Fifteen years getting enterprise sites found.

I am an enterprise SEO and AEO consultant. For fifteen years I have led organic search for large ecommerce and content sites, the kind with deep catalogs, complex architecture, and real revenue riding on every migration.

I have led search for AutoZone, Staples, Babylist, X-Rite Pantone, Oriental Trading Company, and TakeLessons, and consulted for Leica Biosystems and Generation Love. I hold an Executive MBA from Northwestern Kellogg.

My work sits at the seam between search and experience. I run audits, plan and steer website migrations, and build the strategy and in-house capability that make search gains hold. I care most about the critical few decisions that move a site, and about not making a site worse to use in the name of ranking it.

What I am known for

• Complex enterprise migrations that keep their rankings.
• Technical and information-architecture audits that engineers can act on.
• Ecommerce search at scale, across large product catalogs.
• Teaching in-house teams to run the practice themselves.

The reasoning behind how I work is in the principles. The current thinking is in the essays.

Led search for

• AutoZone
• Staples
• Babylist
• X-Rite Pantone
• Oriental Trading Company
• TakeLessons