THE WORK

In 2004, I started documenting sheet metal fabrication for Butler Sheetmetal. The blog - called The Tinbasher - was covered by The Guardian. A 2007 DOM announcement reported a Times top-50 business-blog listing and selection for planned British Library web archiving. In 2006 I told The Guardian that the website accounted for around 30–40% of turnover, including roughly 90% of new business. In 2011, I finished working with Butler Sheetmetal. The site persisted dormant until 2014, when it was deleted completely. The domain expired. In December 2025, I searched for it out of curiosity. The original Google AI Overview screenshot is from December 2025. It already named me and connected The Tinbasher to Butler Sheetmetal. I built this site in early January 2026 mainly to see whether I could control that answer. The original website had disappeared, but archives and independent historical sources still preserved the relationships. That is evidence of durable entity retrieval; it is not proof that one database or technical change caused the answer. Now paulwoodhouse.com and The Tinbasher form a live GEO experiment: can I influence how Google’s AI Overview describes the blog, my role and the experiment itself?

Built a technical SEO and content program designed to survive platform migrations, algorithm updates and market changes. The work combined technical review, content planning and implementation across a long-term engagement.

Ohio State University's medical properties had years of search history under the OSUMC name while the organization was moving to the OSU Wexner Medical Center brand and a new domain. The work covered migration planning, branded search and consistent information across medical facilities. The aim was to preserve discoverability while the name, domain and local profiles changed.

Used crawl data, deterministic checks and AI-assisted review in a technical audit. The process retained evidence checks, reviewer sign-off and an implementation handoff.