If you want to show up in AI search, the first question is simple. Can Google and the AI bots get to your content, and what do they get back?
A lot of teams can't answer that yet. Analytics filters bots out by design. Salience starts with the one record that sees every request: your server and CDN logs.
Salience shows you:
which pages Googlebot, GPTBot, ClaudeBot, PerplexityBot and others request
what your site serves them, including 404s, 5xx errors and WAF or robots.txt blocks
whether a bot is genuine, checked against the provider's published IP ranges
where crawl activity is rising, dropping off or going wrong, with alerts that name the URLs and the next step
There's no tracking script and nothing added to the page. It works with Cloudflare, Vercel, CloudFront, Netlify, Kinsta, Shopify, Apache and Nginx. It's built for SEO, content, dev and security teams, in-house or agency.
I co-founded Salience in 2026 with Carl Hendy and Edd Dawson, and lead the engines and the technical practice. We launched in October 2026, and it's free to connect at salience.com.
Reddico
Reddico was a UK SEO agency that Luke Redding and I co-founded in 2012. I was Managing Director from 2014 to March 2024. In November 2021 it joined Sideshow Group.
About 40 peopleand about £4m revenue by March 2024
Over £140,000contributed to charitable and eco causes
Certified B Corpin 2022
150,000 treesplanted by March 2024, under a pledge to plant a million by 2030
Best Small SEO AgencyEuropean Search Awards, 2020
Best Large SEO AgencyEuropean Search Awards, 2023
I was also a partner of the Million Tree Pledge from 2021 to 2024.
The longer story, including what we got wrong, is on the about page.
Reddico case studies
Selected client work
These are results the Reddico team delivered for clients, taken from Reddico's own published case studies and from award listings. Every figure is as Reddico reported it at the time, and each case cites its source.
Lead case study. Insurance
Direct Line Life Insurance: from 48th to 4th
Insurance is a hard market for organic search. Price comparison sites and big paid media budgets compete for the same customers. Direct Line had been held back on “life insurance” since 2013, with the site stuck in the high 40s, and had tried other agencies without success. Reddico was asked to help in 2016.
What the team did
Reviewed keyword ranking data back to 2012 and lined it up against Google updates to form a hypothesis for what was holding the page back
Worked with Direct Line's developers on technical problems, including how Google was rendering the page
Created a new, clean URL for the product to leave the legacy issues behind
Removed or consolidated thin and irrelevant pages around the product
Ran a UX review and content audit, then rebuilt the life insurance page to explain a complicated product more clearly
48th to 4thGoogle ranking for “life insurance”, 2013 to an all time high in 2017
+975%organic traffic over three years
+300%organic policy sales over three years
249%return on investment
Reddico were instrumental in helping Direct Line Life Insurance brands appear on page one of Google, which benefited the business commercially.
Recognition. The work was runner-up for Best Use of Search at the Wirehive 100 in 2017, and shortlisted for Best Use of Search in finance at the European Search Awards in 2018. It did not win either.
Also for Direct Line. Reddico worked across several Direct Line products. For Direct Line for Business, Reddico's case study reports that for July 2020 the public liability insurance pages saw a 50% year on year rise in traffic, 399% in quotes and 491% in sales, after the ranking for “public liability insurance” rose from 10th to 4th.
Auto Trader: 12 times the organic traffic to its electric cars section
Electric vehicles were 14.8% of new car sales and rising, but Auto Trader held only a 1.86% share of voice for the top 200 electric car keywords. It asked Reddico for a content campaign to improve the organic performance of its electric cars section. The team looked at the top 50 competitors by organic share of voice, then created six content assets for the electric cars folder, including a map of charging points across the UK and Ireland and a guide to how far drivers can go on a single charge.
12xannual organic traffic to the electric cars section, about 1.2 million extra annual visits (Semrush)
7.8%share of voice for the top 200 electric car keywords, the third highest
45 to 932non-branded electric car keywords in the top 10, April 2021 to September 2022
Working with Reddico on this campaign has been a delight and the results speak for themselves.
Recognition. The work won Organic Search at the Drum Awards for Digital Industries 2023.
Source: Reddico case study (archived copy). Reddico's own figures, not independently audited.
Asset management
BlackRock: organic traffic up 256%
BlackRock wanted more organic traffic worldwide and better visibility for its investment thinking, with one partner accountable for SEO strategy. The biggest change was getting the business to treat SEO as part of new projects from the start, not a separate channel.
Fixed global visibility for the country home pages, including how Google crawled the site and how the country and language versions related to each other
Split the work into quick wins with few internal dependencies, and longer conversations with stakeholders about the larger technical changes
Set up proactive monitoring to flag issues from development releases across the country sites
+256%organic traffic, May 2017 to May 2020
The Reddico team has always been very responsive and goes beyond the typical scope of any project.
The Cotswold Company: 819 first page rankings, up from 59
The furniture retailer's site was not ranking in the top 60 for any commercial non-branded term. Its prerendering was failing, so Google was often served no content, and the site had slipped out of the rankings altogether since mid-2019. A nine month migration to a new Next.js framework, finished in November 2021, let Google see and process the site fully. Reddico also trained the client's content team and provided keyword research and guidance for blog content.
819 vs 59non-branded terms on page one, January 2022 against a year earlier
+1,224%non-branded traffic
+23%organic revenue
Recognition. The work won Best Use of Search B2C SEO (Large) at the UK Search Awards 2022 and Most Effective Use of Organic Search at the Drum Awards for Digital Industries.
New Zealand's biggest marketplace wanted Trade Me Jobs to rank better against dedicated recruitment sites, but complex technical problems were stopping search engines from reaching parts of the site. Reddico audited the site and focused on two things: a pilot that dynamically created search friendly pages at scale, launched in mid-July 2023 with 250 pages, and a crawl efficiency analysis using server log files, which let the team unlock pages without adding to the crawl problem.
+55%monthly organic non-branded traffic
+54%year on year page one rankings
+25%non-branded keyword coverage
The technical issues impeding organic traffic for Trade Me Jobs were complex, but the Reddico team were able to expertly identify and unpick them.
Recognition. The work won Best Use of Search B2C SEO (Large) at the UK Search Awards 2023.
Finimize publishes five to ten finance articles a day, but most sat behind a paywall and could not be indexed, and traffic had come mainly from paid search and social. After a full audit, Reddico fixed the indexing and site health problems, worked on page speed, and then on trust signals and the way topic pages were optimised.
7.3xmonthly site traffic
147 to 250page one search terms
26.47 to 12.52average ranking position
Recognition. Shortlisted for Best Use of Search, Finance SEO at the European Search Awards 2024.
Source: Reddico case study (archived copy). Reddico's own figures, not independently audited. The page does not give the exact period.
Reddico also worked with other brands whose published case studies are not featured here. Case studies describe work by the whole Reddico team.
Advisory and board roles
I'm open to advisory and board roles. There's more on Talks and boards.
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.
