Work
The loop in practice.
Diagnose the problem. Build the system. Prove it with data. Here's what that looks like.
Search visibility in the age of AI
AI Overviews are absorbing impressions and clicks across the board. The companies winning in this environment aren't optimizing for volume—they're optimizing for entity authority and intent match. These results came from that shift.
Clicks
+980%
6 months
Impressions
+787%
6 months
fourthwall.io · Moonstorm / Firespring
Impressions
+132%
6 months
firespring.com · Moonstorm client
Avg. position
41 → 18
6-month comparison
CTR
+150%
0.6% → 1.5%
Impressions dropped ~70% in the same window—because AI Overviews absorbed them. Position and CTR both improved because the content that does surface is built for intent, not volume. That's the difference between chasing traffic and earning relevance.
Engagement and content quality
More sessions is a vanity metric. More engaged sessions means the right people are finding the right content. This is what content quality looks like in GA4.
Engaged sessions
+221%
3-month comparison
Total sessions
+140%
279 → 671
Engagement rate
+33%
21% → 28%
Avg. engagement time
+90%
5s → 9s
Engaged sessions grew at more than 1.5x the rate of total sessions. That gap is the signal—it means content quality improved, not just reach.
Attribution infrastructure
Most companies can't tell you where a lead came from. I build the systems that close that gap—connecting ad clicks, form fills, and CRM records into a single attributable thread.
Attributed pipeline
$75K
single tracked sale
Built a custom GTM + GA4 event architecture that fires only on verified form submissions—not pageviews, not default triggers. Connected ad click to form fill to CRM record with clean, non-duplicated attribution. The $75K sale was traceable because the infrastructure existed to trace it. Without it, that win is invisible—untracked, unattributed, and uncredited.
Want results like these?
Let's talk about what's broken and how to fix it.