Practical SEO experience, documented clearly.

I’m Leo, a Director of SEO focused on Google organic search. I have 16 years of experience working in Google SEO, from buying a domain and building an SEO-friendly website to growing it from launch to rankings, organic traffic, and measurable business growth.

I’ve worked with people and teams in e-commerce, SaaS, and B2B to improve their search visibility and bring more qualified traffic to their websites. I’ve also helped teams increase non-brand organic traffic by 15%, grow revenue from organic search, and improve organic conversion rates.

My work covers the full SEO process: strategy and research, technical foundations, content and on-page optimization, launch and indexing, authority and visibility, measurement, and continuous iteration.

• Strategy and research: audience, search intent, keyword and competitor research, topic maps, and content and growth planning.
• SEO-friendly foundations: information architecture, URL structure, internal linking, crawlability, indexability, Core Web Vitals, schema, and clean implementation with developers.
• Content and on-page optimization: content briefs, editorial guidance, intent matching, E-E-A-T, metadata, on-page improvements, and internal links.
• Launch and indexing: pre-launch checks, migrations, XML sitemaps, robots.txt, canonical tags, indexing, monitoring, and troubleshooting.
• Authority and visibility: digital PR, link acquisition, brand signals, competitor gap analysis, and content updates.
• Measurement and iteration: Search Console, analytics, rank tracking, non-brand traffic, organic revenue, conversion rates, testing, algorithm updates, AI Overviews, and zero-click search.

I focus on practical Google SEO and on creating content that matches real search intent. New Site SEO is where I’m documenting what I’ve learned, turning years of experience into useful guides, and helping people who are building and growing websites of their own.

Follow the beginner reading path for a guided introduction, or browse the guides by topic when you have a specific question. Each guide connects to a practical next step, so you can start wherever you are.

What you won’t find here

• Affiliate-driven “best SEO tool” roundups
• Advice that requires a $99/month subscription to follow
• Promises of page-one rankings in 30 days

How the notes are prepared

Sources, practical suggestions and illustrative examples are distinguished in the articles. Read the editorial notes for how AI assistance, evidence and revisions are handled.

Funding this site

The current site has no display advertising or affiliate links. These may be considered in the future. See the disclosure page for the current position.