About the Founder

Nizam Ud Deen Usman

The SEO Observer, Founder of ORM Digital Solutions

SEO consultant, trainer, author

Born in Bahawalpur, at home in Multan since 2014

Muhammad Nizam Ud Deen Usman is the SEO consultant behind ORM Digital Solutions: an ecommerce and local SEO specialist, a content marketing trainer, and the person most clients talk to before they sign. Known online as the SEO Observer, he built ORM from a Multan business directory into an agency, trained freelancers for a national government programme, wrote a book on local search, and now builds the tools his own team ranks with.

This page is his story in six chapters, told plainly. His personal site, nizamuddeen.com, carries the long version, the case studies with their Search Console data, and his writing.

10+ years experience

The Founder's Story in Six Chapters

Each chapter has its own place further down the page.

From a Directory to an Agency

A radio programme, a business directory that failed, and a landing page that paid more than a month’s salary.

SEO as the Chosen Craft

Why he gave up web design work to specialise in search, and the mentor who sharpened it.

A Team Built in Multan

An office opened with a friend in 2018, interns who became a team, and a pandemic that shrank it.

Trainer and Mentor

Online and classroom SEO training from 2019, then the National Freelance Training Program.

Author, Builder, Community

The Local SEO Cosmos, the SEO Academy and community, the blogs, and SEO War Room.

Beyond Search

Multani blue pottery, family, and the reason he still answers his own phone.

Free Audit Call

Want to Talk to Nizam Directly?

Book a free 20 to 30 minute call on Zoom, Google Meet or WhatsApp. We look at your site, your Search Console and the businesses ranking above you, then tell you what would move first.

Book a Free Audit WhatsApp Us

Prefer to talk now? Call +92 300 6456323. Quotes are shared on WhatsApp once we have seen your numbers.

Proof of Performance

Results for Real Clients

Search Console and Analytics data from client sites, with the period stated on every figure.

From 428K to 640K Impressions Across Two Years

A Handmade Pottery Store Moved Up Page One

640KImpressions, from 428K

22.7KClicks, from 20.8K

6.2Avg. Position, from 9.8

+50%Impression Growth

Read the Case Study

Search Console for HMB Pottery, twelve months to August 2026: 640K impressions, average position 6.2

Nine Flat Months, Then a Step to 732K Impressions

A Local Pizzeria That Covered Its Subject

732KImpressions, 12 Months

6.5KClicks

9.8Avg. Position

Late MayWhere It Turns

Read the Case Study

Search Console for Bella Pizzahh, twelve months to August 2026: 732K impressions, line steps up in late May

See All Case Studies

What our Clients think about ORM!

Why Nizam?

Why Clients Work With Nizam Directly

ORM is a small agency, and its founder is not a name on a wall. He sets the strategy on every project, reviews the work, and stays reachable.

He tests before he claims. His own words: test everything, and keep testing. Every method ORM uses was tried on his own sites first.
Two specialisms, not twenty. Ecommerce stores and local businesses are what he has ranked for a decade, and what ORM is asked for most.
Results are published with the data. His case studies show the Search Console and Analytics screens, not a summary line.
He taught the methods in public. Multiple NFTP batches, a YouTube channel, a book and an academy mean nothing ORM does is a secret.
You can reach him. WhatsApp, a call, or a visit to the Samejabad office in Multan.

From a Directory to an Agency

Nizam was born on 5 July 1987 in Bahawalpur and started with computers in 2007, on an I-COM diploma taken without a computer or an internet connection at home. A radio programme about blogging sent him to HTML and CSS tutorials. An office job in 2008, an AutoCAD diploma finished top of his batch, and a spell teaching AutoCAD and IT followed, including an institute of his own that struggled for want of marketing.

The first web project was a business directory for Pakistan, modelled on the yellow pages, which is where the orm.com.pk domain comes from
To build it he learned WordPress, then HTML5, CSS3, Bootstrap and basic PHP, and a little SEO along the way
The directory did not survive, and he took an accountant’s job paying ten thousand rupees a month
A developer offered him a landing page for fifteen thousand rupees, built in a few hours, and freelancing began that day
Once the freelance income held, he left the job and registered ORM Advertisement, later ORM Digital Solutions

Free sites for friends and family built the first portfolio. The projects that followed came from freelance platforms, Facebook and this website.

SEO as the Chosen Craft

The early freelance years were web design, development and WordPress debugging on Fiverr and Upwork. At some point a freelancer has to choose the skill that will define the work, and Nizam chose search over code.

Experimental sites became the laboratory: methods were tried on his own projects before any client saw them
With no teacher available, the learning was self-guided, one test at a time
In 2021 he studied under Nathan Gotch, whose mentorship refined what a decade of experiments had built
Ecommerce stores and local businesses became the two specialisms, and remain so
The SEO Observer name, and the site behind it, grew out of publishing what the tests showed

That habit is still how ORM works: a claim is only made after the numbers back it.

A Team Built in Multan

In 2018 Nizam opened an office with a software developer friend so that newcomers could learn SEO by doing real work. Interns were taught from the basics to advanced work, and the office grew with them.

A handful of interns became a team of ten to twelve, and at its peak close to thirty people
Every member was trained in-house, from first principles to advanced technique
2020 brought the pandemic, a fall in business and a smaller team, which he rebuilt from
The office moved to Nehr Nubahar in Samejabad, where ORM works today
Several of the people ORM trained now run their own freelance careers

Multan has been home since 2014, and the agency has never left it.

Trainer and Mentor

Teaching came before the agency and has run alongside it since. In 2019 Nizam ran an SEO training programme both online and in the classroom, and put the lessons on his YouTube channel so they reached beyond Multan.

In 2021 he joined the National Freelance Training Program under the University of Education, Lahore, at its Multan campus
He taught content and digital marketing there to multiple batches of students
The aim was self-reliance: students who could earn as freelancers and support their families
His YouTube channel, Facebook group and LinkedIn carry the same teaching to a wider audience
The SEO Academy continues that work for people who want structured training

Clients benefit from the same clarity: a founder who has explained SEO to hundreds of beginners explains it to a business owner without jargon.

Author, Builder, Community

Beyond client work, Nizam writes, builds and organises. Each of these is public and can be checked.

The Local SEO Cosmos, his book on local search, with further titles in progress
Nizam SEO Community, the SEO Knowledge Hub and the SEO Academy, founded to teach and connect Pakistan’s SEO professionals
SEO War Room, the platform and WordPress tooling he built so that agencies, ORM included, can run search campaigns with precision
Blogs on SEO, Urdu poetry, Islamic teaching, the beautiful places of Pakistan and traditional handicraft
Features in Connected Pakistan, Freelance Hero Pakistan and Plerdy

The case studies on his site are the proof of the method: an online store taken from 428K to 640K impressions year on year, a pizzeria from a flat nine months to 732K impressions after a topical build, a cleaning company from 11.1K to 182K impressions in consecutive six-month windows. The figures and screens are published at nizamuddeen.com/portfolio.

Beyond Search

Some of what Nizam does has nothing to do with rankings, and it shapes how ORM works.

He revived the trade of Multani blue pottery online, taking a Multan craft to buyers abroad through his own store
That store is also one of his case studies, so the advice ORM gives to store owners is advice he takes himself
Married since 2010, he is the father of three daughters and a son
He weaves Islamic history and storytelling into his teaching, and writes on it
He still answers the office phone and the WhatsApp line himself

Call +92 300 6456323, write to nizam@orm.com.pk, or visit Nehr Nubahar, near Blue Pottery Multan, Samejabad, Multan 60610. His profiles: Facebook, X, LinkedIn, Instagram and YouTube.

We are here to answer all your questions

Questions people ask about working with Nizam.

Who actually works on my project at ORM?

Nizam sets the strategy, reviews the work and stays on the project. The Multan team, trained in-house, carries out the day-to-day work. You are never handed to someone you have not met.

Can I speak to Nizam before hiring ORM?

Yes. Every engagement starts with a short audit call, usually twenty to thirty minutes on Zoom, Google Meet or WhatsApp, and he takes those calls himself. The number on this page reaches him directly.

Does ORM only work with businesses in Pakistan?

No. The case studies on his site include a roofing company and two pizzerias in the United States, a cleaning company and an accountancy practice in the United Kingdom, a lighting store selling across Europe, and stores in Pakistan. Pakistani clients are served from Multan in person.

Nizam Ud Deen Usman

Nizam Ud Deen