Applied SEO practitioner
One applied SEO discipline across search visibility, search engine reputation, and AI-mediated search.
Twelve years of applied SEO practice across competitive commercial industries. Currently documenting a live case study reclaiming Page 1 search results in a shared-name situation — an unrelated individual whose viral news coverage currently dominates the “Matthew Kellogg” query. The reclamation demonstrates the discipline applied to my own search results in real time.
Twelve years of applied practice
One applied SEO discipline. Three search surfaces plus coordinated engagement.
The practice covers three search surfaces where established prospects find and evaluate professionals — traditional search results, name-search reputation, and AI-mediated search. Each surface has its own mechanics. The underlying discipline is one.
Search Engine Optimization
Competitive commercial keyword rankings on the traffic-driving searches that carry practice acquisition weight. Applied SEO discipline sustained across years, across competitive commercial verticals since 2015.
Search engine optimization →Search Engine Reputation
Active negative content suppression from Page 1 of name-search results. Architecture that pushes damaging coverage off the surfaces prospects check before deciding whether to engage.
Search engine reputation →Answer Engine Optimization
Presence in AI-mediated search — ChatGPT, Claude, Perplexity, Google AI Overviews — where a growing share of prospects research well before ever reaching a website.
Answer engine optimization →Coordinated Engagement
The integrated scope. When a practice needs search visibility, name-search reputation, and AI-search presence moving together, applied SEO discipline coordinates all three surfaces as one.
Coordinated engagement →Live case study
I run applied SEO practice across search, name-search reputation, and AI search. When I searched my own name earlier this year, the results returned coverage tied to an unrelated individual with the same name — a shared-name mistaken identity situation, not personal reputation damage. So I applied the discipline to my own search results and started documenting the reclamation in real time. Baseline search results captures preserved at the Wayback Machine before the work began. Every intermediate state independently verifiable by anyone running the query on Google.
The proof of a practice is what you can watch it do — not what you are asked to trust.See the case study →
Twelve-year practice
Twelve years applying the discipline.
I hold and defend search positions for established practices across competitive commercial industries. Month-to-month terms. Engagements running on years, not months.
Commercial rankings
Top Google positions on high-value commercial and transactional keywords held across competitive verticals since 2015.
National scale coverage
Rankings held at national scale in commercial service categories where search visibility carries direct acquisition weight.
Multi-year retention
Long-running engagements with practices across professional services and commercial verticals. Some active for many years running.
Architecture built to absorb algorithm volatility rather than depend on any single ranking signal. The discipline is what survives algorithm changes across the years.
Reserve consultation
A conversation about fit before anything else.
If your practice operates at a scale where search visibility, name-search reputation, and AI-search presence carry real weight, the consultation is where we establish whether the discipline applied to your specific situation is the right fit. A few questions on the form help both sides assess before we talk.