Skills

What I work with, grouped by area. For how these skills play out in practice, see thecase studies.

Off-page SEO and Digital PR

Earning authority through links, media coverage and long-term partnerships.

Link building
Digital PR
Outreach
Partner negotiation
Competitive backlink analysis
Content briefs

SEO and GEO

Making content easy to find, understand and cite, for search engines and AI answers.

On-page SEO
Keyword research and search intent
Schema markup (JSON-LD)
Generative Engine Optimization (GEO)
Answer Engine Optimization (AEO)
Google AI Overviews

AI and automation

Building workflows that make SEO operations faster, more consistent and safer.

Claude Code
Python (openpyxl)
Prompt engineering
ChatGPT
Gemini
Perplexity

Tools and analytics

The platforms I use day to day for research, tracking and reporting.

Ahrefs
Semrush
Google Search Console
Google Analytics
Excel

Currently learning

Where I am investing my study time right now.

Technical SEO
SQL
BigQuery
Looker Studio

Certifications

GenAI for SEO: A Hands-On PlaybookIBM, 2026
Mastering Digital PR with Brian DeanSemrush, 2025
Content Optimization MasterclassSurfer, 2025