Specialty
Search behavior is changing faster than any other digital channel. Google's AI Overviews, ChatGPT, Perplexity, Gemini, and Microsoft Copilot are redefining how people find information, and the rules for getting found have changed right along with them. SEO today is about a lot more than ranking on Google.
Every SEO strategy starts with the technical foundation. Great content won't do much on a site Google can't crawl, index, or understand. Technical SEO makes sure the foundation is solid before you invest in content and links.
Audits of robots.txt, XML sitemaps, and Search Console index coverage to find pages that are blocked, broken, or unintentionally excluded from the index. Making sure Google sees exactly what it should.
LCP, CLS, and INP are official Google ranking signals. Analysis and optimization of load speed, visual stability, and responsiveness, with a special focus on mobile, where most traffic happens.
Page hierarchy, breadcrumbs, clean URLs, proper pagination, and parameter handling. A well-planned architecture spreads authority efficiently across your pages.
Schema markup for articles, products, FAQs, reviews, events, and entities. Structured data improves your chances of earning rich results and is essential for visibility in AI-powered search.
Finding and fixing duplicate content, misconfigured canonical tags, and hreflang issues on multilingual sites. Duplicate content splits authority and confuses crawlers.
Planning and overseeing domain migrations, platform changes, and URL restructures, with redirect mapping, authority preservation, and post-launch monitoring in Search Console.
On-page is where search intent meets content. Every page needs to clearly answer a specific question, and answer it better than anyone else on page one.
Identifying opportunities by volume, difficulty, and search intent: informational, navigational, commercial, and transactional. Mapping keywords to existing pages and uncovering content gaps.
Content architecture built on pillar pages and cluster pages: one main page covers a broad topic while supporting pages dig into subtopics, with structured internal linking that concentrates authority on the hub.
Title tags and meta descriptions written to win the click on the SERP: the main keyword worked in naturally, a clear value proposition, and a call to action that lifts organic CTR.
A proper H1, H2, and H3 hierarchy with related keywords distributed semantically. A structure that's easy for people to read and easy for crawlers to understand.
Mapping and optimizing internal links to pass PageRank to priority pages, with relevant anchor text and a structure that guides both users and crawlers to your most valuable content.
Descriptive alt text, optimized file names, lossless compression, and lazy loading. Well-optimized images help your Core Web Vitals and show up in Google Images.
Domain authority is still one of the most important ranking factors. Quality links from relevant sites remain the strongest signal Google uses to judge credibility, but the playbook has changed.
A review of your current link profile to spot toxic links, lost links worth reclaiming, and gaps compared to your competitors. The starting point for any link building strategy.
Earning links with content that naturally attracts citations: original data, research, definitive guides, and free tools that other sites want to reference.
Turning unlinked mentions into backlinks and building a presence in respected industry publications. Brand authority is increasingly an indirect ranking factor.
GEO is the new frontier of SEO. As more people search with ChatGPT, Perplexity, Gemini, Copilot, and Google's AI Overviews, a growing share of searches no longer ends in a click. It ends in an AI-generated answer that may or may not cite your brand or your content as a source.
Getting cited by AI is the new "ranking on page one of Google." And the rules for getting there are different from traditional SEO.
Google now shows AI-generated answers at the top of the results, above the organic links. Showing up in AI Overviews takes factual clarity, structured data, and topical authority, which is a different game from classic SEO.
Language models like ChatGPT and Perplexity cite sources with high authority, clear information, and an established presence across the web. Content strategies that increase your chances of being cited as a reference by LLMs.
Content formatted so AI models can easily extract it: direct answers to specific questions, clear definitions, structured lists, and verifiable data. Content an AI can cite with confidence.
Experience, Expertise, Authoritativeness, and Trustworthiness: the criteria Google uses to evaluate content quality, and the same ones AI models mirror when deciding which sources to cite. Building entity authority is fundamental to GEO.
An llms.txt file that tells language models what your site is about: which pages matter, who the author is, and what the expertise is. A direct signal that helps AI understand your brand and cite it correctly.
Tracking when and how AI tools cite your brand or content, so you can double down on the topics where you already appear and expand into new ones.
With SEO experience dating back to the days when Google still rewarded keyword stuffing, through Panda, Penguin, Hummingbird, BERT, the Helpful Content Update, and now AI Overviews, my perspective on the discipline is both historical and technical.
Past projects include full on-page and off-page SEO planning for Ford's Reparador Ford portal in Brazil, including a technical requirements guide, informational content architecture, and implementation oversight. Also content strategies for blogs on 10+ year-old domains in niches like travel, education, automotive, and technology.
The approach combines technical rigor, content strategy, and a clear view of how AI is reshaping search, because anyone still thinking only about classic SEO is already falling behind.