Hi, I'm Jerry

I do SEO. I also build the tools I use.

Most of my work is search. I've led and advised SEO teams at Series A to D companies: Ceridian, Homebase, Wealthsimple, Whimsical, Photomath, Format and OneClass. The consulting runs under Wellington Whales now.

The other half doesn't fit on a client roster. I build. Small, sharp tools. Usually for a problem I already have.

A crawler, because the standard one gates its licence. A dictation app, because I wanted my own voice back out of it. A cookie blocker, because I got tired of clicking reject.

None of it is a product. Just what I reach for.

So why put both on one site? Because it's one job. I find what's broken and I fix it at the root. Sometimes that's a client's site. Sometimes it's my own tooling.

Same habit either way.

Have a look around. If you see your problem in here somewhere, come find me.

What I work on

Search. Technical SEO, content strategy, and the messy part in between. Mostly I work with startup teams who already have traction and need search to compound. Usually alongside an in-house team rather than instead of one. Audits, site architecture, content strategy, and the unglamorous calls about what to cut.

Tools. Everything in Projects. Most of it started as an itch. It stands on its own, and it probably tells you more about how I work than a case study would.

Selected work

Teams I've worked with:

Ceridian, Homebase, Wealthsimple, Whimsical, Photomath, Format and OneClass.

If you want to talk, the contact page has a form. Or just email me.