about

what I do

• Technical SEO. Crawlability, indexing, Core Web Vitals, log file analysis, JavaScript rendering, structured data, international and hreflang setup.
• On-page and content strategy. Search intent mapping, topic clusters, on-page optimisation, content audits, and editorial systems for scale.
• AI search optimisation. Generative Engine Optimisation (GEO), AI Overview citation strategy, entity SEO, and llms.txt-era authority signals.
• Measurement and reporting. GA4, Search Console, Looker Studio dashboards, attribution, and the data work that connects SEO to commercial outcomes.
• Tools and side projects. Outside client work: bookmarklets, Chrome extensions, and utilities for day-to-day SEO workflows. I build the things I find myself needing — see them on GitHub.

why this site exists

I wanted the resource I would have loved when I started in SEO. Most of what I found was thinly veiled advertising: guides that covered just enough to make you feel informed, then handed off to a paid tool to do the actual work. I wanted to learn how to find + fix problems myself, not have software produce a list of issues and leave me none the wiser.

This site is the alternative: independent and factual. Every piece covers how something works and how to act on it.

It is a one-person project, published for free, with no advertising, no sponsors, and no affiliate relationships. I use AI to write the prose, because I am an SEO specialist, not a writer, and the scale of this would not be possible otherwise. The knowledge, the structure, and the fact-checking are mine. More detail on how the process works is on the methodology page.