Jerry Zheng
Jerry Zheng standing beside a wooden fence, with open farmland and a grazing horse behind him.

SEO, and the tools I build

Hi, I'm Jerry

I do SEO. I also build the tools I use.

Most of my work is search. I've led and advised SEO teams at startups from Series A to D and the consulting runs under Wellington Whales now. Audits, site architecture, content strategy and the unglamorous calls about what to cut, usually alongside an in-house team that already knows the site better than I do.

The other half doesn't fit on a client roster. I build. Small sharp tools. Usually for a problem I already have.

A crawler, because the standard one gates its licence. A dictation app, because I wanted my own voice back out of it. A cookie blocker, because I got tired of clicking reject.

Each one started the same way. I worked around the same problem often enough that owning the thing got cheaper than the workaround, and then I kept the thing.

None of it's a product. Just what I reach for. So why put both on one site? It's one job.

I find what's broken and fix it at the root, so both halves get the same treatment. Sometimes that's a client's site. Sometimes it's my own tooling.

Same habit either way.

Have a look around. If you see your problem in here somewhere, let me know.

Teams I've worked with

The resume

Eight years, one machine

Roles on a spine, the side venture and the consulting in parallel, the tool bench wired back in. Click any station or client. In a hurry? Flip the switch.

schematic rev. 2026.10a · click a station

the roster · series a→d · click a client

frustration becomes tooling ↓

↑ the consulting runs on instruments I own

side venture, same habit

consulting · hong kong

Jerry Zheng Consulting → Wellington Whales

Feb 2021 to now · 5 years 9 months

A → D
Ceridian, Whimsical, Certn, Photomath, Vetster, Zenfolio…
−60%
manual analysis time via the AI audit swarm
LLM SoV
share-of-voice framework across ChatGPT, Gemini, AIO

the same machine, in 30 seconds · plain html you can print

  1. Oct 2018 to Aug 2019 · SEO Specialist educational content + outreach linkbuilding
  2. Sep 2019 to Feb 2021 · Senior SEO Specialist 40 → 150+ clients (+260%), delivery time −71%
  3. Oct 2019 to Feb 2025 S&L Beauty· CMO revenue +300% YoY · organic 700K sessions/yr
  4. Feb 2021 to Feb 2022 · SEO Manager trials from organic +41% YoY · 180 pages shipped
  5. Feb 2021 to now Wellington Whales· consulting Series A→D roster · LLM SoV framework · audit swarm −60%
  6. Feb 2022 to Nov 2022 · SEO Manager tax tool pages 81K → 240K monthly (+191%)
  7. Nov 2022 to Mar 2023 · SEO Lead 3 domains · 80 articles + 6 experiments in 3 months
  8. 2024 to now The bench· tools I build 15 published projects

full detail lives in the diagram

Selected projects

All projects →

Distribution Engine

in progress

Research where the work should go. Then prepare it.

I keep each brand's research and drafts together. Communities, search terms and links help me decide where the work should go.

Murmur

in progress

Dictation that learns how I write.

I talk, Murmur types. It measures my voice and asks before turning repeated corrections into preferences.

Wellington Crawler

in progress

A desktop SEO crawler. No licence gate, no URL cap, no telemetry.

The crawl is the easy part. The gating is the product. So I built the crawler and stopped there, and the data stays on my machine.