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RORY
PARRY
Organic growth, built and shipped.
SEO and AEO execution for content-driven businesses. I do the strategy and the build: Astro, custom AI tooling, programmatic pages, and answer-engine optimization.
St. Louis, MO · ~40 client accounts · 15+ sites shipped
🎉 YOU FOUND THE SECRET!
The Konami Code still works in 2026!
BY THE NUMBERS
Every number links to its source. No vanity metrics.
organic clicks / year on a property built from zero (MDLUpdate)
source: MDLUpdate case study →URLs ranking on Google’s first page (MDLUpdate)
source: MDLUpdate case study →client accounts led at Clix
source: Experience → Clix →Astro sites designed and shipped
source: Selected Work →custom Claude AI skills built
source: SEO + AEO engine →SELECTED WORK
Client and property outcomes — built, shipped, and measured.
MDLUpdate
Flagship · Mass tort0 → 10,673
organic clicks / year, built from zero
A mass-tort news property built on Astro with ~185 programmatic docket pages. From a standing start to 10,673 organic clicks a year and 199 URLs on Google's first page — content feeding a self-reinforcing loop of lead sales and agency business development.
Read the case study →factoryinteriors.com
Revenue$0 → $135k
monthly revenue in 18 months
Launched and grew the property from zero to $135k/month within 18 months, establishing it as the market leader in its niche through SEO and conversion rate optimization.
Visit site →SWMW Law
Mass tort · Team-led+58% YoY
organic clicks · avg. position 39 → 14
As SEO Lead on the account, drove a 58% year-over-year increase in organic clicks and lifted average position from 39 to 14 — in mesothelioma and asbestos litigation, one of the most competitive niches in all of search, where the terms we ranked for carry some of the highest cost-per-click rates in Google. Organic wins there replace ad clicks that can run hundreds of dollars each.
Automated BD Intel Skill
Automation1 prompt
→ full prospect brief + client PDF
A custom Claude skill that chains Ahrefs, Screaming Frog, and Firecrawl into a single internal business-development brief — plus a polished client leave-behind PDF. Research that took hours, on demand.
SEO + AEO Engine
Systems~40 skills
loading one shared reference
A skills library where ~40 client writers and internal tools all load a single shared SEO + AEO best-practices reference. One source of truth, many skills — update the engine once and every workflow inherits it.
How the AEO engine works →ANSWER ENGINE OPTIMIZATION
AEO is making your brand the answer AI gives. As search shifts from ten blue links to a single synthesized response in ChatGPT, Perplexity, and Google AI Overviews, being cited matters as much as ranking. I build for both — and I measure it.
Share-of-model measurement
Track how often — and how accurately — AI engines mention a brand across prompts, so AEO is a number you move, not a vibe.
Entities & schema
Clean structured data and a coherent entity graph so models understand who you are and what you do — like the Person & WebSite JSON-LD on this page.
AI-crawler access
Explicitly welcome GPTBot, ClaudeBot, PerplexityBot, and Google-Extended, and ship an llms.txt so engines can read a clean summary.
Direct-answer formatting
Question-led headings and concise lead answers an engine can lift verbatim — structured for humans first, machines a close second.
Don't take my word for it. This site scores itself.
Rule-based, no live API calls. Also available in your console: seo.aeo()
WHO I AM
An SEO & AEO operator who ships. I don't hand off a strategy deck — I build the Astro sites, the custom Claude skills, and the programmatic systems myself.
I lead SEO strategy for ~40 active clients at Clix (retainers up to $12K/month) across legal, franchise, manufacturing, and B2B industries.
Everything works backward from REVENUE. I optimize for qualified leads, conversions, and growth — not vanity metrics like rankings or traffic for their own sake.
I've built custom Claude AI 'skills' and Claude Code frameworks that systematize brand voice, compliance, and SEO optimization. This reduces landing page development from 8-12 hours to 45 minutes while maintaining quality.
I design for long-term impact: programmatic SEO systems, topical authority, automated internal linking, and structured data that works for both traditional and AI-powered search engines.
TOOLKIT
Tools I use daily to deliver results
AEO / AI-visibility auditing
90%
Ahrefs Brand Radar
85%
Perplexity
90%
Schema & llms.txt
95%
EXPERIENCE
Clix
SEO Strategist
Dec 2024 - present
St. Louis, MO
Touchpoint SEO
Search Engine Optimization Manager
Mar 2023 - Dec 2024
St. Louis, MO
ND2A Group
Search Engine Optimization Manager
Aug 2019 – Feb 2023
Greater St. Louis Area
Factory OEM Parts
Digital Marketing Manager
Nov 2017 – Aug 2019
Greater St. Louis Area
ASK ME ABOUT
Click any topic to learn more
Answer Engine Optimization
AI-Powered SEO
Programmatic Content
Claude Code Workflows
Astro Site Builds
Local Search Strategy
B2B SEO
Legal Industry SEO
Content Engineering
Technical SEO
Conversion Optimization
Programmatic SEO at Scale
QUESTIONS
Concise answers, structured so an AI can lift them.
What is answer engine optimization (AEO)?
+
AEO is optimizing content so AI answer engines — ChatGPT, Perplexity, and Google's AI Overviews — cite it. In practice that means measuring your share of model, structuring pages with clean entities and schema, allowing AI crawlers, shipping an llms.txt, and formatting a concise answer an engine can lift. This site does all of it — open the inspector and check.
What does Rory Parry do?
+
Rory is an SEO and AEO operator in St. Louis. He leads SEO for roughly 40 client accounts at Clix and builds the sites himself — Astro, custom Claude skills, and programmatic SEO — with everything measured against revenue, not vanity metrics.
What results has he driven?
+
He built MDLUpdate from zero to 10,673 organic clicks a year with 199 first-page URLs, grew factoryinteriors.com from $0 to $135k/month in 18 months, and lifted SWMW Law's organic clicks 58% year over year as SEO Lead.
Is Rory available for hire?
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Yes — for SEO/AEO consulting and for in-house growth roles. The fastest way to reach him is roryparry87@gmail.com.
SIDE QUESTS
I always have a few side projects on the go.
Stealth Startup Jobs
Job board for a wide range of roles at exciting startups operating in stealth mode.
VIEW →
Stealth Startup Founders
Comprehensive profiles of top-tier founders working in stealth mode. Built using SpreadSimple with outreach pipeline in Clay.com, Apollo.io & Snov.io.
VIEW →
Letters From The CEO
Visual archive of annual letters and internal communications from renowned CEOs and founders.
STL Sidekick
Local newsletter highlighting St. Louis businesses and events. Grew to 2000+ subscribers during COVID.
VIEW →
Dovehook Apparel
Apparel company in the hunting & fishing niche. Focused on headwear.
LET'S WORK
Need organic growth that actually drives revenue — or a growth hire who can build it?
I do the strategy and the build: SEO, AEO, Astro sites, and AI-powered content systems that scale without sacrificing quality.
roryparry87@gmail.com
LOCATION
St. Louis, MO
FOCUS
Revenue Growth
SPECIALTY
SEO + AEO