John Fegan
Co-Founder & Search Consultant
15+ years in SEO, from agency to in-house. John has lead the techical and overall search channels for Casino.org, CMC Markets, Tesco Bank, Thorntons, Saga Travel and more
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.
Having worked together on and off for most of our careers in SEO, our co-founders were keen when the opportunity arose to join forces; and knew instantly that our North star would be building an agency that we loved waking up to go to work for.
Today we work with businesses across the world, from local service providers to global publishers and household names. 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 where necessary, assemble the right freelance specialists — content, digital PR and publishing — around your specific goals.
This means senior thinking, specialist delivery, and none of the bloat. Scale up for a big push, scale back when you don't need us.
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
We partner with a small but powerful list of freelancers that help us to scale what they do best
Two founders. One direct line.
Canonicals is run by the founder's Tom and John. We lead every project personally and bring in our specialist network as needed.
Tom Gregan
Co-Founder & Paid Search Consultant
Tom has spent the past 15 years growing the SEO and AI performance of brands like Forbes Advisor, Moneysupermarket, WhatCar, Timeout and more.