I started in SEO inside agencies in the UK, on the technical side from day one: crawling, indexing, rendering, migrations. The unglamorous work that decides whether a site is seen at all.
Migrations became the speciality by accident and stayed by choice. A double migration, two sites on the same day, that went right because the analysis came first. A rebrand that had gone wrong, brought back to 750+ ranking keywords. Sites that had been hacked, de-indexed or quietly forgotten, walked back into the light.
Somewhere along the way I noticed that the part I loved most wasn't the fixing. It was the explaining. Sitting with a developer, a marketing lead, a founder, and translating what the machine needs into something a person can act on. That is the whole job, really. The rest is Python and patience.
Today I work independently, with agencies and companies in the UK, Greece and beyond, embedded in their teams or leading the technical side myself: migrations, audits, and how sites are read by search engines and AI assistants.