Author

James Burfield, who writes Masters of SEO

James Burfield

SEO consultant · Head of Growth at DragonBet · in search since 2000

SEO consultant at SEOBurf and Head of Growth at DragonBet, in search since 2000. I have built and sold a content business, run a digital agency for a decade, and led SEO both in-house and agency-side. I write everything on Masters of SEO, where the standing rule is that claims get separated into what Google stated, what the evidence shows, and what is opinion.

Consulting at SEOBurf → LinkedIn → About this site and how it works Contact

Where I've done this

2024-now
SEOBurf, SEO consultant Technical SEO, programmatic SEO and AI-assisted workflows for ecommerce and service businesses. Still taking work.
2026-now
DragonBet, Head of Growth Organic acquisition across sportsbook and casino in the UK and Ireland: technical foundations, content architecture, digital PR and organic social.
2025-2026
Cruise Nation, SEO Manager Organic growth strategy for a UK cruise retailer, working alongside the paid, social and email teams.
2024-2025
AgencyUK, Head of Tech SEO across the agency's client base.
2019-2024
Even Strokes, founder Three Shopify builds, Google and Meta campaigns, Klaviyo, Merchant Center feeds and the organic programme behind them.
2018-2019
Pierce AB, Head of MX Vice and Content Content and social for 24MX, XL Moto and Sledstore in four languages, working between the UK and Sweden.
2013-2021
Talon Engineering, digital consultant Took a one-page site on 500 monthly visitors to 15,000 a month, and built the social channels to 100,000 followers.
2010-2024
MX Vice, owner Built it from nothing into the biggest motocross title in the UK and Europe, and ran it through the updates that reshaped independent publishing.
2006-2016
Burfield Digital Agency, founder A decade of design, build and search work, from start-ups and advice centres to global drinks and tobacco brands.
2000-2006
Withy King Solicitors, web developer Built the firm's first website and held it at the top of the results for five years. Where the search work started.

Works across

Technical SEOProgrammatic SEODigital PRBetting and gamingEcommercePublishingTravelLegal

Everything written here

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The research library and glossary are written and maintained here too.

Masters of SEO

Every confirmed Google update tracked from primary sources, the ranking machinery explained, and every claim graded by the evidence behind it.

Written by , in search since 2000.

Found something wrong here? Tell me and I'll correct it in public.