Six years in search, and a habit of building the tool instead of asking for it.

What I do

I work on organic growth end to end — deciding what is worth going after, building the content that goes after it, and making sure the brand carries enough authority that the work lands. The part that makes me different is what sits underneath: the automation, the tooling and the reporting that turn a strategy into something a team can actually run every week.

Most SEO engagements hand you a plan and a monthly PDF. I would rather hand you a working system and a dashboard you can read without me in the room.

Running content and SEO as a system

These days most of my time goes into operating search and content as a system rather than a series of one-off projects. That means building the automation that lets a team publish at scale, and writing the SOPs and quality controls that keep the output consistent once it gets there. Automation only pays off if the process around it is disciplined.

Alongside that I optimise the AI workflows the content runs on, build the reports and dashboards the team makes decisions from, set the content strategy those decisions feed into, and secure brand mentions on high-profile sites.

Where the systems habit came from

Six years at a high-traffic SaaS and technology publication taught it to me the slow way. I joined as a senior content writer producing long-form reviews and buyer’s guides in cloud storage, SaaS, cybersecurity and privacy — including hands-on software testing and direct contact with vendors.

As SEO Editor I led and mentored a team of eight writers, owned the editorial standards and the QA process, introduced fact-checking steps, and halved the time between an article being submitted and published. Rebuilding the briefing process around modular templates took our first-page ranking rate from roughly 35% to over 55%.

As SEO Specialist and Senior Editor I ran analysis and optimisation across more than 6,000 pages, led full technical audits in Semrush and Search Console, and drove a site architecture overhaul — siloing and interlinking — that produced 500% traffic growth for a priority category by decoupling it from underperforming clusters. I also led development of an AI-powered brief creation tool, engineering the prompt cascade and the workflow around it so briefs came out optimised for both traditional and AI search from the start.

How I think about SEO

Search is a demand channel before it is a technical one. If nobody is asking the question, no amount of optimisation will manufacture the traffic. So I start with the questions your buyers are already asking, work out which of them you have a genuine right to answer better than anyone else, and build from there.

The technical layer matters — it just matters second. A fast, crawlable, well-structured site is table stakes rather than a strategy.

And a growing share of that demand no longer ends on a results page. AI Overviews, ChatGPT, Perplexity and Gemini read sources and name a few. Being one of the named sources is a real objective, worked on with the same raw materials: clear expertise, structured content, and enough authority that a machine has reason to trust you.

Why an architecture degree turns up on an SEO CV

I trained as an architect before any of this — a master’s degree from Ss. Cyril and Methodius University in Skopje. Five years of it teaches you to design a structure before you decorate it, and to think in systems, dependencies and sequence. That turns out to be most of what site architecture, topical maps and content operations actually are.

How I work

Directly, and with the people who own the outcome. I would rather have one honest conversation about whether a plan is working than send a monthly report nobody opens. If something is not moving, I will tell you, and we will change it.

I work in English and Macedonian, from Skopje, usually with teams somewhere else entirely.