I spent the last 12+ years building and leading B2B SEO functions, most recently at VP level, where my teams owned organic across multi-product SaaS portfolios with very large content footprints, real revenue stakes, and the kind of executive scrutiny that keeps you honest.
In 2026 I stepped out of the org chart on purpose. Figuring out how B2B brands stay discoverable when buyer search splinters across ChatGPT, Perplexity, Google AI Overviews, Claude, and whatever ships next is happening faster than any single company can absorb. I wanted a vantage point that crosses categories.
Pattern recognition. I've audited and rebuilt SEO programs across SaaS, fintech, devtools, marketplaces, and a few categories I'd rather not name. The mistakes B2B teams make are remarkably consistent. The fixes are too.
And a working understanding of where AI search is actually going, built from running real audits across the major engines rather than reading other people's takes on LinkedIn.
I work hands-on, in writing, and async by default. I keep engagements small (3–6 clients at a time), so the people who hire me get my actual attention, not a junior strategist with my name at the bottom of the email.
I bring the strategy and sit with the team that has to ship it. Audits that nobody implements are worth zero.
Affiliate sites. Black-hat / cloaking work. Anything that requires me to write filler content. Engagements where the brief is "rank for [vague aspiration]" and there's no budget for measurement.
GEO builds on the foundation, it doesn't replace it. Entity coverage, source quality, technical health: these have always mattered. LLMs just make it impossible to fake a shortcut.
If your buyer is asking ChatGPT before they Google, your KPI isn't clicks. It's whether you're in the answer at all.
Schema tweaks won't move the needle on their own. Building a source-worthy footprint takes longer, but it's also what actually shows up in the answer.