After more than 25  years of coding and tweaking websites, I still remember climbing into the code editor a wide-eyed developer. I didn’t land in marketing by accident, but by appetite, biting down on challenging code and massive databases. I had the usual projects—launching store pages, color-matching buttons—but the spark came later. It came when I stood back from a finished project and realized the game isn’t making pages; it’s making pages that the right eyeballs can find without a fight. I turned that spark into a flame, fusing design and discovery during midnight debug marathons, learning how to satisfy human curiosity and robot routines at once.

That first spark of curiosity dragged me down the shiny rabbit hole of technical SEO, and I’ve hung out in that wonderland ever since. I still think back to the giant e-commerce project that put me through my first real rite of passage. I walked in one day and the site’s organic traffic had nose-dived without so much as an “oops.” Trying to navigate the million dusty hospital-product pages felt like wandering through the catacombs. After nights of digging through log files, crawls, and data I had an “aha” moment. The guard rails of their internal linking had completely rotten, and their navigation logic had imploded. My fix was 6 weeks’ worth of drawing pretend bread-crumbs on mock-ups, then roaring them to life across the entire site, shoving schema down every pixel. Three weeks after the shiny stomp-free layout went live, I watched keywords pop back like excited toast, while bounce rates slid downhill. Traffic didn’t just return; pages began to hum with shoppers. Whenever I start to think new-tech is just gimmicks, I think of breadcrumbs, and the traffic miracle that played out after we finally added them.

The Blueprint of My Expertise

My work starts with a strong technical base, first set in stone when I earned my Bachelor of Science in Information Systems. That degree was just the first brick, with the rest of the wall coming from nonstop learning and hands-on problem-solving. I think of myself as a craftsman who knows the workbench backward, and I keep certifications that prove it, like:

• Certified Technical SEO Architect (CTSA)
• Advanced Schema & Structured Data Professional (ASSDP)

These aren’t just lines on a résumé. I apply the technical stuff every day; my hands have run keywords over log files, and my eyes have checked server responses line by line. Skills I treat as the basics—skills like:

• Auditing log files and server response codes
• Advancing every form of schema markup—JSON-LD, Microdata, RDFa
• Optimizing and managing a crawl budget like a librarian managing a limited budget for new books
• Plotting internal links and crafting information architecture
• Tackling JavaScript SEO and rendering the puzzles until the pictures appear

A Voice in the Global SEO Conversation

To me, learning isn’t finished until it sees another voice with a fresh angle. That’s why I share what I know and what I keep finding in the field. I write for communities that stretch across time zones, punching keyboards for Search Engine Journal and the Moz Blog, turning technical jargon into tools everyone can pick up and learn.

I’ve had the amazing opportunity to hit the mic at some of the biggest digital marketing events around the globe, like the famous BrightonSEO and the ultra-technical SMX Advanced. Swapping ideas with the brightest minds at these conferences not only refreshes my own playbook but also keeps my strategies sleek and sharp, just like the latest tech gear.

Getting Real with SEO: My Goal

The goal of my work is pretty clear: I want to lift the curtain on the tech side of search engine optimization so anyone—whether you’re a freelancer, a startup, or a massive enterprise—can create a kick-butt, accessible website. The online world is packed with buzzwords and fads that come and gone like the latest meme, so I focus on plain, honest, and ethical playbook that builds traffic that sticks around for the long haul.

As I write, like I do with each piece, my purpose feels crystal clear: I want you to learn something every time you visit. I choose clear, honest techniques because I’ve seen the proof—they strengthen users first, which makes the search engines and your business grateful, too. I aim to be the consultant in your pocket, delivering tips that I’ve checked and stressed-test that you can apply now without worrying what will break tomorrow. Trust isn’t something I say I am; it’s earned, and I am here to earn it seed by seed.