Web Development, SEO and AI Optimization

Web development

The marketing approach to web resources is straightforward: your website is designed to generate demand and convert leads. While design, usability, content quality, and numerous other factors are undeniably important, the central question I ask myself as a marketer with 15 years of experience is: How can we drive more customers through this channel?

Whether your website becomes a valuable source of quality leads or merely remains the "face of the company" isn't determined solely by choosing the right technology, modern design, quality content, or effective SEO. The secret ingredient is an experienced Product Owner who can devise a strategic plan and transform isolated components into a cohesive, effective marketing tool.

Throughout my career, I've created and promoted a variety of websites, including e-commerce platforms, marketplaces, multilingual sites for multinational corporations, and minimalist landing pages for boutique agencies. I manage web development comprehensively, taking responsibility for everything - from budget and team management to content and SEO strategy and web analytics. Whether projects involve internal teams, external vendors, contractors, or other resources, I act as the central point of contact for all website-related business matters.

Depending on the company's market position, available resources, and the strengths and weaknesses of our offering, I integrate websites into the broader marketing strategy. Your website's structure and content depend not only on your products and target audience but also on marketing factors such as primary traffic acquisition channels and your competitors' marketing strategies.

Search Engine Optimization

SEO is a deservedly popular method for attracting high-quality traffic. Organic leads are among the highest quality, making SEO one of the most reliable marketing investments. To fully unlock SEO potential - particularly in highly competitive markets such as the United States - it’s essential to make strategically sound decisions during the website design phase:

• Collection, validation, and clustering of the semantic core

• URLs structure

• Front-end and back-end technologies

• Content strategy

• Link-building strategy

• and more.

Additionally, it’s crucial to recognize that SEO is a long-term game. I've managed projects where initial results were visible within three months, but achieving clear outcomes can take up to 12 months in highly competitive regions, languages, or business niches.

My approach to evaluating SEO results deserves particular attention. Unfortunately, I've inherited projects where the previous teams highlighted increased organic traffic without clarifying that it originated from non-target regions or was non-commercial and poorly converting. Other projects highlighted improved search rankings, overlooking that these rankings were for irrelevant, low-frequency, non-commercial keywords. My SEO evaluations incorporate numerous natural and synthetic parameters, prioritizing:

• Number of MQLs (Marketing Qualified Leads) from organic traffic

• Positions at the top of search results for validated keyword sets and targeted regions

• Quantity and quality of commercial and informational (separately) organic traffic from target regions

Accurately tuned analytics and detailed processes are, of course, essential for effective SEO management.

AI Optimization

Regarding optimization for AI tools, as of the first half of 2025, this industry is in its early stages. I already utilize tools that analyze AI-references and AI-overviews, optimizing my projects for AI-tool compatibility. Currently, AI optimization is a crucial addition to SEO - potentially the most significant advancement since EEAT—but not an alternative promotional strategy. Traditional SEO practices such as content management, on-page optimization, link-building, and other established methods remain equally important for successful AI optimization.