Most SEO advice is written for algorithms, not for businesses. After working with real websites across retail, SaaS, media, and professional services, I’ve learned that sustainable organic growth requires understanding a business deeply — not chasing ranking tricks.

My work starts with how a business actually earns revenue. Then we identify where search fits, where the gaps are, and what it would realistically take to close them. No inflated promises, no vanity metrics.

I document everything — experiments, failures, lessons learned — in the SEO Lab, because honest practitioners share what didn’t work alongside what did.