SEO.
I translate complex SEO problems into practical roadmaps that businesses can actually implement.
Selected experience
Mar 2026 to Present
Lead SEO and organic search strategy across a large travel website, combining technical SEO, content, architecture, AI Search and analytics. Recent work has contributed to Google Search Console clicks growing from approximately 2,500 to 6,000 year on year.
Apr 2025 to Feb 2026
Led SEO strategy and delivery across a varied client portfolio, combining technical audits, content strategy, authority building, analytics and commercial organic-growth planning.
AMW DIGITAL
Mar 2019 to Apr 2025
Directed end-to-end SEO strategy, client delivery and team coordination across eCommerce, B2B and B2C accounts while remaining hands-on across technical SEO, content and organic growth.
Sep 2017 to Jan 2025
Led organic search for a competitive travel eCommerce business, including a 3,000+ page migration and rebrand. Work contributed to Top 3 Google rankings across 100+ competitive terms.
Speaking, coaching & SEO education
Featured in a public discussion sharing practical eCommerce SEO strategy and hands-on experience.
Watch on YouTubeCreated and ran an advanced coaching and mentoring programme for SEO professionals, covering eCommerce strategy, technical optimisation, testing-led growth and practical implementation.
I have also delivered SEO coaching, training and mentoring to teams, clients and individuals throughout my career.
Tools & platforms
Hands-on experience across SEO, analytics, tracking, CMS and commercial reporting.
Contact
For SEO leadership, organic search and specialist SEO opportunities, email me directly or connect on LinkedIn.