Most SEO fails because it treats search as a channel to optimize instead of a system to design. I start with architecture, not keywords. I build for machines and humans simultaneously. And I document every decision so the reasoning outlives the implementation.
The four projects below are how I prove that. Each one is live, publicly viewable, and built using the same framework I use professionally.
Built & Live
Four sites I own and operate. Same systems I use professionally. Go view the source.
💧 CheckMyTap
Water quality lookup by city. 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 data that doesn’t exist in this format anywhere else.
🔌 WireRef
Electrical reference built around how people actually search for wire sizing information. 6 distinct page types, each serving a different intent. Ampacity specs for lookup queries, wire sizing for decision queries, comparisons for evaluation, state code pages for local compliance, appliance guides for project-specific needs, and interactive calculators.
🔧 GageRef
Welding electrode specs, amperage charts, and hydraulic fitting reference. The strategy was restraint: go deep in a narrow niche before expanding. Fewer than 100 pages, but every one is a high-value reference target that puts the data a welder needs above the fold on a job site phone.
🛰️ UpOrbit
ADHD productivity app with 290+ articles. The architecture decision mattered most: not “how do we write ADHD content” but “how do we organize it so search sees comprehensive expertise and a person with ADHD finds what’s actually relevant to their struggle.”
More on the way. I ship when the system is right, not when the domain is registered.
Found, Understood, Chosen
Every project above maps to a three-stage system: make sure search can find it, make sure search understands it, make sure it gets chosen as the answer. This is the framework.
Read how the system works The ProcessHow I Build
AI as an execution layer, structured data pipelines, and a three-layer system for designing, building, and maintaining reference websites. The thinking, execution, and memory layers.
See the build processGo Deeper
Each area of the work has its own page with applied examples, case study references, and links to the thinking behind it.
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.
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.
Where I Work
Senior SEO & AI Visibility Manager
Enterprise SEO and AI visibility programs for brands navigating the shift from search engines to answer engines. Building the systems that get content found, understood, and chosen wherever discovery happens.
View resumeFreelance SEO
Selective projects outside my day job. Audits, consulting, and hands-on fixes for businesses that need clarity, not a monthly retainer. Same system, same standards.
See how I workWriting
50+ articles on how search actually works. The thinking behind the systems.
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.
More about meSites I built because I couldn’t not build them.
Same architecture brain. Different obsessions. These started as “I’ll just make one page” and became full sites. That’s usually how it goes.
I’ve been going to Autzen since I was a baby. Of course I built a website about it.
109 pages of Oregon Ducks football. Season archives, rivalry records, recruiting data, player profiles, and the heartbreak index. Built by a lifelong Duck who is way too emotional about this program.
The series needed a proper reference site. Nobody had built one. So I did.
An unauthorized Dungeon Crawler Carl information repository. Book guides, character dossiers, floor breakdowns, theory articles, spoiler zones, and a class quiz. The Borant Corporation has filed 47 cease-and-desist orders. All have been used as kindling.