About The SEO Tog
Practical SEO for creatives and service businesses
I’m Michal, the SEO consultant behind The SEO Tog. I help photographers, videographers and service businesses become easier to find, understand and trust online.
That includes visibility in traditional Google search, local results and the growing world of AI-generated answers. My approach combines technical SEO, content strategy, website optimisation and authority building without turning the process into an incomprehensible spreadsheet.
What I help with
- Technical SEO and website audits
- Content strategy and SEO copywriting
- Local and service-area visibility
- Authority and link building
- Google and AI search optimisation
Because SEO should help grow your business—not leave you wondering what on earth a canonical tag is.
In simple terms
What is The SEO Tog?
The SEO Tog is a personal SEO consultancy helping creative professionals and service businesses improve their visibility across Google and AI search.
I work directly with you to understand your business, uncover what is limiting your website and build a practical strategy around the people you genuinely want to reach.
That might mean fixing technical problems, reorganising your website, improving service pages, planning useful content, strengthening local relevance or building the authority your competitors currently have. What it does not mean is chasing random keywords or sending you a report nobody expects you to understand.
Why I created it
Brilliant businesses are often overlooked online
A beautiful website does not automatically become a visible website. I created The SEO Tog to make the gap between the two easier to understand and fix.
I have seen talented photographers with exceptional portfolios struggling to appear in local searches. I have seen service businesses lose work to weaker competitors simply because those competitors made it easier for Google to understand what they offered and where they offered it.
I have also seen business owners spend hours blogging without attracting meaningful traffic or enquiries. The problem is rarely a lack of effort. More often, the website lacks a clear structure, useful content, technical foundations or enough authority to compete.
My job is not to make SEO sound complicated. It is to help you understand what matters, what does not and what we should do next.
What makes my approach different?
You work with me
You are not passed between salespeople, account managers and a mystery delivery team. I analyse the website, plan the strategy and explain the recommendations directly.
I look beyond rankings
Ranking for a search that never produces an enquiry is not much of a victory. I focus on relevant visibility, clearer customer journeys and the pages most likely to support real business goals.
The plan fits the business
A wedding photographer, plumber and ecommerce brand do not need the same SEO checklist. Your strategy should reflect your services, customers, location, competition and current website.
Photography is still central
I know a photography website is more than a collection of keywords
Photography has always been central to The SEO Tog. I understand the creative side as well as the search side: your website represents your style, personality, experience and the way you want potential clients to feel.
You need enough written content for search engines to understand your services, locations and expertise, but not so much that your photographs disappear beneath a small novel. You may need location pages without creating twenty near-identical versions. You need an image-heavy website that still loads quickly and works properly on mobile.
That is why SEO for photographers needs more than a generic keyword list. It needs a strategy that respects the creative work while helping the right people discover it.
Who do I help?
I primarily work with businesses that depend on being discovered, trusted and contacted online.
Photographers
Wedding, portrait, family, commercial, newborn, maternity, boudoir and personal-brand photographers.
Videographers
Wedding filmmakers, commercial video producers and creative studios that need stronger organic visibility.
Service businesses
Plumbers, electricians, builders, roofers and other businesses competing for valuable local searches.
Independent businesses
Consultants, designers, studios and small business owners without an internal SEO team.
How can I help your website?
- SEO audits that turn technical findings into a prioritised plan
- SEO consulting for businesses implementing work internally
- Technical SEO covering crawling, indexing, redirects and website architecture
- Local and service-area optimisation for commercially useful searches
- Content strategy for services, locations, guides and case studies
- SEO copywriting that still sounds like your business
- Authority and link building based on relevance and trust
- Google and AI search optimisation built around clarity, entities and evidence
SEO and AI search are not entirely separate disciplines. Both depend on clear information, accessible content, strong topical relationships, consistent business entities and genuine authority.
A clear process without unnecessary mystery
01
Understand
I learn what you offer, who you want to reach and what a valuable enquiry looks like.
02
Investigate
I examine the website, competitors, search performance, content, links and technical foundations.
03
Prioritise
Recommendations are organised by importance, effort and likely business impact.
04
Improve
The strategy develops around evidence, performance data and new opportunities.
Proof over promises
I would rather show you the work than make dramatic guarantees
No honest SEO consultant can guarantee a particular position, a precise amount of traffic or a fixed number of enquiries. What I can provide is a clear process, honest recommendations and work grounded in evidence.
Wedding videographer SEO case study
See how technical improvements, content, website structure and authority building worked together to strengthen online visibility.
Tools help me collect data. They do not replace judgement.
My regular toolkit includes Google Search Console, Google Analytics, Google Business Profile, Screaming Frog, Ahrefs, Semrush and PageSpeed Insights. I also work with websites built on WordPress, Squarespace, Wix and Showit.
The useful part is interpreting the information within the context of your business. A flashing red warning in an SEO tool does not always mean your website is doomed. Sometimes it is simply having a dramatic afternoon.
I also build tools and share what I learn
The SEO Tog Inspector helps you inspect important on-page elements such as headings, links, images and metadata. I also publish practical resources for people who want to understand their own website before outsourcing the work.
A little about the person behind the audits
When I am not analysing websites, writing content or investigating why Google has ignored a perfectly good page, photography is still a big part of my world.
That combination of creative and technical experience shapes the way I work. I care about data, but I also care about how a website feels. I want it to be useful, easy to navigate and recognisably yours.
Most importantly, I understand that SEO can feel overwhelming when you are already running a business, serving clients, managing enquiries and trying to remember whether you posted anything on Instagram this week. My role is to bring clarity and help you move forward without making SEO your second full-time job.
Frequently asked questions
Is The SEO Tog an agency?
The SEO Tog is a personal SEO consultancy rather than a traditional large agency. You work directly with me throughout the project, from the initial analysis and strategy to recommendations and implementation.
Do you only work with photographers?
Photography is my flagship specialism, but I also work with videographers, creative professionals and service businesses. Every strategy is adapted to the business, market and customers rather than copied from another industry.
Can you work with businesses outside the UK?
Yes. SEO work can be delivered remotely, and I work with businesses targeting customers in the UK and international markets, including the United States and Australia.
Do I need to understand SEO before working with you?
No. Part of my job is explaining recommendations clearly so you understand what needs to change, why it matters and which actions should take priority.
Can you guarantee first place on Google?
No honest SEO consultant can guarantee a particular organic position. Rankings depend on competition, search intent, website quality, authority and factors controlled by the search engines.
Can you help my business appear in AI-generated answers?
I can improve the clarity, authority and structure that help AI search systems understand your business. This includes stronger entity information, topical coverage, internal links, evidence and structured data. Inclusion in a specific AI-generated answer cannot be guaranteed.
Where should I start if I do not know what my website needs?
An SEO audit is usually the clearest starting point. It shows what is currently limiting your visibility and gives you a prioritised plan rather than asking you to guess which service you need.
Let’s make your website easier to find—and easier to trust
Tell me a little about your business, your website and where you currently feel stuck. I’ll help you identify what deserves attention and what can safely be ignored.