Strategic search, commercially aligned
I'm Christian Goodrich, a senior search marketing specialist with over 18 years of hands-on experience, including more than a decade working at Head of Search level across agency and consultancy roles.
My approach is strategically led and commercially grounded, with a unified view across SEO, paid search, CRO and AI-driven search. These channels work best when aligned around shared goals, clear measurement and commercial impact, rather than being managed as separate marketing activities.
I've spent my career working closely with ambitious brands, from scaling retailers to enterprise organisations, helping them build search strategies that connect to real business outcomes: revenue, lead generation, margin and long-term growth.
Before my current role, I led search strategy and delivery at an award-winning UK agency, working closely with senior marketing teams across a wide range of sectors.
Christian combines technical knowledge with a clear, strategic approach that's easy to understand, and he always focuses on achieving measurable results. His expertise has made a real difference for us, helping to significantly improve our search rankings and drive noticeable growth in revenue.
Clio Arbuthnott, Vanessa Arbuthnott Fabrics
Measuring what matters
Visibility in search only has value when it leads to meaningful outcomes. With more than a decade accountable for performance at Head of Search level, I take a disciplined approach to measurement.
It begins by defining what success means commercially: revenue, margin, lead quality, lifetime value and acquisition efficiency. Rankings and traffic are indicators, not objectives.
In my role at SOZO, I build clear measurement frameworks that connect activity to business impact, bringing organic, paid and conversion data into one coherent view. The aim is to understand not just what happened, but why, so decisions can be made with confidence.
Performance is reviewed consistently and activity is adjusted based on evidence. Clients should always be able to see how search contributes over time and how investment is performing.
Grounded in technical expertise
I bring technical depth that sits beyond the typical search specialist.
I built my first website at 11 years old using Notepad, writing raw HTML and CSS. By 16, I was working with PHP, MySQL and JavaScript. That early foundation became eight years as a full-stack developer alongside search marketing before I specialised fully in search. That combination is rare.
For clients, this means technical decisions are not made in isolation. They are made in the context of search performance, conversion and commercial impact. I can interrogate code, audit plugins, review structured data, diagnose page speed constraints and assess tracking architecture, and work confidently within Tag Manager, GA4 and CRM integrations.
This removes a common bottleneck. Technical issues are identified earlier, explained clearly and resolved faster alongside development teams, allowing search strategy to be built on clean, measurable foundations.
Christian combines technical knowledge with a clear, strategic approach that's easy to understand, and he always focuses on achieving measurable results. His expertise has made a real difference for us, helping to significantly improve our search rankings and drive noticeable growth in revenue.
Clio Arbuthnott, Vanessa Arbuthnott Fabrics
Let's connect
I share search marketing thinking and practical insights on LinkedIn. Follow along or get in touch directly.
18+ years in search · SEO · PPC · CRO · AI Search