About Ivan Sp

About Ivan — Vancouver SEO Specialist & Technical SEO Consultant

I hold a Computer Science degree from the University of British Columbia (2004) and have been working in digital marketing and SEO ever since — giving me over 20 years of hands-on experience in organic search, technical optimization, and data-driven strategy. Based in Vancouver, BC, Canada, I work under the MetricsRule brand, helping businesses of all sizes improve their organic search visibility.

What sets my approach apart is that I combine traditional SEO expertise with genuine programming and database skills. I use this technical foundation to automate workflows, collect large-scale data, and analyse patterns that most SEO practitioners would miss. Whether it’s processing autosuggest keyword data, scraping organic SERP competition, or building custom scripts to identify content gaps, I solve SEO problems programmatically and creatively.

I have worked with e-commerce, SaaS, and local businesses to improve their organic rankings, fix crawlability issues, and build content strategies grounded in real data. If you have a complex SEO challenge — especially one that involves data at scale — that is where I am most effective.

Skills and Experience

  • Comprehensive website SEO audits — prioritized, actionable, and technically thorough
  • Technical SEO optimization: website structure, crawl efficiency, indexation, Core Web Vitals, and site speed
  • Google penalty recovery: reconsideration requests and disavow file creation for unnatural link removal
  • Content gap analysis to identify missing keyword opportunities relative to competitors
  • Keyword research using large datasets from multiple sources to validate and prioritize keyword viability
  • AI-assisted keyword generation, extraction, and topical clustering
  • Log file analysis for crawl budget optimization and bot behaviour insight
  • Sitemap, robots.txt, and schema markup generation and auditing
  • Quick new content indexation tactics and removal of unwanted pages from search indexes
  • HTML, CSS, and JavaScript for on-page implementation
  • PHP, MySQL, and Apache server administration
  • Google Ads and Microsoft (Bing) Ads campaign management
  • WordPress performance optimization

Tools I Use for SEO and Analytics

Screaming Frog SEO Spider Google Analytics 4
Google Search Console Google Tag Manager
Ahrefs SEMrush
Bing Webmaster Tools Looker Studio
Google AntiGravity Custom Tools that I build

My SEO Philosophy

  • On-page SEO should come first. Links do make a difference, but if we need to participate heavily in the link-building rat race, that usually means we have not done enough on-page and technical SEO. Strong fundamentals reduce dependency on external signals.
  • Keyword research should be systematic and scalable. Any keyword research and fixing of keyword gaps can — and often should — be done programmatically. Manual keyword research alone does not scale, and the patterns in large datasets reveal opportunities that small samples miss.
  • Conversions matter as much as traffic. Do not just focus on search engines. It is often far easier to double conversions than to double organic visits. SEO and CRO should work together.
  • Google tells you what it wants to rank. Most of the time, Google is showing us its cards. The most important signals for ranking a particular keyword are visible in the SERPs themselves — page structure, content depth, and entity coverage all reveal the pattern.

Certifications

Community and Ongoing Learning

Staying current in SEO requires active participation in the right communities. I keep up with the industry through the Internet Marketing Gold (IMG) community, the long-running Webmaster World forums, and research-driven groups like the SEO Intelligence Agency and the SEO Fight Club YouTube channel.

Blogs and analysts I follow closely include Marie Haynes (Google algorithm analysis and quality signals), SEO by the Sea (Google patent research), Search Engine Land (industry news and updates), and Craig Campbell SEO (practical tactics and tools).

Get in Touch

Feel free to contact me at ivan@metricsrule.com if you would like to discuss how I can help with your SEO challenges, or just to talk about anything search-related. You can also connect with me on LinkedIn.

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