Overview
About Usman
Muhammad Usman Siddiqui is a Senior SEO Account Manager at Assertive with 10+ years of experience, applying a search-intent-led approach to on-page and off-page SEO strategy.
He has worked at Assertive since December 2022, with extensive expertise across CMS platforms, Google Search Console, Google Analytics, Ahrefs, SEMrush and Majestic, and applies a search-intent-led approach to on-page and off-page content strategy.
Usman is well-versed in optimising content so it performs well in both traditional search rankings and AI-driven search experiences.
He also uses Ahrefs to extract and analyse competitors' external link profiles, and handles outreach to editors for brand management purposes.
Experience
- Senior SEO Account Manager, Assertive - Dec 2022 to present, London Area, UK (remote)
- SEO Team Lead & Content Strategist, Fast Rank Media - Dec 2014 to Dec 2022, Turin, Italy
- 10+ years across on-page and off-page SEO
- Manages SEO strategy for agency clients across e-commerce and publishing
Background
Usman's Background
Usman's background is in engineering rather than marketing, with a Master's in Climate and Sustainability Engineering.
His move into SEO and content strategy came through freelance work, where he began managing content and search performance for news and publishing platforms, gradually taking on full ownership of both on-page and off-page strategy.
Over time, Usman built up parallel freelance leadership roles across several publishing accounts, managing SEO strategy, editorial outreach, and content auditing simultaneously.
He's since brought that experience in-house at Assertive, where he now manages SEO strategy for agency clients as a Senior SEO Account Manager.
Content Editing & Publishing
Off-Page SEO & Link Building
SEO Team Leadership (Freelance)
Content Strategy & Auditing
Senior SEO Account Manager, Assertive
Usman's Experience
- SEO experience - 10+ years (on-page and off-page)
- Content strategy & editorial oversight - 8+ years
- E-commerce SEO & content auditing specialism
Usman's Hobbies
- Playing Cricket
- Travelling
Usman's Qualifications
- Master's degree in Climate and Sustainability Engineering, Politecnico di Torino
- Bachelor's degree, Dawood University of Engineering and Technology
- Advanced Content and Social Tactics to Optimise SEO (Coursera)
- Google SEO Fundamentals (Coursera)
