Expertise

SEO and AI search expertise

I work in six areas of SEO and AI search. Most of the work was done for agency clients under confidentiality, so clients are described by industry.

AI search and Answer Engine Optimization (AEO)

Answer Engine Optimization (AEO) is the work of structuring pages so AI systems such as Google AI Overviews, ChatGPT, and Perplexity can retrieve, understand, and cite them.

What I’ve done

  • Led the AEO work on 35 make and model inventory pages for a national used car retailer. Within five months, 33 of them had earned new AI citations and AI referral traffic to that section was up 352% year over year.
  • On the same pages, vehicle detail views from AI visitors grew from 254 to 1,070.
  • Ran before-and-after tests on FAQs, tables, bullets, and other formats, then wrote the results that held up into my department’s content standards.

Technical SEO

Technical SEO is the work of making a site crawlable, indexable, and fast. SEO is search engine optimization, the work of getting a site found in search. Content and AI search visibility depend on the technical side.

What I’ve done

  • Run technical SEO for eight or more enterprise accounts, including properties with 50,000+ URLs, sites spread across several subdomains, and Spanish-language experiences.
  • Work with engineering teams on JavaScript rendering and indexation. One post-launch audit of a React site found 1,198 URLs earning Google impressions while being treated as non-indexable, because of canonical and redirect conflicts.
  • Built the site audit process an entire department used earlier in my career, and wrote a 12-month technical SEO development plan for the team I lead now.

AI search measurement

AI search measurement tracks whether AI systems cite a site and what that visibility is worth to the business.

What I’ve done

  • Built the measurement framework my department uses. It tracks citation share, AI share of voice, referral traffic from AI platforms, and conversion from those visitors, and ties each one to the numbers a client already reports.
  • On one enterprise program measured over a year, AI-referred traffic grew 174% year over year, tracked AI citations grew about 60% from baseline to peak, and AI visitors converted at about three times the rate of organic search visitors.
  • Built a visibility tool on the Model Context Protocol (MCP), the standard that lets an AI model call outside tools and data. The department adopted it.

Content strategy and briefs

Content strategy decides which topics deserve a page and how each page should be built, before anyone writes.

What I’ve done

  • Led a 21-month content program for a major New York hospital system across 13 clinical service lines. I researched 28,000+ keywords, narrowed them to the 520 most searched conditions, and wrote 443 content briefs.
  • Over that program unbranded Google traffic grew 206%, featured snippets grew 7,340% from a small base, and 23,617 conversions were attributed to the work.
  • Earlier, handled organic search for more than 60 clients at a startup agency, managing five writers and producing content in English and Spanish.

AI workflows for search teams

AI workflows automate the repeatable parts of search work, such as analysis and standards checks.

What I’ve done

  • Build internal tooling on Vercel, GitHub, and n8n, including orchestrator and sub-agent workflows that automate analysis and apply SEO, schema, content, and brand standards across a portfolio of sites.
  • Built an AI search training program that more than 30 people have completed.
  • Completed Anthropic’s courses on the Model Context Protocol, Agent Skills, Claude Code, and the Claude API, and OpenAI’s AI Foundations, Applied AI Foundations, and Agents and Workflows, all in 2026.
  • The contact form on this site registers a WebMCP tool, a draft browser API that lets a page offer its own actions to an AI agent. An assistant can draft a message, and a person has to send it.

Local and Spanish-language SEO

Local SEO is how a business shows up for searches tied to a place, including "near me" queries and map results.

What I’ve done

  • Started in search as an independent consultant in El Paso, setting up Google Business profiles and fixing on-page basics for fire protection and home services businesses.
  • Handled local and organic search for more than 60 clients across legal, medical, home services, and mental health at a startup agency in Austin, in English and Spanish.
  • Work on Spanish-language experiences and international targeting on enterprise sites today. This area has no case study on the site because the local work was for small businesses earlier in my career.

Want to talk about any of this?

If something here is close to what you’re working on, or you’d like to talk about search, a role, or working together, I’m glad to hear from you.

Get in touch