I help
brands rank,
grow, and
compound.
12+ years of SEO experience across enterprise, SaaS, and ecommerce. I help SEOs and businesses move from random tactics and “SEO hacks” to data-backed strategies that drive actual organic growth. Builder of SEO tools, educator, speaker, and creator of The SEO Riddler newsletter.
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My Latest SEO Tool
ChatGPT Live Search Analyzer
Paste a ChatGPT conversation export to see every search query it ran, every result it retrieved, which sources actually made it into the final answer, and a claim-by-claim citation audit. A companion browser extension can feed it a live-updating snapshot as you chat.
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Courses
Build Your Own SEO Tools
Learn Python to automate your SEO workflow. No prior coding experience required — go from zero to building real tools used in professional SEO.
Enroll →SEO Strategy Course
A hands-on course for SEO professionals who want to build a research-backed, scalable strategy from scratch — not just tactics.
Enroll →Stay sharp
The SEO Riddler Newsletter
I Opened the Network Tab. Here's What ChatGPT Was Doing.
Sara digs into ChatGPT's network activity to see exactly how it decides what to search for. She finds that ChatGPT doesn't search on its own but hands off to a separate search tool, crafting queries that layer in things like popular brands and specific product types alongside the user's own words. The takeaway for SEOs is that getting cited by AI systems now depends on whether that retrieval layer can actually surface you, which is a different, more technical optimization problem than ranking in traditional search.
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Latest Webinars & Videos
Google Says EU Rules Made Search WORSE! Here's Everything You Need to Know
A breakdown of Google's claims that EU regulation has degraded search quality, and what that debate means for SEOs and publishers operating under the new rules.
Google Protects Its Search Results While Publishers Get Less Control
A discussion of how Google is tightening control over its own search results while publishers are left with fewer levers to manage how their content shows up, and what that shift means for SEOs and content owners.
The SEO Opportunity Nobody Is Talking About 'Where to Buy' Keywords
A breakdown of why 'where to buy' keywords are an underused SEO opportunity, including how AI Overviews behave for this intent and what it means for local and ecommerce SEO strategy.
Let's work together.
Consulting, audits, strategy, speaking — if it involves search and growth, let's talk.
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