A little about me.

My route into publishing was indirect. I worked in accounting and small business before learning how websites attract attention and earn trust.

My wife, Maša, and I launched The Minimalist Vegan in March 2015 to share what we were learning about veganism and living with less. We wrote and edited the articles ourselves, and I learned SEO to help people find them. Over time, the site grew into a book, a podcast and a business that we sold in January 2023.

While the site was growing, I worked with SaaS companies on technical writing and content strategy. Most of that work was about organic growth. I learned to write for what people were searching for while keeping the company’s goals in mind.

Running our own site taught me to take responsibility for the whole thing. Client work showed me how content has to serve a larger business. Both led me towards bigger editorial responsibilities.

I joined Backlinko as lead editor in December 2023. I built the team and processes behind the written program while continuing to write and edit major pieces. I’m still involved with the publication today.

I’m grateful for the doors content has opened. It has led to jobs, introduced me to people whose work changed my life, helped me understand my own values and allowed people to trust me before we had met. That last one matters most.

I like understanding the whole project, and I stay involved in making it. Before choosing a format, I want to know what the people involved have learned, who needs it and why they should care.

I might write or edit, interview an expert, review a cut or fix a workflow that is getting in someone’s way. I don’t need to do every job, but I need enough contact with the material to make useful decisions.

I do my best work with people who know something from experience and care enough to make it useful to someone else.

Content should be worth the time and money spent making it. It might help a customer understand something, choose a product or help a team decide what to do next. If it keeps helping after publication, it has lasting value for the business.

I pay particular attention when someone shares something I’ve made, cites it or gets in touch because of it. Increasingly, AI systems make similar choices about which sources and brands to include in an answer. People and AI systems both need enough evidence to treat the work as trustworthy.

AI lets one person research, create and publish work that used to need a much larger team. It also makes it easier to produce more than anyone needs.

I want to use the time it saves for family, health, curiosity and work I care about. If the saved time only becomes a higher output target, we haven’t gained much.

At Semrush, I write about AI search and make long-form videos for Backlinko.

Making videos means thinking about what to show and how it sounds, as well as what to say. My first Backlinko video was published in September 2026. I’m also developing an independent video series about language, belonging and starting over somewhere new.

I also write essays about what I’m learning from these projects.

Maša and I are moving from Tasmania to Ljubljana, in her home country of Slovenia, with our dog. Starting over somewhere new is part of what prompted my independent video project.

I also watch enough anime that ordinary Hollywood movies can feel a little predictable afterwards.