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Twenty years, two disciplines

Twenty years building for the web, the last decade split between making things rank and making things work.

Most people who sell search visibility do not build the software. Most people who build the software do not think about how it will be found. Working across both means an audit comes back with the fix already written instead of thrown over a wall, and an application ships machine-readable before anyone asks for an SEO review. On a team, that is one person covering a handoff that normally costs two and a fortnight of arguing about whose ticket it is.

That combination matters more now than it did five years ago. Classic search still returns links, but answer engines return claims and generative engines synthesise from whatever they can parse and attribute. Content and markup that satisfy one can be invisible to the others. Designing for all three at once is an architecture problem, and it belongs in the build rather than in a later optimisation pass.

The current work is at that intersection: multi-agent systems that generate and publish content, retrieval pipelines over client data, and search architecture designed into platforms from the first schema decision.

Crawford W. Peterson, technical SEO architect and full-stack developer

How I build

Most people use AI to finish a line of code. I use it to run the whole build.

My main tool is Claude Code. I also work with OpenAI's Codex. But the tool matters less than what I put around it.

I build what I call an AI operating system for a project. That is a set of files, rules, and checks that tell the agents what we are building, how it has to be done, and how they will know when they are wrong. Skip that part and an AI writes code that looks right and misses the point. Put it in place and the same model produces work I will put my name on.

The work gets divided. One agent plans the shape of it. Another writes. Another reviews that writing against the brief and is allowed to reject it. Smaller sub-agents take single jobs, like checking a page's markup or chasing one bug, then hand the answer back instead of everything talking at once.

Running more than one system matters too. Claude Code and Codex make different mistakes. When both reach the same answer on their own, that answer is usually solid. When they disagree, that is the part worth looking at closely.

I use this to build applications, websites, content systems, and search architecture — both the classic kind that ranks in Google and the newer kind written to be quoted by answer engines and AI results.

The obvious worry with any of this is that an AI simply makes things up. So I built Claude Watch: a private system that keeps a curated wiki of sources I picked by hand and feeds it to the agents, so they read verified facts instead of guessing from memory.

How Claude Watch works →

Experience

  1. 2025–2026

    Lead Architect & Full-Stack Developer

    MyOrbisResults

    Six core applications taken from client concept to production, backend and frontend, including MyOrbisVoice, MyOrbisLocal, and MyOrbisWeb. Built the AI workflows and custom AI training functionality, and the multi-agent systems handling backend processing and automated content generation. SEO, AEO, and GEO frameworks were designed into the platform architecture rather than bolted on afterwards.

  2. 2017–2026

    Independent WordPress Developer & Technical Consultant

    Contract

    Full-stack WordPress and PHP, custom API integrations, Docker, n8n automation, MCP implementations, local model deployment via LM Studio, and cloud server administration. Contract work concluded July 2026.

  3. 2016–2026

    Founder, SEO Strategist & Full-Stack WordPress Developer

    LightBox SEO

    Built and ran the practice from 2016 until its sale in June 2026. Structured data, semantic page architecture, entity optimisation, and topical authority for client sites. Technical audits, Core Web Vitals work, keyword and competitor research. Cloudflare, DNS, SSL, and CDN configuration. Google Business Profile and Maps optimisation. AI-assisted publishing workflows and custom GPTs built into the delivery process.

  4. 2005–2017

    Freelance Web Developer & Multimedia Designer

    Independent

    Web and graphic design, video and audio production, marketing collateral, and CMS administration.

Capabilities

Search & AI discovery

  • SEO
  • AEO
  • GEO
  • Technical audits
  • Local SEO
  • Keyword research
  • Search intent analysis
  • Semantic search
  • Entity optimisation
  • Schema.org
  • Topical authority
  • Search Console
  • GA4
  • Google Business Profile
  • Google Ads
  • Competitor analysis

Development

  • Full-stack architecture
  • WordPress
  • PHP
  • MySQL
  • JavaScript
  • HTML5
  • CSS3 / SCSS
  • REST APIs
  • WooCommerce
  • Custom plugins and themes

Infrastructure

  • Cloudflare
  • Docker
  • cPanel
  • Hestia
  • Git / GitHub
  • DNS
  • SSL
  • CDN
  • Core Web Vitals
  • PageSpeed optimisation

AI & automation

  • Multi-agent systems
  • AI training
  • MCP
  • n8n
  • LM Studio
  • Custom GPT development
  • Prompt engineering
  • RAG

Design & creative

  • Interface design
  • Design systems
  • Typography
  • Responsive layout
  • Photoshop
  • Illustrator
  • Premiere Pro
  • After Effects
  • Audio production

Education

  • State University of New York at Buffalo

    Architecture, B.S. programme — three years completed. Degree not conferred.

  • High school diploma, with honors

    Architectural drafting.

Languages

  • English

    Native

  • Spanish

    Professional working proficiency