Fan-Out Query Reverse Engineering
AI search doesn't use one query. See how ChatGPT and Gemini generate fan-out queries, why keyword tools miss them, and how to adapt your content.
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Search Systems
Created For 👀 & 🤖
Search Systems Architect .
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.
- Experience
- 20+ yrs
- Focus
- SEO · AI
- Approach
- Engineered Systems
Rich Voller
Search Systems Architect
20+ Years Experience
02 / Thesis
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
Three Things Most SEOs Can't Offer In Combination
01
Deep SEO Fundamentals
Real technical knowledge: crawlability, structured data, entity relationships, search intent, link architecture. Not tool-driven guesswork dressed up as strategy.
Core capability 02
I Build, Not Just Advise
When 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 capability 03
Engineering-Style Systems Thinking
SEO 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
Built for Ambitious Teams
01
Marketing Directors & Heads of Digital
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.
02
Medium-to-Large Businesses
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.
03
Agencies
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.
04
Businesses That Want AI to Actually Do Something
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
Services Overview
01
Fractional SEO Director
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 more 02
Technical SEO
Technical SEO consulting for businesses that need proper diagnosis, prioritised fixes, migration support, crawlability, structured data, and architecture work.
Read more 03
SEO Advisory
SEO advisory for marketing directors, CMOs, agencies, and in-house teams that need senior strategic input without a full managed retainer.
Read more 04
AI Systems & Search Integration
AI 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
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Next step
If the search system isn't working,
let's fix that
.
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.