Hi, I’m Hamish (Hame) the SEO / AEO Consultant you should hire.

I’m an independent SEO consultant with 15+ years running SEO as a product discipline inside Trade Me, The Warehouse Group, a Bank and agencies before that — now working directly with site owners on the technical side of search and AI visibility.

I focus on technical SEO and run SEO programmes like a product, not a checklist — roadmaps, measurable outcomes, and working directly with engineering to ship fixes that matter and also that stick.

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About Hame

I’ve spent the last decade-plus running SEO inside real product organisations — not just auditing from the outside. At Trade Me I owned SEO as a product function through a full platform migration, building the 3–12 month roadmap and working squad-by-squad with engineering to prioritise fixes that actually shipped.

At The Warehouse Group I set a technical SEO strategy and delivered against it for a year before I went out on my own. Since then I’ve brought the same product-led approach to independent clients: find what’s blocking search and AI visibility, rank it by business impact, and get it built or fixed. This approach works best as no two websites or business priorities are the same.

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What’s technical SEO / AEO?

Technical SEO is about how your website works behind the scenes — the plumbing that lets search engines and AI tools actually find, read, and understand your pages. Good content doesn’t matter if it can’t be reached in the first place.

Googlebot — crawls everything

Homepage

Guide ✓

FAQ ✓

Blog ✓

Login page ✓

Thin page ✓

JS-heavy page ✓

Product page ✓

Sign up page ✓

Indexes for search rankings — visits nearly every page.

AI crawlers — visit selectively

Homepage

Guide ✓

FAQ ✓

Blog ×

Login page ×

Thin page ×

JS-heavy page ×

Product page ×

Sign up page ×

Scrapes for training and direct AI answers — skips most of your site.

Technical SEO / AEO	Other SEO / AEO practices
Crawl access & robots.txt rules	Keyword research & content writing
Site speed & Core Web Vitals	Link building & digital PR
Structured data & schema markup	Brand mentions & E-E-A-T signals
Mobile rendering & JavaScript	Social media & distribution
URL structure & internal linking	Content strategy & topic planning
Server & hosting configuration	On-page copywriting

Common issues that quietly block both SEO and AEO

JavaScript rendering

Content that only appears after JavaScript runs, with nothing in the page's initial HTML response
Client-side routes that return a normal 200 status for a missing page instead of a real 404, so dead pages get indexed anyway
Different content loaded behind a URL fragment (like #/products) instead of a real, separate URL

URL structure

Filter and sort combinations generating thousands of near-duplicate URLs for the same content
Tracking, session, and referral parameters bloating the URL count unnecessarily
Non-descriptive URLs (ID numbers instead of readable words) that are harder for crawlers and people to parse

Both affect SEO and AEO equally — and AI crawlers are typically less forgiving of JavaScript-rendered content than Google's own crawler is.

Source: Google Search Central — JavaScript & URL structure

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Where I help

Technical SEO audits — crawl access, indexation, site architecture, structured data. The full diagnostic, not just a tool output.
AI visibility / AEO — making sure AI crawlers (GPTBot, ClaudeBot, PerplexityBot, and others) can actually reach and parse your content, alongside traditional search.
SEO site migrations — keeping search engine rankings and traffic safe through a replatform, redesign, or domain move.
Product-led SEO roadmaps — for teams with engineering resource: prioritised, measurable, tied to business outcomes rather than a static checklist.
Ongoing retainer work — ongoing monitoring, fixes, and reporting for sites that need continuous attention rather than a one-off audit.

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What size should your business be to get the most from SEO / AEO?

A few things tend to be true when technical SEO consulting delivers the best return:

An established brand (roughly 1–3+ years in) with a business model that’s already working.
A marketing or communications team with at least one person responsible for the website.
Development resource able to actually implement what an audit recommends.

If that’s not quite you yet:

New to market, or a tiny team? SEO probably isn’t what makes or breaks your first couple of years — it helps, but it’s rarely the biggest lever that early.
No way to action changes on your website? That’s the real limiting factor. I diagnose and hand off a prioritised fix list — I don’t build or implement, so someone on your side needs to be able to pick it up.