Peter Buczynski, Marketing Strategist
Snapshot
I have run SEO for sites that together get tens of millions of visits a month. So I have seen most of what can go wrong, and most of what works better than anyone expected. My channels: SEO (technical and strategic), Bing Webmaster Tools and AIO, which is visibility in AI Overviews and in the answers of AI models. Lately every spare hour goes to AIO, because that is where most is happening right now.
What I do
I know technical SEO and strategy for lead gen and SaaS best: the places where every visit has a price and the site is meant to sell, not just hang about in Google. Lately that includes getting brands named in AI answers.
Search intent
I know what the user is looking for and do everything so they land with you. Who types the query, where they are in the decision and what they expect: that is my day job.
What it means for you: Traffic with a real chance of turning into money.
Technical SEO
I find what blocks a site in Google, often before anyone has given me any access.
What it means for you: No more paying for content and links that cannot work because the foundation leaks.
Tools built for the project
If the off-the-shelf tool does not do it, I write it.
What it means for you: All the data and insights in one place, instead of ten tabs and three spreadsheets that never agree.
UX and CRO
Traffic is half the job. The other half is getting someone on that site to actually buy or leave their details.
What it means for you: More sales from the same traffic.
Analytics and the source of truth
Before we optimise anything, I work out which numbers can be trusted.
What it means for you: Decisions on data, not impressions, and reports you can defend in front of the board.
When SEO is the answer
- People already search for what you sell and you are still not on page one, because someone else got comfortable there.
- You are tired of paying for every click, as if you were renting customers by the hour.
- You want something that works for you at 3 a.m. on a Sunday, takes no holidays and never asks for a raise.
- You want the results to stay, even when you switch the budget off.
AI answers (AIO)
AIO is visibility in AI Overviews and in the answers of AI models. Lately every spare hour goes there, because that is where most is happening right now.
Who calls me
Industries
Which is why I rarely meet a problem I have not seen, in some form, before.
Hot takes
Hot take 1
Most "SEO audits" are a tool export with the agency's logo on the cover
You get 80 pages about missing alt text, and nobody says what actually moves the money. A real audit is a list of 5 to 10 things, ordered by business impact, with the order of implementation.
Hot take 2
Rankings are a vanity metric
You can be number one for a phrase nobody buys. What counts are the queries that end in a sale or a lead.
Hot take 3
Not every site needs a blog
Sometimes 10 good pages do more than 200 articles nobody reads, which eat crawl budget and the team's attention.
How we work
- 1
Before any access
The technical side can be checked without logins: indexing, structure, speed, how Google and the AI bots see the site. So I start before I get a single password, and on the first call I already know more than you would expect.
- 2
The first week
I work with you and on your internal data. We settle the source of truth, check what is actually going on and fit the solutions to your business, not to a template.
- 3
After the first week
You have a plan. What we do, in what order, and why.
- 4
The months after
Ongoing work on fitting the site to what users need. Not only SEO: UX, CRO and everything that ends in more sales.
Tools
Google Search Console
The source of truth on how Google sees the site and what people find it for.
GA4
What organic traffic does after it lands, and how much of it turns into money.
Bing Webmaster Tools
Bing is small, but it gives data and control over indexing that also help with visibility in AI.
Ahrefs / Semrush
Keywords, links and competitors: where the market is, and who is sitting on it.
Screaming Frog
Finds the technical errors across a whole site in minutes, including the ones nobody knew about.
Looker Studio
Dashboards clients actually open, because they can read them.
Tools written for the project
Quite often I write something myself, because off-the-shelf does not always do what a specific site needs. Result: everything in one place.
Lessons
The costliest mistake
Undoing a failed migration after a previous agency. Getting back to where the site had been took half a year, and every month of it was lost traffic and revenue. It taught me that a migration is planned before the launch, not after, and that a backup and a redirect plan are not a "nice extra".
Favourite metric
Revenue from organic. Lately also revenue from AI, because it shows that visibility in model answers is no longer a curiosity. It is real money.
Most overrated
Domain Authority, Domain Rating and rankings for single phrases. They look great on a slide. Nobody pays the bills in DA.
Quick tip
Git. Keep everything in a repository, so every change can be reverted and you can see who broke what, and when. Sounds boring. It is cheaper than half a year of undoing a migration.
Off the clock
- I pretend I can cook. Sometimes it even works.
- I have a dog. We spend every spare minute together.
- I lift weights. A bit.
FAQ
Do you need access to start?
No. The technical checks (indexing, structure, speed, how Google and the AI bots see the site) run without any logins. Access comes in the first week, for your internal data.
What does a report from you look like?
Three answers: what changed, why, and what we do next. Not a wall of charts.
Do you only do SEO?
No. UX, CRO, analytics and whatever ends in more sales from the same traffic. And AIO: getting your brand into AI answers.
Which industries have you worked in?
E-commerce, fashion, apparel, tech, B2B, HR, rental property and healthcare.
Next step.
Bring one site and one question. Book a call with Peter.