Track record · 2018 → present
What I've actually done
The companies, the work behind them, and the things I've built along the way. No client names — most of the work is white-labelled or under contract, and that stays true here.
Companies & entities
TradeOps Consulting — Co-Founder
St. Petersburg, Florida · launched 2026
Co-founded with Bengt Jobe. TradeOps is deliberately not a marketing agency — it's a business systems partner for home service companies. The premise is that growth usually doesn't fail from lack of effort; it fails because marketing, sales and operations were never designed to scale together. More leads poured into a broken handoff just produces more expensive chaos.
The split of responsibility is clean: I lead search and AI visibility. Bengt brings the operator's side — he ran his own landscaping company, scaled it on lead-generation systems, and exited for multiple six figures before moving into marketing. Between us it's real operator experience plus modern search execution, rather than one pretending to be the other.
Engagements start with a modernisation audit: where growth is breaking across marketing, sales and operations, and what to fix in what order.
HVAC 10X LLC
The registered entity behind the HVAC-focused marketing work, so clients and partners can contract with a company rather than an individual.
TradeOpsRadio
Podcast · produced by TradeOps Consulting
We bring home service and trades operators on air to break down how they systemise, staff and scale — hiring and keeping techs, dispatch, pricing, CSR playbooks, cash flow, software stacks, and the lessons learned expensively. Remote, one hour, free to guests, and no pay-to-play packages behind it. Episodes go out on YouTube.
Career, in order
2018 — content and blogging
Started where a lot of people start: writing. It's a useful beginning because it teaches you fast that traffic without intent is worthless — you can win a lot of readers and no business at all. Search was the part that stayed interesting.
The agency years — 150+ businesses
Ran a marketing agency and helped over 150 businesses rank and win on Google, and later on AI platforms like ChatGPT. Broad on purpose at that stage: local service businesses, e-commerce, private clinics, professional services.
Breadth at that volume is how you learn what generalises and what doesn't. Most SEO advice is written as though every site has the same problem. Working 150 of them teaches you which fixes are universal (crawl, indexation, internal linking, entity clarity) and which are entirely situational.
Behind the scenes — white-label for larger agencies
A long stretch delivering search work that carried someone else's name, improving results for large agencies' clients from the back office. It's the least glamorous work in the industry and probably the most instructive: your output is judged by a company whose own reputation is on the line, who has no reason to be polite about it, and who will tell you plainly when the work isn't good enough.
That work is confidential by contract. It's the reason there are no client logos on this site and won't be.
The narrowing — home services, then HVAC
Gave up breadth deliberately. HVAC first, then the adjacent trades: plumbing, roofing, electrical, property maintenance, mechanical contracting.
Home services is a genuinely distinct search problem — emergency intent that converts in minutes, brutal seasonality, service-area geography that doesn't match how Google thinks about places, and a map pack that decides whether a month is good or bad. Knowing that cold is worth more than knowing thirty industries vaguely.
2026 — TradeOps, and building a team
Co-founded TradeOps Consulting with Bengt Jobe to go after the whole system instead of just the top of the funnel. The delivery side stopped being a solo operation and started hiring properly — the first SEO Lead joined in 2026, owning strategy and roadmaps across client accounts.
The work itself
What actually gets done, rather than what gets listed on a services page:
- Technical SEO — crawl budget, indexation, canonicalisation, redirect chains, faceted URL sprawl, JavaScript rendering, Core Web Vitals, internal linking architecture.
- Local SEO — Google Business Profile category strategy, map pack visibility, NAP and citation consistency, review velocity, service-area architecture, genuinely differentiated location pages.
- Entity SEO — topical maps, attribute coverage, cross-referenced Schema.org graphs, knowledge-graph disambiguation.
- AEO / GEO — visibility inside AI Overviews, ChatGPT, Perplexity and Gemini; answer-shaped content, citation and mention share tracking, query fan-out analysis.
- Programmatic SEO — location and service page systems at scale, with the indexation monitoring that decides whether they count.
- Digital PR — data-led campaigns built to earn coverage on merit.
- Measurement — Search Console and GA4 as source of truth, click-gap analysis, cannibalisation detection, Looker Studio dashboards.
Full detail on the disciplines page.
Things I've built
Where a question couldn't be answered by an existing tool, I built the tool. These are internal, not products for sale:
- Indexation checker — verifies what is actually in Google's index versus what was submitted. Every programmatic build depends on this question and no dashboard answers it honestly at scale.
- Query fan-out analysis — generative systems decompose one prompt into many sub-queries. This enumerates the fan-out, because you can't optimise for a set you haven't seen.
- SERP comparison and topical mapping pipelines — running against the DataForSEO and Search Console APIs instead of exporting spreadsheets by hand.
- Automated audit pipelines — the repeatable 80% of an audit generated from live data, so the time goes into judgement rather than collection.
- Geo hub and programmatic location builds — multi-location site systems for service-area businesses.
- An independent agency index for home services marketing — a research-backed ranking of agencies serving HVAC, plumbing, roofing and electrical, scored across six disciplines including generative engine optimisation.
- A free Local Services Ads playbook — published as a template rather than gated behind a form.
Team & industry
- Building a team — the search work runs as a small delivery team rather than a solo operation, with its first SEO Lead hired in 2026 and internal QA standards applied before anything reaches a client.
- The MasterMinders Conference — attended the 2026 edition in Manchester, UK: an international SEO and business growth conference for agency owners and digital marketing professionals from over 24 countries, focused on advanced digital strategy, AI search, and brand authority.
- TradeOpsRadio — ongoing conversations with home service operators about how they actually run and scale their businesses.
A note on the numbers
The one hard number on this page is 150+ businesses, and it's a count of businesses worked with over the agency years — not a claim about outcomes, and not a figure I can hand you a spreadsheet for.
You'll notice there are no percentage-uplift claims here, no "300% traffic growth" tiles and no case study PDFs. That's deliberate. Most of the work is under NDA, and the numbers that survive being asked hard questions are usually less impressive than the ones that don't. If you're evaluating me, ask on a call and I'll walk you through anonymised work — Search Console screenshots, what changed, what didn't, and what I'd do differently.
A report that says "we can't cleanly attribute this" is worth more than one that draws a confident arrow through correlation.