I build the systems that make complex sites visible
So the right people find you, trust you, and choose you.
Every search starts with a person trying to close a gap between what they know and what they need. The surfaces keep changing. The psychology never does. Build for the person, structure it for the machine, and the visibility follows. It’s not complicated. It’s just not easy.
🧩 The System™
Three stages. Click to see what lives inside each one.
Built and live
Four sites I own and operate. Same systems I use professionally. Go view the source.
CheckMyTap
Water quality lookup by city. 1,000+ programmatic pages built to prove that genuine information gain, answer-first structure, and programmatic scale can earn both user trust and search visibility. Every city page surfaces real contaminant data from public records that doesn’t exist in this format anywhere else.
WireRef
Every site I build teaches the next one.
Electrical reference for wire sizing, voltage drop, and NEC code compliance. 50-state localization, interactive calculators, and a retention feature called My Jobs. The project where CheckMyTap’s data model, UpOrbit’s tooling, and GageRef’s reference architecture all converged.
GageRef
Built for someone mid-task, not mid-research.
Welding and hydraulic fitting reference with amperage charts, rod selectors, and spec lookups. Every page is built for a user standing in front of a machine who needs the answer before the puddle cools. Tools over articles. One comparison per page. Answer first, context second.
UpOrbit
Built from personal need. Proven by daily users.
Free productivity and focus tools with timers, brain dump, daily routines, and 290+ research-backed guides. Built because I needed a better system for managing ADHD, then structured for search with 8 topic hubs, struggle-based navigation, and a Chrome extension as the free entry point.
What I do
Six areas, each covering a different dimension. Every page cross-references the others because the work is interconnected.
Technical SEO
Crawlability, indexation, rendering, performance. The foundation everything else depends on.
Content Strategy
Site architecture, hub/spoke models, intent mapping, internal linking, template systems.
Local SEO
Multi-location architecture, GBP optimization, geo-intent pages, dealer networks at scale.
Modern Search & AI
AI Overviews, answer engines, citation strategy, extraction-ready content structure.
Enterprise SEO
Governance, cross-team alignment, template systems, multi-site architecture at scale.
Decision Log
Documented tradeoffs, reasoning under uncertainty, what worked and what didn’t.
The thinking behind the systems
50+ articles across 8 topic hubs. Not content marketing. Observations on how search actually works, written for people who build things.
Building a Search System: How I Structured My New Site
The exact structural decisions, technical foundations, and content strategy used to build this site. Not theory. The actual architecture, the tradeoffs, and why each choice was made.
Read the article
The human part
Soccer obsessed (indoor and outdoor leagues, even in my 30s). Sports freak. Gym regular. Corgi parent. House plant collector. Fiction reader. Dungeon Crawler Carl audiobook evangelist. New AI tech addict. Always walking somewhere and probably overthinking something.