Nick Redding

Nick Redding

Co-founder of Salience. Former Managing Director of Reddico.

I co-founded Reddico with Luke Redding and was its Managing Director from 2014 to March 2024. We grew to around 40 people, ran without traditional managers and contributed over £140,000 to charitable and eco causes. Now I'm a co-founder of Salience with Carl Hendy and Edd Dawson. We show brands what Google and AI bots actually request from their site.

Talk about an advisory roleRead my story
Black and white portrait of Nick Redding
  • Managing Directorof Reddico, 2014 to March 2024
  • About 40 peopleand about £4m revenue by March 2024
  • Two European Search AwardsBest Small SEO Agency 2020, Best Large 2023
  • Co-founder of SalienceLaunched in October 2026

Some of the brands the Reddico team worked with

  • Direct Line
  • BlackRock
  • Finimize
  • Auto Trader
  • The Cotswold Company
  • Trade Me

Logos belong to their owners. Work was delivered by the Reddico team, and results are as Reddico published them. Read the case studies.

Featured Reddico case study

Direct Line: from 48th to 4th for “life insurance”

Direct Line had spent years stuck in the high 40s for its most important term, and other agencies had tried and failed to fix it. Reddico was asked to help in 2016.

  • 48th to 4thGoogle ranking for “life insurance”, 2013 to 2017
  • +975%organic traffic over three years
  • +300%organic policy sales over three years

Read the full case study

Source: Reddico's published case study. Figures are Reddico's own and have not been independently audited. Original page (archived)

Now

Salience

A lot of teams can't say what Googlebot or GPTBot did on their site yesterday, or what the site gave back. We read it from server and CDN logs.

About Salience

Before

Reddico

Ten years as Managing Director of an SEO agency that tried to run a company people wanted to work for. What worked, and what we got wrong.

The story

Advisory and board roles

I'm open to advisory and board roles, especially where a company is growing and wants a steady hand on people, culture, scale or AI search. I chaired Reddico's quarterly board and worked with an external board advisor.

Talk to me

Writing

I haven't written much on this site yet. Most of what I've written so far is on LinkedIn, and the writing page links to a few posts I'm still happy with.