Data-driven SEO with a global perspective
Duncan approaches SEO the way a scientist approaches a problem: with rigorous analysis, clear hypotheses and a commitment to understanding what the data is actually saying. His background in international agency work gives him a breadth of perspective that most NZ-based specialists simply don’t have.
At Traction, he leads SEO strategy for clients across a range of industries, building programmes that are technically sound, editorially credible and built for the long game. He is particularly skilled at diagnosing why a site isn’t performing and putting in place the foundations to fix it.
Client-first, always
Duncan’s international agency experience taught him one thing above all else: the best strategy in the world means nothing if the client doesn’t trust it. He invests heavily in explaining his thinking and making sure clients feel confident in the direction they’re heading.
A natural problem solver, Duncan finds the puzzle-like nature of SEO genuinely energising — where understanding search systems, your competitors and your own site’s health all have to come together. When he’s not deep in a technical audit, he’s keeping tabs on the latest search developments and AI’s growing influence on organic traffic.
