15 Years of Building SEO Systems That Outperform

With over 15 years in SEO and digital marketing, Mike Simpson has consistently built systems that outperform the market. His career has been driven by a simple principle: question assumptions, operate from first principles, and design strategies that serve your objectives – not someone else’s narrative.

Mike began his journey at Havas Media, where he honed his skills in client management, technical auditing, and strategic planning for brands including Tesco Bank, Thomas Cook, and Domino’s Pizza.

At Forward3D, Mike led a talented team managing natural search for high-profile legal clients. He spearheaded SEO efforts within Interpublic Group (IPG Mediabrands), overseeing campaigns across a diverse portfolio of national and international brands.

Working inside large agency environments provided invaluable insight into how big networks operate – and how their incentives often compromise performance in favour of predictability. Mike saw how traditional frameworks could deliver incremental gains but rarely built sustainable competitive advantage.

This realisation set the stage for a more independent, systems-driven approach.

His time at the independent London agency Barracuda Digital marked a pivotal shift. Moving into senior leadership and ultimately stepping into the role of Commercial Director and Chief Product Strategist, Mike finally had the autonomy to challenge established assumptions and test strategies that were often at odds with the incentives and risk aversion he’d seen in larger networks. He led the transformation of the agency’s SEO offering, placing great emphasis on site control, UX design, information architecture, and clear performance accountability.

Mike guided clients to record-breaking results, while refining the principles that would become Sovereign SEO. His strategic initiatives delivered continuous year-over-year growth for five straight years, the successful acquisition and retention of high-profile national brands, and industry recognition via The Drum and the UK Search Awards. 

Today, Mike works directly with ambitious businesses ready to take back control of their organic visibility. His approach combines rigorous technical execution with strategic independence, ensuring every decision is anchored to his clients’ goals and commercial priorities.

If you’re ready to take control of your SEO and build a system that compounds value over time, you’re in the right place.