How do search engines decide what deserves to rank? How does a piece of content become the answer to a question someone typed at midnight? And more importantly, how do you build a strategy that consistently puts your business at the top of that answer?
That curiosity turned into a career. Over 9+ years I've worked with agencies, in-house teams, and directly with clients ranging from US startups to global household names: Dyson, 3M, Marriott, and CureMD. Each engagement shaped my understanding of what actually moves the needle versus what just looks good in a monthly report.
But here's what really changed my approach: the rise of AI in search.
When AI Overviews, generative search, and LLM-powered tools started reshaping how people find information, most SEO professionals had one of two reactions: panic or denial. I had a third: I leaned in.
Today I run what I genuinely believe is a next-generation SEO practice. I use AI agents and automation tools to work faster and smarter, not to replace strategy, but to supercharge it. The result is an approach that combines the judgment and instinct you only get from years of real-world SEO work with the speed and scale that only AI-powered execution can deliver.