Search architecture in practice.
Selected Work · Technical SEO · AI Visibility · Search Systems
Strategies and frameworks matter.
But their value becomes visible when they are applied to real systems.
These case studies show how I approach search problems across different environments — from AI visibility and information architecture to international e-commerce migrations.
The projects differ in scale, industry and technical complexity.
The underlying approach remains consistent:
understand the system → identify structural constraints → build the architecture → measure what changes
Selected Work
Professional Services Search
From fragmented organic visibility to a structured search and AI visibility system
Client Project · Search Strategy · Information Architecture
A law firm with substantial specialist expertise but a historically grown content structure.
The project connected practice areas, search demand, expert knowledge and local intent through a new information architecture and an ongoing SEO and AI visibility program.
Outcome
+326% YoY organic impressions
Partner feedback also indicated stronger inquiry quality across strategically relevant practice areas.
Focus
Search Strategy · Information Architecture · Expert-Led Content · Local SEO · AI Visibility
International E-Commerce Migration
Building the SEO architecture for a complex multi-market Shopware migration
Client Project · Technical SEO · International SEO
Two interconnected commerce environments, multiple markets and locales, evolving URL structures and approximately 33,000 consolidated redirects.
The work focused on preserving valuable search signals while creating a controlled migration architecture across URLs, locales, canonicals, hreflang, redirects and launch QA.
Scale
~33,000 redirects · Multiple markets and locales
Focus
Technical SEO · International SEO · Migration Architecture · Redirect Strategy · QA
AI Visibility & Search Architecture
Building an AI-readable credit information system
Independent Project · AI Visibility · Semantic Architecture
A finance information platform rebuilt around structured entities, topic relationships and machine-readable information architecture.
The project explores how traditional SEO, entity systems and AI visibility can be designed as one integrated search system.
Focus
AI Visibility · Entity Architecture · Structured Data · Information Architecture · Search Measurement
Different Problems. The Same Principle.
The three projects look very different.
One explores how information can become more understandable to AI systems.
One transforms specialist expertise into a structured professional-services search environment.
One manages technical search signals through a large international migration.
But each begins with the same question:
What does the underlying system need to look like for search engines, AI systems and users to understand it reliably?
That question leads beyond isolated SEO tactics.
It leads to architecture.
How I Work
My work typically sits at the intersection of:
Technical Systems
Crawling, indexation, migrations, internationalization and technical search infrastructure.
Information Architecture
Structuring topics, pages, entities and relationships around real information needs.
AI Visibility
Understanding how organizations become interpretable, retrievable and selectable within AI-mediated search environments.
Measurement
Connecting search signals with visibility, business relevance and observable outcomes.
The exact methodology depends on the system.
The objective does not:
Reduce uncertainty. Create structure. Make search performance explainable.
From Frameworks to Applied Work
The Concepts Library develops the models behind my approach to search and AI visibility.
The case studies show what happens when those ideas meet real websites, technical constraints and business objectives.
Let’s Talk
If you’re working on a complex SEO environment, an international migration or the transition from traditional search toward AI visibility, feel free to reach out.