Portfolio
Selected Work & Achievements
Twenty years turning organic search into a growth channel — from scrappy SMB sites to Fortune 50 companies with billions of monthly visits. Below is some of the work behind the résumé: the numbers, the fires I put out, and what I'm building now for AI-era search.
Work by Industry
96 brands and properties across 16 industries. Open a section to see the headline results and the brands behind them.
Expand full client roster96 brands · 16 industries▸
Enterprise & SaaS / B2B Tech5 brands▸
At Indeed, grew organic traffic +35% with template-level technical SEO only — no new pages — and stood up AI-citation tracking across ChatGPT, Gemini, Claude & Perplexity. Led international technical SEO for Oracle, a company operating in 175+ countries.
News, Media & Publishing12 brands▸
SEO Platform Architect across a 30+ property McClatchy network — led a Google penalty recovery, scaled schema across 400+ page types, and cut crawl errors 22%. Ran technical SEO across 100+ Yahoo & AOL properties (billions of monthly pageviews), lifting mobile organic +25%.
Retail & eCommerce — Apparel & Omnichannel11 brands▸
eCommerce SEO across catalogs from a few hundred to millions of SKUs — category/product templates, schema, CRO, and product & editorial content, plus cross-border international SEO and localization (Gap US/Canada).
Consumer Goods & Cookware — Groupe SEB8 brands▸
Global SEO across 8 Groupe SEB brands — multi-market, multi-language product, recipe and cookware-guide content from North America to Europe and APAC (including Chinese-market optimization).
Sporting Goods & Tactical Gear6 brands▸
Product/category SEO and structured data across major sporting-goods catalogs, plus B2B2C professional-segment content (law enforcement, fire, EMS) for tactical.
Travel & Hospitality10 brands▸
Standardized technical SEO across IHG's hotel-brand portfolio — technical-debt cleanup, hreflang/international SEO, and GSC indexation fixes — plus organic & content for global resort and destination brands.
Healthcare & MedTech10 brands▸
Sole SEO lead for DoctorLogic's 800+ practices — built E-E-A-T standards, 560+ templated engineering tickets, and surfaced 500+ opportunities via full-network audits.
Finance & Fintech4 brands▸
Enterprise technical SEO for Yahoo Finance; technical SEO & content strategy for Stripe and Wise. YMYL-grade rigor — the same standard I already apply in healthcare.
Automotive4 brands▸
Current: Sr Technical SEO / GEO Architect for Toyota (under NDA). Also developed a full technical & content strategy for Capital One Auto.
Home Improvement & Building Materials5 brands▸
Local & eCommerce SEO for building-materials retailers — including Kent Building Supplies across 48 locations and 40,000+ SKUs.
Workspace Solutions4 brands▸
Local & organic SEO for flexible-workspace and office-provider brands — location-page optimization at scale for high-intent local search.
Food & Beverage3 brands▸
B2B and gourmet-eCommerce SEO — from ofi (olam food ingredients) supply-chain content to gourmet product and recipe content.
Legal2 brands▸
Technical & local SEO for HG.org, a global find-a-lawyer platform — schema, canonicalization, and sitemap cleanup at scale.
Gift Cards & Rewards3 brands▸
Content SEO strategy for gift-card and cashback-rewards platforms — keyword research, landing-page and resource content.
Energy & Utilities1 brands▸
Owned SEO and digital marketing for Clearview Energy on a $250K budget — a migration cut errors 60% and improved crawl efficiency.
Local & Multi-Industry SMB8 brands▸
My consultancy Aengelus Corp served 50+ SMB clients with ~3x average organic growth — full-lifecycle web, SEO, and CRM/ERP.
Career Highlights
The deeper detail behind the brands above — the engagements where the work actually moved the needle, not just tickets closed.
Automotive
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NDA
B2B / SaaS
- Grew organic traffic 35% by optimizing existing content only — technical SEO and template-level changes to page structure, internal linking, and on-page signals.
- Implemented technical SEO for Core Web Vitals, site architecture, crawl-budget, and mobile-first indexing across global properties.
- Applied fixes programmatically across thousands of template-driven pages in Contentful, structuring content into answer-ready blocks that hold up in LLM chunking.
- Improved AI-search visibility for AI Overviews and LLM platforms (ChatGPT, Gemini, Claude, Perplexity); used LLM tracking to measure citations and share of voice.
- Analyzed cross-channel search entry across Google, Bing, social, and AI via SQL, GA4, and Amplitude — and corrected tracking discrepancies.
Healthcare
- Managed all SEO for a healthcare SaaS platform serving 800+ medical and dental practices (surgery, plastic surgery, dentistry, PT, cardiology) — all YMYL.
- Established the E-E-A-T content standards and procedures across the network (author credentials, medical review, answer-ready procedure pages).
- Built dashboards and automated workflows to run SEO across all 800+ practices, and used AI to mass-edit NAP data — a critical local-ranking factor.
- Developed a reusable ticketing system: 560+ pre-filled engineering tickets (~30 fields each) wired to my pipeline.
- Audited the full network with Screaming Frog, surfacing 500+ opportunities; rolled out LocalBusiness schema and Google Business Profiles across every provider.
Media & Publishing
- Ran SEO across 30+ news properties (Miami Herald, Kansas City Star, Sacramento Bee, Charlotte Observer) for Google News, Discover, and Top Stories.
- Led the recovery from Google penalties: identified and pruned offending pages, fixed the underlying content and technical issues, and restored visibility.
- Cut technical debt and improved page performance by partnering with dev teams to replace obsolete, memory-intensive components.
- Scaled schema across 400+ page types and cut crawl errors 22% (Botify, Lumar, Screaming Frog); mentored a direct report.
- Shipped a headless-CMS migration with no organic traffic loss, coordinating architecture changes with DevOps.
Media & Finance
- Ran the technical SEO program for 100+ properties (Finance, Sports, TechCrunch, Engadget, Autoblog) — billions of monthly pageviews.
- Grew mobile organic sessions 25% through mobile-first indexing and UX improvements.
- Oversaw international SEO across 15+ markets with hreflang and localization, and led high-traffic domain migrations without traffic loss.
- Reviewed 200+ on-page and site elements from enterprise technical audits, and wrote the global governance standards used across the network.
- Implemented ecommerce SEO for Yahoo Shopping with product schema, and managed enterprise tooling (Botify, Conductor, Adobe Analytics).
Energy & Utilities
- Ran SEO and digital marketing on a $250K annual budget across organic and paid, including vendor management and click-fraud prevention.
- Conducted technical, content, and UX audits plus competitor research to guide the roadmap.
- Led a cross-functional site migration that cut errors 60% and improved crawl efficiency.
- Introduced automated SEO health checks and built SQL KPI dashboards for executive visibility.
- Renegotiated agency and vendor relationships for a 20% cost reduction.
B2B / Enterprise Tech
- Led technical SEO across 15+ languages and regions — internal linking, hreflang, XML sitemaps, native-language attributes, and JavaScript rendering.
- Authored the enterprise SEO guidelines, implemented schema and structured data, and trained regional teams to keep it consistent.
- Defined intent-based keyword strategies, monitored Google Search Console for indexation, and added 301 redirects for retired pages to preserve link equity.
- Reported weekly to executives on improvements, rankings, and strategic initiatives.
- Benchmarked competitors and maintained the SEO change roadmap across the global properties.
Retail / eCommerce / Legal
- Ran technical SEO for Fortune 500 ecommerce retailers (Dick's Sporting Goods, GAP, Columbia), including 120-point technical audits across millions of SKUs.
- Led faceted-navigation optimization and on-page work across WordPress, Joomla, and Magento.
- Led and mentored a team of 3 SEOs using Agile delivery across sales, dev, IT, and marketing.
- Optimized product and category page templates to lift rankings and organic traffic across large catalogs.
- Launched link-building campaigns and other authority work to strengthen domain performance for enterprise retail.
Building Materials
- Audited and optimized 12+ building-materials websites, increasing organic traffic 40%.
- Implemented local SEO for multi-location showrooms across Texas and Oklahoma.
- Scoped the SEO priorities, tasks, and resources, then kept the change roadmap current.
- Fixed the technical and content issues that were keeping pages from ranking.
- Ran local SEO campaigns end to end with in-house teams and outside vendors.
Multi-Industry SMB
- Founded and ran a consultancy serving 50+ SMB clients; their organic traffic grew roughly 3x on average.
- Led full-lifecycle web and SEO projects: technical audits, content strategy, and conversion optimization.
- Designed, maintained, and optimized client websites to grow online visibility.
- Implemented CRM, ERP, MRP, database, and software solutions for SMB clients.
- Supervised a team of 25 subcontractors across web, SEO, and IT.
Tools & Pipeline
The full stack — enterprise platforms, my own custom tooling, and how it all connects.
These don't run in isolation. My pipeline chains them end to end: enterprise and custom crawlers pull the raw picture, feeding a BigQuery / SQL warehouse; automated audits and optimization checks run on top of it; findings get templated into ready-to-build engineering tickets; and dashboards (Looker Studio, Matomo, Clarity) close the loop on real impact. A separate AI-visibility layer — Profound plus direct LLM querying — tracks how a brand shows up in AI answers. The whole thing is orchestrated with Python, SQL, n8n, and custom MCP servers, so audits, checks, and reporting largely run themselves.
Enterprise SEO Platforms
Crawling & Auditing
Keyword & Competitive Research
AI Search / LLM Optimization
Analytics & Measurement
Automation & Data Engineering
CMS & Platforms
Disciplines
Every one of these engagements started the same way — a site that was underperforming for reasons nobody had actually diagnosed, and a team that needed the diagnosis turned into work they could ship.
That's still what I do. This site, the tools I've published, and everything under "Articles & Evergreen" and "Case Studies" is the same work, done in public. It's the best evidence I can offer that I actually practice what I'm describing above.
A Few Things I'm Proud Of
- Diagnosing a network-wide Google penalty at McClatchy and getting a 30+ property news network's visibility restored — not by guessing, but by actually finding the root cause.
- Building the E-E-A-T framework and 560+ ticket template system at Doctor Logic that let one person run audits across 800+ practices without drowning in manual work.
- Growing my own consultancy to 50+ SMB clients and a 25-person subcontractor team, then taking that same hands-on instinct into enterprise environments.
- Getting early on the AEO/GEO/LLM optimization curve instead of waiting for it to become "best practice" — most of what's on my current engagement didn't have a name two years ago.
One honest note on industry experience: the technical mechanics of SEO — crawlability, indexation, schema, site architecture — don't really change by vertical. What changes is the regulatory and trust layer on top: YMYL rigor for health and finance, PCI/compliance constraints for fintech, HIPAA-adjacent care for healthcare, faceted navigation at scale for retail. I've worked directly in most of these (see above), and the ones I haven't, I pick up fast — that layer is days of ramp-up, not months.