Behind SEO By Sulman is a career shaped by real projects, valuable lessons and people who gave me opportunities when they mattered most.
I’ve spent more than seven years working in SEO, helping businesses improve their websites and become easier to find online.
Along the way, I’ve learned that building a career isn’t just about developing technical skills. It’s also about earning trust, learning from others and making the most of the opportunities you’re given.
SEO By Sulman is the next chapter in that journey.
Every career has people who make a lasting difference. For me, one of those people is Katie Matlock.
Katie founded Aether Digital, the agency where I began an important chapter of my professional journey in SEO.
Working with Katie gave me the chance to gain practical experience, work on real business websites and develop the confidence to take on greater responsibilities.
What I’ve always appreciated about Katie is the trust she placed in me. She gave me opportunities to learn through actual work and encouraged me to keep improving.
Although Aether Digital is no longer the business she runs, Katie has continued her own professional journey and now works as Senior Web Lead at The Digital Picnic.
I’m grateful that our professional connection has remained meaningful to me, even as our careers have taken different directions.
Katie Matlock — Former Founder of Aether Digital
Katie Matlock
— Former Founder of Aether Digital
Katie, thank you for giving me an opportunity, trusting my work and encouraging me to grow.
You played an important part in helping me build my career, and that’s something I’ll always appreciate.
Over the years, I’ve worked on SEO projects for businesses across Australia and other markets, including eCommerce stores, professional services, financial businesses and local service providers.
The work has been varied. Some websites needed technical issues resolved. Others needed stronger content, better internal linking or a clearer approach to reaching the right audience.
Working with different businesses has taught me that good SEO begins with understanding the problem.
It’s easy to recommend more content, more keywords or more changes. The harder and more valuable part is knowing which improvements are actually worth making.
That’s the approach I continue to develop through every project I work on.
After years of working with agencies, businesses and different teams, I wanted to build something that reflected my own approach to SEO.
That’s how SEO By Sulman came together.
I wanted businesses to have direct access to the person doing the work, without complicated processes or recommendations that are difficult to understand.
My approach is straightforward. I take time to understand the business, review what’s happening with its website and identify the improvements most likely to make a meaningful difference.
That might involve:
Search has changed a great deal since I started working in SEO, and it continues to evolve.
Today, businesses need to think beyond traditional search results and understand how people discover information through Google, ChatGPT and other AI-powered platforms.
I’m continuing to learn, adapt and apply that knowledge to the businesses I work with.
I’m also grateful to the people who’ve supported me along the way. Their trust, advice and encouragement have helped shape how I work and what I want to build.
SEO By Sulman is something I’m proud to be developing, but I still see it as a journey rather than a finished achievement.
If you’re looking for practical advice on improving your search visibility, I’d be happy to hear what you’re working towards.
