SEO built around structure, not tactics
SEO is not something added at the end of a project.
Search visibility is a result of structure: how information is organized, how intent is resolved and how meaning is made clear.
I approach SEO as part of the system — not as a checklist, plugin or afterthought.
01
What SEO actually is(and what it isn’t)
SEO is not about ranking pages.
It’s about making information understandable — first for users, then for search engines.
When structure makes meaning obvious, visibility follows.
02
Structure comesbefore keywords
Keywords don’t create structure.
They describe it.
When structure is weak, keywords are forced.
When structure is clear, keywords emerge naturally — exactly why SEO for designers must start with architecture, not keywords.
This applies to:
Page hierarchy
Internal linking
Content depth
URL logic
SEO-first doesn’t mean keyword-first.
It means architecture-first.
03
SEO, UX and conversionsolve the same problem
SEO helps users find information. UX helps users use information. Conversion helps users act on information. Different outcomes — same foundation. That’s why SEO cannot be isolated.
04
How I approach SEOin real projects
I don’t start with keywords.
I start with questions.
What problem is this page solving?
Who is it for?
Obvious primary actions
What decision should it support?
What information needs to exist — and in what order?
Only after that do keywords, metadata and technical details matter.
SEO becomes sustainable when it’s designed into the system, not patched later.
05
What you’ll findin this section
This is not an SEO blog.
Here you’ll find:
Essays on structure and intent
Frameworks for scalable content systems
Opinions on what breaks SEO in real projects
practical thinking without shortcuts
Everything is written to age well.
