Digital discoverability expert, advocate for traffic quality awareness in digital advertising, and activist for algorithmic accountability. 20 year search industry veteran.

O'Reilly author and co-author of The Art of SEO (© 2009, 2012, 2015) - a comprehensive reference guide to organic search engine optimization.

Presenter and moderator at search and digital industry events since 2002, including Search Engine Strategies (SES), Search Marketing Expo (SMX), ad:tech, PubCon, Web 2.0 Summit, Shop.org, Stanford Publishing on the Web, and MarketLive Ecommerce Summit.

Expert witness with trial and deposition experience in litigation matters involving various internet-related disciplines, including digital media discoverability, search engines, SEO, web analytics, traffic analysis, and click validity measurement. Client firms have included Kirkland & Ellis, Irell & Manella, Hogan Lovells, Sheppard Mullin, Nix Patterson, Armstrong Teasdale, and Gordon & Rees.

Founder & CEO, Alchemist Media Inc., a San Francisco-based, organic-focused digital consultancy.