SEO · Organic Growth · AI Search · Technical Strategy

I make things easier to find.

I'm Kenny Spotz, an SEO strategist, technical consultant, and builder with more than a decade of experience growing technology companies through search.

View my work Résumé ↗

Ethereum.org De.Fi Blocknative DefiLlama Victorious poidh

2.7× Ethereum.org organic clicks Within three months of technical audit implementation

850% Blocknative site traffic Growth during the Ethereum Merge campaign

+500% De.Fi page-one keywords Alongside a 100% increase in organic traffic

Selected work

Results, not SEO theater.

Ethereum.org Technical SEO · 2026

Reversed years of organic decline with one technical audit.

Ethereum.org had been losing organic search visibility for years. My audit uncovered a major duplicate-content problem caused by improperly implemented hreflang tags. I then worked with the team through implementation and monitored the recovery over the following months.

Clicks reached 189K in the first three months after implementation, versus 69.2K in the preceding period.
Six months in, Search Console showed 432K clicks versus 226K during the previous six months.
Ethereum.org wasn't even consistently ranking #1 for “ethereum” beforehand. It now holds the top position with a healthy sitelinks result.
By October 2026, Ahrefs showed roughly $165K in organic traffic value and more than 30K ranking keywords.

Google Search Console showing 189,000 clicks after implementation versus 69,200 clicks in the preceding period — First 3 months · 189K clicks vs. 69.2K prior

Google Search Console showing 432,000 clicks over six months versus 226,000 clicks in the previous six months — 6 months · 432K clicks vs. 226K prior

Ahrefs organic search report showing Ethereum.org traffic value reaching approximately 165,000 dollars and more than 30,000 organic keyword positions — Ahrefs · $165K traffic value · 30.5K ranking keywords

poidh.xyz Founder & Core Developer · 2023–present

Built the product — then made search and AI understand it.

I founded poidh and serve as its core developer, building the product while owning the search, marketing, and discovery work needed to grow an open-source platform from zero.

Build and maintain the product, including managing the public GitHub repository.
Built for and used by both humans and autonomous AI agents.
Own technical SEO, content, analytics, positioning, and AI-search visibility — including the #1 branded organic result and Google's AI Overview.

Vercel Analytics showing 82,312 visitors and 305,574 page views for poidh.xyz — 82k visitors · 305k pageviews · past 12 months

Google search results for poidh showing an AI Overview and poidh.xyz as the top organic result — Branded search · AI Overview + #1 organic result

De.Fi SEO Manager · 2023–2025

Turned a major domain migration into durable category rankings.

I led De.Fi's organic search program through a complete migration from defiyield.app to de.fi, then focused the new domain around the highest-value terms in the category.

Led the migration from defiyield.app to de.fi, including more than 2,000 URLs and a blog migration from subdomain to subdirectory.
Doubled organic traffic while increasing the number of keywords ranking on page one by 500%.
Took De.Fi from unranked for the core term “defi” to page one of Google, eventually reaching position #1.
The core optimizations remained largely intact after my departure, with high-value keyword rankings staying strong well into the following year.

Ahrefs chart showing De.Fi organic traffic value and ranking positions over five years — Ahrefs · long-term organic growth and ranking footprint

Ahrefs position history showing De.Fi ranking strongly for the keyword defi — “defi” · from unranked to page one, peaking at #1

Victorious SEO Lead · 2018–2022

Led SEO strategy at one of the industry's most awarded search agencies.

At Victorious, I led organic strategy across a large client book, combining technical SEO, content planning, reporting, and long-term growth strategy for brands ranging from startups to major household names.

Worked on clients including Craigslist, GoFundMe, SoFi, and Salesforce.
Victorious earned major industry recognition during my tenure, including Search Engine Land, U.S. Search Awards, and Clutch honors.
Managed strategy across 80+ clients representing roughly $6M in annual contracts.
Oversaw content production at scale alongside technical audits, reporting, and client strategy.

Blocknative SEO Lead · 2022–2023

Turned the Ethereum Merge into an 850% traffic-growth opportunity.

Built search visibility around one of crypto's biggest technical events, ranking Blocknative on page one for “ethereum merge” and #1 for “ethereum merge countdown.”

850%: overall site traffic growth
#1: “ethereum merge countdown”
+150%: page-one organic keywords

Builder edge

I know what it's like to be on the other side of the ticket.

After years of handing recommendations to developers, I started building software myself. Running poidh means I'm now the person making the tradeoffs, shipping the changes, watching the analytics, and living with the result.

That has made me better at the part of SEO I care about most: understanding how indexing, rendering, metadata, site architecture, analytics, content systems, product decisions, and engineering constraints fit together.

Search technical + content

Product 0 → 1 operator

AI discovery + optimization

Search in 2026

SEO didn't disappear. The surface area got bigger.

Google rankings still matter. So do AI answers, citation surfaces, branded search, structured information, and whether machines can actually understand a product well enough to recommend it.

I work across the whole discovery layer: technical SEO, organic strategy, content systems, developer collaboration, and the newer AI-search surfaces now sitting on top of the web.

Technical SEO Organic Strategy AI Search / GEO Content Systems Site Migrations Developer SEO

Experience

Ten years in search. A lot of weird websites.

2025 — now

Independent SEO Consultant

Independent

Technical and strategic SEO for technology and crypto companies, including Ethereum.org and DefiLlama.

2023 — 2025

SEO Manager

De.Fi

Doubled organic traffic, grew page-one keyword visibility by 500%, and led a 2,000+ URL migration.

2022 — 2023

SEO Lead

Blocknative

Built the organic strategy around the Ethereum Merge, including a #1 ranking for “ethereum merge countdown.”

2018 — 2022

SEO Lead

Victorious

Managed strategy across 80+ clients representing $6M in annual contracts. Victorious earned multiple agency awards during my tenure.

2017 — 2018

SEO Strategist

V Digital Services

Keyword research, technical auditing, on-page optimization, and link acquisition.

What's next

Looking for someone to own organic growth?

I'm exploring the right full-time opportunity.

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