technical seo · ai systems · full-stack · writing
Search didn't die. It multiplied.
Nineteen years of technical SEO, now spanning every surface a machine reads. Strategy through production code — one person, no handoffs.
the thesis
The readers multiplied — Google, answer engines, agents. Legibility stopped being marketing and became an engineering discipline.
one person
strategy through production code — the scoping call and the commits are the same hands
instrumented
claims on this site are measured by the site; nothing is an adjective
reference build
the stack you're reading is the portfolio piece — inspect any layer
three doors
01
→Audit me
Technical SEO and AI-search readiness — find what the machines can't read, then fix it personally.
technical seo · ai search
02
→Build for me
AI systems and full-stack engineering — from working prototype to production, one pair of hands.
ai systems · full-stack
03
→Read the notes
Working notes on search, agents, and building for machines that read. Written slow, sourced always.
field notes · rss
capability index
the practice — why one person
It's just me, and that's the design. The agency model has a quiet flaw: the senior person who wins the work is rarely the person who does it. You're sold expertise and delivered juniors, and your messages travel through an account manager to someone you'll never meet.
Here, the person who diagnoses the problem is the person who implements the fix and the person who answers your email. No relay, no translation layer. When a project genuinely needs a skill outside mine, I bring in specific people I've worked with for years — and stay your single point of contact throughout.
And I'll tell you the truth. If your budget is better spent somewhere other than where you assumed, I'll say so. If a fashionable tactic won't survive your situation, I'll say so. Nineteen years in, the reputation is worth more than any single piece of work.
in practice since 2007
auditor · fractional head of search · embedded lead
hersham, uk · london · remote (uk & us)
read by me · shipped by me · answered by me
the whole story — from a supermarket checkout →running on this page
the field
110,000
gpu-simulated particles — every light an old url
render budget
60fps
compute + bloom, verified per commit
machine surface
mcp
this site becomes an mcp server · phase four
vitals target
100×4
lighthouse, proven at launch on live
field notes — the pen is warm