My SEO system
I start with one person and the decision they're making. Then I test whether the right page reached them, made sense and helped them take a next step.
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Get found
Can the person with this need find the right answer?
1.1M times my sites showed up in Google and Bing in September
Data through Oct 23, 2026
How I get a site found -
Get understood
Can they quickly tell what the answer means for their situation?
634K times Bing's AI answers cited my sites in September
Data through Oct 11, 2026
How I get a page understood -
Get chosen
What makes this answer worth trusting and acting on?
14× as many clicks from Google and Bing search results in September as in April
Data through Oct 23, 2026
How I get a page chosen
Six pillars
How I work, in six habits. They came from reading back through what I kept asking for and fixing while building my sites.
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Start from the person
Get understoodGet chosenEspeon
“But every idea needs a real person with a real search behavior behind it.”
The checks: User intent strategy, Answer-first content, The path to a decision
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Tell it as a story
Get understoodGet chosenVaporeon
“Being right is the floor. Being genuinely helpful is the product.”
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Be the source worth citing
Get foundGet understoodLeafeon
“Rankings are one distribution channel. The durable position is being the source that AI Overviews, ChatGPT, Perplexity, and Gemini cite when they answer the query [...]”
The checks: Crawl and index health, Rendering and speed, Site architecture, Internal link strategy, Content strategy and topic clusters, Structured data and entities, AI search and citations, Digital PR and mentions
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Never ship a wrong fact
Get understoodGet chosenUmbreon
“A plausible estimate presented as fact is a failure condition. Never verify one AI-generated claim against another AI-generated claim.”
The check: Trust and sources
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Measure, then double down
Get foundGet understoodGet chosenJolteon
“Data is evidence for patterns, not a fence around ideas. Use it to understand why things work mechanically, then reason from those mechanics.”
The checks: Priorities by business, Using data to improve the page
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Turn every lesson into a system
Get foundGet understoodGet chosenGlaceon
“Audits find a problem once. Gates prevent recurrence.”
The check: Migrations and redirects
In my words:
the mistakes I made on the first site didn't repeat on the second, and didn't repeat on the third.
Five mistakes and what each one changed
To see all three on one search, follow one real search all the way down. The order I build in, seven steps from research to scale, is on how I keep the work right. At my full-time job I make these decisions with more pages and more teams: how I work there.
What one project hands the next
What I learn on one project becomes a question or a check for the next. I test it there instead of assuming the fix will hold. The portfolio shows where the system worked and where it didn't.