What is SEO Comms Clinic?

You can have a brilliant product, strong expertise and plenty of data, and still struggle to help people understand why any of it matters.

I see this in enterprise SEO. I see it with technical founders, too.

The person closest to the work understands its value. But the people deciding whether to fund it, buy it or recommend it need a story they can follow.

That gap is why I built SEO Comms Clinic.

Where SEO Comms Clinic started

In my work as an Enterprise Account Manager at Moz, I’ve watched experienced SEO leaders navigate some difficult conversations.

Clicks are falling. Impressions might be rising. AI is changing how people find information, and leadership wants to know what that means for the business.

Meanwhile, the pressure to justify budgets hasn’t gone anywhere.

The question becomes:

That’s a heavy conversation when you’re responsible for the strategy, but some of the changes are outside your control.

A lot of my work became helping clients make sense of those changes and communicate what to do next.

How should reporting reflect visibility across traditional and AI search? What can an AI mention actually tell us? What evidence would help us decide whether a strategy is working?

You need to be honest about what you know, what you’re still learning and why your next recommendation makes sense.

“What’s the story?”

In Ireland, “What’s the story?” is a greeting.

I think it’s also a useful place to start with reporting.

What happened? Why does it matter? What should we do next?

A dashboard can show that clicks dropped. It can’t, on its own, explain whether that reflects a reporting issue, a change in search behaviour or a problem with the strategy.

That takes interpretation. It takes context. And it takes understanding what the person across the table needs to make a decision.

I’m interested in communication itself as a source of insight: the questions people ask, the objections they raise and the explanations that finally make something click.

Those conversations tell you where understanding is missing. They should shape the story you tell and the evidence you look for next.

Technical founders face a similar challenge

They know their products inside out. But turning that knowledge into something other people understand, remember and talk about takes work.

Why did they build it? What problem kept bothering them? Who is it useful for? Why should someone care enough to try it?

That’s where SEO Comms Clinic comes in.

I help founders clarify their positioning, tell their stories and create opportunities for people to encounter their work through podcasts, commercial partnerships and content.

The connection to my enterprise work is straightforward: both depend on making complex ideas understandable and helping people see their relevance.

Sometimes that means helping a leader explain a strategy internally. Sometimes it means helping a founder explain a product publicly.

In both cases, the story needs to survive beyond the person who first told it.

There’s still room for soul

At BrightonSEO, I spoke with a UX agency owner about agent-to-agent communication and the future of website building.

What stayed with me was his confidence that founders would continue to invest in human creativity.

I understood what he meant.

A website can be accurate and functional, yet tell you very little about the people behind the company. It can explain the features without giving you a feel for why anyone cared enough to build them.

Human creativity brings choices, personality and perspective. Those things matter when so much content starts to sound familiar.

I use AI. I’m interested in what it makes possible. I also want the person behind the work to remain recognisable.

Their humour. Their convictions. Their way of explaining things. The experiences that shaped the product.

That’s part of what makes a company worth remembering.

Visibility takes participation

The work I want to do requires access to the people behind the business.

I need to hear the founder explain the problem. Ask follow-up questions. Understand what customers struggle with. Find the details that make the story theirs.

That’s why these things don’t fit how I work:

• Generic thought leadership that could belong to anyone.
• Jargon that hides the person or the point.
• Manufactured vulnerability used as a sales tactic.
• Distributing a message without access to the people behind it.

If you want people to understand your expertise, you have to participate in making it understandable.

That’s what I’m building SEO Comms Clinic around: helping people bring their knowledge into conversations where it can mean something to someone else.