About Windee Tan
An SEO Specialist Focused on How Search Is Changing
I am an SEO specialist with experience in technical SEO, information architecture, content strategy, semantic SEO, entity SEO, search intent and search performance analysis.
My focus has expanded from traditional organic search into Answer Engine Optimisation and Generative Engine Optimisation as search increasingly incorporates AI-generated answers and generative search experiences.
I approach SEO as a connected system, combining technical architecture, content, entities, search intent and data to help websites become more discoverable, understandable and useful across modern search environments.
How I Approach SEO
I do not see SEO as a collection of isolated tactics.
Technical SEO affects whether content can be discovered and indexed. Information architecture affects how pages and topics relate. Internal linking influences how users and search engines navigate those relationships. Content needs to satisfy search intent. Entities and semantic context help establish meaning. Performance data shows what is actually happening.
These elements interact.
That is why I prefer to understand the website as a system before deciding what needs to change.
The question is not simply:
“What can I optimise?”
It is:
“What is preventing this website from performing better in search, what evidence supports that conclusion and what should be prioritised?”
That distinction shapes how I work.
My Core SEO Skill Set
My work spans several connected areas of search optimisation.
Technical SEO
I investigate technical conditions that affect crawling, rendering, indexation and the ability of search engines to process website content.
This includes areas such as crawlability, canonicalisation, redirects, status codes, XML sitemaps, robots directives, structured data, internal linking and website performance.
Information Architecture
I analyse how pages, topics and entities are organised across a website.
The objective is to create structures that make sense to users while establishing clear relationships between commercial pages, supporting content and important topics.
This includes website hierarchy, URL relationships, navigation, crawl depth, content hubs and internal linking.
Content Strategy
I use search demand, search intent, existing performance and topical relationships to determine what content a website needs and what existing content should be improved.
That can involve content inventories, topic mapping, content gaps, consolidation, optimisation and editorial planning.
Semantic SEO and Entity SEO
Keywords alone do not fully describe what a page means.
I examine the entities, concepts, context and relationships surrounding a topic and whether the website communicates those relationships clearly.
This supports stronger topical understanding without reducing optimisation to keyword repetition.
Search Intent
Search intent connects the query to the page.
I analyse what users appear to be trying to find, understand, compare or accomplish and whether the website provides the appropriate page and content for that purpose.
Search Performance Analysis
I use search data to diagnose what is happening before recommending what should change.
That includes analysing clicks, impressions, click-through rate, average position, pages, queries and performance trends rather than treating headline traffic movements as sufficient evidence.
From SEO to AEO and GEO
Search is becoming more complex.
Traditional search results remain important, but users increasingly encounter direct answers, AI-generated summaries, conversational interfaces and generative search experiences.
This creates new questions for search specialists.
Can an answer engine identify the relevant information within a page?
Can a generative system understand the organisation or entity being discussed?
Which sources are being referenced?
How accurately is a brand represented?
What information is being cited?
What happens when the user’s journey does not begin with a conventional organic result?
These questions are why my work has expanded into Answer Engine Optimisation and Generative Engine Optimisation.
Answer Engine Optimisation
I view AEO as an extension of established search and content principles.
It involves understanding the questions users ask and structuring useful information so relevant answers are clear, contextual and accessible.
That can involve question research, search intent, answer structure, semantic context, entities and structured information.
The objective is not to turn every page into an FAQ.
It is to make useful answers easier to identify within content that still serves its wider purpose.
Generative Engine Optimisation
GEO introduces a broader visibility problem.
Generative search systems can synthesise information from multiple sources rather than simply returning a ranked list of pages.
That makes entity clarity, topical coverage, first-party evidence, credible sources and the wider information environment increasingly important areas of investigation.
My GEO work focuses on observable signals such as brand representation, entities, citations, cited URLs, source selection and topical associations.
I treat GEO as an emerging search discipline.
Where something can be measured, I document it. Where evidence remains limited, I distinguish observations and working hypotheses from established SEO practice.
SEO, AEO and GEO Are Connected
I do not believe traditional SEO becomes irrelevant because AI-powered search exists.
The relationship is closer to this:
- Technical accessibility
- Information architecture
- Search intent and content
- Semantic and entity understanding
- Evidence and authority
- SEO, AEO and GEO visibility
- Measurement and refinement
The interfaces may change, but search systems still need useful information they can discover, interpret and evaluate.
My objective is to understand how those foundations apply as search evolves.
How I Solve Search Problems
My working process follows six stages.
Discover
Understand the website, business, audience, search landscape and existing performance.
Diagnose
Investigate technical SEO, information architecture, content, search intent, entities and available performance data.
Prioritise
Determine which findings deserve action based on evidence, potential impact, business relevance, effort and risk.
Implement
Turn recommendations into technical, structural or content changes.
Measure
Evaluate what changed using metrics appropriate to the original problem.
Refine
Use the resulting evidence to validate decisions, identify new opportunities and determine what should happen next.
Data Before Assumptions
One principle runs through much of my work:
Do not diagnose the problem before examining the evidence.
A decline in organic clicks does not automatically mean rankings declined.
A crawler warning does not automatically represent an SEO problem.
Two pages mentioning the same topic do not automatically mean keyword cannibalisation exists.
A brand appearing in an AI-generated response does not automatically prove a GEO strategy worked.
I try to separate what the data demonstrates from what the evidence suggests and what still needs to be tested.
That distinction matters because SEO contains enough uncertainty without adding unnecessary assumptions.
The Tools I Use
Tools help me collect information, analyse patterns and implement changes.
Depending on the project, my work can involve:
Search and Analytics
Google Search Console, Google Analytics 4 and Google Business Profile.
Technical SEO
Website crawlers, PageSpeed Insights, browser development tools and structured data testing tools.
Search Research
Keyword research platforms, SERP analysis and search engine data.
Analysis
Spreadsheets, URL inventories, content maps, keyword maps and structured SEO datasets.
Implementation
WordPress, SEO plugins, content management systems and relevant website tools.
AEO and GEO Research
Search engines, answer engines and generative search platforms used to observe responses, citations, source selection and entity representation.
I do not define SEO expertise by the number of tools someone can list.
Tools provide data and functionality.
The important part is knowing what to investigate, how to interpret the evidence and what should happen next.
What You Can See in This Portfolio
I built this portfolio around evidence rather than a list of claimed capabilities.
Projects
Individual examples of audits, analyses, architecture work, content mapping and search optimisation.
Case Studies
Detailed examples showing the problem, evidence, diagnosis, strategy, implementation and outcome where reliable measurement is available.
Resources
Guides, frameworks, research and observations documenting how I think about search.
Together, these sections provide different ways to evaluate my work rather than relying solely on a CV or list of skills.
What I Am Working Towards
Search optimisation is moving into a period where traditional search, answer systems and generative interfaces increasingly overlap.
I want my work to remain grounded in the fundamentals that continue to matter while developing the skills required to understand the systems that are emerging.
That means continuing to strengthen my work in technical SEO, information architecture, content strategy, semantic and entity SEO, while developing practical methodologies for AEO and GEO measurement.
I am particularly interested in the intersection between website architecture, entities, content and how information is retrieved and represented across different search environments.
Work With Me
If you are looking for someone who approaches SEO analytically and considers technical architecture, content, search intent and data as parts of the same system, you can explore my work throughout this portfolio.
For projects involving technical SEO, information architecture, content strategy, SEO audits, AEO or GEO, you can also contact me directly.