Your New Fractional SEO Director
I’ve spent my career in SEO separating what works from what sounds good.
I got into SEO in 2010 through a previous business and never left. In 2017 I founded Break The Web, a boutique search agency for DTC and B2C brands, where I’m still the SEO Director.
This site is the other side of that work. As a fractional advisor, I sit alongside your in-house team or your agency, set the direction, pressure-test the plan, and keep everyone focused on the work that actually moves organic growth.
I’m a New York City native, and I’ve spent years talking through this stuff on podcasts, at conferences, and in university lectures. The message is usually the same: SEO is simpler than the industry makes it sound, and harder than the shortcuts promise.
- Since 2010
- Working in search
- Break The Web
- SEO/AI Search agency, founded 2017
- U.S. Search Awards
- Best Use of Search in SEO
- 47 interviews
- Podcasts on SEO, AI search, and agency life
What we’d work on together
I help brands build awareness and position through search. In practice, that comes down to seven things.
SEO principles
Getting the fundamentals right before chasing anything new, so every later decision sits on a solid base.
AI search visibility
Strategies that grow your brand’s mentions and citations in ChatGPT, Gemini, Claude, and Google’s AI Mode, so you show up when people ask.
Technical SEO
Crawling, indexing, rendering, and site health, turned into a prioritized list your developers can actually ship.
Website architecture
How your pages, collections, and locations fit together, so search engines and customers land on the right page first.
Cutting through the noise
A straight answer on which trends, tools, and AI claims deserve your attention, and which ones don’t.
Team execution
Turning strategy into work your team or agency can deliver, with clear owners and clear priorities.
Link acquisition
Earning links and mentions that build real authority, without the tactics that put your site at risk.
Fractional means senior SEO thinking without a full-time hire or another agency retainer. You keep your team. I help them aim.
On the mic
I’ve done 47 podcast interviews on SEO, AI search, ecommerce, and building an agency. A few recent ones.
Recent insights
Longer thinking on search, ecommerce, and AI, published on the Break The Web blog.
- 6 Shopify SEO Case Studies: How DTC Brands Scale OrganicallyJuly 2026
- Ecommerce Internal Linking: 5 Best Practices For SEO & UsersMarch 2026
- Is SEO Really Dead? How to Rethink SEO in the Age of AIDecember 2025
- AI SEO Statistics: How AI Is Changing SEO (Backed by Real Data)September 2025
- Programmatic SEO: What Is It And How To Do ItAugust 2025
- Boutique Agency vs. Full-Service Agency: Which Is Better?July 2025
You’ll also find my take in pieces from Shopify, Backlinko, SearchPilot, HubSpot, Databox, and dozens more.
Have a search problem worth talking through?
Tell me where things stand and what you’re trying to fix. A few sentences is plenty.