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Richard Baxter. Twenty years in search, now a marketing engineer.
My experience is twenty years in search, working with and alongside businesses of every size, solving specific and often quite unique problems - a digital marketing strategy, content development, a web development buildout. I'm a marketing expert who can advise, build and execute. What I do now is work with a company's own domain experts to find where the grunt work is - the collecting, the checking, the spreadsheet that takes a week - and build the solution that takes it off them, so the people who know the business can spend their time deciding. I solve the hard problems, and that's where I thrive. Houtini is where I write about how I do that.
I help businesses figure out what to do with AI, and then build the bits that work. I run the same kind of thing on my own projects and my own businesses, and most of what I write here is what I learned doing it.
I founded Builtvisible in 2009, grew it into a globally recognised technical-SEO and content agency, and sold it to Brave Bison in 2025. Since then I have been building AI infrastructure full-time.
Houtini is where I write about how I do all that, and where you can find me if you would like to work together.
Twenty years in search, now building the agent layer.
- Before 2009
I started in financial services at a company owned by Prudential, moved into e-commerce, then recruitment, then travel, falling in love with search along the way.
- 2009 - 2025
Builtvisible came out of that. Sixteen years of technical SEO and content strategy, a team I am still proud of, and the kind of clients that taught me how big companies make decisions (which, as it turns out, is mostly slowly and with a lot of meetings).
- Past few years
For the past few years my work has shifted toward research. I spend most of my time figuring out how AI fits into the way businesses already work, and then building the bits that survive the figuring-out.
- Now
The Builtvisible years gave me the strategy and content side. The last few years have given me the engineering side. The combination is what I bring to clients now.
What I'm building now.
SimRacingCockpit is my flagship: it helps sim racing enthusiasts find the right product, and it keeps my SEO sharp. YubHub, the job-data platform, grew out of a scraper I built for a client's jobs board and has paying customers of its own. Both run on the same stack I'd build for a client.
I publish open-source MCP servers on npm under @houtini, from local LLM orchestration to the SEO audit console I use on my own sites every day. Other developers install them in production. The list is on the tools page.
These days I run a local-LLM rig at home, a pair of modded RTX 4090s, because some data should not leave the building. If you have ever wanted to run something like Qwen Coder Next on your own hardware, I wrote a guide to setting up LM Studio that explains how.
No black-box secrets.
Houtini is where I log the work. Experiments and how-tos, in my typical style. There are no black-box secrets, because I think AI is for anybody, doing anything, who is willing to learn. The guides come out of problems I have hit on real engagements, written up so the next person does not have to figure it out from scratch.
If you are any sort of web worker (SEO, content marketer, in-house digital lead, or someone who has been handed AI as part of your remit and is not quite sure where to start), you are in the right place.
If you would like help with the same kind of work in your own business, how I work says what I believe and work with me explains what an engagement looks like.
Forty-five minutes. No pitch deck.
Tell me what you are trying to figure out and I would be delighted to think about solutions that work for you. You can also find me on LinkedIn.