Aloha y'all

I’ve spent about 15 years in SEO, starting agency side and eventually moving in house, and somewhere along the way I turned into a bit of a hybrid: part developer, part data architect, part SEO practitioner, all in service of the same question, which is how do search engines and AI systems actually understand what a site is trying to say.

These days I’m Senior Manager of Technical SEO at Pipedrive, a B2B SaaS CRM, and I run SEO Mermaid on the side as a way to keep building, writing, and talking about the parts of this work that get me out of bed in the morning.

What I work on

My focus lives at the technical end of SEO: JavaScript rendering, structured data, international SEO and hreflang, and increasingly, how sites show up in AI-driven search.

The problems that tend to find me are the big structural ones. Technical audits that go past a checklist into crawlability, indexation and structured data. Migrations and replatforms, where the whole job is protecting organic performance through the change. Information architecture, which sounds dry until you realise internal linking and hierarchy and URL structure are really just a site saying out loud what it thinks it’s about.

A lot of my recent work has been about building tooling that scales judgment rather than replacing it. Classification pipelines that combine embeddings with LLMs, topic clustering with BERTopic, and internal tools that make large-scale technical decisions (like redirect strategy across tens of thousands of URLs) more defensible and less guesswork.

I like problems that sit at the intersection of engineering and search, where the fix isn’t a checklist item but a system you have to actually build.

How I think about it

Technical SEO shouldn’t be a black box. Analysis that stays in a spreadsheet hasn’t done anything yet. The output that matters is a prioritised roadmap an engineering team can actually pick up and implement.

And short-term hacks don’t survive core updates. The structural work is slower and it’s much less satisfying to report on, but it’s the part that’s still standing in two years.

Speaking

I speak at a mix of technical SEO and marketing conferences, stages like SMX Advanced, brightonSEO, WTSFest, SEO Week and PubCon. What I like getting asked to talk about is the stuff that’s genuinely hard to explain simply: JavaScript SEO, how ML and LLMs are changing SEO tooling, and international strategy that has to hold up across languages and markets.

Everything I build for a talk gets given away afterwards. If you’re curious what that looks like in practice, here are my past and upcoming talks and the notebooks that came out of them.