I'm Vivek Kumar — SEO & GEO Skill Lead with 20+ years in digital marketing. I started inside Google's search quality team — so I don't just know the playbook, I understand what Google actually rewards and why.
Core Capabilities
Where it all started
Before becoming a practitioner, I spent nearly two years as a Search Quality Analyst at Google — evaluating sites against Webmaster Guidelines, recommending quality penalties, and contributing to tooling and analyst training. That experience gave me a view of search quality that simply can't be learned from the outside.
Selected Work
Steel Manufacturing · B2B · Global
Inherited a near-inactive engagement with one of the world's largest steel manufacturers. Through deep search demand analysis and a rebuilt SEO measurement framework, I reactivated and grew the account from 5 to 25 retainer days per month — entirely on demonstrated, measurable value. Multi-brand stakeholder alignment, content prioritisation tied to commercial intent, and consolidating fragmented delivery into coherent organic strategy.
"The account reactivated because we tied every SEO recommendation to a commercial outcome — not traffic for its own sake, but demand that matched what the client actually sells."
— Vivek KumarFMCG · Consumer Goods
Built a search demand analysis and measurement programme mapping keyword opportunity to product category and seasonal intent. Unified reporting gave marketing leadership honest visibility — no vanity metrics, a direct line to revenue signals.
Telecommunications · National Operator
Reviewed and prioritised digital acquisition channels by cost and conversion quality. Aligned internal stakeholders on shared KPIs and improved digital maturity — including measurement infrastructure underpinning ongoing SEO investment decisions.
Core Capabilities
Keyword research, on-page optimisation, internal linking, crawl audits, and Answer Engine Optimisation — executed with the depth of someone who once evaluated sites for Google itself.
Actively experimenting with how content surfaces in ChatGPT, Perplexity, and Google's AI Overviews. Translating observations into strategic content decisions ahead of the curve.
Mapping search intent to commercial outcomes — aligning organic investment to TAM, product lines, and the moments when buyers are actively looking.
Building measurement frameworks that give clients honest visibility. GA4 configuration, Search Console analysis, and dashboards that translate data into decisions.
Briefing, optimising, and refreshing content for qualified organic traffic — not volume. Making sure what's published earns genuine authority.
20 years working inside agencies and alongside client teams — aligning SEO priorities across regions, product teams, and go-to-market stakeholders without losing momentum.
Career
2024 – Present
Comprend Oy
Managing a complex multi-brand SEO retainer for one of the world's largest steel manufacturers. 5× account growth through rigorous search strategy and stakeholder alignment.
2022 – 2024
Kiva Oy
SEO-informed product and service design across FMCG, e-commerce, telecom, and energy clients. Search demand programmes tied to commercial KPIs.
2020 – 2022
Precis Digital
Led a team of 8 managing parallel digital client delivery tracks. KPI dashboards and automated reporting pipelines — 35% efficiency gain.
2016 – 2020
Qt
Inbound SEO strategy, content marketing, and B2B lead generation for a global software company across multiple regional markets.
Dec 2005 – Jul 2007
This role shaped how I approach SEO at a fundamental level — not as a set of tactics, but as an understanding of what quality signals actually mean from inside the system that evaluates them.
Looking ahead
Generative Engine Optimisation is a genuine shift in how content surfaces in AI-driven search environments. I've been actively experimenting with how brands appear in ChatGPT, Perplexity, and Google's AI Overviews — translating findings into strategic content decisions for clients. The foundation hasn't changed: understand how the system works, then engineer for quality.
Testing how content structure, entity clarity, and topical authority influence whether a brand surfaces in Google's AI-generated summaries.
Analysing which content types get cited in AI answers — building briefs that improve citation probability for B2B brands.
GEO extends technical SEO, not replaces it. E-E-A-T signals, structured data, and site authority remain the substrate on which AI visibility is built.
Let's work together
Based in Helsinki. Open to remote roles across Europe. Available immediately for the right opportunity.
meet.vivek@gmail.com