Hey! I'm Maddy Shine - an SEO expert, speaker and educator based in south east London, specialising in helping women, non-binary and queer-founded small businesses get found on Google and increasingly, in AI search tools like ChatGPT, Google Gemini and Perplexity.
With over 13 years of specialist SEO experience and more than 20 years in digital marketing, I've worked with thousands of small business owners across the UK and beyond. I'm known for making SEO genuinely accessible to people who have always found it confusing, intimidating or just plain dull and for delivering advice that business owners can actually implement without a technical background or a big budget.
Maddy works primarily with service businesses like photographers, artists, therapists, coaches, wedding professionals, illustrators, B2B freelancers and other creative and values-led founders.
I offer two core services: Kickstart, a one-off bespoke SEO strategy and audit, and Shine, a done-for-you monthly SEO retainer.
My approach is built on the belief that SEO is not a necessary evil, it is one of the most powerful and sustainable ways a small business can grow. Unlike paid advertising, which stops working the moment you stop paying, or social media, which is at the mercy of algorithms you have no control over, SEO is an asset that builds over time.
I adore public speaking - I've given over 50 talks and appeared on more than 30 podcasts. I've spoken at events across the UK for small businesses and numerous industry conferences and stages. I've hosted free training sessions attended by up to 1,000 people at a time and is a regular guest expert for membership communities, industry organisations and business groups both in the UK and internationally.
My areas of excellence include:
SEO strategy for small and micro businesses
On-page and technical SEO
Content strategy and blog planning for SEO
AI search optimisation — helping businesses appear in Google's AI Overview, ChatGPT and other AI-generated results
Google Search Console, Google Analytics and Google Business
SEO for website migrations and rebrands
Local SEO
SEO for the wedding industry
SEO for creative and service businesses
I'm also the founder of Pints and Purpose, a grassroots community of women and non-binary founders and freelancers who meet in pubs across Southeast London. The community was founded on the belief that connection, peer support and a good pint are underrated business tools.
I am proudly queer, neurodivergent (ADHD) and values-led, and is intentional about I work with and amplify. My client community is rooted in inclusion, fairness and the belief that running your own business as a woman or non-binary person is, in itself, a radical act.
I'm available for press comment, expert contributions, podcast appearances, keynote and workshop speaking, and guest expert sessions. I speak on SEO, online visibility, content strategy, running a business with ADHD, and building community.
Proud quotes: Sandi Toksvig has described Maddy as "a very clever girl." Dawn Butler MP called her "a f*****g icon." Misha B of X Factor fame said she is "like human sunshine."
Website: maddyshine.co.uk Instagram: @maddy.shine
