My Story
How WorkMatix and the SEO-nergy methodology came to be……
The short version: I’ve spent 18 years figuring out why some websites get found and chosen, and most don’t. WorkMatix is what I built once I understood the answer.
I’ve been doing SEO since 2007.
I didn’t start at the top. I learned this industry one client at a time, first on the SEO agency side, where you get thrown at every kind of problem.
Then I worked up to being a Digital Marketing Director
Eventually I became the Digital Marketing Director at Coherent Solutions, owning search strategy (SEO, SEM, content marketing) for a growing B2B software development company.
That’s where I saw, up close, how much revenue rides on being found at the right moment. Eventually, I wanted to work across many kinds of businesses at once, not stay in one seat.
Next, I launched my own company, WorkMatix
I launched WorkMatix agency to do great work on my own terms and collaborate with B2B brands and service providers on a wide variety of hands-on projects.
The projects have been all over the map, on purpose: custom software development and SaaS, agriculture technology, healthcare, professional services, manufacturing, and founder-led service businesses. Different industries, different buyers, wildly different budgets.
But no matter the industry or the budget, I always began in the same place.
It always started with the person who is searching…
Before touching a website, I’d get clear on one thing: who is actually searching, and how are they looking for answers online?
What does their search journey look like, from the first vague question to the moment they’re ready to choose?
Then I aligned the SEO strategy to the business’s real goals, because that alignment is what moves the traffic needle in a way that shows up in revenue, not just in a rankings report.
Most of my work was SEO consulting for website redesigns and content overhauls. And on project after project, I watched the same costly mistake play out, the kind that’s easy to miss until the bill arrives.
What most redesigns get backwards
Many marketing teams treat SEO as something you add once the site is built. That’s backwards, and it’s expensive. It is so much easier, and honestly cheaper, to build the search strategy in while you’re already restructuring and optimizing the website, instead of trying to win back rankings after you’ve already lost them at launch.
If you’re rebuilding anyway, that’s your one clean shot to shape the whole site around how buyers actually think and what search engines need to see to show you at all.
How the SEO-nergy methodology came together
The ideas were never the hard part. Getting everyone on the same page was.
To bring my clients and their teams together, I started building a set of documents. One to uncover the real “why” behind a search, which is what I call SEO persona development. One to turn that into grounded keyword research. One to map it all onto the new website’s pages, so nothing got lost in the gap between strategy and build. Those documents became a repeatable system, and that system became the SEO-nergy methodology and the toolkit behind it. Then the ground shifted. Then AI changed the search itself…
AI didn’t just add a new channel. It changed the search journey. People now ask ChatGPT, Perplexity, and Gemini the questions they used to type into Google. So, I rebuilt the toolkit to work for AI search, not just traditional SEO.
I added an AI prompt builder and topic research to build genuine authority, an intent-to-page brief tuned to AI search foundations, a schema guide to make each page ai search-ready, and an AI visibility tracker so you can actually see whether the AI tools are citing you.
There was one more thing I didn’t see coming. The part I didn’t plan for…
In 2017 I opened WorkMatix as consulting only. But the more I worked, the clearer it got. Small business owners often need this knowledge even more than established B2B brands do.
When you’re a coach, a consultant, or an entrepreneur running your own service business, your survival depends on getting leads and clients, and organic search is a big part of how that happens without a big ad budget.
So, I expanded.
Alongside done-for-you consulting, I now offer 1:1 SEO coaching and workshops, so founder-led businesses can get the tips and templates to do meaningful parts themselves, stay cost-efficient, and still see real results. What it all comes down to
Uncovering why people search and identifying their true intent is everything. What is their ‘job-to-be-done’? Build for that, and the rest falls into place. This is the core belief behind the agency/academy, my methodology, and every strategy session I lead.