Garry has spent twelve years working out why one page outranks another — and, for the last stretch of that, why one brand gets named in a ChatGPT answer while its competitor doesn't.
He started on the technical side: crawl budgets, log files, index bloat, and the unglamorous work of making large sites legible to search engines. That grew into full-funnel search strategy for SaaS and ecommerce teams — keyword gap analysis to decide what to build, SERP analysis to decide how to build it, and structured data to make sure the result was understood rather than just read.
When generative search arrived, most of that foundation carried over and a handful of things genuinely changed. Garry now spends his time on the overlap: how retrieval works inside assistants like ChatGPT, Perplexity, and Google's AI Overviews, which on-page patterns actually get extracted and cited, and how to measure any of it without fooling yourself. He is firmly in the camp that AEO is not a replacement for SEO — it's a second set of consumers reading the same content, with different appetites.
At Klepha he writes the guides that turn that work into something a team can act on this week. He has a low tolerance for tactics that can't be measured, and a standing objection to anyone promising guaranteed placement in an AI answer.
Klepha scans ChatGPT, Gemini, and Perplexity for the prompts your buyers actually ask, shows you where you're missing, and hands you the fixes that get you cited.