Every page on this site runs on the same system.
Three priorities. Six portfolio areas. Five live projects. One framework that connects all of it. This page is the map.
The system isn’t a checklist or a tool. It’s a way of thinking about search visibility that applies whether I’m building a 1,000-page programmatic site, managing SEO across enterprise dealer networks, or structuring this portfolio.
The Framework
Every SEO decision maps to one of three stages. They build on each other. Skip one and the others don’t work.
Get Found
Can search engines actually reach and process your pages? Crawlability, indexation, rendering, performance. The technical foundation that everything else depends on. If Google can’t crawl it, nothing downstream matters.
Primary signal: Technical SEOGet Understood
Does search know what each page is about and how pages relate? Content architecture, heading hierarchy, structured data, entity clarity, geographic signals. The clarity layer that determines whether search interprets your content correctly.
Primary signals: Content Strategy, Local SEOGet Chosen
When someone searches, does your content get selected? Not just ranked, but chosen as the answer. This is where AI search optimization lives. Information gain, original data, answer-first structure, citation-worthy content.
Primary signal: Modern SearchAt enterprise scale, all three stages have to hold simultaneously across teams, templates, and thousands of pages. The decision log documents the tradeoffs between them.
The gap between adapting and falling behind has never been smaller. Google rewrites how AI Overviews work monthly. ChatGPT and Perplexity are processing millions of search-intent queries that used to go through Google. AI agents are doing product research and vendor evaluation on behalf of users who never see a search result. The barrier to “good enough” content dropped to zero overnight, which means the only defensible position is original data, genuine expertise, and structure that machines can actually parse. Every month you wait, someone in your space is building the systems that will make them the default source. This framework exists because reacting to each change individually doesn’t scale. A system does.
How It All Connects
Six portfolio areas. Each covers a different dimension of the system. Every page cross-references the others because the work is interconnected.
Technical SEO
Plumbing. If it’s broken, nothing else works.
Crawl management, canonical discipline, rendering, performance, progressive enhancement, structured data.
Content Strategy
Infrastructure, not a publishing calendar.
Site architecture, hub/spoke models, intent mapping, internal linking, information gain, template design.
Local SEO
Local search is a different game.
Multi-location architecture, GBP optimization, geo-intent pages, dealer networks, NAP consistency.
Modern Search
Search isn’t ten blue links anymore.
AI Overviews, answer engine optimization, citation strategy, funnel disruption, extraction-ready content.
Enterprise SEO
A people problem before it’s a technical one.
Governance, cross-team alignment, template systems, multi-site architecture, cannibalization prevention.
Decision Log
SEO decisions don’t explain themselves.
Documented tradeoffs, structural calls, judgment under uncertainty, what worked and what didn’t.
Live Projects
Four sites, each solving a different problem. All built from zero. Go look at them.
CheckMyTap
checkmytap.com1,000+ city pages built from public water quality data. Geo-intent architecture, answer-first content, programmatic scale with genuine information gain per page.
Read the case studyWireRef
wireref.comElectrical reference with 6 page types, 50-state code coverage, semantic HTML tables for AI extraction, NEC-sourced authoritative data.
Read the case studyGageRef
gageref.comWelding electrode specs and hydraulic fitting reference. Clean URL patterns per spec type, semantic markup for machine extraction.
Read the case studyUpOrbit
uporbit.appADHD productivity app with 290+ articles across 8 topic hubs. Self-routing entry points, struggle-based navigation.
Read the case studyHow I Work
Same process whether it’s my own site or someone else’s.
Audit what exists
Map every page, what it targets, how it’s connected, whether it’s earning its spot. Search Console is the starting point.
Fix the foundation
Technical issues first. Crawlability, indexation, canonicalization, performance. No point optimizing content on broken plumbing.
Design the architecture
What pages should exist, what each one is for, how they connect. Content architecture is the most important step and the one most teams skip.
Align to intent
Match pages to how people actually search. Different intent types need different structures, different depth, different next steps.
Structure for extraction
Build content that AI systems can parse and cite. Answer-first layout, clear headings, structured data, original information.
Measure and adapt
Track what changes, what stalls, and document the reasoning so decisions can be evaluated when the environment shifts.
Where I Apply This
Senior SEO Strategist
Complex, multi-location sites in automotive and heavy equipment. Enterprise-scale systems with local SEO complexity across dozens of dealer locations.
View resumeFreelance SEO
Selective projects outside my full-time role. Audits, consulting, and hands-on fixes for businesses that need clarity, not a monthly retainer.
If this approach resonates, I’m happy to talk.
Whether you’re hiring, exploring freelance help, or just want to compare notes.
Go Deeper
Articles on the thinking behind the system.