Muhammad Zakariya Usman — SEO & GEO. Organic growth.
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60M+ documents · EdTech

• Built the GEO operating model from scratch across 5 markets, establishing a repeatable playbook across Retrieval, Citation and Trust, with a measurement framework tracking AI visibility and citations across 6 AI models in Promptwatch alongside downstream conversions in Mixpanel.
• Partnered with Product teams to embed GEO requirements into new pages and features, incorporating front-loaded answers, structured content, server-side rendering and FAQs to support AI discovery, retrieval and citation.
• Analysed thousands of citation records through a Claude MCP agent to identify influential sources, topics and prompt types across owned and third-party content. Translated findings into prioritised content interventions and configured AI content agents for creation and updates, contributing to a 20% improvement in share of visibility on non-branded prompts.
• Diagnosed visibility gains and losses by prompt type and AI search engine, then briefed and managed an external agency to secure targeted placements across Medium, Quora, YouTube, Reddit and comparison articles, addressing third-party authority gaps and strengthening brand representation in AI recommendations.
• Owned brand narrative accuracy across AI search surfaces, coordinating owned and earned content updates to address outdated or incorrect information and maintain consistent brand representation as AI models and cited sources evolved.
• Established a regular GEO performance review rhythm, distinguishing crawl access, citation and conversion signals to diagnose performance gaps, communicate priorities and guide stakeholder decisions on where to focus effort.

• Strengthened technical foundations on a 60M+ page platform, driving a 7% uplift across the SEO funnel (discovery → crawling → clicks) for new content through log file analysis, a new folder structure to reduce crawl depth, and deindexing of low-quality/zero-traffic pages.
• Partnered with Product and Engineering to replace inconsistent user-generated titles with AI-generated titles extracted from document content, delivering a 15% click uplift in A/B test while holding internal search conversion guardrails.
• Deployed machine-readable document summaries with server-side rendering and above-the-fold placement, lifting clicks 10% and unique query visibility 8% in A/B test.
• Built a Python scraper that lifted clicks 8% and top-3 keyword coverage 15%, enriching course pages with descriptions, key topics & learning outcomes.
• Expanded multi-language content supply by translating user-uploaded documents via the Doclingo API and publishing through Kestra pipelines, backfilling existing course documents to seed new-language inventory and driving a 15% increase in first-time users in target markets.
• Scaled organic app growth by establishing an end-to-end ASO strategy across Visibility and Conversion pillars, driving a 25% uplift in organic impressions and a 14% increase in install conversion rate through optimised core metadata and custom product pages.
• Secured high-authority media placements on DR 80+ domains through owned and earned media, driving a 70%+ YoY increase in quality backlinks and shaping a consistent brand narrative for branded prompts in LLM outputs.

~0.5M pages · Marketplaces

• Owned a programmatic long-tail page system for filtered property search, scoping keyword research, page expansion logic, indexation strategy, internal linking and the developer tickets, delivering a 5% YoY increase in organic lead share for high-value projects.
• Set direction on URL structure, faceted navigation, pagination and hreflang across regions, cleaning up crawl architecture and indexation on a large faceted platform.
• Built automated Looker Studio reporting across the full keyword universe to track rankings and traffic through Google core updates, translating complex data into actionable insights for stakeholders.
• Lifted session-to-lead ratio 8% through Quantum Metric user studies and Google Optimize experiments, alongside an 8% increase in organic traffic share via CTR and long-tail page strategy.
• Led and mentored a team of 5, managed external agency relationships and SEO budget, and streamlined delivery through documented ClickUp workflows and stand-ups.

1M+ pages · Travel

• Trained, managed and led a team of 3 SEO specialists, owning the roadmap and presenting to key stakeholders.
• Partnered with product owners on strategies that grew organic traffic share across markets.

Multi-market · Travel & car rental

• Increased organic revenue share 9.5% in one year through programmatic landing pages (hotels-in-destination, hotel-near-landmark, chalets, city guides and attraction guides), optimised modular content templates, internal linking, content cluster pages to build topical authority, and a tailored backlink strategy, driving an 18% increase in organic market share.
• Ran international SEO across multiple languages and locales on a 1M+ page OTA platform, scoping and briefing landing page templates, modular content, internal linking structure and dynamic widget logic to push more users into the search funnel.
• Lifted CTR 23% through A/B testing of metadata and earning rich snippets via structured data used at the time (Flights, Hotels & FAQ schema), and improved session-to-search 9% through A/B testing of landing page variations in Google Optimize.
• Launched a localised site for the Lumi car rental business, reaching top-3 ranking in 6 months in the competitive KSA Arabic market and contributing 35% of yearly online booking share organically.
• Grew organic app installs 139% in one year, driving a 237% increase in organic app revenue through smart banner optimisation, testing personalised communication, banner types and placement.

Automotive marketplaces & agency clients

• Early SEO work on automotive marketplaces and agency clients. Full history on LinkedIn.