Search & AI Visibility Leader
01 What I believe
Search optimization is a complementary blend of art and science. The best practitioners excel with a paintbrush and a lab coat.
Being visible matters. Being accurately represented matters more, especially when AI writes the first impression.
Search belongs at the start of every website and strategy. Like salt in a cake, it works best mixed into the batter, not sprinkled on top.
The best strategy goes nowhere without connection. Relationships open doors. Story moves decision makers more than data alone.
02 A marketer's take on search
Search and AI visibility are more than keywords, content, and code.
I approach the work as a communicator and marketer first, not just a specialist. As an omni-channel marketing leader, I learned that search optimization can only reach its full potential when integrated with brand, product, content, UX, paid media, and the technical foundations underneath.
Since 2021 I've applied that at global scale, leading Global Search Intelligence for The Church of Jesus Christ of Latter-day Saints. I've led major transformations there, from evolving a reactive service team into a proactive strategy and advisory group for the most senior levels worldwide, to navigating the industry's shift from traditional search to answer engines and generative AI.
AEO and GEO: how an organization appears, and how accurately, in AI-generated answers.
Crawlability, site architecture, structured data, and the foundations search engines and AI rely on.
Language, locale, and market strategy for an organization present in more than 100 countries.
Accurate, findable information for tens of thousands of physical locations.
Building discoverability into content and site decisions from the start.
Connecting search with brand, paid, email, and product so every channel reinforces the others.
03 Beyond the discipline
A
Reading where the landscape is heading, and positioning the organization before it gets there.
B
I turn technical complexity into stories decision makers can act on, drawing on a broadcaster's instinct for narrative.
C
Building teams that own their expertise. I empower specialists to lead, give credit where credit is due, and own the outcome when the call is mine.
04 15+ years, many hats
Enterprise search2021–now
Built search into an enterprise SEO, AEO, and GEO practice for a global, multilingual organization in more than 100 countries, and became its go-to consultant on AI visibility.
Brand leadership2019–2021
Directed the strategic and tactical execution of a complete multi-divisional rebrand across all channels in under a year, including overhauling the legacy website and the research and go-to-market strategy for expanding the product portfolio from 2 to 50+.
Performance marketing2014–2019
Ran omni-channel digital campaigns for national consumer brands and launched new partnerships that turned profitable well ahead of schedule.
Product marketing2012–2014
Led go-to-market for four product launches and rebrands, including licensing deals with Duck Commander and Buck Commander, a nationwide trade show tour, and expansion into major retailers with 5–6x sales growth.
E-commerce startup2009–2012
Helped grow a startup into a $10M-a-year e-commerce business: built fulfillment from scratch, shaped the business model, and guided a proprietary order system that saved significant licensing costs.
Broadcast journalism2005–2009
On-air talent, producer, and reporter, including a KSL talk show that was nationally syndicated for over a year. Helped take the evening show to #1, led a news team of 10–15, and was part of KSL's college sports broadcasts.
Beyond my employers · Client & partner brands I've helped market and grow
05 Podcasts & talks
Jun 2026The Visibility Brief · Yext
With Rebecca Colwell, on what happens when AI forms the first impression and why accurate representation matters more than visibility alone.
Watch on YouTubeJul 2024Leading Saints Podcast
With Kurt Francom, on how search shapes the way people find local congregations and learn about the Church.
Want me on your show, panel, or stage? Let's talk.
06 The person
Growing up in Columbus, you become an Ohio State fan by default. Most of my family went to BYU, and so did I. To Buckeye fans that makes me the annoying little brother; to Cougar fans, I'm cheering for the big brother they love to hate. I wear both proudly.
I've built a display wall of mini-helmets representing every design ever worn by the BYU football team, including the leather helmet days! So far I've completed 55 of 57 designs, and I'm two hand-painted ones away from the complete set.
I grew up in a house with three brothers and one sister. Now I'm dad to three daughters. As the only man in the house, I'm constantly learning. But I'm also teaching some "guy" stuff, especially if it involves Star Wars, live music, or sporting events.
I try to stay active on the rec softball field, sinking threes on the court, and golfing (poorly). I dabble in treasure hunting at thrift stores and storage units. And I moonlight as a massive Star Wars nerd.
Speaking · Podcasts · Expertise · Opportunities
Booking a podcast, panel, or conference session? Want a second opinion on search and AI visibility, or have an opportunity worth exploring? I'm always glad to compare notes.