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Available for freelance growth & SEO →

Surya LI get brands ranked in Google and cited in AI answers.

I am an SEO / GEO / AEO specialist in Bangalore with 3+ years across EdTech and HR Tech. I drove +35% organic traffic at Edstellar and generated 500+ B2B leads a month at HiringHut. I optimise for search engines and answer engines (SEO, GEO, AEO), and when the tools fall short I build my own. Making the complex feel simple.

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Surya L
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About Me

Data-driven marketer, AI-powered edge

SEO / GEO Specialist with 3+ years across EdTech and HR Tech, focused on technical SEO, GEO/AEO, and full-funnel growth. At Edstellar I've driven +35% organic traffic and +20% campaign ROI across 2,500+ pages of technical work; earlier at HiringHut I generated 500+ qualified B2B leads per month through paid search. My BeatXP capstone hit a 3.2x ROAS on a simulated ₹30L media plan.

I pair technical execution with AI-assisted workflows: optimising 2,500+ web pages for Core Web Vitals, building GA4 tracking systems, and using tools like Claude and ChatGPT to scale output without losing quality. When off-the-shelf tools fall short, I build my own in Python and TypeScript. The goal is simple: clearer attribution, better conversion efficiency, and growth that compounds.

SEO
Rankings & visibility
GEO / AEO
AI search visibility
Paid Ads
Google & Meta
Analytics
GA4 · GTM · Looker
AI
Claude · Perplexity · Gemini
Dev / Automation
Python · Next.js · AI tools
+0%
Organic Traffic Growth
Edstellar · 6 months
0.0x
ROAS
BeatXP · MyCaptain capstone
0+
B2B Leads / Month
HiringHut · paid search
−0%
CPL Reduction
BeatXP · MyCaptain capstone
Career

Work Experience

  • Own full-funnel SEO strategy across technical SEO, GEO and AEO: set KPIs, own the backlog, and report performance to marketing leadership.
  • Lead technical SEO across 2,500+ pages: Core Web Vitals, schema, indexation, site architecture and internal linking, shipped as engineering tickets.
  • Drive GEO/AEO with entity strategy and structured data to earn AI Overview and answer-engine citations across Google, ChatGPT, Perplexity and Claude.
  • Ship internal marketing tools with Python and Claude (cannibalization finder, GSC agent, audit dashboard), 40+ built in 6 months.
  • Build GA4, GTM and Looker Studio reporting that ties organic performance to pipeline, not just sessions.
  • Run SEO experiments (schema, internal linking, template tests) and codify the winners into repeatable playbooks.
Portfolio

Featured Projects

Technical SEO at Scale

Technical SEO Across a 2,500+ Page Site

Edstellar · EdTech · SEO / GEO Specialist

2,500+ pages+15% Core Web Vitals+35% organic traffic
  • Situation: Edstellar runs a large site of more than 2,500 pages. At that scale, small technical problems multiply fast and quietly cap how much of the catalogue search engines can crawl, index and rank.
  • Task: Rebuild the technical foundation so crawl budget, indexation and rankings could scale across the whole site, and do it in a way that would hold up over time rather than as a one-off cleanup.
  • Action: Audited the full site with Screaming Frog and Google Search Console, then cleared crawl and indexation errors at scale. Rebuilt schema markup, XML sitemaps and internal-linking architecture across the estate, and handed all of it to engineering as proper tickets they could merge instead of a PDF of suggestions.
  • Result: Core Web Vitals and page speed improved by around 15%, indexation got significantly cleaner, and that technical foundation is what a +35% organic traffic lift was built on. The impact contributed to a promotion from SEO Analyst to SEO / GEO Specialist.
Read the case study
GEO / AEO Strategy

Getting the Brand Cited in AI Answers

Edstellar · Answer-Engine Visibility

AI Overview citationsChatGPT · Perplexity · ClaudeEarly-mover advantage
  • Situation: Search is shifting away from blue links. More people now get their answer straight from ChatGPT, Perplexity or Google's AI Overviews and never click through, which quietly erodes traffic even when rankings look healthy.
  • Task: Position the brand to be pulled from and cited by answer engines, and measure that visibility rather than guess at it.
  • Action: Structured content and entities specifically so answer engines could extract and cite them, tightening schema and the underlying entity relationships. Then tracked where the brand actually surfaced across Google AI Overviews, ChatGPT, Perplexity and Claude to see what was moving citation share.
  • Result: The brand began earning citations in AI Overviews and answer engines while most competitors had not yet noticed the shift, building an early foothold in the channel where the answer, not the link, increasingly wins the click.
Read the case study
Marketing Tool Build

Conflict Checker: SEO Cannibalization Detector

Self-Built Tool · Python · Next.js · pgvector · RAG

8 hrs to 30 secRAG + pgvector0-100% conflict score
  • Situation: On a large content operation, two pages targeting the same intent quietly compete and split their own rankings. Catching that by hand meant a manual audit that could eat close to a full working day, so in practice it often got skipped.
  • Task: Remove that bottleneck so the team could check any new topic for overlap in seconds, before publishing, without waiting on a manual review.
  • Action: Built Conflict Checker, an in-house tool on Next.js and Neon Postgres. You paste a URL or topic, an LLM extracts the keywords and embeds them, and a pgvector cosine search runs across the existing corpus to return a 0 to 100% conflict score with a suggested resolution. It is one of roughly 40 marketing tools shipped with Python, Next.js and Claude when the off-the-shelf option was too slow, too expensive or did not exist.
  • Result: An audit that used to take about eight hours now takes around 30 seconds, so overlap gets caught before publish instead of after rankings are already split. It reflects the way I work: a marketer who can build the fix rather than wait on it.
Read the case study
SEO Growth Strategy

Betterhalf.ai SEO Roadmap

Dating & Matchmaking Platform · MyCaptain Capstone

15 target keywordsGoal: 2+ min sessionGoal: bounce <40%
  • Built a full 3-month SEO strategy roadmap covering keyword research, on-page optimisation, backlink building and technical SEO fixes using Ahrefs and SEMrush.
  • Set a target of 15 first-page rankings for priority keywords, mapped to a phased execution plan.
  • Defined content-depth and internal-linking plays aimed at lifting session duration past 2 minutes.
  • Planned landing-page and UX improvements targeting a bounce-rate reduction from 50% to below 40%.
Read the case study
Independent SEO Teardowns

Shaadi.com, EaseMyTrip, CarWale

Consumer Internet Brands · Self-Directed Audits

3 brands+20-30% crawl efficiencyPrioritised roadmaps
  • Ran self-directed technical SEO and on-page teardowns of 3 high-traffic consumer internet brands using Screaming Frog and Ahrefs.
  • Identified critical gaps in crawlability, metadata, site speed and mobile usability across all three properties.
  • Produced prioritised audit reports with actionable recommendations projected to improve crawl efficiency and indexation coverage by 20-30%.
Read the case study
Performance Marketing

BeatXP ₹30L Media Plan

Consumer Electronics · MyCaptain Capstone Simulation

3.2x ROAS−18% CPL₹30L plan
  • Built an end-to-end ₹30L paid-media plan across Meta Ads and Google Ads for BeatXP's smartwatch and audio SKUs as a MyCaptain capstone.
  • Owned audience segmentation, creative A/B testing and budget allocation across the simulated campaign lifecycle.
  • Modelled a 3.2x ROAS through a bid-management and performance-iteration framework.
  • Projected an 18% CPL reduction by refining targeting and eliminating underperforming ad sets.
Read the case study
Code I've Shipped

Open Source

Side projects built at the intersection of marketing, AI, and developer tooling. Most fully open on GitHub, a few live as private builds.

SEO-Suite
Automated SEO audit & indexing suite

Comprehensive Python-based SEO audit tool with a live streaming web dashboard. Automates Google indexation checks via Playwright, performs technical crawl audits, and tracks ranking trends with automated Slack/Email alerts.

Python 3FlaskPlaywrightJavaScriptGSCAPI
Details CodeLive demo
Conflict Checker
SEO cannibalization detector (RAG + pgvector)
Private · demo on request

Catches content duplication and SEO cannibalization before you publish. Paste a URL or topic and an LLM extracts keywords, embeds them, and runs pgvector cosine search across your corpus to return a 0-100% conflict score with a suggested resolution, turning an 8-hour manual audit into 30 seconds.

Next.js 16Neon PostgrespgvectorDrizzleRAGAEO
Details Private repo
AgentMaster
Claude skill orchestrator
CLI tool

Meta-orchestrator for AI coding agents. Auto-routes tasks to 41+ skills across 21 categories. Supports Claude Code, Codex, Cursor, Windsurf, Antigravity, Gemini CLI, and more.

Claude CodeCursorCodexWindsurfAI AgentsOrchestration
Details Code
AI Sandbox Labs
Multi-model AI chat with credit metering
Private · demo on request

Multi-model AI chat platform (Claude, ChatGPT, Gemini, Perplexity) with per-user credit metering, tiered access, and admin cost tracking. Built to give marketing teams safe access to premium models without runaway costs.

Next.jsTypeScriptSupabaseVercelMulti-model
Details Private repo
Content-Wiz
AI content generation console

AI-powered content generation console with page templates, background workers, and Postgres. Automates brief creation, draft generation, and QA workflows for marketing content teams.

PythonClaudePostgresContent Ops
Details Code
Marketing Academy
393-lesson marketing curriculum

Full digital marketing learning platform with 393 MDX lessons, quizzes, resource lists, and progress tracking across SEO, paid ads, analytics, CRO, and AI workflows.

Next.js 16React 19TypeScriptMDX
Details CodeLive demo
See all repos on GitHub
What people say

Recommendations

Verified recommendations from people I've worked with, pulled from LinkedIn.

An SEO specialist who delivers results and stays ahead of industry trends. He has a deep understanding of search engine algorithms, keyword strategies and content optimization, with an analytical, data-driven approach that makes him an invaluable asset to any team.
Kiran R
SEO Specialist, Invensis Learning
Data-driven and focused on delivering measurable results. Comfortable working across advertising platforms and skilled at optimizing campaigns for maximum ROI. A proactive problem-solver who consistently goes above and beyond.
Bhavya Bakeeru
Associate Consultant, ITC Infotech
Writing & Insights

From the blog

Practical essays on technical SEO, GEO/AEO, and building AI marketing tools.

Future of SEOTechnical SEOGEO

Future of Technical SEO 2027: What Changes

Explore the future of technical SEO 2027 — how autonomous AI agents, edge computing, post-quantum security, and knowledge graphs reshape search discovery.

Jan 14, 2027 5 min read
Technical SEOCore Web VitalsSEO

Technical SEO in 2026: the complete field guide

The technical SEO that still moves rankings in 2026: crawlability, rendering, Core Web Vitals (INP fails most), structured data, and AI-crawler access.

Sep 15, 2026 7 min read
GEOSchemaAI Citations

Schema markup that earns AI citations (with examples)

Structured data does not rank you, but it helps AI answer engines parse and trust your page. The schema that earns citations, and what backfires.

Sep 15, 2026 6 min read
Read the blog
  • SEO✦
  • Google Ads✦
  • GA4✦
  • Meta Ads✦
  • Ahrefs✦
  • SEMrush✦
  • HubSpot✦
  • Looker Studio✦
  • Screaming Frog✦
  • GTM✦
  • ChatGPT✦
  • Claude✦
  • Surfer SEO✦
  • Perplexity✦
  • CRO✦
  • GEO✦
  • Technical SEO✦
  • LinkedIn Ads✦
  • YouTube Ads✦
  • Schema Markup✦
  • Core Web Vitals✦
  • A/B Testing✦
  • ROAS✦
  • Bid Management✦
  • Jasper✦
  • BigQuery✦
  • AEO✦
  • Demand Gen✦
  • Lead Gen✦
  • Funnel Optimisation✦
  • Webflow✦
  • WordPress✦
  • Prompt Engineering✦
  • Backlinks✦
Toolkit

Skills & expertise

SEO & AI Search
Technical SEOGEOAEOOn-Page SEOOff-Page SEOEntity SEOLLM SEOKeyword ResearchSchema MarkupCore Web VitalsE-E-A-TLink BuildingCompetitor Analysis
AI & Automation
ClaudeClaude CodeChatGPTPerplexityPrompt EngineeringRAGSemantic SearchSurfer SEOMarketing AutomationHubSpot
Paid Media
Google AdsMeta AdsPerformance MaxLinkedIn AdsYouTube AdsA/B TestingBid ManagementROASCPA / CPLAudience SegmentationCTRCPC
Analytics & CRO
GA4GTMLooker StudioSearch ConsoleSEMrushAhrefsScreaming FrogAttribution ModelingCRO
Dev for Marketers
PythonTypeScriptNext.jsJavaScriptReactNode.jsTailwind CSSVercelGit / GitHubWordPressWebflow
Growth & Demand
Performance MarketingGrowth MarketingDemand GenerationLead GenerationFunnel OptimisationCustomer Acquisition
/Now

Currently Learning

A snapshot of what I'm working on right now. Updated quarterly.

Studying

Advanced GA4 BigQuery exports & custom funnel attribution modelling

Building

40+ AI marketing tools shipped and counting, built with Claude Code, Cursor, Python & Next.js

Certifying

Google Ads Search Certification · HubSpot Inbound Marketing

Experimenting

GEO / AEO: getting content ranked and cited in ChatGPT, Perplexity & Google AI Overviews

Tech Stack

Tools I work with

SEMrushSEMrush
AhrefsAhrefs
Search ConsoleSearch Console
Google AdsGoogle Ads
Meta AdsMeta Ads
LinkedIn AdsLinkedIn Ads
GA4GA4
Tag ManagerTag Manager
Looker StudioLooker Studio
BigQueryBigQuery
HotjarHotjar
HubSpotHubSpot
MailchimpMailchimp
ChatGPTChatGPT
ClaudeClaude
GeminiGemini
PerplexityPerplexity
CursorCursor
PythonPython
TypeScriptTypeScript
Next.jsNext.js
SupabaseSupabase
GitHubGitHub
VercelVercel
WordPressWordPress
WebflowWebflow
FigmaFigma
NotionNotion
Credentials

Certifications

AI Fluency: Framework & Foundations
Anthropic · Certified, Mar 2026
Claude 101
Anthropic · Certificate of Completion, Mar 2026
SEO & Keyword Research Essentials
Semrush Academy · 2 certs, Certified 2025
Google Analytics (GA4)
Google Skillshop · Certified
Digital Marketing Pro
MyCaptain · SEO, Google & Meta Ads, Performance Marketing
Google Ads Search Certification
Google Skillshop · In Progress

Education

Bachelor of Engineering in Electronics & Communication
T John Institute of Technology, Bangalore
Before you ask

Frequently asked questions

Yes, that's GEO and AEO, and it's core to what I do. I structure entities, schema, and content so answer engines can extract and cite it, then track citation share across Google AI Overviews, ChatGPT, Perplexity, and Claude. It's SEO for a world where the answer, not the blue link, wins the click.

Growth freelancing

Looking for a freelance growth partner?

I help SaaS, EdTech, and B2B brands win search and AI answers: technical SEO, GEO/AEO, performance Google/Meta campaigns, and airtight GA4 tracking, plus custom AI tools when the off-the-shelf ones fall short.

Book a free 15-min call
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Let's connect

Open to great opportunities

Got a brief, a role, or a growth problem? Drop a line and I reply within 24 hours on weekdays.

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