The work so far
I didn't set out to become an SEO person. I studied electronics engineering, realised I was more interested in how people find things online than how circuits work, and haven't looked back since.
Over 7+ years, I've worked across agencies, fintech, and real estate marketplaces - always at the intersection of technical SEO, product, and growth. Every role has been a different kind of challenge: different market, different scale, different constraints. That's the part I like most.
99 Group
Senior SEO Specialist / SEO Product Manager
This is the role that sharpened me the most. 99 Group runs real estate marketplaces across Singapore and Southeast Asia - think multiple domains, millions of property listings, complex site architectures, and SEO challenges that don't have neat textbook answers.
I drive regional SEO strategy tailored to each market's intent, competition, and user behaviour. A big part of the job is working cross-functionally - writing PRDs, aligning with engineering and design, and building a growth roadmap tied to real KPIs like traffic, rankings, and conversions, not just impressions.
- · Re-architected site structure and internal linking, delivering a +18% jump in search visibility within 3 months
- · Partnered with engineering to improve Core Web Vitals, page speed, and mobile-first performance
- · Built localized keyword strategies across the full funnel for multiple SEA markets
- · Collaborated on structured data and schema to improve both rich results and AI interpretability
- · Contributed to M&A due diligence by assessing the SEO potential of acquisition targets - not something most SEOs get to do
- · Been integrating AI/LLM-enabled workflows for content creation and iteration, which is shaping a lot of my thinking around GEO and AI search
Working at 99 Group has also given me a much deeper understanding of how SEO works differently across APAC - what resonates in Singapore vs. Indonesia vs. India isn't the same, and the nuances matter.
Clear (formerly ClearTax)
SEO Specialist
ClearTax was fintech, which meant everything I touched was YMYL (Your Money, Your Life). The stakes for getting SEO wrong were higher - you can't just stuff keywords into financial content and hope for the best. E-E-A-T wasn't a buzzword here; it was survival.
I handled SEO product strategy for the platform - mapping keywords to content that respected both user needs and regulatory sensitivity. This is where I learned to think about SEO as a product discipline, not just a marketing channel.
- · Spearheaded a stock market discovery feature that brought 1,000+ keywords to Page 1 and 10K+ organic visits in its first month
- · Led ASO initiatives, increasing App Store and Play Store visits by 126% quarter-over-quarter
- · Ran international SEO expansion into Middle East markets - localised keyword research, hreflang implementation, landing page creation, the works
- · Navigated a Google core update, recovering traffic while actually improving conversion rates in the process
This role taught me something important: in YMYL, trust isn't a ranking factor - it's the ranking factor. That lesson still shapes how I approach content and optimisation today.
TechWyse Internet Marketing
SEO Specialist → SEO Lead → Brand Strategist
Where it all started. TechWyse is a Toronto-based digital marketing agency, and I worked out of their India operations managing off-page SEO for 50+ SMBs across the US and Canada.
It was the classic agency grind - high volume, tight timelines, lots of learning by doing. Over three years, I grew from specialist to team lead to brand strategist, which was equal parts exciting and terrifying.
- · Managed off-page strategy for 50+ clients simultaneously, which teaches you prioritisation faster than any course
- · Led a team of 6 SEO specialists - my first real experience managing people, not just projects
- · Earned high-authority backlinks from DA 90+ domains including Forbes, Wikipedia, Apple.com, and DailyMail
- · Improved a transactional cluster from avg. pos. 8.3 → 1.6 in 6 months
- · Scaled a client site from 300K → 400K monthly visits in 5 months
The agency environment also drilled in a habit I still value: communicating SEO wins (and challenges) in language that non-SEO people actually care about. That's served me well in every role since.
What I'm good at
Technical SEO
Site architecture, crawl budget management, indexation strategy, Core Web Vitals optimisation, schema markup, JavaScript SEO. I'm the person who gets excited about a crawl report and bothers engineering until the rendering issues are fixed.
Content-Led Growth
Keyword research, search intent mapping, funnel-based content strategy, conversion-oriented frameworks, E-E-A-T in YMYL verticals. I think about content as a product - it needs to serve a user need, not just a ranking goal.
AI Search & GEO
Generative Engine Optimisation, Answer Engine Optimisation, AI/LLM-enabled content workflows. Search is changing fast, and I've been building and experimenting with AI-native approaches since before it was a conference buzzword.
International SEO
Market research, localisation strategy, hreflang governance, multi-market playbooks. My time in Singapore gave me hands-on experience with how different APAC markets behave — and how much nuance matters.
Off-Page & Authority
Digital PR, high-quality link acquisition, authority growth planning, link risk assessment. I've earned links from some of the highest-authority domains on the web, and I did it by building things worth linking to.
Strategy & Leadership
0→1 SEO function setup, roadmap ownership, OKR definition, team hiring and coaching, QA frameworks. I've managed teams ranging from 6 to 10 people, and I care as much about how my team grows as how the numbers grow.
SHSineera Hamsadh SEO Project Manager · Reported to Adithyan at TechWyse"Adithyan was the pillar of our team at TechWyse Internet Marketing, where he served as my point of contact and demonstrated remarkable expertise in SEO. He has a deep understanding of SEO strategies, and he is top-notch at exploring new trends in the market and sharing them with all of us in his team. His guidance was invaluable in navigating complex SEO challenges, and his collaborative and approachable nature fostered a positive working environment. I used to double-check with Adithyan whenever I created new SEO strategies for websites; he also provided me with the best feedback. His commitment to delivering results, coupled with his dedication to excellence, makes him a standout professional."
AAArielle Azmon SEO & GEO Expert · Senior to Adithyan at TechWyse"Adithyan is an exceptional and talented SEO! His contributions and recommendations to the SEO team at TechWyse were not only innovative but incredibly effective in helping our clients increase both traffic and rankings. His knowledge is also very diverse and he was able to contribute new ideas relating to technical SEO, on-page optimisation, off-page SEO, and even content marketing. In addition, he's always on top of SEO news and updates from Google and ready to share anything and everything with the team. While working with Adithyan, I could really see his passion for the industry come to life and as a result, he would make a great addition to any company!"
CTChandu Thomas Founder, Search Ally Agency · Managed Adithyan at TechWyse"I've always enjoyed working with Adithyan for reasons like: his positive energy, his commitment to work, his dedication to learn and to perfect in everything he does. He has proved his talents in SEO — Search Engine Optimisation techniques; helping many businesses to flourish and rank well in the SERP. I wish him great success in his career; which, I am sure, would be nothing short of Great Heights!"
Want to work together, or just talk SEO?