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Twenty years in SEO. Two years deep into AI.
One clear mission.

Help working people navigate a once in a lifetime transformation to AI without drowning in hype.

The Penny Drop Moment

My name’s Richard. I’ve spent two decades helping companies rank in search results, optimising web performance, building agencies. Classic web work. I also run a portfolio of sites for growth – which means I’m constantly looking for ways to streamline workflows, accelerate research, and connect data dots that would take hours to piece together manually.

Then late 2023, Claude changed everything.

Not in the “AI will take our jobs” way everyone panics about. In the “holy shit, I can build things I never could before” way.

Within weeks of properly using Claude, I was shipping code that would’ve taken me months to figure out alone. Building MCP servers. Creating tools that actually worked. Not because I suddenly became a better developer – I’m still the same SEO guy who knows enough code to be dangerous. But because I’d found a development partner that could fill in my knowledge gaps in real-time.

Richard Baxter

What Actually Happened

I started showing people. A marketing team struggling with content research – connected them to their data sources through Claude, cut their research time by 80%. A finance company drowning in analysis work – built them an MCP that talks to their research tools, now they get insights in minutes instead of days.

Every time, same reaction: “I didn’t know this was possible.”

That’s when I realised – there’s this massive gap between what AI tools can actually do and what most people think they can do. And it’s not because people are slow. It’s because the AI world is terrible at explaining itself.

The Real Problem

Most AI content is either:

  • “Here’s how to write a ChatGPT prompt!” (patronising)
  • “Let’s discuss transformer architecture” (useless for most of us)
  • “Buy my £997 course” (no thanks)

Meanwhile, there’s this entire ecosystem of tools – MCP servers, local LLMs, API connections – that could transform how we work. But nobody’s explaining it in human terms.

Take the DataForSEO MCP I built. Sounds technical, right? It’s not. It just lets Claude pull SEO data directly. No copying and pasting. No context window limits. Just “Claude, what’s happening with my rankings?” and it knows.

What Houtini Actually Is

This isn’t a startup. It’s me, documenting what I learn and building tools that help.

Some days that’s writing guides like “How to Install an MCP Server” – because that barrier stops 90% of people from even starting. Other days it’s building something bigger, like our GEO analyser that helps content show up in AI search results (because yes, that’s a thing now and most SEOs haven’t caught up).

Houtini LM is our most technical tool – it connects Claude to a local AI that runs on your machine. Sounds complex, but here’s what it means: unlimited AI processing without burning through API credits. One agency saved £3,000 in their first month using it. But honestly? Most people aren’t ready for that yet, and that’s fine.

Who This Is Really For

Richard speaking at MozCon

Speaking at MozCon – been sharing knowledge for a while

You work on the web. Maybe you’re a digital marketer, site builder, content aficionado, or you run an agency. You’re not a developer, but you’re technical enough to know there’s opportunity here.

You’ve probably played with ChatGPT. Maybe you use Claude. But you know there’s more to this – you just don’t have time to wade through documentation written by engineers for engineers.

You want someone to say: “Here’s exactly how to set this up. Here’s what it does. Here’s why it matters for your actual work.”

That’s what I do here.

What I Believe

The gap between people using basic AI tools and people building with them is artificially huge. It’s not about intelligence or technical skill. It’s about having someone show you the path.

Every time I help someone connect their tools, automate their painful tasks, or build something they thought was impossible – that’s the work that matters. Not the technology itself, but what people can do with it.

We’re at this moment where AI tools are powerful enough to be transformative but still young enough that most people don’t know what’s possible.

In five years, this will all be normal. Right now? It’s competitive advantage for those who figure it out.

The Invitation

I’m not trying to build the next unicorn startup. I’m not selling courses (though happy to chat over coffee, Teams, or Zoom if you want to work together on something specific).

I’m building tools, writing guides, and sharing what I learn. Sometimes that’s technical – here’s how to connect this to that. Sometimes it’s strategic – here’s why GEO matters more than SEO now. Always it’s practical – here’s something you can actually use today.

If you’re trying to stay relevant, trying to work smarter, trying to understand what’s actually useful versus what’s just hype – you’re in the right place.

The AI era isn’t coming. It’s here.
But it’s not as complicated as everyone makes it sound.

Let me show you.

Want to see what’s possible?

Start with these:

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