Selected Work
Building better digital experiences.
Over the past decade I've helped businesses grow through SEO, analytics, AI, user experience, and digital strategy. These are a few of the projects, challenges, and lessons that have shaped the way I work.
Featured projects
Six projects, told as short case studies rather than a list of job titles. Expand any of them for the challenge, the strategy, and the impact.
Project 01 Building one of the strongest PMP search ecosystems Ecosystem design over page-level optimization, authority across the entire PMP buyer journey.
The challenge
The PMP space is one of the most competitive education markets online. Competing meant earning visibility alongside organizations like PMI while balancing technical SEO, commercial intent, and educational content in a constantly shifting landscape.
My strategy
I approached SEO as ecosystem design rather than page-level optimization: pillar pages, supporting educational content, requirements and exam-prep resources, commercial landing pages, internal linking, and search-intent mapping that all reinforced one another.
Impact
Outranked PMI's own body of knowledge on the very product they own and sell, PMP certification training.
Project 02 Merging two enterprise learning platforms without losing SEO A high-stakes consolidation of New Horizons and United Training with rankings protected end to end.
The challenge
Two large sites with overlapping content and React-based indexing limitations had to become one, without surrendering the organic traffic either brand depended on.
My strategy
Ran a full platform evaluation, mapped a redirect and content-consolidation strategy, and managed risk continuously with staged testing and monitoring before and after cutover.
Impact
A clean consolidation with organic visibility protected, combined two brands into one without losing organic visibility, plus a repeatable migration framework the team could reuse.
Project 03 Modernizing CSSC without losing organic visibility An engineering-grade migration, redirects, QA, and monitoring from start to finish.
The challenge
A full platform and design migration carried real revenue risk from 404s, broken redirects, or indexation gaps if anything slipped through. The site was also stuck on a badly outdated version of WordPress that left it vulnerable to attacks and blocked further improvements.
My strategy
Mapped every redirect ahead of launch, ran staged redirect and QA testing, monitored page speed and indexation, and watched Search Console closely through the cutover.
Impact
A clean cutover with a small lift in traffic and indexed pages, the technical update let Google crawl the site more efficiently, plus a more secure, up-to-date platform and a migration checklist reused on every project since.
Project 04 Rebuilding navigation around search intent Menus as authority signals, UX, IA, and SEO in a single project.
The challenge
Navigation was organized around internal structure rather than how people actually search or how link equity should flow to the pages that matter most.
My strategy
Restructured hierarchy and internal linking around search intent, real user journeys, crawl depth, and business priorities.
Impact
Applied across two sites, restructuring how content linked together produced a noticeable lift in impressions and rankings, Google read each site as more of an authority on its topic purely from the improved internal linking.
Project 05 Designing an SEO ecosystem for long-term topical authority Programmatic, templated content built to compound over time.
The challenge
Capturing a wide long-tail of high-intent, low-competition queries without hand-building every single page.
My strategy
Designed a taxonomy and templated content types with related-content linking and a programmatic approach, so the system could scale and reinforce itself.
Impact
Broad long-tail visibility, a durable internal-linking web, and a steady lead-generation channel.
Project 06 Designing AI workflows that scale knowledge work Multi-agent systems for research and content, with humans in the loop.
The challenge
Research, documentation, and content briefs were eating hours that should have gone toward strategy and decision-making.
My strategy
Designed the knowledge architecture and agent orchestration across Claude, Claude Code, and ChatGPT, with QA, governance, and human review built into every pipeline.
Impact
Hours returned to the work that actually needs a person, and repeatable workflows other teammates could pick up directly.
How I got here
The short version of a decade spent moving toward the overlap of strategy and technology. None of it followed a straight line, and most of the useful lessons came from projects that didn't go to plan the first time. What tied it together was a steady pull toward understanding how systems work and how to make them better.
Along the way I've helped hundreds of small business owners get more out of their digital presence, across all kinds of industries:
Started helping small businesses with digital marketing
Early work across websites, ads, and social gave me a broad, practical view of what actually moves the needle for a business.
Went deep on SEO
Search became the discipline I kept coming back to, because it sits at the intersection of content, technical work, and user experience.
Started training real estate professionals
Teaching agents how to use CRMs, websites, and marketing tools sharpened how I explain technical ideas to non-technical people.
Took ownership of SEO across multiple brands
Managing several sites at once forced me to build systems and processes instead of relying on one-off fixes.
Expanded into AI-driven workflows
Brought AI into research, content planning, and reporting wherever it genuinely saved time rather than just added novelty.
Built this site, and kept learning
Designed and built this portfolio as a way to put everything above into practice at once, with plenty still left to explore.
Operating principles
Things I've learned along the way
A decade of projects, distilled into the ideas I keep coming back to.
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SEO isn't about rankings. It's about whether the right person finds the right answer.
Building the PMP search ecosystem meant mapping the whole buyer journey, requirements, exam prep, commercial pages, so the right person landed on the right answer, not just a #1 ranking.
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Great UX makes SEO stronger, not the other way around.
Rebuilding navigation and internal linking around how people actually search lifted impressions and rankings on two sites, better UX read as more authority.
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Data should support decisions, not replace them.
Through the platform migrations, Search Console and analytics guided every redirect call, but the judgment on what to consolidate stayed human.
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Technical excellence matters, but empathy for the user matters just as much.
Modernizing the legacy CSSC WordPress site fixed crawl efficiency and security vulnerabilities without disrupting the experience people relied on.
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The best ideas usually come out of collaboration, not a single expert in a room alone.
Training real estate teams and building systems others could run without me made the work stronger than anything I'd have shipped solo.
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AI won't replace curiosity. It rewards it.
Designing multi-agent AI workflows for research and content only paid off because I kept asking better questions, AI made the thinking faster, not optional.
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Marketing should solve a problem before it tries to sell anything.
The programmatic content systems, glossaries, calculators, templates, earned trust by being genuinely useful first, which is exactly why they converted.
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Education creates better clients, and better teammates.
Helping hundreds of small business owners and real estate pros understand their own marketing made every engagement smoother, informed people make better decisions.
Behind the scenes
How I actually like to work
I enjoy untangling complicated technical problems and finding patterns hidden inside analytics that no one else noticed. My favorite projects usually sit somewhere between strategy, creativity, and technology.
I'd rather understand why something works than simply repeat a best practice, and I like turning complex ideas into systems other people can actually run without me in the room.
Currently exploring
Where my curiosity is pointed
More the things I'm actively digging into right now than anything I'd call myself an expert in.
Looking for someone who enjoys hard problems?
I'd love to connect about SEO leadership, digital strategy, AI adoption, or helping your team navigate what's next.