We make websites visible to AI

I have been building websites for over twenty years. That sounds like a long time, and it is.

What started as a fascination with fast, accessible sites grew into Kobalt. Hundreds of websites built, optimized, hosted. My obsession? Always the same: performance first. Every millisecond counts. For your visitors, but also for the crawlers trying to understand your site.

When AI models increasingly started using web content as a source, I immediately saw the parallel with accessibility. Just as you build for everyone, you now also need to build for AI. That conviction led to AEO Expert.

Outside of work, I prefer to be outdoors. I have played baseball since I was seven (yes, really) and now coach as well. On weekends you will find me with my family at the baseball and softball fields.

And when I am not on the field? I walk through nature trying to identify every bird I encounter. That combination of precision and patience turns out to be surprisingly useful when building websites. Though my wife says I take it a bit too seriously. Both.

I come from journalism. And never fully left.

Storytelling is in everything I do. Even when I write about structured data or E-E-A-T signals. When AI answer engines like ChatGPT and Perplexity went mainstream, I immediately saw the challenge: how do you make sure your story comes across when a machine summarizes it for you?

That question drives me.

At Kobalt, I help businesses create content that not only reads well for humans, but is also understood and cited by AI. My focus is always the human side: building authority, proving expertise, being transparent about how AI influences your work.

Outside of work, I listen to more podcasts than is healthy (three hours a day on average), I am training for my third half marathon, and I do improv theatre. My ginger cat Pixel is chronically sitting on my laptop. That does not make writing any easier.

And yes, I watch reality TV. I call it research into human behaviour.

My career started by manually combing through server log files. I wanted to understand how Googlebot crawls websites. That fascination with the technical side of discoverability? Never faded.

At Kobalt, I translate complex protocols and standards into practical implementations. Websites that are discoverable not just in Google, but also in ChatGPT, Perplexity and Gemini. My approach is always the same: measure first. Then optimize.

I believe the shift toward AI-driven search experiences is the biggest change in online discoverability since the introduction of mobile search. That is a big claim. But I stand by it.

Outside of work, I play complex strategy board games (Terraforming Mars is a favourite), I brew my own beer with the same precision I use to validate structured data, and I spin vinyl while reviewing code.

My best work happens somewhere between ten at night and two in the morning. Post-rock in the background. Homebrewed pale ale within reach. Not for everyone. Works for me.