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What is advanced technical SEO? Best practices for higher rankings (and a checklist)

Headshot of Stephan Moerman
Stephan Moerman
Co-founder & CEO at Bakklog
Apr 02, 2023
What is advanced technical SEO? Best practices for higher rankings (and a checklist)

So how does this all work? Technical SEO is essentially a series of best practices that enable websites to become more visible online by improving their indexation rate with search engines. This process involves identifying potential weaknesses or areas for improvement within a website’s architecture, both from an internal (on-page) and external (off-page) perspective, as well as providing guidance on things like keyword research and content optimization. All these elements combined ensure that sites are properly optimized for higher rankings in SERPs.

In this article, we will cover what exactly technical SEO entails, share some useful tips and tricks for achieving greater visibility in organic searches, and provide readers with a handy checklist they can use to assess their own website against established best practices. So let's get started exploring the technical aspects of search engine optimization (SEO).

What is technical SEO?

Technical SEO is like a well-oiled machine. Technical SEO refers to the engine that powers your website to higher rankings and increased visibility in search engines. Technical SEO provides all of the necessary tools, processes, and strategies to optimize your site for maximum performance. Making sure that your website meets technical SEO fundamentals will help search engines crawl through your site faster and ensures that your site's content starts ranking higher.

One important part of technical SEO is carrying out a thorough technical SEO audit. Technical SEO refers to analyzing your website for potential issues such as broken links or slow loading pages which could be negatively impacting how users experience your site and how Google perceives it. Additionally, you should consider factors such as site architecture, site speed and mobile responsiveness; if visitors are having trouble accessing content on their phones or tablets then this can cause problems with rankings too.

Finally, by following best practices in the areas of technical SEO, optimization techniques, and analysis you will be able to boost your website's ranking in no time at all! By taking steps such as checking page titles & meta descriptions for accuracy, improving internal linking structure, and ensuring proper indexation/crawling settings are set up – you can help ensure your website stands out from the crowd amongst other competitors in the SERPs (search engine result pages).

How SEO works and how Google bots index your pages

Common issues affecting technical SEO performance

When it comes to technical SEO, there are a few common technical aspects that can affect performance. Broken links, inadequate site audits and missing XML sitemaps are all factors that need to be taken into account for higher rankings.

Broken links should be one of the first things you check when optimizing your website's performance. These links have been found to have an impact on your on-page SEO as they prevent crawlers from accessing important pages on your website. To avoid this, use tools such as Screaming Frog or Google Search Console to review any broken links and fix them promptly. It's important to have a proper URL structure for your on-page SEO efforts either way.

Audit your siter architecture

Making sure that a complete site audit has been conducted is also key in ensuring strong technical SEO performance. During the audit, pay close attention to speed, keyword optimization, mobile compatibility and other aspects that may influence ranking potential. Additionally, making sure an up-to-date XML sitemap exists helps crawlers index all pages correctly so they can be accurately indexed and ranked by search engines.

Technical SEO is essential for successful search engine optimization efforts but it needs careful consideration if you want to achieve higher rankings. From broken links to the importance of conducting a full site audit and having an accurate XML sitemap, these steps will help optimize your website for better visibility online.

How to assess technical SEO performance

When it comes to optimizing a website for search engine rankings, technical SEO is the foundation. But assessing its performance can be complex and daunting - like an intricate web of interconnections that must all work together harmoniously. Taking the time to analyze technical SEO performance can pay huge dividends in terms of higher rankings and better visibility online.

Getting started with understanding how well your site structure stacks up requires taking a close look at each element and evaluating whether or not it’s optimized correctly for maximum effectiveness. Does your websites loading times meet Google's guidelines? Are there any crawl errors preventing search engines from properly indexing pages? Is content being displayed as intended on different devices? These are just some of the questions you should ask when assessing technical SEO performance.

By digging into the details, you'll gain valuable insights about what aspects need improvement (or even complete overhauls). This will help ensure that all aspects of your website are working together towards achieving optimal results - putting you one step closer to dominating SERPs with ease!

Take the first step towards a higher-ranking website and request your free SEO audit now! Our team of experts will assess your website's technical SEO and provide you with a detailed report of its strengths and areas for improvement. Don't miss out on this opportunity to boost your online visibility. Request your free SEO audit today!

Optimizing your website's coding and structure

Optimizing your website's coding and structure might seem like a daunting task, but with the right knowledge and guidance, you'll be well on your way to higher rankings. It all starts with understanding how site architecture, URL structure, robots meta tag, and other technical components work together to create an optimized online presence.

Analyzing your codebase

To optimize your website’s coding and structure for SEO purposes requires a deep dive into the code of your site. This includes examining things like page layout and navigation design elements as well as looking at how content is linked across pages — both internally through internal links and externally through external link building. Additionally, it means paying close attention to HTML tags such as heading tags (H1-H6) which provide important clues to search engine bots about what topics are covered in each page. In addition to this, making sure that URLs contain keywords relevant to their corresponding webpages also helps with SEO performance. Finally, implementing proper meta tag directives will ensure that search engines can properly crawl and index the content found within websites, and you can block search engines from indexing a website URL that you want to keep private/hidden.

Adding an internal link structure

An internal link is a type of hyperlink that connects one page to another within the same website. Including internal links in your content can help your SEO efforts by improving navigation and user experience on your website. Internal links make it easier for search engines such as Google as well as other search engines, to crawl and index your pages, as they help to establish the structure and hierarchy of your site. Furthermore, by linking to relevant and high-quality pages within your website, you can distribute link equity, or the value passed through links, to strengthen the authority and relevance of your pages for specific keywords. Additionally, internal linking can help to keep visitors engaged and on your site for longer, reducing bounce rates and increasing dwell time, both of which are positive signals to search engines. This also applies to having category pages if you own an ecommerce website for example.

When done correctly these techniques form part of comprehensive SEO best practices that can help boost organic visibility and improve overall rankings over time. However, for maximum benefit from any optimization efforts it's important to review progress regularly using analytics tools such as Google Search Console or Moz Pro; this helps identify areas where improvements could be made so adjustments can then be implemented accordingly. With regular monitoring of key metrics such as click-through rate, bounce rate etc., you should start seeing positive results soon enough!

Ensuring your site is mobile friendly

It's no secret that having a website optimized for mobile friendliness is essential in today's digital world. But what does this mean exactly? How can you ensure your site is truly mobile-friendly and capable of providing users with an optimal viewing experience? Enter Accelerated Mobile Pages (AMP) – the answer to all your mobile optimization needs!

The whole idea behind AMP is simple: it allows developers to create webpages that are lightning fast, rich with content, and highly engaging on any device or platform. It also helps reduce page load times drastically, as well as improving user experience by streamlining content delivery across devices. In other words, using AMP will help make sure your website looks great and works smoothly regardless of where it’s being viewed from.

But how do you know if your site is properly “mobile friendly”? Fortunately, there are plenty of tools available online to help you determine the level of mobile friendliness on your site. From Google’s PageSpeed Insights tool to more advanced solutions such as Test My Site from Think With Google – these websites provide detailed breakdowns of everything from page loading speed to usability across different platforms and devices. By analysing this data, you'll be able to identify areas for improvement and take action accordingly - helping improve overall performance while ensuring visitors have a seamless browsing experience every time they visit your website.

Utilizing structured data markup

Tapping into the power of structured data markup can be a game changer for your website's rankings. With its ability to provide search engines with more information about page content, this powerful tool is a must-have for any technical SEO strategy. Let's look at what it is and why you should integrate it into your optimization efforts.

Weaving in schema markup - also known as structured data - brings together two of the most essential elements of SEO: creativity and technology. This type of code gives search engine crawlers extra context on your webpages, so they can better understand what kind of content they're seeing. Structured data markup helps ensure that all relevant material gets indexed correctly, giving Google an easier time when crawling and ranking pages.

By utilizing structured data markup, you'll increase your chances of achieving higher rankings in SERPs (Search Engine Result Pages). It enables search engines to recognize important details like product reviews or prices – allowing them to show up prominently in SERP snippets. Plus, having well-crafted metatags will make sure users are getting accurate descriptions and enticing titles from their queries! So if you want to maximize your visibility and boost organic traffic, implementing schema markups is one smart move.

Optimizing website speed and load times

Optimizing website speed and load times is an important component of technical SEO. It's key for higher rankings, as well as providing a good user experience. There are several ways to go about this, from updating your web server to minifying CSS files. Here are some best practices and items to add to your SEO checklist:

  • Update the web server you're using - make sure it can handle more traffic spikes if needed, or consider switching to a better hosting provider altogether.

  • Minify all your CSS – eliminating unnecessary characters (spaces, line breaks etc.) will help reduce page loading time significantly.

  • Reduce redirects – each redirect takes additional HTTP requests which adds up in total page loading time.

  • Improve page structure and content optimization - optimizing titles and meta descriptions based on targeted keyword phrases helps improve page SEO scores.

In short, focusing on improving website speed and load times is essential when looking at technical SEO practices. This includes making sure your web server is updated and able to cope with increased traffic; minimizing CSS file size; reducing redirects; as well as optimizing pages for search engine visibility. Keeping these elements in mind should lead to improved ranking results over time!

Achieving maximum visibility in search engines

Have you ever wondered how to make your website as visible in search engines as possible? Achieving maximum visibility can be done through a variety of technical SEO practices. From optimizing internal links and canonical URLs, to submitting your site with Bing Webmaster tools, there are plenty of options available that will help boost your rankings and increase website traffic.

One important step towards achieving the best results is optimizing page speed and load times. This allows Google’s crawlers to quickly index more of your content so it appears high up on SERPs. Additionally, having pages that load faster than competitors helps keep visitors engaged with your site longer and reduces bounce rate—two factors which contribute positively to better ranking scores.

To further improve visibility, leveraging other webmaster tools such as Bing Webmasters or using structured data markup for rich snippets can also help get your content indexed properly by major search engines like Google. These techniques provide additional information about a webpage, allowing them to understand its purpose much better leading to improved visibility in related searches. Ultimately this contributes to higher click-through rates from organic search results and greater overall exposure for the business online.

Generating quality and relevant backlinks

Generating quality and relevant backlinks is the holy grail of SEO. It's a rocket-fuel that can skyrocket rankings and visibility to new heights! With effective link building strategies, you have a chance to launch your website on an unprecedented journey towards greater search engine success.

Whether it's through directories, influencers or creating high-quality content - there are countless ways to acquire links from other websites. The most important factor in this process is relevance; links should always be relevant to both websites so as not to confuse Google’s algorithms. Additionally, using canonical tags will make sure no page is indexed twice by mistake, thus preventing any potential penalties.

Creating a comprehensive SEO checklist for link building is essential when trying to stay ahead of the competition. This could include things like measuring click-through rates, optimizing anchor text usage and tracking broken links – all crucial components of successful link building campaigns. You'll also need to take into account user experience (UX) factors such as page speed and mobile friendliness which can affect how many people end up clicking on your website's results in SERPs.

In short: achieving higher rankings requires smart use of link building tactics combined with an eye for detail when it comes to ensuring optimal UX performance. Taking these steps seriously will ensure your site stands out amongst the crowd and gets rewarded accordingly by search engines.

Creating an effective XML sitemap

When it comes to technical SEO, creating an effective xml sitemap is absolutely essential! It's truly one of the most important steps in ensuring that your website gets higher rankings and performs well on search engine result pages. Without a proper XML sitemap, you're basically leaving money (or potential customers) on the table - so let's dive into why they are such a necessary part of successful SEO practices.

An XML sitemap provides valuable information to search engine crawlers about the structure of your website by listing out all URLs which should be included in their index. This helps them quickly identify any new content being added or updated as soon as possible, allowing for quicker crawling and better overall visibility for your site. In addition to this core function, XML Sitemaps also provide other useful data like canonical tags which can help reduce duplicate content issues and facilitate indexing from different sources.

In short, having an effective XML sitemap isn't just nice-to-have: it's mandatory if you want to succeed with technical SEO! Investing some time into setting up your own will go a long way towards helping you get more traffic and improve your SERP performance. So don't miss out – make sure you take advantage of its many benefits today!

Optimizing URLs for higher rankings

Optimizing URLs for higher rankings can be like a game of chess: strategic, meticulous and rewarding. If you plan your moves carefully, you're likely to gain an advantage over the competition.

Keyword research

Keyword research is key when optimizing website URLs; by understanding what terms potential customers use in searches, you can craft URLs that are more search engine friendly.

Internal web page links

When it comes to creating internal links on your website, make sure each one has relevance to its destination page. This ensures pages are connected logically and it gives visitors a better experience as they navigate through your site. Additionally, this helps with SEO because Google likes websites where related information is linked together naturally.

By taking the time to optimize your website's URLs and create relevant internal links, you'll have taken important steps towards achieving higher rankings in SERPs (Search Engine Results Pages). Your effort will pay off with improved visibility amongst users searching for content related to yours.

Monitoring and resolving crawl errors

Crawl errors can be like a minefield for your website, wreaking havoc on search engine spiders and tanking rankings. Monitoring and resolving them is an essential part of any technical SEO checklist.

It's important to stay one step ahead when it comes to crawl errors; if left unchecked, they could lead to disastrous consequences for your visibility in the SERPs. Search engines are always looking out for these type of issues - so you should too! One way to monitor crawl errors is by using webmaster tools such as Google Search Console or Bing Webmaster Tools, which lets you check indexation problems, broken links, and other potential issues that need addressing.

You can also use crawler programs such as Screaming Frog Spider Tool to detect further issues with your site structure. This tool allows you to uncover URLs not linked from other pages within your website, quickly identify redirects and 404s, plus much more - all with the aim of ensuring everything runs smoothly for search engine spiders crawling through your content. All this data gathered together provides invaluable insight into how your website performs technically speaking - allowing you to make informed decisions about optimisations needed going forward.

So don't let crawl errors slip under the radar: take action now, and reap the rewards later!

Securing your website with HTTPS (SSL)

Securing your website with https is a crucial step in achieving higher search engine rankings. It may seem like an overwhelming task, but it's essential to ensure the success of your online presence. But what exactly does this mean? With the right steps and understanding, you can make sure that no one tries to access or duplicate any of your content and secure your domain name for good.

When we talk about securing our website with https, we are referring to Hypertext Transfer Protocol Secure (HTTPS), which is an internet security protocol used by websites worldwide. HTTPS provides protection from malicious attacks such as data theft and malware injection, as well as ensuring that all data sent over the internet is encrypted so that it remains private and secure even if intercepted by third parties. Additionally, Google now considers whether a website has adopted this protocol when calculating its search engine rankings – making it highly desirable for businesses today.

The process of switching from HTTP to HTTPS involves obtaining an SSL certificate from a Certificate Authority (CA) and then implementing it on the server hosting your website so that it runs securely via HTTPS instead of HTTP. This will allow visitors to trust the authenticity of your site while also preventing anyone from duplicating or stealing any content without permission. Moreover, having a valid SSL certificate allows browsers to recognize that you have taken extra measures to protect their sensitive information, resulting in increased traffic flow due to users’ trust in your brand.

At this point, you should have learned why securing our website with https is important; how HTTPS works; and what the process looks like for setting up the security protocol on our server hosts. Taking these steps towards protecting ourselves against cyber threats and improving our chances at higher search engine rankings will help us achieve long-term success online!

Best practices for higher rankings

We all have the same goal in mind: higher rankings. Staying ahead of search engines is vital for any website, but it’s not always easy to identify and implement best practices for technical SEO. Thankfully, with a few simple adjustments, even the most inexperienced webmaster can improve their standing on SERPs.

Our journey starts at the very heart of your site; understanding how search engines ‘see’ your web pages is key to success. It's no secret that Google and other search giants use complex algorithms to determine which sites rank highest - this makes technical SEO an essential tool in any digital marketer's arsenal. To give yourself an advantage over competitors, you'll need to master these steps:

  • Optimizing Your Site Structure: Using breadcrumb navigation, sitemaps, keywords and internal links will help crawlers index your content quickly and accurately.

  • Utilizing Headings & Meta Tags: Implementing meta tags such as page titles, descriptions and headings (H1-H6) ensure that your pages are indexed correctly by major search engines.

  • Enhancing Page Speed: Poorly optimized images and outdated code can slow down loading speeds dramatically – so make sure you compress files appropriately before uploading them onto your server!

In addition to this basic checklist, there are several more ways you can strengthen your website from a technical standpoint. From using GZIP compression on text files to optimizing URLs for readability – mastering these techniques takes time and effort but provides lasting rewards when it comes to ranking high in SERPs. Don't underestimate the power of powerful tools like Screaming Frog or DeepCrawl either; they provide invaluable insight into potential issues with crawling and indexation, making them crucial components of successful technical SEO campaigns.

Technical SEO checklist

Reaching the top of Google is like reaching the peak of a mountain; difficult, but worth it. Technical SEO is an essential part of any successful climb, making sure your website stays in pole position while you take the necessary steps towards higher rankings. To help guide you on this journey, here's a checklist outlining some important technical optimization best practices:

  1. Utilizing structured data - Structured data helps search engines better understand your content and can significantly improve crawlability.

  2. Improving page speed - Slow loading pages will hurt both user experience and rankings. Make sure to optimize images, minify HTML and CSS files for faster performance.

  3. Optimizing internal links - Internal links are key for helping search engines discover new pieces of content within your site and creating paths for users to explore more pages on your domain.

  4. Checking for broken links – Broken links can damage user experience as well as decrease crawling efficiency from search engine bots. It’s important to regularly audit these URLs so that everything remains intact on your website.

Technical SEO is one of the most important components when striving for higher rankings, so make sure to check off each item from this list before taking next steps toward optimizing your website!

Frequently Asked Questions such as why is technical SEO important, site speed, search results, URL structure, on page SEO, off page SEO and more.

Frequently asked questions (FAQ)

How do I measure the success of my technical SEO performance?

Measuring the success of one’s technical SEO performance is much like casting a net into the sea. By following certain best practices on all your web pages, you can ensure that your net will come back with an abundance of results - higher rankings and better visibility in the SERPs. But to do it successfully requires patience, skill, and understanding of what technical SEO really means.

In effect, good technical SEO involves both on-page optimization (such as content structuring) and off-page optimization (building links). It also includes various other techniques such as improving website speed, optimizing tags for voice search, making sure all site elements are mobile friendly etc. In short: it’s about ensuring every aspect of your online presence works smoothly together to create a high ranking product.

To measure success accurately then requires interrelated components: steps taken to improve visibility through strong research; monitoring analytics data over time; actively seeking out external link opportunities; assessing how well crawlers are crawling pages; testing page titles and descriptions in real-time; refining structured data markup appropriately etc., before finally reviewing overall progress towards achieving the desired outcome. All these components must be present – otherwise there might not be enough catch in your net!

What are the most important factors I should consider when optimizing my website?

It is no secret that optimizing your website for higher rankings in search engines can be difficult. A recent survey found that 68% of small business owners feel overwhelmed with the process, which makes understanding technical SEO practices even more critical.

When it comes to improving a website’s ranking, there are certain factors you must consider first and foremost. Keyword research is essential here: identifying relevant keywords and using them strategically throughout your content will help increase visibility. Additionally, creating an XML sitemap and submitting it to webmaster tools such as Google Search Console also play a role in making sure bots can easily crawl through your site.

Lastly, having visually appealing design elements like images and videos on your page helps boost user engagement – while keeping loading times low by compressing files ensures people don’t leave before they get what they came for. Understanding these key components of technical SEO will put you in the best position possible when optimising your website for better rankings across all major search engines.

How often should I Check for crawl errors?

Optimizing your website is a necessary task to ensure higher rankings and better visibility. Doing so involves checking for crawl errors regularly, which can help you identify issues that need to be addressed quickly in order to maximize the success of your SEO strategy. How often should this check-up occur? Let's explore this further.

It goes without saying that how frequently you conduct a crawl error examination depends on how active your website is. If it’s updated with new content or features daily, then running a weekly check would make sense; if not, then every two weeks could be sufficient. Additionally, when making changes such as adding plugins, switching themes or revamping pages, it’s important to run an immediate audit afterwards just to ensure everything has been configured correctly. This way, any potential issues can be identified and resolved right away before they become bigger problems down the line.

To sum up: conducting regular audits is essential for technical SEO and achieving higher rankings - especially after significant adjustments have been made to your website. Scheduling these checks within an appropriate timeframe will enable you to stay on top of any necessary fixes needed in order to keep optimizing your site optimally and hitting those desired marketing goals!

What is the best way to build quality and relevant backlinks?

Building quality and relevant backlinks is an essential part of SEO, as it can help a website rank higher in search results. Backlinks are links from other websites that lead to your website, which helps demonstrate the credibility of your content and boost visibility on search engines. It's important to note that not all backlinks are created equal - you need to ensure they come from high-quality sources if you want them to have any positive impact on your rankings.

So how do you get started building these kinds of helpful backlinks? The first step is identifying good quality websites for link placement. Look for ones with strong domain authority – this indicates the strength of their online presence within the industry. Additionally, check out their content and make sure it’s related to yours; otherwise, Google might penalize both sites for irrelevant linking. Once you have identified potential partners, reach out! You can use email, social media or even direct messages (DM) depending on the platform they’re using.

Need help building more links or driving more search traffic in general? Bakklog has a team of SEO industry experts that can help you with link building and all the other aspects of search engine optimization. Connect with one of our SEO consultants today to request a free SEO audit.

How can I ensure my website is ranked higher?

The challenge of ranking higher can make any website owner feel overwhelmed. It's a relentless pursuit to reach the coveted first page that requires dedication and commitment from all angles – including technical SEO. But what exactly is this mysterious concept?

Technical SEO is an intricate web of coding, metadata, navigation structure, sitemaps, and more. All these elements act as puzzle pieces that must be put together correctly so Google can crawl and index your site with ease. When done right, it allows search engines to quickly identify how relevant your content is compared to other websites competing for similar keywords.

But having optimized code isn't enough; you also need quality backlinks if you want a fighting chance at achieving better rankings. Creating links from high-authority domains is key here – think industry experts, influencers, blogs and news sites that have already established credibility with their audiences. Leverage relationships with outreach professionals or guest post on reputable websites to build up your profile in the SERPs naturally over time. This will give your website the competitive edge it needs for superior visibility online!

What is duplicate content and how do I avoid it?

Duplicate content is content that appears on more than one website or URL. Duplicate content may be exact copies of text, phrases, or entire pages. It can also be content that is slightly reworded or has minor differences in the text. Duplicate content can be intentional, such as when a site owner has multiple sites with the same content, or unintentional, such as when two sites use the same content from another source.

To avoid duplicate content, websites should use unique content that is not found on any other website, and should also avoid republishing content from other sources without permission. Additionally, webmasters should use the canonical tag to specify which page of duplicate content should be indexed. This will help search engines to identify the original source of the content and provide the best possible experience to users.

When you suffer from internal duplicate content, this basically means you are creating content that looks too much like each other, which becomes a problem when these two pieces of content have been published on one domain (the same website).

After receiving a technical SEO audit you should use 301 redirects to redirect duplicate content to the original URL. By doing this, search engines will be able to index the original URL and keep the duplicate content from appearing in the search rankings. In summary, avoiding duplicate content requires unique content, the use of the canonical tag, and 301 redirects.

Request a free SEO audit today


In conclusion, technical SEO is an essential part of any successful website optimization strategy. It's a complex beast that requires constant attention and dedication to make sure you're making the most out of your digital marketing efforts. Every website owner should have regular checks in place for crawl errors and backlinks to ensure they are doing everything possible to stay ahead of their competition.

Implementing best practices such as not using too many of the same keywords on multiple pages, adding blog category pages, monitoring search engine crawl budget, optimized content structure, secure hosting, speedy loading times and mobile friendliness can be like putting together pieces of a puzzle - when done correctly, it all fits perfectly into place resulting in higher organic rankings. With some patience and perseverance, technical SEO can be managed efficiently so that you can keep up with the ever-changing algorithms used by Google and other major search engines.

Like fine tuning an orchestra, getting your technical SEO just right will result in a beautiful symphony of success!

Don't miss out on the opportunity to boost your website's visibility and search engine ranking! By now we hope we're on the same page, and you understand the importance of optimizing your website for search engines. But, are you sure that you're making the most of your website's potential? Don't wait, the time to improve your website's SEO is now! Get started and request a free SEO audit right away from a digital marketing consultant, we'll give you insight into your current performance and can give you a tech SEO checklist to make some quick fixes based on our SEO audit.

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Headshot of Stephan Moerman

Written by

Stephan Moerman

Stephan Moerman is the Co-Founder & CEO at Bakklog, one of the fastest growing E-commerce marketing agencies in the Netherlands and a key player in propelling businesses up Google's rankings. With a solid decade of expertise, Stephan has been pivotal in optimizing SEO and integrating AI with Google Ads to amplify online visibility and sales. His strategies have notably enhanced conversions and sales for over 300 clients, including big-name brands like Tumblr, Sendcloud and Holidu.