[about]
SEO for prop firms, brokers, and fintech.
I've been at this longer than most.
Ten years rating search quality for Google. Now an SEO specialist for prop firms, brokers, and fintech, based in Bandung, Indonesia. Occasional yoga studio copywriter (long story).
[the backstory]
How I got here.
Early Days
Started writing online for Jalan2.com, a tourism forum that no longer exists. Which tells you everything you need to know about how long I've been doing this. But hey, it counts as content experience.
The Bing Fiasco
Got hired as a Web Search Evaluator for Microsoft Bing. Passed the initial test. Failed the monthly audit with a 49%. Got fired within a month. Bing and I have never spoken since. In hindsight, this was a sign.
The Leapforce Grind
Joined Leapforce (later acquired by Appen) as a Google Web Search Evaluator. Survived every audit for over a decade while colleagues dropped like flies. Ten years grading real search results against Google’s own quality guidelines, which is where you actually learn what E-E-A-T means, not from a course. This was Project Yukon. This was the real thing.
COVID's Knockout Punch
Lost about 70% of my income overnight. Multiple gigs vanished in a matter of weeks. Spent a lot of time reconsidering life choices and learning that “diversified income streams” is not just a LinkedIn buzzword. It's genuinely good advice.
The TikTok Twist
Discovered copywriting through a TikTok rabbit hole. Combined that with a decade of knowing how Google thinks about content quality. Realized there was something actually useful here. Started writing for clients in fintech. Things clicked.
Head of Media
Joined FinMedia Group as Head of Media, running SEO, content, and partnerships across a portfolio of prop trading and fintech properties including FundedTrading, MyTradingReviews, and DailyFXWire. The day job is full-on. The curiosity about SEO, AI, and what actually moves rankings never switched off.
[right now]
Where I spend my time.
Day job is running SEO and content for a fintech media group. My focus is prop firm and broker SEO: content strategy, E-E-A-T, editorial workflows, and lately how AI Overviews decide which sources they cite.
Outside of that, I spend a lot of time improving my own SEO knowledge, experimenting with AI tools, and finding new ways to do things. The algorithm keeps changing. I find that interesting rather than annoying.
If you want the client-facing version of all this, the services page lists what I actually do. And if you're working on something in fintech or SEO and want to talk through it, the contact page is right there.