Complex search problems need clear thinking.
Fred brings together technical SEO, strategy and commercial thinking to turn complex search challenges into clear opportunities for growth.
Fred's route into search began with business and strategy. Originally from Porto, Portugal, he studied Business Relations before completing a Master's in Marketing and Strategy, bringing a commercial mindset into his career in SEO.
Over more than a decade in search, Fred has developed deep technical expertise, working across complex websites and search challenges while never losing sight of the bigger commercial picture.
That combination shapes the way he approaches SEO today. He looks beyond individual fixes or isolated rankings to understand how organic performance and wider search strategy work together, where the real opportunities sit, and what will make the biggest difference.
For Fred, complexity is something to solve, not pass on. To understand the detail, find what matters, and turn it into a clear direction clients can actually use.
Prior to cofounding Lamproom Digital with Amy, Fred has divided his SEO almost equally between working client and agency side.
This balance between both has led to Fred developing a great understanding of what clients really need, and their ongoing challenges and objectives.
During his tenure at Oak Furnitureland leading the SEO department, Fred was responsible for the website's organic traffic & revenue more than doubling.
Fred eventually made the switch from client-side to agency-side in order to have the chance to work with different industries, websites, and, more importantly, new challenges that would help him continuing to push his knowledge further in order to provide the best service possible for clients.
Fred has always been hands on in delivery every single day for the past decade, even when leading departments and teams.
Too often agencies do a "bait and switch" in presenting talent during introductory client talks that won't be involved on client delivery.
At Lamproom Digital, things are done differently: clients talk with the people that will be working with them on a daily basis, as an extension of their team.
That means having access to the type of expertise that agencies rarely provide. The expertise of someone that has spent each day in the last decade helping brands like Oak Furnitureland, Transport for Wales, or Graham and Green, improve their organic traffic and revenue.
