About Richard George: A Digital Marketing & SEO Leader with 25+ Years' Experience
Managing Partner & Head of Organic Performance (SEO)
Hello!
I am Richard George, a highly experienced and results-focused leader with a profound passion for all aspects of digital marketing and organic search. As a Board-level Managing Partner at Wavemaker UK, a prominent WPP media brand, I bring over 25 years of dedicated experience in search engine optimisation (SEO) to the forefront of the industry. My journey, rooted in a unique blend of finance and pioneering digital ventures, provides a distinct perspective on navigating the complexities of the online landscape.
My entry into digital marketing and SEO was far from conventional. In the late 1990s, I began my career as an accountant in London and later Manchester. It was during the exhilarating dot-com boom that I transitioned, joining former colleagues in launching innovative web-based businesses across sectors like utilities and auction markets. This era, where the term "SEO" was just emerging and search engines like Google, Yahoo, and Altavista were in their infancy, offered an unparalleled opportunity to shape and understand the new digital world. The algorithms were simpler then, but the foundational principles of connecting users with relevant information were already paramount.
Leading Organic Performance at Wavemaker UK
For the past 15 years, I have been a driving force at Wavemaker (formerly MEC), leading its organic performance capabilities. My current role involves spearheading a 25+ strong organic performance team across the UK, overseeing critical functions including technical SEO, content strategy, data analytics, and client strategy and performance.
A key focus of my leadership today is guiding clients and the business through the transformative changes brought by Artificial Intelligence (AI) in search. I firmly believe that AI is creating a new industrial revolution in search, representing the most significant disruption our industry has seen in over a decade. My expertise lies in helping organisations not just adapt, but thrive in this evolving multi-modal search environment.
Proven SEO Strategies for Leading UK & Global Brands
My extensive experience includes delivering impactful SEO strategies and consulting for a diverse portfolio of high-profile clients. In the UK market, I have partnered with household names such as Comparethemarket, MoneySupermarket, Lloyds Banking Group, Vodafone, and Swinton Insurance. My international consulting work extends to global brands like Europcar, Breitling, Sage, Disneyland Paris, and most recently, Skyscanner, demonstrating my capability to drive organic growth across varied markets and industries.
Academic Contributions & Industry Thought Leadership
My commitment to advancing the field of SEO is further evidenced by my academic involvement and public speaking engagements. I have had the privilege of guest lecturing at the University of Salford on their renowned "Search and Social Media Marketing" course and was a contributing author in 2019/20 for a Salford University book on "Digital Business Transformation."
As a recognised thought leader, I have spoken at numerous prestigious SEO events and conferences. This includes delivering the keynote address at SMX Paris in June 2018 on "AI and Digital Transformation," and speaking at Prolific North and BrightonSEO in 2024, with a confirmed return to BrightonSEO in 2025. These platforms allow me to share insights and shape the future direction of organic search.
Areas of Expertise
Leadership and Development of High-Performing SEO Teams
My career at Wavemaker UK has been defined by my ability to build, lead, and empower exceptional organic performance teams. I oversee a dynamic team of over 25 specialists, fostering an environment where expertise in technical SEO, content strategy, data analytics, and client relations flourishes. My approach focuses on nurturing talent, implementing best practices, and driving continuous improvement to ensure our team consistently delivers market-leading results for our clients. I believe in creating a collaborative culture that encourages innovation, strategic thinking, and a deep understanding of the ever-evolving search landscape, ultimately translating into measurable organic growth and competitive advantage.
Delivery of SEO Client Strategies
With over two decades of experience, I specialise in crafting and executing bespoke SEO strategies that directly align with client business objectives. My track record includes delivering significant organic performance improvements for some of the UK's most recognised brands, such as Comparethemarket, MoneySupermarket, Lloyds Banking Group, Vodafone, and Swinton Insurance. I excel at translating complex SEO challenges into clear, actionable plans that drive tangible ROI. My methodology involves deep market analysis, competitor benchmarking, and a data-driven approach to ensure every strategy is optimised for maximum impact, delivering sustainable organic visibility and customer acquisition.
International SEO Consulting
My expertise extends beyond the UK, encompassing comprehensive international SEO consulting for global enterprises. I have successfully guided brands like Europcar, Breitling, Sage, Disneyland Paris, and Skyscanner in navigating the intricacies of multi-market organic search. This involves developing sophisticated strategies that account for linguistic nuances, cultural differences, regional search engine preferences, and complex technical implementations across diverse geographical territories. My goal is to unlock global organic growth potential, ensuring brands achieve consistent visibility and relevance in every market they operate, from Europe to beyond.
Navigating the Current AI Search and Multi-Modal World
The advent of Artificial Intelligence (AI) in search represents a pivotal moment, and I am at the forefront of helping businesses strategically adapt and thrive. My keynote at SMX Paris on "AI and Digital Transformation" highlighted my deep understanding of this paradigm shift. I actively advise clients and internal teams on leveraging generative AI, understanding multi-modal search capabilities, and preparing for the future of organic discovery. My focus is on transforming the challenges of AI disruption into opportunities, developing innovative SEO approaches that harness AI's power to enhance visibility, user experience, and overall organic performance in this new industrial revolution of search.
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