The complicated-projects speciality
Most consultants build a practice around a comfortable niche — a vertical, a tactic, a platform. Avi's practice grew in the opposite direction. His book of business runs heavy on projects with structural obstacles: multi-domain estates, migration-wounded sites, restricted verticals, brands operating under adversarial competitive pressure with almost no room to acquire links the conventional way.
Two of those categories — iGaming and fintech — happen to be the most contested and most regulated spaces in organic search. Standard SEO advice tends to fall apart on contact with either. Operating successfully in both means having built methods that account for compliance, jurisdiction and the predictable churn of link inventory in restricted categories.
Named engagements
The public client list spans consumer SaaS, iGaming, regulated trading, marketplaces, retail and broadcast:
- WIX.com — one of the world's largest website builders.
- Casino.com, MansionCasino.com, MansionPoker.com — premium iGaming domains operating in an aggressive search vertical.
- Liquidity.com, iRonFX.com, EverFX.com — regulated trading and fintech platforms.
- PlanetSoho.com, Billy.com — SMB software and marketplace products.
- BabyFirstTV.com, MySuperMarket.co.uk — broadcast and UK retail comparison.
Beyond the named accounts, the practice has touched hundreds of other sites across two decades — the kind of cumulative sample size that gives a consultant real pattern recognition rather than a handful of case studies.
How the practice is structured
Three service lines run in parallel through iMedia US, and they are deliberately kept distinct rather than sold as a single monolithic retainer:
- SEO consulting. Senior-level advisory, usually direct with founders or heads of growth. Suited to teams that already have execution capacity and need judgement.
- SEO services. Full-scope agency delivery — technical audits, migration planning, international rollouts, on-page programmes and authority acquisition. Suited to teams that need the work done.
- Mentoring. Structured coaching for in-house teams and startup founders. Suited to companies that want to build the capability internally rather than rent it indefinitely.
Why longevity matters here
SEO has an unusually high consultant burn rate. Practitioners tend to peak inside one algorithm era, build a methodology that fits it, and drift out of relevance when the ground moves. Staying commercially useful from 2002 to now means having rebuilt the approach several times — through Panda, Penguin, mobile-first indexing, the Helpful Content system and now generative-answer surfaces.
That is the clearest thing separating a long-tenure operator from someone with a well-marketed three years. It is also the reason Avi's phone rings when other agencies have already quoted and walked away.