Search has a habit of changing just when you think you’ve figured it out. That’s what keeps me curious. I focus on SEO, AI search, and the broader evolution of how people discover information online.
My work combines research, analytics, and industry knowledge to examine emerging search trends and translate technical developments into clear, practical insights. With a strong foundation in search and a certification in Analytics, I take a data-informed approach to content, connecting platform changes, user behavior, and technology shifts to what they mean in practice for marketers, businesses, and readers.
Lately, what fascinates me most isn’t just ranking on page one, but becoming the answer AI chooses to trust. I approach content with an analytical mindset, constantly researching, learning, and looking at what makes information genuinely useful, credible, and citation-worthy for AI systems. It’s still an evolving part of search, which is exactly what makes it interesting.
Outside of work, I’m a committed reader and viewer of crime fiction, and I share my days with Ria, my Labrador, who keeps things loud and never boring.