AEO Specialist & Systems Builder
Helping brands be found, and be worth finding.
I work in search and AI search, and in the websites, content systems and photographs that sit behind them. Based in the Philippines, working with clients worldwide.
Photographs made for the brands I work with.
About
People increasingly ask ChatGPT, Perplexity or Google’s own AI before they look at a page of results. Whether a brand appears in that answer now decides a good deal of whether it is found at all, and seeing that it does is the greater part of my work: sites built properly, content structured so that it can be read and cited, and the quiet signals AI search relies upon.
Best known for the search work, I do rather more than this. I build what people arrive at: websites that take the booking and the payment, systems that keep a brand publishing long after the strategy has been filed away, and the photographs the whole thing rests upon. One site in my care has paid for its year of hosting many times over in bookings that carried no commission at all, most of them from guests who had never heard of the place before they searched.
The platform matters less than people suppose. I work in WordPress, in Shopify, and in whatever else suits the job; it is the structure underneath that decides the outcome.
The journal is where I set down what I learn as I go: notes on answer-engine work, accounts of client projects, things I have built with Claude, and honest reports on the tools I use.
What I do
Making brands findable
Technical audits, keyword and entity strategy, structured data and local listings, so that people, and the AI assistants they now ask, arrive at your door.
Keeping the story going
Content systems that turn a photograph library and a good idea into something published, week after week, without the whole thing resting on somebody remembering to do it.
Photographing the place
Pictures made on location for hospitality and wellness brands, because a place is only as inviting as what people are given to see of it.
Building the website
Sites and storefronts that take the booking, make the sale, and load quickly while doing it: considered design on WordPress, Shopify or whatever else fits.
Selected work
Kahana Baler
Website · Bookings · Search · Photography
Built and looked after end to end. Since the first booking came through last December the site has quietly taken fifty-two direct reservations, not one of them carrying a platform commission, against a running cost of a few thousand pesos a year. A single travel guide, written for the site, now brings in most of what arrives from Google.
Balerfornia
Photography · Website · Content
A photographic library and a web presence for a villa stay at the jungle’s edge, made over a season of shooting there.
FlexFit Sisters
Systems & story · Photography · Website
Co-host of The Moving Office, a fourteen-day work-life retreat for six women. I shape how it looks, how it reads, and the systems that keep it running.
Sentro HQ
Product · In development
Small guesthouses lose enquiries in the scatter of Facebook messages, Instagram replies and half a dozen booking sites, and rarely see their season whole. Sentro gathers all of it into one inbox and one calendar. Built on Next.js and Supabase, with Claude doing the reading.
StoriHQ
Content engine
A brand’s photographs are usually its most neglected asset. StoriHQ catalogues the whole library, writes copy in the brand’s own voice for any picture or campaign, checks what may lawfully be published, and queues it for posting. It now runs the content for several client brands.
A home & kitchen retailer
Shopify · Design · Search
A front-end redesign for a retailer with showrooms across the Philippines, so that the storefront carries itself as well as the European brands upon its shelves, together with the search work behind it: product content at scale, structured data, and a listing for every showroom.
A building controls distributor, Australia
Content system
Further afield, an industrial distributor publishes to a system I built for them. Every article is structured the same way, so that each is legible to a search engine and citable by AI search, a subject far from my own, which is rather the point.
Journal
AI SearchWhat AI search changed about the way I write
Jul 2026
Behind the WorkThe travel guide that became most of a hotel’s search traffic
Jul 2026
Building with ClaudeBuilding a content engine with Claude
Jun 2026
App ReviewsWhat using Claude’s skills and plugins for client work actually looks like
May 2026
Contact
Tell me what you are building: an audit, a content system, a shoot, or a website that ought to be working harder than it is. I read everything that arrives.