The SEO sea of sameness
How identical tools and AI workflows have made SEO intellectually conformist, and why mental models, not tooling, are the real competitive differentiator.
I build organic growth systems that generate pipeline.
Most B2B SEO stalls not from a lack of ideas, but from execution gaps: weak systems, unclear priorities, and organic that isn't connected tightly enough to revenue. I fix those gaps: owning strategy, content, SEO, and the operational infrastructure that makes it compound.
Over 13 years I've built organic growth functions for B2B SaaS, scaled to 1M+ monthly sessions, held external agencies accountable to real KPIs, and built a 100k+ session publication from scratch as a founder. I've managed cross-functional teams across content, design, and development, and designed the SOPs and delivery frameworks that let companies scale output without scaling cost.
My focus right now is on what's next in organic: GEO/AEO, LLM-search visibility, and AI-augmented marketing operations, alongside the fundamentals of technical SEO, content strategy, and conversion that still drive most of the results.
Recent results
These results come from fixing the same underlying issues: unclear priorities, weak execution systems, and organic growth that isn't tied closely enough to the business.
SEO execution
Good strategies fail when executed poorly. You need to fix the mechanics involved in making a website work properly - architecture and internal linking, rendering and indexability, content operations, QA, accessibility, compliance.
Better operations
A well built and properly documented system used by an agile team beats a larger team using inefficient methodologies every time. I built a team that reduced spend by 80% whilst achieving 2x on KPIs.
Skin in the game
I've built websites from scratch and know what it costs when growth stalls. I care deeply about building robust, reliable, and accurate campaigns that make SEO a solid long-term financial success.
How we can work together
If your organic traffic has plateaued or your agency is reporting on rankings while your pipeline is flat, you have an alignment problem. I find the 3–5 technical or structural levers that are actually holding you back and work with your team to pull them.
Best for: Teams with a legacy SEO setup that has stopped performing.
Most marketing leaders don't have time to audit their SEO agency's work. I act as your internal advocate: managing external vendors, setting KPIs tied to MQLs and pipeline, and holding them accountable to performance.
Best for: Marketing leaders who suspect their agency is underdelivering.
AI makes content cheap, but quality is becoming the differentiator. I build editorial workflows that use LLMs for research, clustering, and first drafts: with human oversight on the points that matter. The result is substantially higher output at a fraction of traditional cost.
Best for: Teams that need to scale content without scaling headcount.
Recent posts
How identical tools and AI workflows have made SEO intellectually conformist, and why mental models, not tooling, are the real competitive differentiator.
There is less than a 1-in-100 chance that ChatGPT or Google’s AI will produce the same list of brand recommendations if you run the same query 100 times. This is the starting point for understanding why AI search attribution is a fundamentally different problem from traditional search tracking.
A guide on turning customer language from Google Reviews into structured messaging for website copy using a specific message-mining framework.
Useful resources
If you want sustainable, measurable growth, or you're hiring someone to lead it, start a conversation or connect with me on LinkedIn.