Engineering Enterprise Visibility
I founded BKLYN West to bridge a critical gap in the search marketing industry: the disconnect between high-level business strategy and deep, code-level technical engineering. As an independent consultant, I work directly with internal development teams, product owners, and marketing directors. to solve complex architecture challenges and insulate brands against algorithmic search volatility.
The Architect of Discoverability
A person who doesn't just "optimize" but builds the technical architecture.
The Experimentation Lead
With UAT workflows to automated testing, Joel has shown how to run controlled experiments on how code changes affect AI citations and answer-engine visibility.
The Cross-Functional Liaison
A history of working with Engineering, Quality Assurance, and Product teams to ensure content is AI-crawlable and entity-aware.
For more than 15 years, my career has been rooted in the mechanics of data retrieval, mobile technology, and digital strategy. Before launching my independent practice, I engineered organic search solutions, conducted deep architecture evaluations, and built custom analytical frameworks for some of the world's most sophisticated digital ecosystems. My enterprise consulting background includes pivotal technical partnerships with global market leaders:
I have also dedicated considerable time to giving back, working and volunteering with NGOs including CCR, St. George's Church, Achieve Foundation, and Beyond Domain, as well as small businesses through "playing it forward", an opportunity to establish my consultant services.
Core Disciplines
The Background Behind the Practice
- I collaborated closely with global and regional groups, brainstorming complex server-rendering fixes and technical search engine optimization pipelines for the APAC team, ensuring critical tasks were cross-functionally prioritized.
- Designed and built a very successful,scalable automation SEO testing framework, an AI Agent that quickly uncover bugs and regression issues.
- Refactored localization pipeline allowed validation across eight global markets simultaneously.
- Resolved core schema errors across thousands of active endpoints recovered significant organic visibility.
- Audited all tags, reducing performance impact and standardizing data collection with one tag management system (GTM).
- Achieved 43% LCP and 98% CLS gains in partnership with Web Engineering and Google product teams to address Core Web Vitals issues.
Top Clients: NY Times • Ford Motor • Google Voice • Major League Baseball • SymCare (J&J) • Virginia State Lottery
- Managed stakeholder relationships; developed project roadmaps and liaised with teams on major technical improvements.
- Resolved several hundred bad status codes due to Knowledge Base and Support expiry page processes.
- Continually conducted keyword analysis and optimized pages for new article releases to maximize visibility in SERPs.
- I designed rigorous data analytics and custom dashboards, wrote thousands of metatags, bringing a strict level of detail to corporate digital marketing campaigns and educating internal stakeholders on technical KPIs. Working within top-tier enterprise search environments taught me how to align massive database deployments with measurable business outcomes.
- Conducted website audits, created Information Architecture (IA), and in-depth keyword analysis for pharma clients including Rhythm Pharmaceuticals, Blackthorn Therapeutics, and Vital Therapeutics.
- Partnered with Content, Analytics, and Development teams to present SEO and marketing strategies to clients.
- Authored Technical SEO Audit Requirements Documents that held agencies to top standards for search remediation recommendations.
- Collaborated with partnering agencies, marketing, IT managers, and project management teams to implement SEO best practices for website migration projects.
- Conducted comprehensive website audits for Bayer's top consumer health sites: Claritin, Dr. Scholl's, MiraLAX, and One A Day.
- Subject Matter Expert on multiple Page Speed improvement projects: Lazy Loading, Cookie-free Domain, and AMP proof of concept.
- Trained Bayer's QA team on SEO tools and best practices.
- Conducted stakeholder interviews; captured, analyzed, and authored business and non-technical requirements for re-platforming of TRU & BRU Canadian websites.
- Managed vendor relationships on SEO technical website audits; worked cross-functionally with the Web Experience team on UAT and QA.
- As the Agency Business Manager, I oversaw all levels of business engagement execution, sales and product training: problem-solving, analysis, business development, and relationship management.
Top Agency Partners: iProspect • Micros eCommerce • GroupM • True Action • Accenture • Carat
- Negotiated complex contractual agreements and SLAs while managing all points of mobile marketing P2P campaigns for the #1 mobile messaging interoperability (SMS aggregation) company.
- Targeted major global content providers to utilize messaging solutions to reach customers on mobile devices.
NY Times • Ford Motor • Google Voice • Major League Baseball • SymCare (J&J) • Virginia State Lottery