Head of SEO · Piacenza, Italy

Muhammad Usman Siddiqui

I lead SEO for brands in SaaS, healthcare, finance and e‑commerce, and make sure they show up in Google and AI answers. I'm also an engineer with a climate master's, building LCA Lens, AI‑based software for calculating greenhouse gas emissions.

Work with me See LCA Lens
1,000+
SEO audits across almost every industry
4+ yrs
leading agency SEO for international clients
100%+
year‑on‑year organic growth for most clients
3 yrs
in LCA, carbon footprinting and ESG reporting

About

An engineer who found his way into search.

I trained as a petroleum engineer in Karachi, then moved to Italy for a master's at Politecnico di Torino. I researched drilling fluids at Texas A&M University at Qatar, and later went back to Turin to specialise in climate change adaptation and mitigation.

Search started as a side interest and turned into my career. Since 2022 I've led SEO strategy for agency clients across the UK, Europe and the US, completed more than 1,000 audits, and run site migrations from first URL map to post‑launch recovery. Most of my focus now is on helping brands show up in AI answers as well as in Google.

My two fields share a lot. A carbon footprint and an SEO audit both start with messy data and need a clear method. Both end with a short list of changes that move the number. I measure first, change one thing at a time, and report what happened.

Based in
Piacenza, Italy
Works with
Clients in the UK, Europe and the US
Languages
English (C2) · Italian (B1)
Studied
Engineering and climate change at Politecnico di Torino
Off the clock
Cycling, calligraphy, travel and investing

What I do

Two disciplines, one habit: measure first, then improve.

Search

SEO · AEO · GEO

I run SEO strategy for an agency portfolio, from audits and site migrations to content programmes. Lately most of my work is making pages that answer engines and AI assistants can understand, quote and cite.

  • Technical SEO
  • Semantic & entity SEO
  • AEO & GEO
  • Site migrations
  • Programmatic SEO
  • Topical authority
  • Schema markup
  • Internal linking
  • Local & multi‑regional
  • Core update recovery

Carbon

LCA · GHG · ESG

I calculate carbon footprints, run life cycle assessments and prepare sustainability reports. I trained as a petroleum engineer and later completed a specialising master's in climate change at Politecnico di Torino.

  • Life Cycle Assessment
  • Carbon footprint
  • Science Based Targets
  • ESRS & XBRL
  • TCFD / TNFD
  • EU Taxonomy
  • GRI & SASB
  • CDP · EUDR
  • DNSH assessments
  • B Corp certification

Selected SEO results

What changed for the clients I've worked with.

Projects

Products I'm building.

Building now

LCA Lens

Traceable greenhouse gas accounting

LCA Lens turns my day‑to‑day sustainability work into software. Companies measure, manage and report their Scope 1, 2 and 3 emissions, and every result links back to the exact source, row and version of the emission factor behind it. It also has free calculators, unit converters and an emission factor library. It saves the weeks of spreadsheet work this usually takes.

Since March 2023 I've also used LCA Lens as the base for consulting: ESG due diligence, carbon footprints, Science Based Targets, sustainability reports and B Corp certification support.

Built around: Scope 1/2/3 · product footprints · supplier data · ESRS · SBTi

Visit lcalens.com
Example footprinttCO₂e
Scope 1412.6
Scope 2618.0
Scope 32,284.9
Total3,315.5

Sample figures to show the kind of output LCA Lens produces. Not real client data.

Building now

Find Wedding Photographers

A website and app that connects couples with wedding photographers

Couples can browse photographers by location, style and budget, compare portfolios and get in touch in one place. Photographers get a profile that brings them enquiries from couples already searching for someone like them.

Visit findweddingphotographers.com
SEO tool

GSC Keyword Intelligence

Connects to Google Search Console to find keyword cannibalisation and show which URLs are trending up or down.

SEO tool

Content Brief Generator

Builds writer‑ready briefs from SERP headings, checks them against the sitemap for overlap, and suggests internal links.

AEO tool

Semantic Triple Analyser

Breaks content into subject → predicate → object triples and scores how easily AI search can extract and cite it.

Experience

From oil fields to search results.

SearchClimate & sustainabilityEngineering & research

Education & toolkit

Trained as an engineer, working as a strategist.

SEO stack

Google Search Console, GA4, Ahrefs, Semrush, Screaming Frog, Looker Studio

Sustainability stack

SimaPro, openLCA, Power BI, Tableau · ISO 14001 & ISO 50001 training

Languages

English (fluent, C2) · Italian (B1)

Contact

Need SEO that works in AI search, or numbers for your carbon footprint?

I take on a small number of SEO consulting projects and sustainability engagements. Get in touch to talk about your project.

Based in Piacenza, Italy · working with clients in the UK, Europe and the US