ABOUT THE INDEX CLUB
Built for businesses that need judgement, not more SEO activity.
Most search engagements do not fail because nobody made a list of recommendations.
They fail because priorities get diluted, senior thinking gets separated from execution, and teams spend too much time producing work that looks like progress.
The Index Club was built as an alternative.
Curious minds. Serious thinking.
Indy / Meet IndyOperating Model
A smaller model on purpose.
The Index Club is a members-only search strategy practice.
Membership is capped at 12 active brands. Every member works directly with the founder. The aim is not to maximise the volume of accounts, deliverables or meetings. It is to improve the quality of the decisions being made.
That can mean technical SEO, content, digital PR, site architecture, AI search, analytics or something outside the usual SEO playbook entirely.
The discipline changes with the problem. The standard does not.
FOUNDER
Warren Hance
Search strategist, agency leader and practitioner with experience across some of the world's best-known brands.
Warren has spent his career working across organic search, content, digital strategy and search-led growth.
His experience includes work across brands such as Vodafone, Compeed and Greater Anglia, alongside ecommerce, property, health, professional services and multi-location businesses in the UK and Australia.
His work focuses on the part of search that becomes more important as organisations become more complex: deciding what actually matters.
That means connecting technical SEO, content, authority, user behaviour, commercial priorities and emerging discovery platforms into a strategy teams can realistically execute.
In 2026, Warren spoke at Google on how AI is changing the way people search and how brands should think about discovery beyond the traditional results page.
The Index Club is the model he wanted agencies to be able to offer more often: senior attention kept close to the work, fewer layers between a problem and a decision, and enough capacity to think properly.
PRACTICE SPECTRUM
Selected experience
• SEO and organic search leadership
• Search strategy across UK and Australian markets
• Ecommerce and lead-generation SEO
• Multi-location and enterprise search
• Site migrations and technical strategy (Read SEO Migrations)
• AI search and emerging discovery behaviour (Read AI Search)
• Team leadership and capability development
• Speaker at Google, 2026
BELIEFS
The work should survive contact with the business.
• A strategy that cannot be implemented is not a strategy.
• Rankings without commercial context are not a growth plan.
• More content is not automatically better content.
• AI search is important. AI hype is not.
• Seniority matters most when it changes the quality of the decision.
• Good search work should leave the organisation smarter than it found it.
Next Steps
Ready for a search strategy practice built around judgement?
Explore our principles, review The Case Files, or start by booking an Index Review diagnostic.