Hi, I'm Dimitris

I work on SEO, AI search and organic growth. My time splits between an in-house organic growth role and independent consulting under my own name.

 

Most of what I do now comes down to one question. When someone asks Google or an AI assistant about a category you compete in, do you appear, and is what gets said about you accurate? Those are two different problems, and the second one is newer and less understood than most people assume.

 

Background

 

Before this I worked in-house on organic search at Revolut, Wise, Peanut, Paired and Workable. Fintech, consumer apps and B2B software, all client side rather than agency side, which means I have spent as much time securing engineering time and stakeholder buy-in as I have on the search work itself. That part rarely makes it into case studies, and it is usually what decides whether a strategy survives contact with a roadmap.

 

Writing, speaking and giving back

 

I co-authored two books on in-house SEO: Mastering In-House SEO (2nd edition) and In-House SEO Success.

 

I have spoken at BrightonSEO, SMX London, MeasureFest, App Promotion Summit London and the ASO Conference, and judged The Drum Awards for Search in 2022 and 2023.

 

I also mentor pro bono through GrowthMentor and FemTech Lab. It keeps me close to problems I would otherwise stop seeing.

 

Research

 

I run AI Search Experiments, a series of small studies on AI search and model behaviour. The approach is method first: what the study asked, how it was run, and what it cannot tell you, set out alongside the result.

 

The first study is about citation repeatability across particular AI model and retrieval stacks, accessed through their APIs.

 

• AI Search Experiments

   

   

• I also build and run Wellknown, an AI search audit service, which is why the study carries an ownership disclosure.

 

How I work

 

A few things worth knowing before you get in touch.

 

• I take on a small number of engagements at a time, so I am in the work rather than supervising it.

   

• I work with your team, not around it. Most of what I do should stay behind as capability when I leave.

   

• I would rather tell you organic search is the wrong priority for you right now than sell you a programme that will not pay back.

   

• Scope, deliverables and timelines are agreed in writing at the start.

 

If that sounds like the kind of help you need, tell me what you are dealing with.

 

The illustrated portrait used across this site was generated with AI from my own photographs. The photograph on this page is real.