TL;DR – How I Treat SEO

• I design global SEO and web systems across 20+ markets, not one‑off hacks.

• I start from reality (what already works, where money comes from) and build a clean keyword → URL → intent map everyone can understand.

• I run a simple loop: ship pages, structure the site, point links, read data, adjust.

How I Think About SEO & Web

Most “SEO problems” are really system problems.

• No clear information architecture.

• No agreed keyword → URL map.

• No shared view of which pages actually matter for money.

My job is to fix that by:

• Mapping what’s already working and where the real upside is.

• Designing a small set of core hubs and money pages that carry most of the value.

• Tying that to a keyword → URL → intent sheet that even non‑SEOs can read.

• Building a loop where content, tech, and links all point at the same targets.

I’m not trying to win every keyword on Earth. I care about a shortlist of high‑intent terms that move signups, deposits, trades, or ARR – and a system that consistently wins those across markets.

Example: Crypto Wallet – From Frantic-site to Focused Hubs

When I stepped into Crypto Wallet (let’s just call the brand “Crypto Wallet”), the site was a bit of a chaotic site:

• 300+ geo pages.

• Lots of duplicated / rogue “crypto” URLs.

• Fuzzy lines between product pages, guides, and blog content.

And to get to the point, I ended up fixing this in several phases.

1. Audit and Information Architecture

• I worked with my content team to run a full content audit and put everything into a singular view (in this case, it was a Monday board – every page, every geo, status, and obvious issues).

• From that, we designed a new IA in Figma: fewer, bigger hubs with a clear split between:

  • Product pages

  • Guides / education

  • Blog / top‑of‑funnel

2. Keyword → URL Map

I like to show Leadership explicit keyword mapping, not just “trust us.” i.e. we should always use data where possible.

• We turned the IA into a concrete sheet:

  • Each important query (e.g. “best crypto wallet app”, “best bitcoin wallet”, “beste Krypto Wallet”) → one primary URL.

  • Tagged by geo, funnel stage, and whether it was a money page or supporting page.

• This became the single source of truth across SEO, content, product, and management – no more guessing where something should live.​

3. Wallet Cluster Build-out

I then built a proper wallet page cluster:

• Now in the crypto world, it would be for example: ERC20, Solana, Polygon, USDT, Web3, BEP20, BNB, plus a “How to get a crypto wallet” mid‑funnel guide.​

• Each followed the same internal logic:

  • Clear H1 and meta that match the main intent.

  • Short value prop above the fold.

  • “What is X?” section.

  • “How to use X in Crypto Wallet.”

  • Risks / FAQs based on real query patterns.

  • Internal links to related flows (Web3, non‑custodial, DEX, staking, etc.).

That meant new pages didn’t start from zero. Writers had a template, designers knew the shape, and my reviews were about clarity and intent, not structural surgery every time.

4. Link and Internal Link System

Finally, we built a link system around that map:

• External links largely focused on:

  • EN homepage + Prio geos “crypto wallet” homepages.

  • The wallet pages and “how to get a crypto wallet” guide.

• Internal links from:

  • Other relevant pages throughout our site.

  • Partner sites where we had control (essentially our partnership content, so in this case, big editorial companies).​

Result in a very competitive niche:

• Strong, defensible positions on “crypto wallet app” and “best crypto wallet app” in several markets.

• A good share of tracked wallet queries in top 10 / top 3 across non‑US geos.

• A wallet cluster leadership understands and can focus budget and attention on.

Example: Trading Platform – Tech & Structure as SEO Work

On Tech Product #2 (let’s call this Tech Product #2), the biggest SEO gains weren’t from new content at all. They were from fixing structure and hygiene:

• Hreflang and register pages were confusing search and users.

• Some key “how to day trade” type articles were broken or half‑indexed.

• Low‑value app pages were getting indexed instead of core flows.

I worked with my dev stakeholders to:

• Turn my loose complaints into a clear tech audit:

  • Hreflang issues.

  • Duplicate / competing register pages.

  • Noindex rules for low‑value / thin app pages.

  • Broken articles that needed fixing.​

• Tag each issue with:

  • Owner.

  • Affected URL set.

  • Deadline.

This is still “SEO work” in my book – because until foundations are clean, content and link power leak everywhere.

The Framework I Use When I Walk Into a New SEO/Web Situation

I’m basically doing some version of this every time:

1. Map Reality

• Rankings + GSC by URL and query.

• What’s actually working now per geo.

• Where the obvious gaps and cannibals are.

2. Design the Spine

• New or updated IA diagram: hubs, money pages, supporting pages.

• Keyword → URL → intent map that everyone can see.

• A tiny list of money URLs we agree to care about first.

3. Build the Cluster

• Templates for key page types:

  • Product pages

  • “Best Of” / comparison

  • How‑to guides

• Set a standard for:

  • FAQs

  • Metas

  • Internal linking

4. Point Firepower

• Focused external links to the agreed money URLs (whatever the vendor mix is).

• Internal links from any other assets we control (partners, apps, docs).

5. Run the Loop

• Watch rankings and GSC regularly.

• Decide whether the next move is content, IA, links, or tech – never “do everything at once.”

• Update the map and roadmap so leadership sees a clear story: here’s what we changed, here’s what moved.

If you hand me a messy SEO/Web setup and enough access, this is the lens I’ll use to turn it into a calm, focused system that can actually scale.