Credentials

Background & receipts.

Software and search move too fast for paper certifications to mean much. The honest answer is: here's what I've done, and here's what I use.

Experience

What I’ve shipped.

  • A decade in search

    Since 2015

    Working in SEO since the early 2010s. Through Panda, Penguin, Hummingbird, RankBrain, BERT, MUM, Helpful Content, and every core update since.

  • Hands-on client work

    Ongoing

    Projects across home services, professional services, e-commerce, and local. Scope ranges from full site rebuilds to targeted technical audits.

  • Internal tooling

    2020 – Present

    The tooling behind client work is custom-built and maintained by me — the same logic that runs this site. Real working software.

Technical

What the stack actually looks like.

  • Web engineering

    Daily driver

    TypeScript, Next.js App Router, React 19, Node.js, Tailwind CSS. PHP in WordPress environments. Python for scraping and pipelines.

  • Data & backend

    Daily driver

    PostgreSQL day-to-day, including pgvector for semantic embeddings. Supabase for auth and storage. Comfortable in raw SQL, migrations, and query tuning.

  • AI & agents

    Active

    Multi-step tool-using agents, retrieval pipelines, prompt orchestration. LLMs via Vercel AI Gateway: Claude, Gemini, Voyage embeddings. Shipped on this site.

  • SEO specialty

    Specialty

    Semantic SEO via Koray Gübür framework. Entity saturation, hub-spoke, topical authority. Technical SEO via crawl, render, index first principles. Hand-rolled schema.

Tooling

Software I reach for.

  • SEO / crawl

    Daily

    Screaming Frog, Ahrefs, Search Console, Analytics 4, PageSpeed Insights, WebPageTest.

  • Dev & deploy

    Daily

    Git/GitHub, Vercel, Turbopack. Drizzle for schema. VS Code with too many keybindings.

  • Automation

    Daily

    n8n for workflow glue. Webhooks, scheduled jobs, and integrations where full code is overkill.

  • Custom

    On demand

    The tooling I work with is part of how I work. If a thing needs to exist and doesn't, I build it.

How to verify

Three ways to check.

  1. Read the writing. /blog. Depth, specificity, and opinions show up faster than a resume.
  2. See the numbers. /case-studies. Search Console and Analytics, anonymized but verified.
  3. Ask something specific. I'll give a direct answer or tell you I don't know. Those are the only two honest options.

Keep browsing

Work →

Projects and outcomes.

Blog →

Technical writing.