Systems over slogans
We focus on mechanisms: templates, architecture, crawl budget, internal linking and intent alignment.
About MOG
Built for teams that need SEO decisions—not SEO theatre.
MOG is led by Martin MacDonald, an SEO practitioner with more than 25 years of experience across in-house, agency, consulting and product environments. The consultancy combines that experience with systems teams can keep using after the call ends.
Martin MacDonald
Martin has worked in-house, in agencies and as a consultant on complex, high-scale websites. His focus is turning organic search opportunities into product and engineering work that can be prioritized, shipped and measured.
More on his background is at martinmacdonald.com.
- Founder, MOG Media S.L. (2001–2007)
- Head of SEO, Seatwave (2007–2010)
- SEO leadership, Omnicom (2010–2011)
- SEO leadership, Expedia (2011–2017)
- Founder, MOG consultancy (2017–present)
How MOG operates
Priorities over audit volume
A shorter roadmap the team can ship beats an exhaustive list nobody executes.
Work that product and engineering can ship
Recommendations become specifications, examples and QA checks.
Measurement tied to releases
Search Console outcomes are connected to tickets and shipped changes.
Metricular
Internal SEO tooling began in 2008. Metricular, the current platform, began development in 2018 after commercial tools lacked the workflow Martin had used while building in-house systems at Expedia.
The platform identifies issues, triages tickets against revenue, and reconciles traffic changes to released work. Metricular monitors more than 350 technical issue types and brings together more than 60 reporting, prioritization and workflow tools.
Full Metricular platform access is included with every consulting engagement.
History
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2001MOG begins as an online gaming business. Its main property became a top-20 poker site through SEO and was sold in 2007.
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2007–2017Martin MacDonald led SEO at Seatwave (2007–2010), Omnicom (2010–2011) and Expedia (2011–2017).
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2008Internal SEO tooling work begins, including machine-learning systems used to operate large sites.
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2017MOG relaunches as a consultancy focused on product-led SEO for complex websites.
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2018Metricular begins development as the current platform after commercial SEO tools proved too limited compared with the in-house systems built at Expedia.
Testimonials
What industry leaders say about working with Martin MacDonald.
These recommendations describe working with Martin. They do not imply that every named company was a MOG consulting client.
“Martin redefines the term "subject matter expert". He is extremely knowledgeable and experienced in the field of search engine marketing; inspirational with a remarkable can-do attitude. Martin is energetic, hands-on with a strong take-charge attitude. He is a hard worker and one of the best client-facing professionals I have met. It is a true pleasure and honor to work alongside Martin.”
Benoit Jolin
Senior Vice President, Expedia (role at the time)
“I worked for Martin for >2 years and during that time he proved to be an exceptionally skilled SEO and very tech savvy all round search manager. Apart from being a top guy, Martin's got a unique skill set and with his extensive experience in digital he'd make a fantastic asset to any company.”
Bob Meijer
Head of Data, Measurement & Analytics, Google (role at the time)
“Martin is an SEO professional with the ability to translate jargon into clear business value for companies. Based on his experience from client, agency and consultant Martin can take a business challenge and deliver a solution fast. Really enjoyed working with Martin on projects for major e-commerce companies.”
Richard Hollidge
Head of EMEA Online Retail, Apple (role at the time)
“Martin is a true force of nature. A whirlwind of energy & smarts, he is possibly one of the most knowledgeable people you'll ever meet on all things SEO/Inbound. With a great entrepreneurial spirit, he's a mine of ideas and inspiration and he taught me bucketloads. Oh, and customers LOVE him! It was a true privilege to bring Martin in, and I'd hire him again in a heartbeat.”
John Watton
Marketing Director, Adobe (role at the time)
“Martin's one of the top operators in the organic search marketing sphere. I've been consistently impressed by his knowledge, creativity and ability to apply himself to generate impressive returns. He's also a terrific presenter.”
Rand Fishkin
Founder, Moz (role at the time)
“I've worked with Martin in a couple of projects and found him to be one of the most resourceful SEOs I've ever had the pleasure of working with. Next to that he's an awesome guy to hang out with, doubling the total pleasure!”
Joost de Valk
Founder, Yoast (role at the time)
Ready to turn SEO into work your team can ship?
Tell us what you are building, where the process is stuck and what success would look like. You will speak directly with Martin about the right next step.