Twelve yearsin search.

How I got here.

I have spent twelve years in organic search, across B2B fintech, proptech, real estate, martech, sports media and a state government digital team. That range matters more than it sounds. The same entity and structure problems show up everywhere, just with different vocabulary.

The work changed in 2024. Buyers started finishing their research inside an AI answer instead of on a results page, and the brands that got recommended were not always the ones that ranked. So I built a way to measure it: a fixed prompt set, run across every major engine, scored on whether a brand is mentioned, cited or recommended.

That programme took one B2B fintech from a zero baseline past 62,000 AI citations. It also convinced me that AEO and SEO are one discipline, not two, because engines overwhelmingly cite what classic search has already validated.

What I actually do all day

Roughly half the week is analysis: prompt sets, citation gaps, crawl and schema work. The other half is building. I write the agents that pull live data from Search Console, GA4, SE Ranking, Bing Webmaster and DataForSEO, so the monitoring runs continuously instead of once a quarter. There are more than twenty of them now.

I take on a small number of clients at a time, which is the only way the person who audits your site stays the person who does the work.