About
From writing software to working out why websites do not rank.
I’m Ivan. For more than six years I have helped businesses grow through search, bringing an engineer’s habit of measuring things properly to a field that often runs on assumptions.
- Experience
- 6+ years in SEO
- Before SEO
- Software development, teaching IT and mathematics
- Education
- MSc, Computer Science
- Works with
- Businesses of every size where search drives revenue
- Clients in
- Europe, North America and Australia
- Based in
- Niš, Serbia · Working remotely
My story
I studied computer science and started my career writing software. Along the way I also taught IT and mathematics, and that turned out to matter more than it sounds. Most of my job today is explaining a technical problem to someone who does not work in technology, clearly enough that they can decide what to do about it.
I moved into SEO more than six years ago because it sits exactly where I like to work: part engineering, part research, part business. Since then I have worked with international clients in e-commerce, SaaS, real estate, travel, publishing and services. The projects that reach me are usually the ones where something is wrong rather than merely missing: pages that will not stay indexed, traffic that fell without an obvious cause, a migration that went badly, or a market that seems impossible to break into.
What I enjoy most is the moment the data explains the problem. That rarely comes from publishing more. It comes from working out what a site is telling search engines, where that contradicts what the business needs, and which change removes the contradiction. Then comes the part that makes it real: getting the change live, by doing it myself or alongside your team, and measuring what it did.
I keep the number of clients small on purpose. Good SEO is judgement applied to a specific business, and that does not scale by adding accounts.
The clearest picture of how this plays out is in the case studies and in how I work.
- New top-three Google rankings for client sites
- 1,100+
- New #1 rankings on Google
- 430+
- Google AI Overviews citing client sites
- 3,800+
- Working in SEO
- 6+ years
Data, research and engineering
SEO built on numbers, not opinions.
The engineering background is not a line on a CV. It is how the work is done: data pulled at scale, analysed in code, and checked before anyone acts on it.
Search data at scale
I pull rankings, competitor keywords, backlinks, search results and AI answers directly through APIs, so a strategy rests on thousands of measured data points rather than a sample someone eyeballed in a dashboard.
Analysis in code
Keyword scoring, competitor gaps, content audits and AI citation analysis run as scripts I write and can re-run. That makes the work repeatable, auditable, and cheap to update when the market moves.
Checked against a second source
A tool's output is evidence about the tool. Before a number reaches a client it is checked against the live page or an independent dataset, which is why the figures in my case studies carry their source and date.
Measuring AI search
I measure where brands are cited in Google's AI Overviews, ChatGPT, Perplexity, Claude and Gemini, and which exact pages those answers are built from, so AI visibility can be managed like any other channel.
Capabilities
What I actually do, in practice.
Technical SEO
Crawling, indexation, rendering, canonicalization, redirects, site architecture, Core Web Vitals and structured data. The part of SEO that means reading a response header rather than a dashboard.
Strategy, content and authority
Keyword and competitor research, content architecture and roadmaps that state what to do first. I write the pages that matter most, and plan the outreach that gives them a domain worth ranking.
Analytics and measurement
Search Console and Analytics at page level, rank and AI citation tracking, and the discipline of setting a baseline before the work starts rather than after.
Implementation
HTML, CSS, JavaScript, JSON-LD, WordPress, Webflow and application code. Enough to make the change myself where we agree I should, or to give your team instructions precise enough to build from.
How I work with people
Three things worth saying out loud.
- I will tell you when SEO is not the constraint
- It happens more often than the industry admits. Sometimes the problem is the product, the pricing or the market, and no amount of SEO moves it.
- I will not sell you work you do not need
- If the problem is small and specific, the right engagement is a scoped project, and I would rather say that than package it into something bigger.
- I show my numbers
- Every recommendation comes with the evidence behind it, and every result is reported against the baseline, including the ones that did not move as hoped.
Want to know whether I am the right fit?
The quickest way to find out is to describe the problem. You will get a straight answer about what I think is going on, and whether it is work I should be doing.
Or email directly
hello@ivanseo.com