ABOUT
I've been building on the web since I was 13.
I’m Phillip. Technical SEO and GEO consultant based in Copenhagen. I’ve been freelancing seriously since 2017 and doing SEO professionally since 2019. I build, I measure, I ship. Then I do it again.
Copenhagen-based, working with brands from Scandinavia to the US.
It started with rounded corners in Paint.
I was 13. I wanted to build a newspaper site for a browser game I was playing, so I picked up PHP and started hacking. This was 2006. CSS couldn’t do rounded corners yet, so every time I wanted one, I opened MS Paint and drew it pixel by pixel. It was a nightmare. I loved it.
That was the year I learned a thing that’s stuck with me ever since: the craft is in the details, and the only way to learn it is to ship the work, even when the tools are bad.
“The craft is in the details. You can’t fake your way through a rounded corner in Paint.”
From building sites to making them get found.
I started freelancing in 2011 and went full-time in 2017. Along the way I spent 2018 and part of 2019 in Portugal, running a small web agency with a partner. We closed it down, I moved back to Denmark, and I learned something important that year: I’m better working alone.
I was building all kinds of sites for clients. WordPress, custom PHP, Laravel, you name it. And I kept noticing the same thing on every project: the build was the easy part. Getting people to actually find the site was where everyone got stuck.
So I went deep on technical SEO. Then a few years in, when LLMs started reshaping how people discover answers, I went deep on GEO too. Today my consulting is split between those two and WordPress performance, and I build my own products in the same space so I keep my hands dirty.
THE SHORT VERSION
Two decades on the web, condensed.
First site in PHP
Built a newspaper site for a browser game. Age 13. Learned that shipping beats everything.
First freelance clients
Started taking paid work on the side while still learning everything I could about the web.
Full-time freelance
Made freelancing the main gig. Some short stints at startups along the way when the project was worth it.
Agency experiment in Portugal
Moved to Portugal and ran a small web agency with a partner for about a year. Learned the agency model is not for me.
SEO professionally
Closed the agency, moved back to Denmark, started doing technical SEO as my main service. Haven’t stopped since.
Deep into GEO
Started taking GEO seriously when it became obvious LLMs were reshaping how people find answers. Running live experiments on every client project.
OUTSIDE WORK
I chase the last percentage. On the court and in the cup.
As a teenager I lived and breathed badminton. Every morning, every afternoon, every weekend. I was going to go pro, until I wasn’t. That pivot taught me something about effort: the discipline of chasing a tiny margin over a long time is the same whether you’re drilling footwork or shaving 200ms off LCP.
These days the obsession is coffee. Specifically decaf, because I want the ritual without the jitters. I built CoffeebyPhil so I could source it the way I wanted to drink it. Same chase-the-detail energy as the rest of the work.
WORK I'M PROUD OF
A couple of numbers I'm happy to put on a page.
Client names stay private unless they ask to be named. The results are real.
WordPress site load time
Took a WordPress site from 8 seconds to 800 milliseconds. Core Web Vitals all green. The client’s bounce rate dropped and their conversions followed.
Daily organic visitors
Grew another client’s organic traffic from a couple of hundred visitors a day to more than a thousand. Technical SEO plus a content plan that matched what their audience was actually searching for.
HOW I WORK
Four things that shape every project I take on.
Email beats meetings
I keep meetings to a minimum. Email is async, documented, and it means you pay for work instead of calls. When a meeting is the right tool we do a meeting. Otherwise I’d rather be heads-down on your project.
I don't do link building in-house
Link building is a discipline I respect but don’t practice myself. When a project needs it, I outsource to trusted specialists I’ve worked with for years. You get their work, I stay out of the schemes I don’t want my name on.
Hourly by default
My default is hourly because it’s honest. You see exactly what you’re paying for, I stay flexible as priorities shift, and nobody ends up resenting the scope. If you’d rather have a fixed project quote, I can do that too.
Focused, not stretched thin
I’m one person. That’s the point. You get my full attention for the window we’re working together, not a slice of it while I juggle a dozen other accounts.
HONEST TALK
Who I'm not the right consultant for.
The best way I know to work with good clients is to say upfront who I’m not a fit for. If any of these sound like you, no hard feelings, but we probably shouldn’t work together.
Anyone who wants guaranteed #1 rankings. Guarantees in SEO are lies, and anyone selling them is selling you the lie.
Clients who want weekly status meetings as a replacement for the actual work.
Projects where link building schemes are expected to do the heavy lifting.
PRESS AND FEATURES
My work and commentary on technical SEO, GEO, and WordPress performance has been featured by Forbes, GoDaddy, Databox, Prezly, and Adriel.
CLIENTS I'VE WORKED WITH
PODCASTS
I've been featured on these podcasts.
Sharing what I’ve learned with audiences across SEO, marketing, and product. Some in English, one in Danish.
FAQ
Questions I get asked a lot.
Quick answers to the things that come up before a first call. If yours isn’t here, just ask on the call.
How do you price your work?
Hourly by default, because it’s the most honest model. You see exactly what you’re paying for, I stay flexible as priorities shift, and nobody ends up resenting the scope. If you’d rather have a fixed project quote, I can do that too once we’ve scoped it together.
How long until I see SEO results?
Technical fixes show up in days. Crawl and indexing win land in weeks. Ranking and traffic gains land in 3 to 6 months for most projects. Anyone promising results in 30 days is selling you the lie that’s eating the SEO industry.
Do you guarantee #1 rankings?
No, and you should walk away from anyone who does. Rankings depend on Google’s algorithm, your competitors, and a hundred other things outside any consultant’s control. What I can guarantee is the work itself: clean technical foundation, content that matches search intent, and measurable improvement on the levers we can actually move.
Will you do my link building?
Not in-house. Link building is a real discipline I respect but don’t practice myself. When a project needs it, I outsource to trusted specialists I’ve worked with for years. You get their work, I stay out of the schemes I don’t want my name on.
What tools and platforms do you work with?
Day-to-day stack: Google Search Console, Ahrefs or Semrush, Screaming Frog, Rank Math, Looker Studio, WP Rocket. For tracking, I use my own product Traculo. For email automation, I use Mailnaptic. For planning my work, I use Planzer. I dogfood every product I sell.
Do you work with international clients?
Yes. I’m based in Copenhagen and work with brands across Europe and the US. I’m happy on async-first projects across time zones, and I keep enough overlap with US business hours for real-time conversations when they matter.
Can I see case studies?
Yes, on a call. I keep client names private unless they’ve explicitly asked to be named. The numbers I share publicly (the ones on this page) are real and verified, just anonymized. On a call I can walk you through specific projects relevant to what you’re trying to do.
What languages do you work in?
English and Danish. All deliverables, calls, and async messages can be in either. The site itself runs in both languages too.
BOOK A CALL
Want to talk about your project?
Book a free 30-minute call. We’ll look at what you have, I’ll tell you where I see the biggest wins, and you’ll leave with a prioritized list whether we end up working together or not.
