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Lindsey Osborne, founder of LinzEO

Capabilities

I do a lot of things

22 years of SEO, AEO, WordPress development, custom software, infrastructure, paid media, AI automation, and design. One person, no handoffs, no junior on your account. Just me.

01 · Search

Technical SEO, start to finish

I run technical SEO myself, from crawl and indexation diagnosis through Core Web Vitals fixes that land in the actual code. That means I find the problem and then fix it, instead of writing a ticket and hoping somebody else understands what I meant.

  • Technical audits Crawlability, indexability, security headers, URL structure, mobile, and JavaScript rendering, across sites up to 500 pages.
  • Core Web Vitals LCP, INP, and CLS diagnosed in both lab and field data, then fixed in the theme rather than just reported in a deck.
  • Schema markup Hand written JSON-LD for Organization, LocalBusiness, Product, Service, Article, FAQPage, ItemList, and Person, with validation and duplicate detection.
  • Keyword research Volume, difficulty, and intent modeling, mapped to the pages that can realistically win each query.
  • Topic clustering Grouped by real SERP overlap instead of text similarity, then built into hub and spoke architecture with an internal link matrix.
  • On-page at scale Per slug meta maps, title and description systems, and heading structures applied across hundreds of URLs at once.
  • Backlink analysis Referring domains, anchor distribution, toxic link detection, competitor gap analysis, and disavow files.
  • Sitemaps and robots XML generation and validation with quality gates on location pages, plus robots.txt and IndexNow submission.
  • Hreflang Language and region tags for international sites, including return tag, x-default, and canonical alignment validation.
  • Programmatic SEO Template driven pages at scale, with thin content safeguards and index bloat prevention built in from the start.
  • Migrations Full site moves with redirect maps and drift baselines, where holding the rankings is the requirement and not the hope.
  • Recovery Diagnosing ranking collapses, cannibalization, and consolidation, then rebuilding the pages that earn the traffic back.

02 · AI search

AEO and AI search visibility

AEO, answer engine optimization, is getting your brand quoted inside an AI answer instead of ranked somewhere below it. I track how ChatGPT, Perplexity, Gemini, and Google AI Overviews answer for a brand, then fix the pages that keep getting skipped.

  • AI Overviews Optimizing for Google generated answers, and tracking which queries actually trigger one.
  • ChatGPT and Perplexity Monitoring how each engine answers brand and category questions, and which sources it chooses to cite.
  • Citability Writing passages that stand alone well enough to be quoted, because AI engines lift paragraphs and not whole pages.
  • Entity building Consistent brand, founder, and service entities across schema, citations, and third party sources.
  • AI crawler access Auditing GPTBot, ClaudeBot, PerplexityBot, and Google-Extended, since blocking them removes you from the answer entirely.
  • Share of voice Mention history, cited domains, and cited pages tracked month over month rather than guessed at.
  • llms.txt Implemented as a speculative extra for non-Google engines, and described honestly as exactly that.
  • AI referral tracking Custom tracking that captures AI assistants as a real traffic source instead of losing them to direct.
  • Measurement honesty Clear reporting on which AI visibility data genuinely exists and which parts nobody can measure yet.

03 · Local

Local SEO and map pack visibility

Local search runs on its own ranking system, so I treat it as its own discipline. Google Business Profile, citations, reviews, and location pages get worked as one connected system instead of a checklist somebody ticks off once.

  • Google Business Profile Optimization, category strategy, posts, and API level management across single and multi profile setups.
  • Map pack rankings Geo grid rank tracking and Share of Local Voice measured across a real geographic spread, not one pin on the office.
  • NAP consistency Name, address, and phone verified across Google, Bing, Apple, OpenStreetMap, and the directories that feed them.
  • Citations Cleanup, deduplication, and new placements in the directories that still carry weight.
  • Review systems Velocity tracking, response workflow, and review schema.
  • Location pages Built from one template and populated per market, with local schema and no duplicate content between them.
  • Multi location architecture Systems that scale from ten locations to several hundred without the pages cannibalizing each other.
  • Service area businesses Ranking businesses that travel to the customer and have no storefront to put on a map.
  • Competitor radius mapping Seeing who actually owns each pocket of a metro, and where the openings are.

04 · Measurement

Analytics, tracking, and attribution

Most reporting problems turn out to be tracking problems. I build the measurement layer and then fix it when the numbers stop making sense, which is usually what happens when somebody else built it in a hurry.

  • GA4 Property configuration, event design, conversion setup, and reconciling properties that quietly double count everything.
  • Google Tag Manager Container builds, trigger and variable architecture, and clearing out years of accumulated tags nobody remembers adding.
  • Conversion architecture Deciding what fires where, enhanced conversions, and offline conversion imports back into the ad platforms.
  • Meta Pixel Setup, auditing, and catching pixels wired to the wrong property, which happens more often than you would think.
  • First party tracking Cookie based capture of click IDs, UTMs, and referrers that survives the whole session and makes it into the CRM.
  • Call tracking CallRail and equivalent systems, plus an honest read on the tradeoffs when a client wants a free number instead.
  • Spam and bot filtering Form and analytics filtering, so the reporting reflects humans and not scripts.
  • Attribution repair Reconciling CRM source fields against ad platform truth, and recovering click IDs an integration never bothered to store.
  • Direct API access Search Console, GA4, CrUX, and PageSpeed pulled straight from the API, including knowing which reports quietly mislead you.

05 · WordPress

WordPress development

I was one of the original StudioPress theme developers during the Genesis framework era. WordPress is not a page builder I picked up along the way, it is a codebase I have worked inside for two decades.

  • Custom themes Built from scratch in PHP, no page builder dependency, with the template hierarchy used the way it was designed.
  • Custom blocks Native Gutenberg blocks with server side render, real editor controls, and a locked design system behind them.
  • Plugin development Standalone plugins and mu-plugins for schema, tracking, and site specific logic.
  • Genesis and StudioPress First hand familiarity with Genesis conventions, hooks, and the meta keys that later plugins still reuse.
  • Page builders Kadence and Kadence Pro at the block markup level, including knowing when the right move is removing the builder.
  • WP-CLI Bulk content operations, database queries, meta cleanup, plugin management, and scripted deploys.
  • REST API and MCP Programmatic reads and writes against WordPress, including admin level automation.
  • Forms WPForms builds, multi column layouts, conditional logic, and the quirks that silently corrupt a form on save.
  • Migrations Full site moves, legacy install archaeology, non standard table prefixes, and finding the content nobody migrated.
  • Multisite Network setups and cross site visitor tracking.
  • Performance Cache configuration, asset optimization, and untangling plugins that fight each other.
  • Safe deploys A lint gate before any PHP reaches a live server, because one syntax error in a mu-plugin takes the whole site down.

06 · Infrastructure

Infrastructure, DNS, and deliverability

I own the plumbing and not just the pages. Domains, DNS, servers, certificates, and email authentication are part of the job, and they are usually where the mysterious problems are actually hiding.

  • DNS Cloudflare, Vercel, and registrar level record management, nameserver moves, and subdomain provisioning.
  • Email authentication SPF, DKIM, and DMARC setup and diagnosis, including finding DKIM that was configured but never actually enabled.
  • Hosting SiteGround, Cloudways, BionicWP, managed WordPress stacks, and Vercel.
  • SSH and server access Key management through the system keychain, per client aliases, and command line work on live servers.
  • SSL and security headers Certificate management plus the headers that show up in every technical audit ever run.
  • Redirects 301 maps at scale, verified afterward rather than assumed to have worked.
  • CDN and caching Cache layers, purge strategy, and knowing when a curl response is lying to you about what visitors actually see.
  • Staging Real staging installs, noindexed, with a tested path to production instead of edits made live and hoped over.
  • Backups Automated systems, and verifying they contain data. I have caught one writing empty files for six days straight.
  • Databases Direct SQL, Supabase, and schema changes through management APIs.

07 · Software

Custom software and automation

When the tool that would solve a problem costs more than building it, or does not exist yet, I build it. A growing share of my work now is custom software rather than configuring somebody else’s.

  • Python My default for automation, verification scripts, browser automation with Playwright, data processing, and PDF generation.
  • PHP WordPress plugins, themes, and mu-plugins running in production on live client sites.
  • JavaScript and Node Front end work, build tooling, and server side scripts.
  • Next.js and React Application development, deployed on Vercel.
  • HTML and CSS Production level and hand written, including design systems built on custom properties.
  • Custom CRM A full client and sales portal: task queues, planning boards, document sending, appointment mirroring, and per seat access control.
  • API integration GoHighLevel, Meta Graph, Google Ads, Search Console, GA4, Microsoft Graph, Ahrefs, DataForSEO, Twilio, Supabase, and the major AI APIs.
  • Workflow automation Make and Zapier, webhook plumbing, and diagnosing pipelines that quietly stopped running weeks ago.
  • Data recovery Rebuilding attribution and records after a broken sync, including recovering click IDs a vendor integration never stored.
  • Verification scripts Committed to the project, printing pass and fail, exiting non zero, so a check outlives the session that wrote it.
  • Shipped products Launch List, ReviewBar, AgencyKit, Cited, the LinzEO client portal, and linz.tools.

08 · AI systems

AI systems and agent engineering

I build automation that does the work, not prompts that produce a draft somebody still has to finish. That includes autonomous pipelines which research, write, illustrate, and publish with nobody in the loop.

  • Agent skills More than thirty custom skills covering SEO verticals, client onboarding, content pipelines, reporting, and QA.
  • MCP servers Configuration and daily use across Ahrefs, DataForSEO, GoHighLevel, WordPress, Google, and Microsoft.
  • Autonomous content engine Scheduled jobs that pick a keyword, write in a client voice, source a deduplicated image, and publish live over SSH.
  • Scheduled orchestration Cron driven agents, session management, and dashboards covering what ran, what it produced, and what it cost.
  • Memory architecture Persistent context, so an assistant remembers a client’s constraints between sessions instead of relearning them every time.
  • Evaluator and optimizer loops Generate, critique, refine as a standing quality gate rather than a single pass and a shrug.
  • Voice specification A documented banned word and banned structure list, so output stops reading as obviously machine written.
  • Prompt engineering For research, analysis, and image generation used as creative direction.
  • Honest limits Knowing which parts of SEO genuinely benefit from AI, and which parts it quietly ruins while looking fine.

09 · Paid media

Paid search and paid social

I run paid media with the same tracking discipline I bring to organic, which mostly means I can tell you which conversions are real. I have managed daily budgets well past six hundred dollars a day.

  • Google Ads Campaign builds, single theme ad group structure, negative keyword hygiene, and Search Partners filtering.
  • Meta Ads Campaign builds, retargeting, lead forms, and creative testing.
  • LinkedIn Ads Planning and audience strategy for business to business and recruitment campaigns.
  • Media planning Allocation across channels with explicit performance gates instead of an annual budget set once and forgotten.
  • Budget management Daily pacing, spend audits, and cutting the channels that only look like they are working.
  • Cost modeling Cost per lead, cost per qualified lead, and cost per closed deal, tracked through to the outcome that pays.
  • Conversion feeds Getting real conversion data back into the ad platforms so bidding optimizes toward revenue and not form fills.
  • Paid to organic modeling Auditing a full paid footprint, then modeling how organic takes that budget over across twelve to eighteen months.
  • Competitor ad intelligence Tracking what competitors run and how long they keep running it, which tells you what is working for them.

10 · Lifecycle

CRM and lifecycle marketing

I work inside the CRM and not just upstream of it. Pipelines, routing, consent, and the automations that fire after a form submit are where most marketing quietly falls apart.

  • GoHighLevel Pipelines, opportunities, contacts, custom fields, workflows, funnels, calendars, and conversation AI.
  • Lead routing Assignment rules, ownership, and making sure an inquiry reaches a human being before it goes cold.
  • Consent and compliance Capture, storage, and enforcement, including A2P 10DLC registration and state level SMS restrictions.
  • Email systems Templates, signatures that survive Outlook, sequences, and sending through Microsoft Graph or a dedicated provider.
  • Data hygiene Source reconciliation, duplicate handling, and taxonomies that survive contact with an actual sales team.
  • Platform migration Moving off legacy systems, including one costing seventy five thousand dollars a year, with the historical data intact.
  • Diagnosis over patching Documenting what is broken in a system I do not own, instead of quietly changing it and hoping.

11 · Design

Graphic design and brand

I am a working designer, not a marketer who found a template. I design in Adobe Illustrator, Photoshop, and InDesign, and I do the vector work myself.

  • Brand identity Logos, marks, and complete identity systems, from first concept through final production vector files.
  • Design systems Color palettes with defined semantic roles, type scales, spacing tokens, and the rules that keep a brand consistent.
  • Typography Selection, pairing, self hosted font implementation, and fixing the metric problems nobody else seems to notice.
  • Print design Brochures, one pagers, sales collateral, and packaging, prepared properly for production.
  • Editorial design Multi page documents built on a real grid in InDesign.
  • Presentation design Decks for webinars, boards, sales, and recruitment, built to survive somebody else opening the file.
  • PDF systems Branded, color managed report and invoice systems that render correctly across every viewer, not just the one I tested.
  • Web design Interface design that I then build myself, so nothing gets lost between the comp and the code.
  • Illustration Custom icon sets and vector illustration.
  • Motion Lottie animation authoring for web.
  • Data visualization Charts and dashboards designed to be read rather than admired.
  • AI image tools Used for mood boarding and creative direction, never as finished output.

12 · Product

Physical product design and manufacturing

Before software, I designed physical products and had them manufactured. I owned a stationery company called Playful Paper, where I designed, sourced, and manufactured every component myself. Designing something that has to be tooled, produced, and shipped is a different discipline from designing something that only ever exists on a screen.

  • Product design Custom planners and journals designed from the page grid up, including interior layouts, covers, and every printed page.
  • Materials sourcing Selecting papers, board, cover stocks, foils, and specialty materials, then finding suppliers who could actually produce them.
  • Manufacturing management Working directly with manufacturers on specifications, samples, tolerances, production runs, and quality control.
  • Custom components Glitter filled acrylic clipboards, designed and manufactured as a custom part rather than ordered from a catalog.
  • Writing instruments Custom printed pencils and pens produced to specification.
  • Print production Binding methods, print processes, color on press, and a working understanding of what a printer can and cannot do.
  • Packaging Retail packaging designed and produced alongside the product it holds.
  • Unit economics Cost per unit, minimum order quantities, and pricing a physical product so it survives contact with a real market.
  • Inventory and fulfillment Managing physical stock and the operational reality of shipping objects to customers.

13 · Content

Content and editorial

I write everything I publish. I also keep a documented voice specification for each brand, so client content sounds like the client rather than like software doing an impression of them.

  • Long form content Blog posts and guides, researched and written and optimized, without reading as filler around a keyword.
  • Content strategy Editorial calendars, topic clusters, pillar pages, and refresh cycles for the content that already exists.
  • Conversion copy Landing pages, sales pages, email, and ad copy.
  • Voice development Building a documented voice specification for a brand, then holding every single draft against it.
  • Editing Line and structural editing, including stripping the tells that make writing read as generated.
  • Video and podcast Series production, clip generation, captions, and social cutdowns.
  • Social Strategy and publishing across LinkedIn, Facebook, Instagram, X, and TikTok.
  • Brand standards Verified claims only, with awards and statistics checked against the source document before they reach a page.

14 · Forensics

Digital forensics and security

I work in digital forensics and information security, focused on device and cloud evidence, insider threat, and private sector investigations.

  • Device forensics Acquisition and analysis of mobile and desktop devices, including logical and file system extractions.
  • Cloud and account forensics Backup, cloud, and token based evidence acquisition.
  • Behavioral timelines Correlating system databases and logs into one reconstructed timeline of what a device and its user actually did.
  • Artifact analysis Parsing application databases, system stores, and behavioral streams as vendors keep moving that data between formats.
  • Memory and disk forensics Volatile memory capture and analysis alongside full disk examination.
  • Incident response Endpoint collection and triage across a fleet rather than one machine at a time.
  • Spyware detection Scanning devices for surveillance software and unauthorized monitoring.
  • Chain of custody Documentation and handling discipline that holds up when somebody adversarial reads it.
  • Forensic reporting Findings written so a non technical decision maker can act on them, which is genuinely half the job.
  • Security assessment Penetration testing engagements, exposure auditing, and finding data leaks in live production systems.

15 · Toolkit

The software I actually use

Listed by what it is for, because “proficient in industry standard tools” tells you nothing about whether somebody can do the work.

  • SEO Ahrefs, DataForSEO, Google Search Console, Screaming Frog, Rank Math, Yoast, The SEO Framework
  • Analytics GA4, Google Tag Manager, Looker Studio, CrUX, PageSpeed Insights, Microsoft Clarity
  • Advertising Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Google Merchant Center
  • Design Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Adobe Acrobat, Lottie
  • Development VS Code, Git, GitHub, WP-CLI, Composer, npm, Playwright, Vercel
  • Languages Python, PHP, JavaScript, SQL, HTML, CSS, Bash
  • Frameworks WordPress, Gutenberg, Next.js, React, Genesis
  • Infrastructure Cloudflare, SiteGround, Cloudways, BionicWP, Vercel, Supabase
  • CRM and automation GoHighLevel, Make, Zapier, Twilio, Microsoft Graph
  • AI Claude, Claude Code, MCP, OpenAI, Gemini, Midjourney, Ideogram
  • Forensics Autopsy, Volatility, KAPE, Velociraptor, plaso, MVT, iLEAPP, ALEAPP, APOLLO, Elcomsoft
  • Productivity Google Workspace, Microsoft 365, Slack, Adobe Creative Cloud

The questions I get asked

One person,
the whole stack.

Do you actually write code, or just manage developers?+

I write the code. Custom WordPress themes and plugins in PHP, automation and verification scripts in Python, front end work in JavaScript, and applications in Next.js. There is no developer behind me. When I say a fix is deployed, I am the one who deployed it.

What is the difference between SEO and AEO?+

SEO gets your page ranked in a list of results. AEO, answer engine optimization, gets your brand quoted inside the answer an AI assistant generates, which increasingly replaces that list. They share a foundation, but AEO puts far more weight on passage level clarity, entity consistency, and whether AI crawlers can reach your site at all.

Can one person really cover SEO, development, design, and paid media?+

In my case yes, and it comes from 22 years of doing each one as the whole job at some point rather than from multitasking. I was one of the original StudioPress theme developers, I built and sold prettydarncute.com at a domain rating of 79, and I ran a stationery company called Playful Paper where I designed and manufactured the products myself.

What design software do you use?+

Adobe. Illustrator for vector and identity work, Photoshop for raster, InDesign for multi page and print. I do not use Figma.

Do you do digital forensics work?+

Yes. I work in device and cloud forensics, behavioral timeline reconstruction, incident response, and spyware detection, with a focus on insider threat and private sector investigations.

Where are you based, and do you work remotely?+

I am in Dallas Fort Worth, Texas, and I work with clients anywhere. Nearly all of this work is remote by nature.

What does "the whole stack" actually mean here?+

It means I can buy the domain, point the DNS, build the theme, write the plugin, deploy the schema, wire the tracking, run the ads, build the CRM that catches the lead, automate the content that feeds it, design the report that proves it, and write the script that verifies all of it after every change. There are no handoffs between specialists, because there is only one of me.

Start here

Tell me what you are trying to fix.

Thirty minutes on your site, your tracking, or whatever is not working. You get a ranked list of what I would fix first, whether or not you hire me.

Technical health scorecard

Speed, crawlability, and indexation issues ranked by severity.

AI visibility check

How ChatGPT, Perplexity, and AI Overviews currently answer for your brand.

Tracking review

Whether your conversion data is telling you the truth.

90-day roadmap

What to fix now, and what belongs in a larger rebuild.