The Short Version
I'm a search marketer who got obsessed with the gap between how most businesses approach SEO and what's actually happening in search right now.
I specialise in the full modern search stack — traditional organic SEO, Generative Engine Optimisation (GEO) for AI citation, and Answer Engine Optimisation (AEO) for zero-click and featured results.
Every strategy I recommend, I've already tested on my own projects. No theory. No fluff.
The Longer Version
I came up through traditional SEO — keyword research, content strategy, technical audits, link building. The full playbook. And I got good at it. But around 2023 I started noticing that the nature of search was fundamentally changing. AI systems weren't just changing how people searched — they were changing who got visibility.
I went deep on what I eventually started calling GEO — Generative Engine Optimisation. The question I was obsessed with: what makes a piece of content the one an AI system cites rather than paraphrases without attribution? That question led me down a rabbit hole of AI training data, citation patterns, and content structure that I'm still in.
I work directly with founders and small teams — not through an agency, not through layers of account managers. When you work with me, you get me. I'm deliberate about capacity because I care more about results than revenue.
Alongside consulting, I build digital products using AI-assisted code and market them through the same search systems I teach. I write about everything publicly on the blog — the wins, the failures, and the things that surprised me.
If you're a founder who wants to stop paying for ads that disappear the moment you pause them, and start building search presence that compounds — let's talk.
What I Believe
→ Specificity beats generality every time.
Vague content ranks for nothing and gets cited by nothing. The more specific and authoritative a piece of content, the harder it is to ignore.
→ Search and brand are the same thing now.
What AI says about you shapes how people perceive you before they ever visit your site. Search presence is brand presence.
→ Test it before you teach it.
I only write about and recommend strategies I've run on real projects. Opinions without evidence are just noise.
→ Compound beats campaign.
A piece of content that ranks and gets cited for five years is worth more than a campaign that drives a spike and disappears.
How I Run a Search Engagement
SEO Workflow + AI Automation
Blueprint sprint methodology — layered with AI tools for faster execution and better client outcomes.
Ready to Work Together?
I take a limited number of clients at a time. If you want search visibility that compounds, let's talk.
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