Why the heck should you even work with me?
- What have I got that a thousand others haven't?
- "Should I even trust him?"
All fully valid questions. And I'm not here to give you ten reasons why you should go with me. What I can do is show you how I work, the values I work with, and just what makes me, me.
I believe the world isn't fair. Not everyone gets what they want. But what we can do is try to get the odds in our favour. I do my best to control the factors I can, without worrying about the ones I can't.
The same applies to my work. I don't build things based on what I like, or even what you like. I look at everything through the eye of the customer, because that's where revenue comes from. The website, the marketing, all of it should be focused on the customer.
- Are we solving their problem?
- Are we even communicating clearly what the problem is?
- Do we lay out the steps for exactly how we solve it?
- Does it make them think "they get me"?
- Do they feel confident choosing us?
These are essential for any product or business to answer. If we can't communicate the problem effectively, the customer won't trust us to deliver the solution either. So I approach my work pragmatically.
Your website
It's going to appeal to your ideal customer. The colours, the copy, the messaging, all so the customer feels "they get me". And of course it's going to be snappy, so nobody waits a gazillion hours for it to load.
Your SEO
Same story. There's no guessing here. SEO works on user intent. If anyone tells you anything else, they don't understand it. Google rewards pages that serve the user's search intent. It rewards you for giving people what they want. Try some quick "hacks" or any shady stuff and you're thrown out of the results in the next update. SEO is a long game, and done right, Google rewards you with traffic and revenue.
Now let's address the elephant in the room
"But Yusuf, AI is taking over search." Nope, it isn't. Are some websites losing traffic? Yes. Is there a solution? Also yes.
AI, and Google at large, is rapidly targeting and annihilating thin, AI-scaled content that exists purely to rank. That's being crushed. The second hit is purely informational content. When people put informational queries into Google, they're largely satisfied by the AI overviews, and the sites that depended on that traffic are indeed losing a lot of it.
What isn't hurting? The money keywords. The commercial-intent queries. That's where AI overviews often don't even show up, and it's also where the highest revenue-intent searches live. So when it's played right, you're good.
"But what about GEO, AEO, and all the new terms?"
It's mostly fearmongering. Almost everyone pushing this content, in short-form videos or in forums like Reddit, is doing it for clicks. SEO's foundation remains unchanged. Google themselves confirmed it in a recent report.
Of course we adapt to how the web is changing, and we analyze how AI agents like ChatGPT, Claude and Perplexity work, so they recommend your brand. That's what query fan-outs (QFOs) do. They show us what these agents search when a person asks them about something. And since they don't have their own search engines, they still depend on Google for their answers. So if your SEO basics are set up right, you don't have to worry about AEO, GEO and the rest. The one thing that gets added is targeting the right queries and keywords on your pages.
I like keeping things how they are, as simple to understand as possible without losing the value of the point. That lets me communicate better.
I'm a big believer in transparency too. It's better to know about things beforehand than later. Almost always, it prevents surprises and fallouts.
I hope this gave you some insight into how I think, the way I work, and the person I am. If you liked this, and you've got a project you want me to jump on, the form below is for exactly that. Come say hi. :)
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