Brodey Sheppard

I’ve spent my career at the intersection of search, engineering, and systems design. SEO and GEO are where my work is most visible, but they are not where it begins. My strength has been in understanding how complex systems behave, where they fail, and how to design solutions that scale cleanly under real-world constraints.

My background is deeply technical. I’ve built and maintained production systems across full-stack development, backend architecture, automation, infrastructure, and data. Those disciplines are not adjacent to advanced SEO; they underpin it. I don’t treat SEO as a checklist or a layer applied after the fact. I treat it as an engineering problem tied directly to architecture, performance, information flow, and how modern search systems interpret signals through machine learning.

That approach led me toward platforms rather than isolated campaigns. I’ve designed custom CMS and publishing systems, automation pipelines, and internal tooling that support thousands of sites concurrently. I’ve implemented AI-assisted workflows using APIs, agentic patterns, and self-hosted prebuilt models to improve efficiency, classification, and decision-making. My experience includes practical application of embeddings, fine-tuning strategies, agent orchestration, and prompt design, applied to real systems rather than theoretical models.

I work best in environments where technical depth is valued, where hands-on execution is expected, and where outcomes matter more than presentation. I enjoy solving difficult problems, refining systems until they’re predictable and efficient, and taking responsibility for the quality of what ships.

Outside of formal roles, I build. I experiment with software, automation, embedded hardware, 3D printing, circuitry, and mechanical systems. Curiosity isn’t separate from my professional work; it informs how I think about optimisation, resilience, and scale.

I’m seeking a senior SEO / GEO role where engineering-level capability is not optional, where search is treated as a systems discipline, and where I can contribute through execution, architecture, and technical leadership rather than ownership overhead.

I thrive in roles that value creativity alongside engineering, where design, development, and experimentation are treated as part of the optimisation process rather than distractions from it.

Senior technical SEO / GEO specialist with engineer-level capability across web systems, backend architecture, automation, and infrastructure. Experienced in building and scaling platforms that support search performance at volume, not just improving individual pages or campaigns. Operates comfortably across strategy and execution, with a strong bias toward hands-on work and system integrity.

Technical SEO & GEO

End-to-end execution covering crawl and indexation control, site architecture, internal linking, rendering and JavaScript considerations, Core Web Vitals, log-based analysis, schema and entity signalling, as well as security and infrastructure optimisation.

On-page, off-page, and local execution

Template-level optimisation, content system and cluster design, internal linking and navigation architecture, user experience and CRO alignment, authority and link strategy, and multi-location GEO implementations, all delivered without compromising technical correctness.

Full-stack development

PHP, JavaScript, HTML, CSS, and modern frontend patterns, including edge, server, and local caching strategies, remote service workers, DNS configuration, and platform-level development across Shopify, Magento, and WordPress, all built for performance, maintainability, and scale.

CMS and publishing platforms

Secure, high-performance CMS and templating architecture built for maintainability, automation, and scalability, enforcing consistent output, sanitisation, and crawl-efficient rendering across sites of all sizes, including high-concurrency environments on constrained infrastructure.

Backend systems and databases

MySQL/MariaDB design, query optimisation, indexing and partitioning, structured data storage, analytics pipelines, and internal tooling that supports automation and reporting.

Automation and workflow design

Task runners, workers, event-driven and scheduled processes, crawling and auditing systems, and operational tooling that reduces manual overhead.

AI-assisted systems

API-driven implementations and wrappers, enrichment and classification workflows, embedding-based systems, agentic task and tool design, prompt engineering, selective fine-tuning, and integration of self-hosted prebuilt models where appropriate.

Infrastructure and server operations

Linux administration, DNS management, cPanel environments, LiteSpeed configuration, Cloudflare and CDN integration, multi-version PHP configuration and tuning, deployment hygiene, and reliability-focused system setup.

Performance engineering

Frontend and backend optimisation, runtime and bundle reduction, caching strategy, and bottleneck diagnosis across the full stack.

Hardware and embedded systems

Arduino, ESP32, and Raspberry Pi projects involving sensors, motors, relays, DMX, power management, and real-world I/O, alongside development of web crawlers and self-hosted service workers where software interfaces with physical or distributed systems.

sitecentre® - Founder & Technical Director (Dec 2018 - Present)

Founded and led sitecentre® as a technically driven organisation, acting as the primary authority across SEO, GEO, engineering, and automation. Designed and maintained a proprietary CMS deployed across more than 6,000 websites, with emphasis on crawl efficiency, performance, and scalable content architecture.

Built internal automation tooling for crawling, auditing, validation, analytics, and reporting. Implemented AI-assisted workflows using API-based and self-hosted models to improve operational efficiency, system intelligence, and decision quality.

Led and worked alongside a team of nine across development, content, design, and operations in a collaborative, execution-focused environment. The work delivered resulted in multiple awards across web design, development, and SEO, and recognition as Australian Young Entrepreneur of the Year in 2023.

Electrician Target - SEO & Google Ads (Nov 2016 - Nov 2018)

Managed SEO and Google Ads for trades businesses nationwide, primarily electricians and plumbers. Built and optimised landing pages, managed lead flows and sales funnels, handled client communication, and improved conversion performance across campaigns.

ClickProfits International - Marketing & Technical Lead (Oct 2014 - Nov 2016)

Led SEO, CRO, development, and advertising initiatives while managing a multidisciplinary team. Responsible for technical strategy, system development, and performance optimisation across multiple international eGaming brands.

Early Technical Roles (Jan 2010 - Sep 2014)

Early career roles across IT support, web development, and high-ticket software sales, building a practical foundation in systems, client-facing problem solving, and delivery under pressure.

PHP, JavaScript, Python; MySQL and MariaDB; Linux and cPanel environments; WordPress / WooCommerce, Shopify, and Magento 2; Git-based development workflows; Google Ads, Analytics, and Search Console; API-driven AI services and TensorFlow Lite; 3D printing and physical prototyping.

A brief note on context and direction following sitecentre®.

sitecentre® was built during a period of intense growth and sustained execution. I was operating across engineering, SEO, automation, architecture, and leadership simultaneously, often carrying both strategic and delivery responsibility without pause. For a significant period, that level of output was maintained successfully through consistent 80-hour work weeks.

In hindsight, the underlying issue wasn’t capability or demand, but how the business was structured. I made the mistake of building too much of the operation around myself. Delegation existed, but not to the degree required for true resilience. I believed I could carry the load indefinitely, that burnout was something that happened to other people. That assumption was wrong, and it’s a lesson I learned the hard way.

Burnout arrived quickly and decisively rather than gradually. Medical advice made it clear that continuing at that pace wasn’t viable. Because the business relied so heavily on my direct involvement, stepping back in a controlled, phased way wasn’t realistically possible without material disruption. Despite strong demand, including a substantial waitlist and periods where new clients were deliberately turned away to slow growth, the business’s structure couldn’t absorb my absence.

The resulting loss of momentum affected delivery, staff, and long-term viability. Over time, that impact compounded, and the business ultimately did not recover as it might have otherwise.

That experience reshaped how I apply my skills, but not my interest in the work itself. I’m now in a far better place. Focused, deliberate, and clear-headed. It reinforced lessons that now guide how I operate, that no single person should carry a business on their shoulders, that delegation and system design matter as much as output, and that sustainability is a technical problem as much as a human one.