After 17 years of creating websites, I still don’t think of my career as a “marketer.” I started as a web developer, the kind who happily writes clean code and spends evenings correcting a pixel-off margin. But while polishing layouts, I noticed something uncomfortable: the prettiest page could go unseen if search engines couldn’t read it. I had to decide, and fast: keep ifying the UI or dive deep into how code and search engines collab. I dove. One of my formative cases was with a worldwide online retailer. Sales were spiraling downward, but standard reports showed no red flags. I looked and looked until I found a small, overlooked robot.txt rule proudly blocking “Googlebot.” JavaScript was still dormant, and the beautiful product grid was a ghost. Tuning the server was mute surgery, but the site magically sighed and the nodes sung. Organic traffic spiked, stockouts were agonized, and the leader sent me a photo of a finalized million-dollar invoice with a handwritten “thank you” along the cookie crumbs. at epiphany, I concluded: the web owns a maze of indexing riddles and I decided I I’m I’m I’m I’m.

Blueprint of a Digital Architect

Kicking off with a Bachelor in Computer Science gave me the solid ground I needed. That classroom learning was a launch pad, though, not a finish line. Every year, I zero in on the freshest tech—my latest digs? I’m now a Certified Technical SEO Architect (CTSA) and snagged the Advanced Web Performance Optimization Specialist (AWPOS) badge, which keeps my blueprints cutting-edge. My digital hammer-and-nails include:

• Cracking log files and debugging server-side rendering glitches
• Sculpting advanced schema markup into clean, usable JSON-LD
• Squeezing the most out of Core Web Vitals and setting performance budgets that don’t crumble
• Slinging hreflang the global way on huge, multi-country sites
• Whipping up Python scripts that automate SEO and wrestle huge datasets into neat signals
• Fine-tuning crawl budgets for the biggest enterprise sites out there

A Respected Voice in the Search Community

I’m a believer in the “give and grow” model of learning. That’s why you’ll spot my pieces in top-tier hangouts like Search Engine Journal and Ahrefs’ Blog. I write for everyone, not just the techies—so I break down head-scratching models into straight-up blueprints anyone can build from.

I’ve been lucky enough to share my projects right onstage at top events like BrightonSEO and Web Summit. Whenever I step onto that bright carpet and connect with fellow experts, I know I keep my edge sharp. Plus, I love throwing my ideas into the mix and helping shape where our field heads next.

My Promise: Simple Truths in Complicated Times

Here’s what drives me: I want the world of search to feel less like a maze and more like a porch light that shows the way. I don’t bother with gimmicks that fade the moment a new algorithm eeks onto the scene. Instead, I write and speak to share what’s real and what lasts. My goal is that, when you finish reading, you don’t just know a cool trick—you understand why that trick works, when to use it, and what happens if you don’t. My promise is to hand you the tools and, just as importantly, the why behind the tools, so you can steady yourself and build a searchable digital place that shines, without wobble, on rock-solid code.