About

Peter Victor Jones

Peter Victor Jones is a UK-based SEO specialist who has worked in search since 2008, building organic SEO and Google Ads systems that now generate over 20,000 leads a year.

He now specialises in Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), helping brands understand how AI systems such as ChatGPT, Perplexity, and Google AI Overviews decide which businesses to mention, recommend, and cite.

I've spent almost twenty years getting service businesses found online, and these days that means being found by AI as much as by people.

My search engine optimisation career started with building websites and getting local businesses found online, helping my employer at the time survive the 2008 recession by getting them online and the phone ringing. Since then I've spent over a decade running SEO and marketing for small businesses, built and sold my own home services company, and I'm now marketing director of a national one.

People still Google, but they also ask ChatGPT, Perplexity and Gemini who to use, and AI Overviews often answer before anyone clicks a website.

This is the story of how I got here.

The journey

2006
On the lorries, learning a way out
Aged 22, following my grandfather and father into haulage, driving lorries and in debt. Then started teaching myself website design and local SEO, looking for a route out that didn't involve another cab and another motorway.
2008
The recession that changed everything
Working for Hawes Plant Hire when the recession hit. The lorries were parked up in a yard full of machinery that should have been out on hire, earning nothing. Roy Hawes asked me to build the company a website and get it found online. I built a site covering every piece of plant for hire, with over 300 location pages, one for every area we delivered to, written by hand and built manually in raw HTML. The phones started ringing again. That website pulled the company through the recession, and it taught me early on how much being findable is actually worth to a business.
2009
Going out on my own
Left Hawes Plant Hire and started offering website design and SEO to small businesses. Two of my very first clients were ADI Plumbing and Bluebond Financial Planning, relationships that, in ADI's case, would go on to shape the next fifteen years of my career.
2010
The first real education
Attended the Local, Mobile and Social Summit and sat in rooms with industry veterans including Ryan Deiss, Kate Buck and Damian Petrini. Up to then I thought marketing a service business meant building it a website. Those rooms showed me how much more there was to it.
2011
Learning the algorithm from the source
Flew to Phoenix, Arizona for an SEO conference to learn directly from Leslie Rohde. That trip sharpened my understanding of how Google's algorithms and PageRank actually worked under the hood.
2011
From plumbing to leak detection
ADI Leak Detection was founded. With my advice, Adrian transitioned the business from a plumbing company into a dedicated leak detection specialist, with a vision of becoming the first national water leak detection company in the UK.
2012
Learning to scale
Attended the Marketing With You Inner Circle Mastermind in Miami with Alex Jeffreys, where Rich Schefren spoke on scaling companies. Up to this point I'd been focused on getting businesses found. This was where my eyes opened to what happens after that: how you actually scale what you've built.
2013
Building and running my own brand
Started a local window cleaning company, Splash and Sparkle, then expanded into roof cleaning and graffiti removal across London and the South East, running an operational business day to day while continuing to run SEO for clients on the side, ADI Leak Detection among them. For a decade, I was living both sides of the coin: the marketer, and the business owner depending on the marketing to work.
2023
Exit and a fresh start
Sold the window cleaning brand to a fast-growing local property maintenance company and relocated to Scotland with my family, closing a ten-year chapter and opening a new one.
2023
Going deep on topical authority
Took Koray Tuğberk Gübür's topical authority training course and studied it three times, start to finish. Joined a private cohort alongside top SEOs including James Dooley, Paul Truscott, Karl Hudson, Suresh Kumar Gondi, Luis Salazar Jurado and others.
2024
Carrying a legacy forward
My longest-established client and friend, Adrian, founder of ADI, passed away suddenly. I was asked to become a director of a new limited company and carry the brand forward in his legacy. It's a brand, ADI Leak Solutions, that continues to thrive today, now operating nationally with a team of engineers across the UK. Alongside it, I turned the same builder's instinct toward something more ambitious: a private, internal platform to run content, SEO and sales operations at scale, built entirely using AI tools, without writing a line of code by hand.
2025
Deep in the systems
Joined the Progressive Property inner circle led by Rob Moore and started attending private, invite-only networking events, including with Surinder Arora, founder of Arora Hotels, and Alan Barratt, founder of Grenade bars. Alongside that, spent the year heads-down building AI automations and systems to support SEO, Google Ads and AI-visibility strategy at scale. Not the kind of work anyone sees from the outside, but it's what everything else now runs on.
2026
Peter Victor Jones
Attended The Masterminders in Manchester alongside James Dooley, Kasra Dash, Craig Campbell, Fery Kaszoni, Koray Tuğberk Gübür and other elite figures in SEO and AI marketing. Sitting in that room, it was obvious where the next twenty years of this industry are going. I came home and launched Peter Victor Jones as my personal brand, focused on how businesses stay visible as AI changes the way people find them.