Work
A body of work, not a portfolio of logos.
Case studies show what I've implemented. Frameworks show how I think. Experiments show what I've tested. Tools are small things I built because I needed them.
01 — Case studies
Implemented
- Growing organic visibility through technical SEO and content architectureReworking topical structure, keyword mapping, and internal linking to grow a finance site from 8,000 to 45,000 monthly visits.
- Building a programmatic SEO system around real search demandScaling furniture e-commerce organic visibility across Delhi-NCR within 3 months, generating organic orders, and earning citations in AI-generated answers.
- Turning a SaaS website into a bottom-of-funnel organic channelScaling organic visibility and generating 10+ high-ticket qualified leads per month for Digiliance, a labour law compliance SaaS platform.
- Local SEO for a multi-location business across Indian citiesImproving local SEO and location-based search visibility, increasing qualified organic enquiries from 15 to 70+ per month.
02 — Frameworks
Methods
Technical SEO Audit Framework
Six-gate technical audit method (ACRISM) with an impact-by-effort prioritisation matrix and a run-it-yourself checklist.
Topical Authority Framework
The Territory Model: six moves from topic map to measurement for building topical authority, with depth tiers and a priority scoring table.
SEO Content Framework
The Content Loop: six stages from intent to refresh-or-prune, with four quality gates and a scoring table for what to update, merge or remove.
Internal Linking Framework
The Five Layers model for internal linking: per-template rules, anchor rules, depth targets, an audit method and automation guidance.
Programmatic SEO Framework
The Seven Gates: a reusable programmatic SEO methodology from demand validation to monitoring, with a go/no-go scoring table.
SEO Strategy Framework
The Outcome Loop: a six-station SEO strategy methodology from business outcome to quarterly loop, with an opportunity scoring table.
Local SEO Framework
The Local Stack: a seven-layer local SEO methodology for single and multi-location businesses in India, with a location readiness score.
SaaS SEO Framework
CLIMB: a bottom-of-funnel-first SaaS SEO methodology with a page-type priority table, programmatic layers and signup-based measurement.
03 — SEO Lab
Tested
Testing Internal Linking at Scale
Do rule-based contextual links from hub pages lift crawl frequency and impressions for deep pages? A controlled test with a holdout group.
Do Orphan Pages Get Indexed? Sitemap-Only vs Linked Pages
Sitemap-only pages vs internally linked pages: which get indexed, how fast, and which stay indexed? A controlled test.
Programmatic Templates: How Much Unique Content Before Pages Index and Rank?
Programmatic page variants at different unique-content ratios: which index, which rank, and where is the threshold? A controlled test.
Schema Markup and Rich Results: Does FAQ/HowTo/Product Markup Change CTR?
FAQ, HowTo and Product schema on matched page groups: do rich results appear, and does CTR change? A controlled test.
Topical Authority: Publishing a Complete Cluster vs Scattered Articles
A complete, interlinked topic cluster vs the same number of scattered articles: which earns more impressions and rankings? A controlled test.
AI Search Citations: What Gets Cited in AI Overviews and Answer Engines?
Which pages get cited in AI Overviews and answer engines, and does content formatting change it? A longitudinal observation plus variant test.
04 — Tools
Built
- SERP Snippet PreviewPreview how a title and meta description may appear in Google on desktop and mobile, with approximate pixel widths.
- Robots.txt TesterPaste a robots.txt file and test URLs against it for Googlebot, Bingbot, AI crawlers or any user agent.
- Word Counter & Keyword DensityCount words, characters and reading time, check readability, and see which words and phrases you repeat most.
- Meta Tag GeneratorGenerate title, meta description, canonical, Open Graph and Twitter tags ready to paste into your page.
- Schema Markup GeneratorCreate JSON-LD structured data for FAQ, LocalBusiness, Article, Organization, Breadcrumb and Product.
- UTM Campaign URL BuilderBuild tagged campaign links for Google Analytics, with presets for Google Ads, Meta, WhatsApp, email and QR codes.
- Robots.txt GeneratorCreate a robots.txt file with presets for WordPress, Shopify and ecommerce, plus switches for AI crawlers.
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