Meet Your Named SEO Consultants

Henry Collins is the founder of Potteries Digital and the lead consultant for all holistic SEO campaigns. With 9+ years of SEO and digital marketing experience, Henry has delivered organic growth for 42+ UK SMEs across dentistry, legal services, eCommerce, manufacturing, and B2B sectors.

Specialisations: Holistic SEO Semantic SEO Topical Authority Local SEO (Staffordshire) eCommerce SEO

Credentials: Google Partner (ID: 7498213650). Completed Koray Tuğberk GÜBÜR's Holistic SEO methodology training (2024). BA (Hons) Marketing, Staffordshire University (2015).

Background: Before founding Potteries Digital in 2021, Henry was Senior SEO Executive at a Midlands digital agency (2019–2023), managing 20+ client accounts. Prior to that, he was an in-house SEO executive for a Midlands eCommerce retailer.

"I founded Potteries Digital because Stoke-on-Trent businesses deserve better than template-swapped national agencies and cheap freelance SEO. Every campaign I run starts with a proper topical map and ends with genuine ranking growth. I'm personally accountable for every deliverable that leaves my desk."

Alex Holland is our Technical SEO Specialist, responsible for all 100+ point technical audits and infrastructure optimizations. With 5+ years of experience in technical auditing, site migrations, and Core Web Vitals optimisation, Alex ensures Google can crawl, render, and index client websites efficiently.

Specialisations: Technical Audits Core Web Vitals Site Migrations Schema Markup Site Architecture Crawl Budget Optimization

Platform Expertise: WordPress, Shopify, WooCommerce, Magento, and custom builds. Alex has helped fix duplicate collection URL issues on Shopify, restructured flat site architectures, and improved LCP from 4.8s to 2.1s for multiple clients.

Certifications: Screaming Frog Certified. Ahrefs Certified. Advanced Core Web Vitals training completed 2024.

"Most ranking issues aren't content or links — they're technical. Google can't rank what it can't crawl. My job is to find every hidden technical blocker and give developers a clear, prioritised fix list."

Priya Shah is our Content Strategist, responsible for semantic content production, topical cluster design, and E-E-A-T content frameworks. With 4+ years of experience, Priya ensures every piece of content covers entities, attributes, and relationships — not just keywords.

Specialisations: Semantic Content Topical Cluster Design Entity Optimization E-E-A-T Frameworks Content Architecture

Education: BA English Literature, Keele University. Priya combines literary analysis with SEO data to create content that serves both users and search engines.

Approach: "I start every content project with entity extraction — mapping every semantically related concept before writing a single word. This ensures Google understands our topical authority, not just keyword matching."

"Content isn't just words on a page. It's how you demonstrate expertise to Google's Knowledge Graph. My job is to make sure every piece of content earns its place in search results."

Jamie Brooks is our Outreach and Digital PR Lead, responsible for ethical link building, digital PR outreach, and journalist relationship management. With 3+ years of experience in earned media campaigns, Jamie builds relationships with regional and national journalists to earn backlinks Google trusts.

Specialisations: Digital PR HARO/ResponseSource Ethical Link Building Journalist Relations Brand Mention Reclamation

Methodology: "We never buy links. Never use PBNs. Never participate in link schemes. Every backlink we earn comes from genuine journalist relationships, quality content, and real brand value."

Track Record: Secured 9 digital PR placements for Calloway Living in regional lifestyle publications, contributing to 4.7× revenue growth. Built 42 local citations for Brayford Ceramic Components, helping them achieve 11 #1 rankings.

"The best backlinks are earned, not bought. I build relationships with journalists so when they need an expert source, they come to our clients. That's sustainable authority."