Hi, I'm Gus. I help brands get found in a world where Google isn't the only answer anymore.
15 years in SEO. Now deep in AI search, GEO, and what it takes to get cited by ChatGPT, Perplexity, and Gemini — not just ranked by Google.
I’m based in Cape Town and I work with brands and agencies who want to stay visible as search changes. When I’m not in the data, I’m on the streets with a camera — photographing strangers who have no idea they’re beautiful.
SEO & GEO Strategy
I build search strategies that work across both traditional results and AI assistants. Technical SEO, content architecture, LLM optimisation — the full stack.
AI Search Consulting
I help brands understand how to appear in ChatGPT, Perplexity, and Gemini responses. This is GEO — Generative Engine Optimisation — and most brands haven't started yet.
Fractional SEO Leadership
For agencies and growth-stage brands who need a senior SEO brain without a full-time hire. I've led teams, built strategies from scratch, and fixed the ones that weren't working.
28% Increase in Traffic
28% more traffic in 60 days A property portal came to us mid-migration — traffic was collapsing. We fixed the architecture and reversed it.
3X Revenue Growth
$900K in annual revenue — under 2 years Built an agency SEO department from scratch. Grew the client base, cut churn, and turned it into a major revenue driver before most people noticed it was working.
14+ Years Experience
15 years in SEO — and counting Agencies, brands, startups. Technical audits to full-scale content strategies. Now building AI search practices before most teams know they need one.
I shoot the streets of Cape Town
Black and white, handheld, available light. No poses. No staging. Real moments from a city that most people only see through a tour bus window.
How to Actually Show Up in AI Overviews
The History of SEO: From Keyword Stuffing to AI Overviews
Answer Engine Optimization: Why It Builds On SEO, Not Around It
AI for SEO: How to Use It Without Losing Your Rankings
LLM SEO: A Search Practitioner's Honest Guide
What Street Photography Taught Me About SEO
