Developers don't trust marketing. They trust what they find when they search.
I help developer tools and B2B SaaS companies get found by technical buyers in Google, in their docs and in AI tools like ChatGPT.
I'm Cristian, a NYC-based SEO consultant. I lead SEO and AI search in-house at Cockroach Labs, a distributed SQL database company, and I founded SQL Easy, an interactive SQL course that reached more than 300,000 students.
Talk to me about your product →The problem
The hardest audience on the internet
Developers block ads. They skim past landing pages. They can smell a marketing blog post from the first sentence.
But they search constantly. Error messages, how-tos, comparisons, "X vs Y," "how to do Z in [language]." And more and more, they ask ChatGPT or Claude before they ask Google.
The companies that win developer mindshare are the ones that show up at those moments with something genuinely useful: a clear answer, working code, honest docs. The ones that lose publish thought-leadership posts nobody reads, and wonder why the free sign-ups have stalled.
Proof
Why work with me
I do this every day.
I lead SEO and AI search in-house at Cockroach Labs, where the audience is engineers choosing a database: about as technical and skeptical as buyers get.
I've built for developers from scratch.
I founded SQL Easy, an interactive SQL course, grew it to more than 300,000 students, and sold it. I know what developers search for while they're learning, because I built a business on it.
I've done technical SEO at real scale.
At Softonic, I worked across more than 2 million software listings in 17 languages. At StubHub, I worked side by side with product and engineering teams, delivering +15% organic growth year over year across nine markets.
I've tied search to revenue.
At Compado I owned SEO for 100+ domains generating $2M+ a year in organic revenue. I built CompraMejor.es from 0 to €400K in 18 months from organic traffic alone, and turned two Softonic editorial sites from loss-making to €480K+ a year.
What you get
How I help developer-focused companies grow
Your docs as a growth channel
Documentation is often the most-visited part of a developer tool's site, and the least optimized. Small changes to structure, titles and linking can turn it into your biggest source of sign-ups.
Content developers actually want
Tutorials, guides, comparisons and code examples that answer real searches, written to be useful first.
"Alternatives to" and comparison pages
Developers comparing tools are close to a decision. Honest, specific comparison pages win those searches and those buyers.
Programmatic pages for integrations and use cases
Every integration, language and framework you support is a search someone is making. Built well, those pages scale. More on programmatic SEO.
AI search for technical buyers
Developers increasingly ask AI tools which library, database or API to use. We make sure yours is in the answer, and track where it shows up.
Who this is for
Products with a technical buyer
- Developer tools, APIs and infrastructure companies
- Databases and data platforms
- B2B SaaS with a technical buyer or a product-led sign-up flow
- Developer education and learning platforms
Why NYC
Based in Brooklyn
New York's developer-tools and SaaS scene keeps growing. I'm based in Brooklyn and work with companies across the city, in your time zone and, when it helps, in person.
Get started
Here's how to start
Send me your site and one line on the searches you want your product to own.
Within two business days, I'll reply with my honest take, and the first thing I'd look at: usually your docs.
I only take on a few clients at a time, because I also lead SEO and AI search in-house at Cockroach Labs. If it's not a fit, I'll tell you.
Talk to me about your product →Or email me directly at cristian@vidian.es.
Related
More ways I can help
AI search visibility
Show up when buyers ask ChatGPT, Gemini and Google's AI Overviews who to shortlist.
Learn more →Programmatic SEO
Thousands of pages generated from data, each one useful enough to rank.
Learn more →Content strategy
Content that ranks in Google, gets cited by AI and brings in qualified buyers.
Learn more →Explore