Technical SEO · AEO / GEO · AI tooling
Most SEOs run audits. I build the AI that wins search.
I am an SEO and AI strategist with a B.S. in Computer Information Systems and 12+ years in the work. I operationalize AI (custom Claude skills, automation pipelines, answer-engine optimization) to do work that gets found, cited, and ranked, not just audited.
I do not automate because it is trendy. I build the machinery because that is how careful work gets done reliably, and at scale.
What I do
Four things, done properly.
No forty-service menu. These are the levers that compound, so this is where the work goes.
Technical SEO
Crawlability, schema, Core Web Vitals, and the structural fixes that move rankings. I find what is quietly costing you traffic and fix it at the source.
AEO & GEO
Answer and generative engine optimization. I structure your content so ChatGPT, Claude, Perplexity, and Google AI Overviews quote you (with a citation), instead of someone else.
Web dev project management
Runs like a build led by an engineer who has shipped before. Clear scope, real sprints, proper QA, and a launch that does not slip three times.
Analytics & reporting
GA4 you can actually read, and monthly reports written in plain English, with the jargon translated rather than left to impress you.
// the lab
The tools I build to do the work.
This is the part most SEO people cannot do. I do not just recommend AI, I build the systems that run it: custom skills, pipelines, and workflows tuned to each client.
claude_skills
Client-specific Claude skills
Packaged skills that know a client brand voice, internal-linking rules, and product catalog. Briefs and drafts come out on-brand, every time.
make.com
Make.com automation pipelines
Scenarios that watch a sheet, run the AI step, route for human approval, and publish. The boring 80% runs itself so I can spend time on judgment.
audit_engine
Automated audit & meta workflows
Crawl, flag, and draft. A workflow that audits thousands of URLs and writes the missing meta descriptions in a client voice, then waits for me to sign off.
How I work
Process over promises.
I would rather show you how I think than throw numbers at you. The systems matter more than any single result, because they are what make good work repeatable.
Built to be cited, not just ranked.
Everything gets structured so answer engines can lift it cleanly. Clear entities, real schema, and content shaped like the questions people actually ask.
Human in the loop, always.
AI does the heavy, repetitive part. I do the judgment, the structure, and the final read. Nothing ships without a person signing off.
Systems that outlast the tactic of the month.
I build on fundamentals, so the work holds when the algorithm shifts and the next shiny trick fizzles.
“Good SEO now is not about gaming a ranking. It is about being the clearest, most trustworthy answer to a real question, and building the machinery to do that at scale without turning into slop.”
Michelle Carvo
Ask away
Questions, answered plainly.
This section is marked up as structured Q&A, the same FAQ schema I build for clients. It is here partly to answer you, and partly to show you the site practices what it preaches. AI engines can read and cite it directly.
FAQPage schema · live on this page
What are AEO and GEO, and why do they matter now?
AEO (answer engine optimization) and GEO (generative engine optimization) are about getting your content cited inside AI answers, in ChatGPT, Claude, Perplexity, and Google AI Overviews, not just ranked on a page of blue links. The traffic is moving to the answer layer, so the work is making your pages structured, quotable, and trustworthy enough that engines pull from them.
Do you just run audits, or do you build things?
I build. Alongside SEO strategy I ship the tooling that does the work: client-specific Claude skills, Make.com automation pipelines, and automated audit and meta-description workflows. The CS degree was not decorative.
What kind of businesses do you work with?
Mostly local and regional service businesses, the kind that live or die by being found when someone nearby is searching. That is where the technical fixes and AI workflows compound fastest.
How do you use AI without producing slop?
Human in the loop, always. AI handles the leverage (clustering, drafting, repetitive audit passes) and I handle the judgment, structure, and editing. The systems are built so a person signs off before anything ships.
Off the clock
A camera, a bass, a husky, and a greenhouse full of tomatoes.
When I am not structuring content for AI, I am usually outside with a camera, fumbling through a bass or guitar line, or losing an afternoon to the garden. I write about most of it online, because the storytelling muscle is the same one that makes content rank.
The menagerie
One husky who runs the house, plus a crew of cats. The standout is Ginger, a rare female orange polydactyl (yes, extra toes, yes, she knows she is special).
The garden
A container vegetable garden, a small greenhouse, and an ongoing battle to keep the raspberries and blueberries to myself before the birds get them.
The bass & the vinyl, the controller
A hack of a bass and guitar player, a vinyl collector, and a regular at concerts, plus an unrepentant gamer raised on Halo and Mario. None of it pays the bills. All of it keeps me sane.
The storytelling
I document the garden, the pets, and the projects on social. Practice for the day job, and a good reminder that people follow people, not keywords.
Let's talk shop.
Whether you have a project in mind, want to compare notes on AEO, or just have a good SEO horror story, I am easy to reach. No funnels, no forms you regret filling out.