I've been doing this since 1996.
About: Thirty years in search. Three clients at a time. One person doing the thinking.
What that means for your business is simple: I find where your money is leaking, and then I stop the leak. Sometimes that’s technical — Google quietly gave up on half your site eight months ago and nobody noticed. Sometimes it’s structural, like fourteen towns sharing one paragraph in a footer. Often it’s neither. It’s a form nobody can finish on a phone, an offer that takes three sentences to explain, or the fact that most of your leads arrive by phone and nobody has ever counted them.
Thirty years is mostly a very long list of things I’ve learned to skip. So I won’t sell you a content program because content is what’s on the menu, or links because links are easy to invoice. I’ll tell you what’s actually costing you money, in the order it’s costing it, with my estimate of what each fix is worth. Then I’ll either do the work or hand you the plan and tell you honestly that you don’t need me.
The story
Search used to be a meta tag.
I started in search when search was AltaVista and Lycos, and you ranked a page by stuffing keywords into a meta tag. It worked, it was stupid, and everybody knew it was stupid.
Then Google arrived and made all of it worthless overnight.
That’s happened to me maybe twenty times since. Panda. Penguin. Hummingbird. Mobile-first. The helpful content update. Core updates nobody bothered naming. And now answer engines that resolve the question without ever sending you a click.
I’ve spent thirty years watching this industry throw out its own rulebook and write a new one. That’s the qualification. Not a certificate — a very long memory.
The model
Why I work alone.
I’ve worked at agencies. Most of them are client acquisition machines with a delivery department bolted on. The senior person sells the work and a junior does it, and the client never finds out.
That model isn’t evil, it’s just what happens when you need to scale a business built on people. I decided not to build that business.
So I take three clients. You talk to me. The thinking is mine, the strategy never gets handed down, and when something goes wrong there’s nobody for me to blame.
What I believe
Four things, after thirty years.
Rankings are vanity. Revenue is sanity.
A #1 position that doesn’t convert is an expensive trophy. I’ll tell you when I’ve won you one that isn’t worth anything.
Diagnosis before prescription.
Selling SEO work before looking at a site is malpractice everywhere else and standard practice here.
Most of it doesn’t matter.
Half of what agencies bill for is theater. Thirty years is mostly a very long list of things I’ve learned to skip.
Say the uncomfortable thing.
If your problem is your offer and not your traffic, that’s what the audit will say — even though it costs me the retainer.
Inside the work
Founded by Yishai—an SEO veteran operating since 1996—the site positions search optimization not as a checklist of deliverables (like publishing blog posts or buying links), but as a high-stakes, revenue-first diagnostic discipline. Rather than selling cookie-cutter retainers, the strategy focuses on auditing root causes, fixing conversion and structural friction, and maintaining strict capacity limits (working with only three clients at a time) to ensure extreme depth and accountability. For your own career, adopt this exact “revenue sanity over vanity metrics” mindset: position yourself as a high-judgment problem solver who deeply diagnoses underlying business constraints before recommending execution, leading with direct commercial value rather than standard task execution.
Outside the work
I live in Southern Arizona with my wife and children. I have traveled the nation in my career and worked for many agencies. I have seen and experienced many things. I bring to the table a love for helping people and a delight in accomplishing good things.