This is the longer version of how those experiences connect.
1990s–2006: Learning search by building
I began developing websites as a teenager in the 1990s, when both the web and search industry were still taking shape. By 2001, I was working full-time on organic acquisition for my own sites, initially in online gaming.
In 2003 I launched a poker and casino publishing business under the MOG Media name. Building, ranking and monetizing those properties gave me direct experience with content, communities, CMS platforms, technical infrastructure and the rapidly changing relationship between publishers and search engines.
Like many practitioners working before modern search-quality systems existed, I experimented with large content networks, CMS automation and link distribution. That period gave me an unusually direct view of how search engines—and the risks surrounding manipulation—evolved.
2007–2010: Seatwave and the move in-house
After relocating to London in 2007, I joined Seatwave to run paid and organic search for its European ticketing marketplace. Moving from my own portfolio of sites into a fast-growing product company changed the scale and shape of the work: SEO now depended on engineering, product decisions, marketplaces, inventory and teams with competing priorities.
That experience became the foundation for the product-led approach I use today.
2010–2017: Omnicom, Orbitz and Expedia
Over the following seven years I held senior search and digital marketing roles across Omnicom, the Expedia Affiliate Network, Orbitz and Expedia’s international brands.
The work ranged from agency leadership and partner marketing to global technical SEO, content, landing-page products and international search operations. It also meant working across large engineering and product organizations, managing distributed teams and making search understandable to stakeholders far beyond the SEO function.
This is where enterprise SEO became, for me, an operating-system problem: the quality of the recommendation matters, but so do prioritization, specifications, ownership, release processes and measurement.
2017–present: Consulting, software, content and community
In 2017 I left Expedia and returned to founder life, relaunching MOG Media as an enterprise SEO consultancy. Consulting across complex organizations revealed the same recurring problem: established SEO tools could identify issues, but they did not adequately connect diagnosis to prioritization, implementation and measurable outcomes.
That led to Metricular. It began as a proprietary toolset for consulting work and developed into an SEO platform built around the workflow from finding a problem to shipping and validating the fix.
I have since expanded that founder portfolio with Curated Content, focused on scaled content production, and BarbadosSEO, an advanced search and digital marketing conference based in the Caribbean.
Today, the four companies let me work on the same underlying challenge from different directions: consulting, software, production systems and community.
2020–present: Building from Barbados
I moved from California to Barbados in 2020 and have operated internationally from the Caribbean since then. Barbados became more than a base: it is also where I founded BarbadosSEO and began building a local and international community around search, digital work and the island.
More about my life and work in Barbados
What connects it all
Across affiliate sites, global travel platforms, consulting engagements and software products, the useful lesson has stayed remarkably consistent: search works best when it becomes part of dependable product, engineering and content systems.