01 / About
I build search systems, not SEO theatre.
I'm Rich Voller, a UK-based Search Systems Architect with 20+ years in SEO. The work I do now sits at the intersection of technical SEO, AI workflow architecture, and systems thinking.
The short version: I build the search infrastructure that makes businesses visible, credible, and citable — across Google, AI, and whatever comes next.
How I think
SEO is a system.
Good SEO is not ranking pages. It is understanding decision intent, building pages that resolve that decision properly, and structuring information so machines can crawl, trust, extract, and reuse it.
That matters more now because search is fragmenting. Google still matters. A lot. But AI Overviews, ChatGPT, Perplexity, Gemini, and whatever comes next are changing how people find answers and how businesses earn visibility. The goal through all of it stays the same: get the right people to find you, trust you, and choose you.
The fundamentals did not disappear. They got a promotion.
What I bring
Three things that need to sit together.
Deep SEO fundamentals
Crawlability, structured data, entity relationships, intent, architecture, and links. The boring bits are usually where the money is hiding.
Building things that actually work
When the right answer is automation, a custom pipeline, or AI properly connected to real data — I build it. Not a proof of concept. Something that runs inside how the business actually operates.
Systems thinking
Diagnose, architect, build, measure, improve. SEO is not a list of tasks. It either works as a system or it leaks value everywhere.
If you need someone to make SEO look busier, I am not your person.
If you need someone to work out why the system is not performing, what matters first, and how to build for the search landscape that is already here, we should talk.