The operator behind the brand.

I'm Yaaseen Saleh-Mohamed, a technical SEO and marketing data specialist based in Johannesburg, South Africa.

Most of the SEO industry works at the surface: keywords, content, backlinks. My work starts underneath that — in the server logs that show what Googlebot actually crawled, the Core Web Vitals that decide whether a page feels instant or broken, and the data pipelines that turn "we think it's working" into "here's the number."

My day-to-day sharpened in US healthcare marketing, doing senior technical SEO work for practice websites at scale — hundreds of local practices, all competing for the same "near me" searches. That's where I learned that for a physio or a dentist, SEO isn't a marketing abstraction: it's whether the phone rings on Monday.

That experience became Data Science Marketing, YSM's healthcare arm, which brings the same standard of work to South African and international practices directly.

I'm also deliberately building out the security side of my stack — currently working toward ISC2 CC and CompTIA Security+ — because the sites I make fast and findable should be hardened too, and because the best technical SEOs think like people who read logs for a living. Which is what security people do.

How I work

Evidence first. If a recommendation can't be traced to data, it doesn't go in the report.

Small roster, deep work. I'd rather do transformative work for a few clients than shallow work for many.

Honest reporting. If something I did isn't working, the monthly report says so. That's what the report is for.