A small studio
in Durban.

I started in SEO because I wanted to understand why some businesses get found online while others disappear behind their competitors. Since then I have worked across technical SEO, local search, content strategy, website development and AI search visibility.

A lot of my recent work has been with home-service businesses in the United States, building location strategies, improving site structure, working with schema and creating content around real search intent rather than pages filled with keywords.

I am also interested in what comes next for search. I spend a lot of time testing how Google, AI systems and search engines understand businesses, entities and information. That curiosity is why I build my own SEO tools and experiment with new ways of measuring visibility.

I am based in Durban, South Africa, but most of my work happens across borders.

I studied Logistics and Supply Chain Management because I liked understanding what happens behind the scenes of a business: how things move, where money gets wasted, why some systems work and others do not. Somewhere along the way I started paying more attention to the digital side of it.

You can have a good service, a good team and a solid business, but if the right people cannot find you, growth is much harder. That is what pulled me into websites and search. It started as curiosity about why one business showed up everywhere on Google while another barely appeared, so I began learning how sites were built and how search engines actually understood them.

I stopped seeing a website as something a company simply needs to have and started seeing it as part of the business itself. It should help people understand what you do, trust you and take the next step. Search works the same way. Behind every query is a real person looking for something, and the work is putting the right business in front of them at the right moment.

The supply chain thinking never left. I look for where something is not working and ask why. Why are people not finding this business? Where are potential customers dropping out? What are competitors doing better? Can we actually measure whether a change worked?

That is what led my cousin and me to start this company. We are early in the journey and I am comfortable saying so: I am constantly learning, testing ideas and finding out what holds up in the real world. What I do not want to build is an agency that throws around marketing terms and sends clients reports they cannot read. We are starting in South Africa, and I do not expect the work to end here.