Fractional GEO & SEO Leadership
Your organic channel has activity. What it doesn’t have is an owner.
I work as a fractional SEO and GEO lead for B2B, SaaS and eCommerce businesses, turning scattered search activity into one prioritised system that reports in pipeline and revenue rather than sessions and average position.
Fifteen years in senior search roles. One person, accountable for the direction.
The problem
The problem is rarely effort. It is ownership.
Content goes live. Technical fixes get logged. Reports get circulated. External advice arrives from three directions. But when nobody senior owns the roadmap, none of it compounds.
Content stops supporting the pages that carry margin. Technical work sits in a backlog behind everything with a deadline attached. Reporting measures traffic because traffic is easy to measure. And GEO, the layer that decides whether AI assistants name you or a competitor, never gets a plan at all.
Activity keeps happening. Growth doesn’t.
“Paid search is an operating cost: you rent the attention and it stops the day you stop paying. Organic is a capital asset: you build it once and own the yield. Assets need owners.”
The solution
I act as your fractional SEO & GEO lead
One senior person connecting strategy, implementation and commercial outcomes, without the cost or commitment of a full-time hire.
01
Set the roadmap
Establish what organic is worth Before priorities, a number. What does organic currently contribute, what is realistically reachable, and what is the gap worth annually. Everything after this is sequenced against that figure.
02
Guided implementation
Own the roadmap A prioritised plan across technical, content and GEO, with developer-ready detail, so work ships instead of circulating. Direction for your internal team, agency or freelancers.
03
Connect SEO & GEO to growth
Report in the language leadership uses Organic sourced and assisted pipeline, cost per qualified lead, revenue per category or product line. Position changes are diagnostics, not results.
| Option | Best suited to | Typical responsibility |
|---|---|---|
| Fractional SEO lead | A business with internal or agency delivery resources but no senior SEO owner | Strategy, prioritisation, governance and accountability for the outcome |
| SEO agency | A business that wants an external team to deliver an agreed programme | Ongoing specialist execution |
| SEO consultant | A business needing advice or a defined specialist project | Diagnosis and recommendations |
| Full-time Head of SEO | A large organisation with sufficient ongoing workload and budget | Permanent ownership and team leadership |
The difference
Not a freelancer. Not an agency.
The missing leadership layer.
A freelancer
Usually completes SEO tasks. Useful hands, but the direction still has to come from somewhere.
An agency
Usually delivers on a monthly retainer. Activity is guaranteed; senior ownership of your roadmap rarely is.
This is where I sit
A fractional SEO & GEO lead
Owns the direction, makes the senior calls, and carries responsibility for whether the channel moves. The same role a Head of SEO plays, at the fraction of the week your business actually needs.
Who I help
Specific problems, not generic SEO
Fractional SEO leadership works best when it speaks to your market. Choose the situation that sounds most like yours.
eCommerce & GEO
Product and category pages not ranking, thin faceted-nav pages, and no AI-ready product data for shopping search.
SaaS & Technical B2B
Blog traffic that doesn’t convert, weak use-case pages and no senior SEO owner across product and marketing.
B2B Service Businesses
Real expertise the website doesn’t explain, structure or prove clearly enough for search engines or buyers.
Complex Websites
Crawl waste, indexation issues and technical recommendations stuck in development backlogs.
AI Search Visibility
A practical plan for AI Overviews, ChatGPT and answer engines, without the GEO hype.
Something else?
If your business has SEO activity but no senior SEO owner, that is where I can help. Let’s talk it through.
Ways to work with me
Three levels of involvement
Every engagement starts the same way, with a Leadership Review. It is a fixed-scope diagnostic, priced as a piece of senior work, and it stands alone. Roughly half of the businesses that commission one take the roadmap and run it themselves. That is a good outcome.
SEO Leadership Review
£1,950
fixed scope, three weeks
A senior diagnostic of your organic channel: commercial position, technical constraints, content and GEO gaps, and the size of the opportunity in revenue terms. Ends with a 90-day priority roadmap and a leadership call to walk your team through it.
Most engagements
Fractional SEO Lead
£3,500–£6,000/mo,
one to two days a week
Ongoing senior ownership of the roadmap for businesses where organic is a material revenue channel. Prioritisation, implementation direction, GEO planning and reporting that reaches the board.
Strategic Search Partner
£7,500+/mo
embedded
For businesses where organic is the primary acquisition channel. Everything in Fractional SEO Lead, plus commercial analytics build-out, team capability development, and quarterly strategy resets with the leadership group.
Why work with me
Senior judgement, technical depth, commercial clarity
I’m Nick Platten. Fifteen years in senior search roles, most of them in-house, where the work is judged on revenue rather than a monthly report. I have taken a learning platform from near-zero to £1.3m in annual online sales, migrated 24 international domains without losing search equity, and rebuilt the analytics that made both provable.
15+
years of SEO and digital marketing experience
£1.3m+
annual online sales recovered for one learning business by fixing indexation, tracking, site functionality and reliability
24
international domains migrated without loss of search equity, plus 40 EMEA Google Business Profile ownerships recovered
Next step
Need senior SEO direction, but not a full-time hire?
Book a call and we will work out together whether you need a one-off leadership review, ongoing fractional support, or simply a clearer plan for your existing team.