Rooted in Investigation: From Military Police to Forensic SEO
Before I ever wrote a line of code or ran my first web audit, I learned the discipline of true investigation as a member of the United States Army Military Police in the late 1970s. My duties ranged from crime prevention to undercover work, where investigative procedure & attention to detail weren’t just important, they were critical for real-world results.
That early experience, rigorous training, hands-on fieldwork, and a relentless pursuit of truth, still guides my work every day.
From Early Internet Pioneer to Forensic SEO Authority
My digital career began in the winter of 1994, when I set up an online bulletin board system (BBS) for the real estate company I managed. Even then, I knew the importance of seeing what was out there already (12 Real Estate sites in the entire U.S.!) and thinking “how can I make ours better? That work landed a client from out of state buying a home through our agency.
In January 1995, after being introduced to the World Wide Web, I knew instantly this was the future, and my future. I saw the possibilities. I saw global transformation.
Leading Web Development for Major Brands
In 1996, as Director of Web Development for ANT Internet (later acquired by Computer Associates), I managed teams of developers, designers, and IT professionals, building and maintaining digital experiences for world-class organizations. My portfolio includes:
- American Heart Association
- Princess Cruises
- Macy’s
- Weight Watchers International
- Helen Keller Services for the Blind
- WGA-East
- New York Business to Business Yellow Pages
- Ute Indian Tribe
- Many more
The NYBtoBYP Project: Ahead of Its Time
The New York Business-to-Business Yellow Pages was one of the first attempts to bring a full yellow pages directory online. The client’s vision was simple, “We want our ads online, just like in the print Yellow Pages. We know we need to start with text, and that’s okay.”
But I saw a bigger opportunity. I proposed a full-featured digital system, complete with images and display ads, mirroring the print edition. I encouraged the client to upsell online display ads to their existing print customers, turning the site into a genuine new revenue stream.
My team delivered miracles, executing cutting-edge web development and site architecture I personally designed. This project was foundational for me, it’s where I first realized how strategic site structure for real human usability could drive both business goals and user success.
A Relentless Focus on SEO and Forensic Site Audits
In 2000, I discovered SEO & integrated it into my web development & project management work. By late 2006, I conducted my first comprehensive SEO site audit, helping a client recover from a major Google penalty and return to the top of organic search. (That site remains in top 5 organically for many of its best phrases without a single piece of content being added or link intentionally acquired in 15 years.)
That experience ignited my passion for forensic SEO audits: in-depth, hands-on, root-cause analysis that delivers clarity and results where “checklist” audits fall short.
Since then, I’ve provided forensic audits & strategic consulting to some of the world’s most recognized brands, including:
- ACLU.org
- Auto & General Insurance
- Beats by Dre
- Carlos Santana
- Disney
- FTD
- Liberty Mutual Insurance
- MBA.com
- NBC/Universal
- Rocket Lawyer
- Sammy Hagar
- Union Bank
Tragically, as is often the case in consulting work, years after the successes I brought to client sites, often disappear. New leadership, or hiring the wrong “expert”, budgetary shifts… The list of reasons is long.
Fortunately, many clients have been “all-in” on my full plan, increasing budgets to meet the need. And those sites? They become sustainable success stories.
Empowering Every Client, Not Just Big Brands
I don’t just work with Fortune 500s & household names. I’m passionate about helping small & mid-sized businesses compete, and win, against larger competitors. With a forensic approach, mapped-out strategy, & ongoing support, I’ve proven time & again that “mom and pop” shops can thrive in search.
My Philosophy: Truth, Trust, & Sustainable Growth
- No shortcuts. No hype. No reliance on trendy tactics or surface-level advice.
- My forensic audits are built on decades of experience, a relentless commitment to quality, and the five super-signals of QUART: Quality, Uniqueness, Authority, Relevance, and Trust.
- I believe in serving clients with transparency, raw honesty, and solutions tailored to human beings, not just algorithms.
- As AI and answer engines reshape the industry, I make sure every client’s site is positioned for lasting visibility, no matter how the search landscape evolves.
- I also never guarantee results. Doing so is unethical in the world of SEO, especially now that AI is upon us. I offer my best experience-driven effort. You go to work implementing. Keep me in the loop & adjust when we think we need to. Do that, we have the best chances as winning this thing.
Let’s Connect
If you want to work with someone who brings a lifetime of digital experience and a forensic mindset to every project, contact me and we’ll go from there.
Whether you’re a global brand or just starting out, I’m here to help you win.
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