Graeme Whiles
Freelance SEO and AEO consultant. Horsforth, Leeds.
Most businesses hire an SEO agency and end up talking to someone who has been in the industry for six months. I built GWContent so that would never happen to my clients. The person you speak to is the person who does the work.
I run the tools, read the data, write the strategy, build the deliverables and present them myself. No account manager, no juniors, no handoffs. That is the whole business model, and it is why I take on a small number of clients at a time.
- Company
- GWContent Ltd, founded 2022. Sole director, registered in England and Wales, no. 14724975.
- Based
- Horsforth, Leeds, West Yorkshire. Clients across the UK, US and Europe.
- Experience
- Over a decade in content. SEO consulting since 2022, AEO and AI search work since 2023.
- Training
- Journalism, University of Worcester. CIM Digital Marketing Diploma.
- Specialisms
- Technical SEO, content strategy, topical authority, E-E-A-T, schema, AI search visibility.
- Clients
- Originality.ai, Connecteam, 6sense, Practice Better, Peppr, REHAUS, Three Putt Golf, PureGym, La Redoute.
- Published in
- Foundr, Originality.ai, Eleven Writing.
I did not plan to end up in SEO.
I trained as a journalist at the University of Worcester, and for a while that was all I wanted to do. Journalism taught me one thing that turned out to be worth more than any byline: how to find out what people actually want to know, and how to give them a clear answer.
That skill pulled me into content marketing. Content pulled me into SEO. SEO pulled me into technical auditing, schema and topical authority. By 2023, when AI started reshaping how people search, I was already asking the obvious question: if ChatGPT is answering my clients' customers, how do I make sure it cites my clients?
I started GWContent because I kept watching the same thing happen. A business hires an agency, meets a senior team in the pitch, and then the account lands on someone who does not know a canonical tag from a meta description. One consultant, one point of contact, one person accountable for every deliverable fixes that.
Every step has come back to the same idea: understand how people find information, and make sure the right answer is there when they look. Now that includes the answer engines.
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FoundationJournalism, University of Worcester
The editorial instinct behind everything since: audience first, answer the real question, cut the padding. Later added the CIM Digital Marketing Diploma.
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2016 to 2017Digital Marketing Executive, Green Global Direct
First marketing role. Content, campaigns and the beginnings of a habit of checking what the numbers said rather than what the plan promised.
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2017 to 2021CRM Marketing Coordinator, then CRM Campaign Manager, PureGym
Four years running lifecycle and email marketing for one of the UK's largest gym chains. Segmentation, campaign content and measurement at a scale where a small lift in conversion moved real revenue.
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2021 to 2022Customer CRM Activation Manager, La Redoute
Activation and retention for a French fashion and homeware retailer in the UK market. The last in-house role before going independent.
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2022Founded GWContent Ltd
Independent SEO consultancy from Horsforth, Leeds. Senior-only delivery, by design.
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2022 to nowSEO and AEO consultant
Originality.ai, Connecteam, 6sense, Practice Better, Peppr, REHAUS and my own Three Putt Golf, each with a published case study. Testing how ChatGPT, Perplexity and Google AI Overviews choose what to cite since 2023.
Every number here is from Google Search Console, and every client has a case study.
He is a fantastic content strategy partner who has helped Originality continue to grow into one of the industry-leading AI detection software tools, with excellent exposure across Google, LLMs, and Socials.
Jon GilhamFounder, Originality.aiGraeme is that rare breed of content marketing consultant who truly understands content strategy, SEO, and how to successfully incorporate AI into a brilliant content marketing strategy.
David RuhmContent Lead, ConnecteamHe came in, identified issues we hadn't surfaced internally, and built a content strategy that actually maps to how our buyers search. The technical audit findings alone were eye-opening.
Mckenzie EllisContent Marketing Director, 6senseGraeme brought a level of strategic depth to our SEO and AEO programme that genuinely moved the needle. The results speak for themselves, and the quality of thinking behind every deliverable has been consistently impressive.
Irina ObidinaDirector of Performance Marketing, Practice BetterGraeme is the kind of SEO partner every company hopes to find. He didn't just pass along blog articles and call it a day. He analysed our web pages and delivered detailed reports that were actionable.
Jared CastronovaMarketing Lead, PepprAppreciate your getting stuck into this so quickly, the depth of the diagnostic is genuinely useful. The migration rescue work is real: the 530 redirects, brand consolidation, 269 invisible designers, schema fixes, CLS, /pages/sell. All of that needs to ship and ship fast.
Tom AllasonFounder, REHAUSWhat working with me actually looks like.
Most consultant pages skip this part. It is the part that decides whether the next six months are painless or not.
The process
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1
Reply within two business days. I look at your site, rankings and AI visibility before I answer, so the first reply is specific to you.
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2
A free 30-minute discovery call. I review your Search Console and Analytics data before we speak. If I am not the right fit, I say so on the call.
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3
A short questionnaire. Previous SEO work, priorities, competitors, commercial goals. Twenty minutes, and it is what makes the audit specific rather than generic.
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4
Audit and roadmap first. One-off audits are delivered in one to two weeks. On a retainer, month one is diagnosis and a prioritised roadmap we agree before any execution starts.
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5
Execution, then a monthly report and a mid-month call. Traffic, rankings, AI visibility, technical health, work completed. Retainers run three months minimum, then roll monthly.
Communication is video call, email and Loom recordings, so location has never mattered. I keep meetings short. The work happens in the tools and the documents.
Tools I work in
Not the right fit if you want
- Guaranteed rankings. Nobody honest offers them.
- Link building on its own, or cheap SEO by the hour.
- PPC or paid social. I do organic and AI search only.
- An agency team with a dedicated account manager. There is only me, and that is the point.
- A one-off fix with no intention of publishing or maintaining afterwards. SEO compounds or it stalls.
Right fit if you are
- A growth-stage SaaS, ecommerce or professional services business investing in organic search.
- A founder or marketing lead who wants a senior, independent view and direct access.
- Prepared to treat search as a programme, not a project.
Where you can check.
- EducationJournalism, University of Worcester. CIM Digital Marketing Diploma.
- CompanyGWContent Ltd, company no. 14724975, England and Wales. Founded 2022, sole director.
- BylinesFoundr on email and growth, Originality.ai on AI search and LLMs, Eleven Writing on thought leadership.
- ProfilesMuck Rack journalist profile, LinkedIn.
- Tools builtAEO Readiness Score, E-E-A-T Score Checker, Meta Description Checker and the rest of the free tools.
- Own brandThree Putt Golf, a golf clothing brand I run as a live proof-of-concept: 1.18M impressions from a brand new domain, no paid support.
Golf, cricket, Yorkshire.
When I am not in Ahrefs or Screaming Frog you will find me at Headingley Golf Club, or working on Three Putt Golf, which started as a way to test my own advice on a domain nobody had heard of and turned into a brand.
Before SEO there was cricket: semi-professional, for clubs in Yorkshire and Worcestershire. It is where the patience for compounding results comes from. Nothing worth having in either game happens in a single afternoon.
Based in Horsforth, on the edge of Leeds, and happy to meet clients across Yorkshire in person. Everyone else gets me on a video call, which works just as well.
Things people ask before they get in touch.
Is it really just you?
Yes. GWContent Ltd has one director and no employees. Every audit, every content brief, every schema implementation and every report is done by me. That is not scalable, which is why I take on a small number of retainer clients at any one time.
Do you work with businesses outside the UK?
Yes. Clients have been based in the UK, US, Canada and Europe. The tools, process and strategy are the same; only the competitive landscape changes.
How much does it cost?
Standalone audits have fixed project fees, listed on each service page. Retainers are scoped on the discovery call around site size, competition and what the month-one audit finds. Every engagement can start with a free audit.
What is AEO, and why do you keep mentioning it?
Answer Engine Optimisation: structuring content and entities so that ChatGPT, Perplexity, Gemini and Google AI Overviews cite your brand when they answer a question. I have been testing it since 2023 and it is now part of every engagement, because a growing share of your buyers never see a traditional results page.
Where do the numbers on this page come from?
Google Search Console and Google Analytics for every client, with screenshots in each case study. No modelled estimates and no vanity metrics.
Tell me what is not working.
One form, read by one person. I will look at your site before I reply, and you will hear back within two business days.
