Joe Aylesbury Technical SEO

Career history

My career in technical SEO

Over 15 years in technical SEO, from my first role at SEOptimise in Oxfordshire to leading technical SEO for global brands in London. I also work independently as a sole trader, so clients work with me directly.

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Roles

Where I've worked

  1. Aug 2021 to presentLondon

    Head of Technical SEO

    Digitas UK

    • Lead the technical SEO team and oversee global accounts, working closely with Digitas India.
    • Set SEO strategy for clients including Volvo Cars, Formula 1, Haleon, H&M, Greystar and brands in travel and finance.
    • Led a large-scale duplicate page reduction for Volvo Cars that cut page load times by about 20%.
    • Built a component-level Interaction to Next Paint (INP) audit process.
    • Introduced automation for SEO scorecard reporting.
    • Created a 5-step LLM optimisation process covering PageSpeed and Core Web Vitals, web platform accessibility, content structure, structured data and feeds.
    • Lead answer engine optimisation (AEO) work, helping brands appear in AI Overviews, ChatGPT, Gemini and Perplexity answers.
    • Built an AEO maturity scoring process that benchmarks client pages against competitors for AI visibility.
  2. Jun 2016 to Aug 2021London

    Technical SEO Lead

    Digitas UK

    • Led a team of 10 technical SEO specialists across London and Edinburgh.
    • Delivered migrations, technical audits and mobile optimisation for Rakuten, H&M and Nissan.
    • Grew H&M organic traffic by 15% through mobile-first indexing work.
    • Ran technical audits for pharmaceutical clients AstraZeneca and GSK.
    • Took part in Progressive Web App and AMP sessions with Google and ran early Core Web Vitals audits.
  3. May 2014 to Jun 2016London

    Senior Technical SEO Manager

    DigitasLBi

    • Provided technical SEO consultancy on in-house website builds, across agile and waterfall projects.
    • Led SEO input into design and build, including SEO-friendly wireframes.
    • Worked with UX teams to balance search visibility with user engagement.
  4. Aug 2012 to Jul 2013Greater Oxford Area

    Technical SEO

    SEOptimise (now White.net)

    • Delivered technical SEO for agency clients, with a focus on making audits and fixes faster and more efficient.
    • Ran website audits and e-commerce SEO, drawing on a background in web development and design.
    • Kept clients ahead of Google algorithm updates and new web standards such as HTML5 and CSS3.
    • Part of the team when SEOptimise made the Deloitte UK Technology Fast 50 in 2012. The agency was also listed on the Recommended Agency Register (RAR).

Toolkit

Skills and tools

Technical SEO

  • Technical audits and playbooks
  • Site architecture
  • Migrations and replatforms
  • International SEO and hreflang
  • Local SEO
  • Crawl budget and bot access

Performance and data

  • Core Web Vitals (LCP, INP, CLS)
  • Structured data and Schema.org
  • XML, news and product feeds
  • SEO scorecard automation
  • Google Search Console

AI search and delivery

  • LLM optimisation
  • Answer engine optimisation (AEO)
  • Generative engine optimisation (GEO)
  • Jira, Azure DevOps, GitHub and GitLab
  • Monday.com and Microsoft Teams
  • Team leadership and mentoring

Education

Education

BSc, University of Westminster

Graduated 2007

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