Two search worlds, one foundation

Search stopped meaning ten blue links. The signals underneath did not change.

Discovery now splits across classic organic results and generative answers from Google AI Overviews, AI Mode, ChatGPT, Perplexity, Gemini and Copilot. Both surfaces are fed by the same machinery: crawling, indexing, entities, links and content quality. We spent years defining and enforcing exactly those signals inside Google Search. That foundation is why durable AI visibility is built on technical SEO, not instead of it.

One foundation, two surfaces

crawlingindexingentitieslinkscontent quality

Discipline 01 // SEO

Search Engine Optimization

Get found in Google Search. We diagnose the full signal set going into the ranking systems and turn it into durable organic traffic.

Data-driven on-page and off-page SEO audits
Google penalty and manual action recovery, with reconsideration requests
Core Update and algorithmic recovery (Panda, Penguin and beyond)
Technical foundations: crawl budget, indexing, mobile-first, Core Web Vitals
International SEO, hreflang and domain migrations
Backlink analysis, competitor analysis and risk assessment

Discipline 02 // GEO

Generative Engine Optimization

Get cited by AI. We structure your entities, content and technical setup so answer engines retrieve, ground and quote your brand.

Visibility engineering for AI Overviews, AI Mode, ChatGPT, Perplexity and Gemini
Entity and knowledge graph optimization to make your brand machine-legible
Retrieval readiness: passage-level structure, chunking and grounding signals
Technical access for AI crawlers, robots and llms.txt strategy
Citation and share-of-answer measurement across generative engines
Content authority mapping tied to real E-E-A-T, not tricks

We were on the inside

We do not guess what Google Search is about. We know it inside out.

While inside Google Search we investigated web spam signals at scale, analyzed linking networks, applied and revoked manual actions across every language market, processed reconsideration requests, and helped define and communicate Google Search policy. We do not advise on how to spam search results. We do not promise top rankings. We do not outsource the work, and we do not do bargains.

We believe in full confidentiality, so we do not talk about our clients. Period.

Manual actions, from both sides. We wrote, applied and revoked Google penalties, so recovery is not theory to us. It is muscle memory.

Signals at scale. We provided data and analysis feeding the Google algorithms, across billions of pages and links.

Policy we authored. We defined Search Quality policy internally and communicated it in Google forums, blogs and on conference stages.

Now, for you. The same lens that read the index now reads how AI engines retrieve, ground and cite your brand.

Who we are

Two ex-Google engineers. One consultancy.

You work directly with both of us. No account managers, no juniors, no outsourcing.

Fili Wiese

ex-Google Search · SEO + GEO

Former Google engineer who spent seven years in Google Search tackling web and click spam, building internal spam-fighting tools and authoring the internal playbook on Google penalties. Expert in technical SEO, international SEO, backlink analysis and penalty recovery, now leading technical GEO for retrieval and citation.

LinkedIn fili.com

Kaspar Szymanski

ex-Google Search · SEO + GEO

Information scientist with a passion for content and brand building. Former web spam hunter and Google penalty expert. SEO consultant specializing in backlink analysis, reconsideration requests and site recovery. Accomplished writer and frequent conference speaker, now mapping content authority for generative engines.

LinkedIn @kas_tweets

What we work on

We read what decides who ranks and who gets cited.

Whether your pages and backlinks run to the thousands or the billions, our proprietary in-house tools turn raw signals into actionable recommendations for your SEO, developer and leadership teams.

What we audit in SEO

Crawling, indexing, ranking signals and enforcement, examined from the ranking systems inward.

Googlebotcrawl budgetmobile-first indexingXML sitemapscanonicalizationstructured datahreflangCore Web Vitalsinternal linkinglog file analysisE-E-A-TCore Updatesmanual actionsreconsideration requestsbacklink profile

What we optimize for GEO

Engines, retrieval and the signals behind them, engineered so AI can cite you.

AI OverviewsAI ModeChatGPTPerplexityGeminiCopilotentity / knowledge graphbrand entityretrieval (RAG)groundingpassage retrievalcitationsshare of answerllms.txtsemantic relevance

What the industry says

Trusted by the people who set the standards.

Kaspar and Fili are two of the most knowledgeable SEO experts I know. They have a richness of experience and a deep understanding of organic search, technical and marketing, that few in the industry have. What a great SEO force they are together.

Aleyda SolisInternational SEO Consultant, Orainti

They are legitimate. Smart guys who not only know search engine optimization, but also understand the big picture businesses face today.

Duane ForresterEx-Senior PM, Bing Webmaster Tools

There are only a few SEO experts in the world I refer people to. Kaspar and Fili keep absolute secrecy, something companies find very valuable, and they are among the very best in their field. They have an uncanny insight into Google's mind. Highly recommended.

Joost de ValkCEO, Yoast

It's been a pleasure to work with Fili and Kaspar on a number of occasions. They are two of the few SEO experts I know who have both a technical understanding of search engines and the imagination to break new ground. Better book them now, before your competitor does.

Marcus TandlerFounder & MD, OnPage.org

Having worked with both Kaspar and Fili on numerous SEO projects, I can't recommend enough to get in touch and work with them whenever you get the chance.

Bastian GrimmVP Organic Search, Peak Ace

As former Googlers they have a unique perspective on how existing and upcoming search penalties may be interpreted. By debating policy and tactics with them I always come away with fresh ideas, even after 17 years in the industry.

Joe SinkwitzCRO, CopyPress

How we work

Selective by design. Confidential by default.

Our services are not right for every business, and we choose clients we believe in. We become part of your team, we never outsource, and we never charge more than the budget agreed in advance.

STEP 01

Free intro call

Before any offer, we meet at no charge to understand your situation, answer questions and see whether we are a genuine match.

STEP 02

Data-driven audit

We gather large quantities of signals with our in-house tools and analyze exactly what moves visibility in search and in AI answers.

STEP 03

A prioritized roadmap

You get actionable recommendations for your SEO, developer and leadership teams, with a clear order of what to do and what to ignore.

Are we a match?

Let's talk about your search and AI visibility.

Just as you are choosing the right experts, we are choosing the right clients. Tell us where you stand with SEO, GEO or both. If we are a fit, you will see how much changes when the people who worked inside Google Search work for you.