Technical SEO, at the scale where it gets interesting.

Migrations, rendering, indexing and site architecture for sites with hundreds of thousands of URLs. In the field since 2010. Currently running organic search for lululemon across APAC.

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Currently

Organic Search Manager, APAC · lululemon

Work that moved the number

Chemist Warehouse

An 18-month replatform, end to end. Organic revenue grew 38% in the year after launch. Numbers like that only move when crawling, rendering and architecture are handled properly at scale.

lululemon APAC

Millions in incremental non-brand revenue, year on year, across five APAC sites from Australia to Japan and Korea.

There is more behind these two, adidas, Nando's and Lyka among them. But most of my work sits under NDA, so what gets published here is deliberately restrained. The measure is always the same: incremental non-brand revenue, not traffic charts.

lululemon · APAC, since 2024 Optimising · 2020–25 Freelance & agency · 2012–19 Hotels Combined · 2010–12

AI search runs on the same plumbing.

Whether the answer comes from a results page or a language model, the system underneath still has to crawl your site, render it and understand it. Crawlability, rendering, structured data, clean architecture. That is what AI engines consume, and it is the work I have been doing since 2010. It is also now part of the day job: my remit at lululemon covers organic search, organic shopping and AI search across APAC.

Jim Ferguson talking through a problem with colleagues in the office — Explaining rendering, probably.

What I work on

Platform migrations The highest-stakes work in SEO. I have led replatforms end to end at enterprise scale, including the 18-month Chemist Warehouse migration. Technical audits Crawling, rendering, indexing. Diagnostic work: finding the root cause when organic performance is off and nobody can pinpoint why. Strategic consulting The decisions that shape organic performance at enterprise scale, and what specialist input looks like when an in-house team hits the edge of a problem. eCommerce SEO strategy Where organic growth actually comes from on large catalogues: category architecture, search demand, and roadmaps prioritised by revenue.

Most of this work happens on sites with hundreds of thousands of URLs, multiple markets and stacks where the rendering is nobody's favourite topic. The pages above cover how I approach each area and what I have learned doing it.

Insights

All posts

Nov 2025 Thoughts on AI and SEO AI overviews aren't killing enterprise eCommerce traffic. Transactional queries are mostly unaffected. If you sell products, the fundamentals still work. Clean technical implementation matters more than ever. Sept 2025 Thoughts on Content Marketing for eCommerce Informational blog traffic doesn't necessarily convert to eCommerce revenue. Many brands would get better ROI from fixing product pages, category pages, and internal linking than publishing blog posts. July 2025 Thoughts on Link Building in 2025 For most enterprise eCommerce sites, link building isn't the constraint. Internal linking, site architecture, and content strategy are. Agencies often sell link building because it's recurring revenue, not necessarily because it's what you need.

Get in touch

If you have a complex technical SEO challenge, I am always happy to talk shop. No sales pitch, just a straight conversation.

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