Mohammad A Mahmud

An SEO-led growth consultancy, not a task list

Mohammad does not run technical SEO in isolation. He treats search as the engine of a wider digital growth consultancy, where the commercial strategy comes first and the optimisation follows. A project opens with business analysis: the model, the margins, the lead quality and the goal the owner is actually chasing.

He co-leads True SEO with Julie Williams, a fractional CFO with more than 30 years in finance and a certified business coach. Between them they bring managerial experience, financial discipline and growth strategy to the table, so clients get business direction backed by search rather than search activity hunting for a purpose. You can meet the full team on the True SEO About page.

From oDesk freelancer to consultancy founder

Mohammad started in 2010 as a freelance SEO on oDesk, now Upwork, and logged more than 10,000 hours as a premium consultant. He worked across other freelance platforms too, taking on clients in the UK, the United States and further afield, across very different industries.

Affiliate marketing came next, and it taught him to rank pages that had to pay for themselves. He built, grew and sold more than ten affiliate websites, seven of them six-figure sites, running high-ticket programmes through Amazon Associates, the eBay Partner Network, ShareASale and GoAffPro. Most of those sales went through marketplaces such as Flippa, where a buyer only pays real money if the organic traffic and revenue hold up under scrutiny.

Before True SEO existed, he delivered SEO under other firms’ brands as a white-label provider, and he managed the strategic business portfolio of a multinational, Energypac Power Generation PLC, as Manager of Strategic Business Portfolio Management. He registered True SEO Consultants Ltd in Cardiff in July 2025 to put both halves of that experience, the search craft and the commercial discipline, into one consultancy.

What Mohammad is known for

His search specialism is semantic SEO and topical authority, the content-first method developed by Koray Tuğberk Gübür. Mohammad trained in that method and stays an active member of Koray’s Holistic SEO community, where much of the field’s patent-led thinking gets pressure-tested. In plain terms, he is a Google algorithm specialist who studies how the ranking system behaves and builds for it.

He was also an early adopter of AI tools for keyword research, competitor analysis and content workflows, so AI and voice search optimisation sits inside the True SEO model rather than bolted on afterwards. The method is one part of a bigger commercial picture, and you can see how it works on the semantic SEO and topical authority service page.

Published research: the accountancy web estate study

In September 2026 Mohammad published Research Report TSC-2026-01, an audit of the public websites of 494 UK accountancy practices. The firms were drawn by probability sample from the published ACCA and ICAEW practice registers across twelve UK regions, and every site was measured over 1 and 2 September 2026. Thirty-six website faults were recorded for each firm alongside its platform, page count and region, and the instrument’s own error rate is published next to every finding.

That last part is the reason the study exists. Most commentary on professional services websites comes from agency casework, which only ever sees firms that already paid someone to look. A register sample with a measured error rate lets a practice owner check the method rather than take the conclusions on trust.

The report is open access under a Creative Commons Attribution licence. The version of record sits on Zenodo and the same document is also posted on SSRN. What the findings mean for a practice owner is written up in the 494 practice website study.

Declared interest. True SEO Consultants Ltd sells SEO services to accountancy practices, and the report states that interest. The study measured websites only. It recorded no traffic, rankings, enquiries or revenue for any firm.

Credentials and corporate background

Alongside his work in search, Mohammad trained in accountancy. He completed the ACCA professional qualification examinations in 2014 and holds an MSc in Applied Accounting from the University of South Wales. He does not practise as an accountant. He is also a Certified Business Coach, and that coaching discipline shapes how True SEO runs engagements: KPI-led, tied to a clear commercial goal, the way a coach holds a business accountable to its own plan.

He is a director of True SEO Consultants Ltd, company number 16563516, and his appointment is on the public record at Companies House.

The finance training is not decoration. It is the reason a True SEO project opens with the numbers an owner actually cares about, average order value, lead quality and retention, before a single page gets rewritten.

The detail most agencies skip: he reads the business model before he touches a keyword.

Client work and results

The clearest example of Mohammad’s approach is Total Books Accountants Ltd in Cardiff. The firm sold low-value compliance work and drew around 200 visitors a month. He repositioned it around virtual finance director and advisory services, rebuilt the site around advisory search intent, and guided the launch of a separate pharmacy accounting brand. Monthly visits grew from roughly 200 to about 1,600, average order value moved from around £100 to about £500, and the firm went from Cardiff-only to clients across the UK. You can see how that accountancy work is structured on the SEO for accountants page.

That pharmacy brand, RX Virtual Finance Ltd, reached number one for “pharmacy accountants” and hit the first page inside about 60 days. In a different sector, the letting agent Lets Rent Bristol earned first-position rankings and strong AI-overview visibility for core tenant-finding searches. The pattern holds across accountants, financial advisers, letting agents and other professional-service firms: define the commercial gap first, then earn the rankings that close it.

Strategic SEO consultant to Shopwired

Mohammad also advises at platform level. He works as a Strategic SEO Consultant with Shopwired, a major UK ecommerce platform and a direct competitor to Shopify, supporting its team and its merchant brands as Shopwired builds out its own SEO service. The engagements have delivered strong organic gains for the ecommerce stores involved, and the brief is the one he runs everywhere: read the commercial model first, then build the topical authority that wins the search.

Ways to work with Mohammad

Every engagement starts with a free 30-minute strategy call. From there the work fits the brief in one of three shapes, each led by the same business-first thinking.

Active in the South Wales business community

Mohammad stays close to the businesses he serves. He is an active member of BNI South Wales in the Quinnel Chapter, where he speaks for the Marketing Power Team. That keeps True SEO connected to local owners and referral networks across the region, and it is one more place the consultancy’s business-first thinking gets shared face to face.

BNI South Wales Quinnel Chapter Marketing Power Team spokesperson

Connect with Mohammad

Follow Mohammad’s work and the True SEO channel for semantic SEO and topical-authority insight, or reach out about your own search visibility.

Frequently asked questions