SEO, and the tools I build
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.
The resume
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.
the same machine, in 30 seconds · plain html you can print
OneClass· SEO Specialist educational content + outreach linkbuilding OneLocal· Senior SEO Specialist 40 → 150+ clients (+260%), delivery time −71% Format· SEO Manager trials from organic +41% YoY · 180 pages shipped 
Wellington Whales· consulting Series A→D roster · LLM SoV framework · audit swarm −60% Wealthsimple· SEO Manager tax tool pages 81K → 240K monthly (+191%) Homebase· SEO Lead 3 domains · 80 articles + 6 experiments in 3 months full detail lives in the diagram
One brain dump, an essay here, then a version of it on every platform.
Everything I wrote used to land on this site and stop. The engine composes the essay in my measured voice, publishes it here, then rewrites it for every platform and scores each variant before I see it.
A push-to-talk dictation app for the Mac. It learns how I write.
Dictation gets the words right and the voice wrong. Murmur measures how I actually write, on device, and hands any assistant a Voice Card so it stops sounding like an assistant.
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.