Your business deserves to be found by the right people, at the right moment, across every channel that matters. I build the search systems that make that happen.
Rich Voller
Search Systems Architect
02 / Thesis
Most SEO doesn't cover the whole problem.
Businesses optimise for rankings. They should be building systems: structured, intelligent, machine-readable architectures that tell Google, ChatGPT, Perplexity, and every AI that comes after them exactly what the business does, who it's for, and why it deserves to be the answer.
That's what I build.
I'm Rich Voller. I've spent 20+ years in search. What I do now sits at the intersection of deep technical SEO, AI workflow architecture, and systems thinking — all of it in service of one thing: getting your business the visibility it needs to grow. I work with medium-to-large businesses and agencies who need senior SEO expertise that goes beyond keyword spreadsheets and monthly reports.
If you want someone to manage your rankings, there are plenty of options. If you want someone to build how your business shows up across the entire search landscape — Google, AI, and everything still taking shape — that's a different conversation.
What makes this different
Real technical knowledge: crawlability, structured data, entity relationships, search intent, link architecture. Not tool-driven guesswork dressed up as strategy.
Core capabilityWhen the problem needs something built (automated pipelines, MCP servers, AI-augmented workflows), I build it. Not as a separate project. As part of getting your search system to actually work.
Core capabilitySEO isn't a list of tasks. It's a system that either works or doesn't. I approach it like an engineer: diagnose, architect, build, measure, improve.
Core capabilityWho I work with
You need strategic thinking, not execution management. You know enough to know what good looks like. You just need the right person to deliver it.
SEO is a significant growth lever but there's no senior SEO leader in the building. I fill that gap without the overhead of a full-time hire.
You need a senior SEO brain on complex accounts: technical audits, AI integration strategy, or someone to sense-check work that needs to be right.
Not ChatGPT subscriptions and a vague mandate to 'use AI more'. The kind that want it properly integrated where it genuinely improves how the business performs.
What I offer
Fractional SEO Director support for growing businesses that need senior strategy, technical leadership, team oversight, and clearer organic growth priorities without hiring a full-time SEO Director.
Read moreSenior SEO consultant support for businesses that need expert technical SEO, strategy, audits, content direction, and AI search-ready recommendations without a full retainer.
Read moreTechnical SEO consulting for businesses that need proper diagnosis, prioritised fixes, migration support, crawlability, structured data, and architecture work.
Read moreSEO advisory for marketing directors, CMOs, agencies, and in-house teams that need senior strategic input without a full managed retainer.
Read moreAI systems architecture and search integration — covering GEO, LLM visibility, AI Overview optimisation, MCP server builds, and the practical AI infrastructure that makes search work properly across Google and AI platforms.
Read moreIt's time to level up
Good SEO is good GEO — but ranking alone no longer predicts AI citation. One integrated search programme, a five-stage pipeline, and the 90/10 budget split that stops you paying twice.
Read postAI Overviews halve click-through rates, but AI chatbots send a tenth of Google’s referral traffic. The data both sides of the panic ignore — and what to do about it this quarter.
Read postWhat wins before the AI writes its answer? 385 passages, 30 queries, 120 judge calls on Gemini and ChatGPT. Entity naming lifts 2.7–4.2x. Data and playbook.
Read postI ran 480 API calls across ChatGPT, Gemini, Claude and Perplexity to find where AI really cites from long pages. Original data plus how to structure content for it.
Read postClaude can suppress the same brand page ChatGPT rewards. I ran 540 tests to prove it. Free Injection Risk Scorer scores your copy on both axes.
Read postBefore fan-out or SRO work, ask whether your query is even retrieval-sensitive. Learn the grounded vs in-model split and classify queries before you optimise.
Read postNext step
Not a pitch call. Not a free audit with a sales deck attached. A proper conversation about your search visibility, where the real problems are, and whether I'm the right person to solve them.