John Fegan
Co-Founder & Search Consultant
10+ years in SEO, from in-house to agency-side. Alex leads organic strategy for our clients and has helped brands from startups to FTSE 100s achieve page-one rankings and sustainable growth.
About Us
About Canonicals
A founder-led search consultancy, backed by a hand-picked network of specialist freelancers.
Our Story
Canonicals was founded in 2020 as a deliberately different kind of search partner: a consultancy, not an agency. Two founders, working directly with clients, backed by a network of specialist freelancers.
We'd spent years at big agencies watching SMBs get priced out, over-serviced with retainers they didn't need, or handed to junior account managers. We knew there had to be a leaner, more senior way to work — so we built it.
Today we work with businesses across the UK, from local service providers to scaling SaaS companies. We keep our overheads low and our bench flexible, so clients pay for expertise and results — not office space and account admin.
The consultancy model
You get a founder as your point of contact for the life of the engagement. We set the strategy, then assemble the right freelance specialists — SEO, content, paid search, digital PR, development — around your specific goals.
It means senior thinking, specialist delivery, and none of the bloat. Scale up for a big push, scale back when you don't need us. Simple.
What we believe in.
Senior by Default
You always work with a founder. Strategy is never delegated to a junior — the people who win the work are the people who do the thinking.
Results-Focused
Rankings are nice, but revenue is better. Everything we do is tied to real business outcomes that impact your bottom line.
Lean & Flexible
Our freelance network means we bring in exactly the right specialists, only when they're needed. No wasted retainers, no padding, no lock-ins.
Two founders. One direct line.
Canonicals is run by the two of us. When you work with Canonicals, you work with us — not a rotating cast of account managers. We lead every project personally and bring in our specialist network as needed.
Tom Gregan
Co-Founder & Paid Search Consultant
Former Google Ads specialist turned consultant. Jordan owns paid search and analytics, has managed millions in ad spend, and has a track record of delivering exceptional ROI for clients.
Behind the two of us sits a carefully vetted bench of freelance specialists — technical SEO auditors, content writers, PPC managers, digital PRs and developers — who we bring in project by project. You get big-agency capability with the focus and accountability of a boutique.
What our clients say.
"Canonicals transformed our online presence. Within 6 months, we were ranking on page one for our key terms and seeing a 340% increase in organic traffic."
"Finally, a team that actually delivers. Working directly with the founders means no messing about — our organic traffic is up 5x and they handle everything. Highly recommend."
"The team at Canonicals are genuine experts. They took the time to understand our business and created a strategy that's driving real results."