About me
I solve
problems
at the edges.
- Based
- Remote, India 🇮🇳
- Experience
- 8+ years
- Timezone
- IST (UTC+5:30)
- Status
- Available Q2 2025
- Languages
- English, Hindi
Chapter one
A builder, not a specialist
There's a version of this page that lists credentials, past clients, and certifications. I've written that version, and it's boring. Let me try something more honest instead.
I became a freelancer because I got tired of doing a third of the work. In agencies, you'd do a beautiful technical audit and hand it to a developer who'd implement 40% of it wrong. Or you'd build something technically perfect that nobody could find on Google. The gaps between disciplines were where projects went to die.
So I bridged them myself. Spent years learning the adjacent discipline properly — not dabbling, actually building the muscle. And somewhere in the middle of that, AI became the third thing — and the combination suddenly made sense in a way I couldn't have designed from the outside.
How I got here
- 2016–2018First web job
Junior dev at a small agency. Learned more from broken deployments than from tutorials.
- 2018–2020SEO rabbit hole
Clients kept asking why their sites weren't ranking. Started learning. Couldn't stop.
- 2020–2021Went independent
Pandemic. Remote work normalised. First freelance clients. Scarier and better than expected.
- 2022First AI tools
GPT-3 API opened up. Built a content workflow tool for a client. Immediately knew this was important.
- 2023–presentAll three, together
The intersection of dev, SEO, and AI became its own practice. Busiest, most interesting period.
I started in web development the way most people do: making things that worked, not understanding why they worked. HTML and CSS at first, then JavaScript, then backend stuff, then "wait, why doesn't anyone visit the things I build?"
That last question led me to SEO. Not the content-farm, keyword-stuffing era of SEO — the technical side. Log file analysis, crawl budgets, render-blocking scripts. The kind of SEO that lives in spreadsheets and server configs, not in articles called "10 Ways to Go Viral." I became genuinely obsessed with it. I loved that it was invisible work that produced visible results.
"I'd spent years being told that SEO and development were different departments. It turns out they're just one problem with two solution sets."
In 2020, I left agency life. It wasn't a dramatic decision — pandemic, remote work suddenly normal, a client who wanted to work with me directly rather than through the company. One became three, three became eight. And somewhere in there I stopped being anxious about it and started building something deliberate.
The AI chapter started in 2022. I got access to the GPT-3 API and built a small tool to help a content team generate briefs from keyword data. It was crude. It worked anyway. The client got four months of content work done in three weeks. I've been building AI-powered tools ever since — not because AI is fashionable, but because it keeps solving problems I couldn't solve any other way.
Today, I work with a small number of clients at any given time. Founders who've found product-market fit and need technical infrastructure. Marketing teams who know SEO matters but can't afford to hire full-time. Companies who want an AI-powered workflow but don't know where to start. And occasionally, a solo operator who just needs someone good to talk through a problem with.
How I think about work
Some of this is obvious in retrospect. None of it was obvious at the start.
Outcomes over outputs
A delivered audit that doesn't change anything is just a document. A site that loads in 6 seconds with perfect schema markup is still a site that loads in 6 seconds. I measure my work by what changes after it's done — not just what I hand over. This means I'll sometimes push back on the brief if I think the brief is wrong.
Boring technology, interesting problems
I don't chase new frameworks. I reach for well-understood tools that I know deeply — because the interesting part is never the technology, it's the problem. The most creative engineering I've done has been with simple, stable tools applied to complicated situations. New tech is appropriate when it's genuinely necessary, not when it's exciting.
Write for the person after me
Every project ends. The code, documentation, and systems I leave behind should be legible to someone who's never met me. I write comments that explain intent, not syntax. I document decisions, not just implementation. The mark of good work isn't that it impresses — it's that whoever comes next can understand what was done and why.
Honest > polished
If something's not working, I'll say so. If the timeline is slipping, I'll tell you early — not the day the deadline passes. If your SEO problem is actually a content problem, I'll tell you that too, even if it's not what you hired me for. Short-term discomfort from honest communication is always better than long-term damage from managed impressions.
Tools and technologies
Development
SEO & Analytics
AI & Automation
The honest bits
Every "About" page tells you what someone is good at. Here's also what I'm not, and what you should know before we work together.
- →I work with a small number of clients at a time — usually three or four active projects maximum. This is intentional. You get focused attention, not a queue slot.
- →I’m not a designer. I can build things that look clean and professional, but if you need brand identity or creative visual direction, you need someone else for that piece.
- →My best work happens when there’s context and trust. Clients who involve me in the thinking, not just the doing, get significantly better outcomes. I’m not a vending machine.
- →I don’t promise rankings. Nobody who understands SEO promises specific rankings. I can promise a rigorous process, transparent measurement, and honest reporting on what’s working.
- →I’ll tell you if I’m the wrong person for something. I have a small network of other specialists I trust. If something’s outside my depth, I’ll say so and point you in the right direction.
Who I work best with
Not every engagement is a good fit, and I'd rather be upfront about that than waste both our time. Here's an honest picture of who tends to get the most from working with me — and who might be better served elsewhere.
A good fit if you are...
- A founder or product lead who wants technical depth, not just execution
- A growing company that has outgrown generic solutions and needs something custom
- A marketing team that understands SEO takes time but wants it done properly
- Someone who can describe the problem clearly, even if you can't describe the solution
- Comfortable with async, document-driven communication across time zones
- Looking for a long-term working relationship, not a one-time transaction
Might not be a fit if you need...
- An overnight turnaround on a large, complex project
- Guaranteed ranking positions or traffic numbers from day one
- Someone to work from highly detailed specs with no room for input
- The lowest possible price — I'm not the cheapest option, and that's intentional
- Design-first creative work (branding, illustration, graphic design)
- A large team with multiple simultaneous workstreams managed in parallel
If any of this resonated — I'd love to hear from you.
The first conversation is just that — a conversation. No commitment, no pitch. Tell me what you're working on.
Send me a message →FAQs
What is your working style?
Direct, documentation-friendly, and biased toward shipping. I prefer small, verifiable milestones over big-bang reveals, and I write in a way your team can pick up later without archaeology.
Why combine engineering, SEO, and AI?
Because the failure modes are connected: fast sites with poor information architecture still lose search; perfect copy on a slow or uncrawlable stack still underperforms; AI features without evaluation and guardrails create risk. One owner across those layers keeps trade-offs honest.
Do you take every project that reaches out?
No. I take work where I can materially improve outcomes and where expectations on scope, communication, and timeline are aligned. If I am not the right fit, I will say so early.
What industries have you worked with?
Mostly SaaS, marketplaces, publishers, and teams shipping content or data-heavy products. The patterns repeat—routing, templates, structured data, and performance budgets—even when the domain changes.
How do I start a conversation?
Email or the contact form with a concise brief: goals, constraints, links, and timeline. If there is a fit, you will get a short call proposal or clarifying questions within a business day or two.