Human-centered search, practiced with restraint.
UX SEO is the practice of getting sites found by people and by AI, without making them worse to use.
Most SEO advice adds. More pages, more tags, more tools. I have spent fifteen years watching large sites get slower and harder to use in the name of growth, and then watching that growth stall. The work that lasts usually subtracts.
That is the whole philosophy of this practice, and it shows up in how I audit, how I plan migrations, and how I write.
Via Negativa
Progress comes more from removing what harms than adding what dazzles. I look for the pages, redirects, and rules to delete before the ones to build.
The critical few
A handful of decisions carry most of the outcome. I rank the few that matter and leave the ninety-nine that do not.
Minimize misery
A site earns trust by being less frustrating than the alternative. Human-centered search starts with removing friction, not adding features.
Track record
Fifteen years in enterprise ecommerce SEO. I have led search for AutoZone, Staples, Babylist, X-Rite Pantone, Oriental Trading Company, and TakeLessons, and consulted for Leica Biosystems and Generation Love. Executive MBA from Northwestern Kellogg.
More on the person is on the Raj Shah page. The reasoning behind the work is in the principles.
Bring me a site worth getting right.
Bring the migration, the ranking drop, or the question you cannot get a straight answer on. One call tells us both whether I can help.