Writing

How to build a system that monitors Google Search Console data, detects click curve anomalies, pulls SERP data, and uses LLMs to generate actionable fixes, not just alerts.

Dec 20, 2025

Work

Trust Architects

SEO's unit of value has shifted from rankings to references. A practitioner's take on why AEO and GEO matter, and what actually changes for SEOs in 2026.

Oct 17, 2025

Travel

They Didn't Just Imagine Eternity. They Built It.

What happens when an entire civilization is obsessed with the idea of 'forever'? Reflections from my trip across Cairo, Alexandria, and Luxor.

Jul 19, 2024

Work

What Enterprise SEO Taught Me About Systems Thinking

Managing SEO for large brands isn't about keywords, it's about building systems that scale. Lessons from working with 50+ clients and some of India's biggest brands.

Feb 11, 2024

Thoughts

Internet Multiverses

Algorithms didn't divide us. They just made it easier to never leave the universe we already preferred. A case for holding your beliefs a little more loosely.