// about
Moji
Mojtaba SedaghatKerdar
From offline businesses to online brands. Strategy first, always.
I’m Moji (Mojtaba SedaghatKerdar). I design websites, build and develop on WordPress, and do the SEO that helps businesses get found on Google. I’m based in Musselburgh, just east of Edinburgh, and I work with businesses across Edinburgh, Scotland, and the UK.
I started by getting it wrong
In 2018 I built my first real website. It was a gold and jewellery affiliate site called HonareTala, and I built it because I couldn’t afford to pay anyone else to do it. I spent close to two years learning WordPress, design, and development the hard way.
At the end of those two years I had a site I was proud of. Then I realised something obvious that I had completely missed: nobody could find it.
That was the moment SEO stopped being a word I’d heard and started being my job. I went back and learned it properly. HonareTala went on to earn me an income for seven years.
I keep that story in mind on every project, because most people I meet are about to make the same mistake I did.
What I actually believe
Design is the last step, not the first. Most people start with how the site looks and hope the rest sorts itself out. It doesn’t. Before I open a design tool, I want to know who we’re trying to reach, what they type into Google, and what should happen after they land.
A website is a marketing tool. For most small businesses, over 80% of the point of having a site is finding new customers. If you accept that, then every page needs a job. A page that exists “because every site has one” is a page that costs you money.
Trust in this industry is broken, and fairly so. A lot of people have paid for a site, received something that looks fine, been told “the rest is up to you,” and then watched it do nothing for two years. If you’ve had that experience, I understand the scepticism. I’d rather tell you upfront what a website will and won’t do for you.
Some of the work has to be yours, and I learned this the hard way. When I first arrived in Scotland I built a site called ForBritish to teach myself how search works in this country. I researched UK keywords, built pages, and got several of them ranking on long-tail terms around home renovation, mental health and NHS waiting times by city and hospital.
Then Google turned down my AdSense application for low content quality. Not because the pages weren’t ranking, but because there was no real person standing behind what I’d written. That’s what sent me into E-E-A-T, and it changed how I work.
So when I say I can’t write your experience for you, I’m not being difficult. Content that’s obviously machine-written doesn’t help you, the algorithms recognise it, and getting around that is harder than most people think. What I can do is take what you actually know about your trade and turn it into something Google understands and a human wants to read.
Getting to the top of Google is a real fight. There are sites that have spent years earning their position and they don’t give it up easily. Without a strategy, effort alone won’t get you there.