12+ years building organic acquisition as a product charter — Product SEO, technical and enterprise SEO, programmatic and international SEO, AI Search optimisation (GEO/AEO), App Store Optimization and content strategy. Currently Associate Director, Growth at Practo, owning organic growth across India, US and UAE, and advising founders and growth teams as an SEO consultant.
Scope, ownership and the problems solved are set out role by role. See the full record.
My work sits where organic acquisition meets the product: website architecture, information architecture and internal linking, structured data and schema markup, crawl optimisation and indexation, programmatic templates, content strategy and conversion rate optimisation — run as cross-functional programmes rather than isolated campaigns. See how that translates into SEO consulting engagements and enterprise SEO case studies.
The same operating model covers marketplace, ecommerce, healthcare, travel, fintech and edtech search, extended to App Store Optimization, YouTube SEO and AI Search (GEO/AEO). I present forecasts, attribution insights and roadmaps to leadership, and I build the measurement that makes those conversations possible.
More about how I workAssociate Director, Growth
Established organic growth as a revenue-accountable charter with attribution and forecasting frameworks used in leadership planning
Senior Manager, Growth (ACKO Drive)
Took a new vertical from launch to an established acquisition engine within its first year
Senior Manager, SEO & ASO
Ran SEO and ASO as one acquisition charter across web and app rather than as separate programmes
Senior Manager, Organic Growth
Improved search visibility and content discoverability across a broad set of learning categories
Organic growth built into the product surfaces themselves, in partnership with Product, Engineering and Analytics.
Crawl, indexation, architecture and rendering fixed at the level of the system rather than the page.
Organic programmes that survive scale — many teams, many stakeholders, one prioritised roadmap.
Visibility and measurable acquisition across AI Overviews and conversational search engines.
Content planned against real demand and produced through operations that hold up at scale.
Diagnosis and a sequenced plan, covering web and app ecosystems.
Organic established as a revenue-accountable growth charter with attribution and forecasting used in leadership planning
A new vertical taken from launch to an established acquisition engine within its first year
Sustained organic growth across three travel categories, aligned to category revenue targets
How generative engines select, cite and summarise sources, and what that changes about site structure and content. Notes on measuring exposure in AI Overviews and conversational search separately from classic rankings.
Treating organic acquisition as a product surface rather than a marketing channel. How search requirements enter roadmaps, release cycles and squad-level ownership alongside Product and Engineering.
Crawl, indexation and architecture decisions on large catalogues, where a single rule is multiplied across thousands of templated pages. How to sequence fixes when engineering capacity is the constraint.
Advisory, consulting and workshops, in limited numbers each quarter.
Prefer email? nitesh.0903@gmail.com