JP is the Head of SEO and AEO at Searchable, where they lead the strategy for helping brands achieve visibility in both traditional search and the new generation of AI-powered answer engines.
Their approach is rooted in fundamentals: understanding how search actually works, not chasing shortcuts.
What They Do at Searchable
JP shapes how Searchable thinks about search, both the algorithms we've spent two decades optimizing for, and the AI systems that are rapidly changing how people find information.
Their work spans:
- AEO Strategy — Defining how brands should approach visibility in ChatGPT, Perplexity, Claude, and Google AI Overviews
- Technical SEO Guidance — Ensuring Searchable's recommendations are grounded in real algorithmic signals
- Content Architecture — Building frameworks for content that performs across both traditional and AI search
- Commercial Thinking — Connecting SEO and AEO efforts to actual business outcomes, not just traffic metrics
Background
Before joining Searchable, JP was Technical Director for eCommerce and Search at Megantic UK, where they developed a groundbreaking eCommerce SEO methodology that won Gold for SEO Agency of the Year.
Their career sits at the intersection of technical depth and marketing strategy:
- Technical Foundation: Started a Master's in Computer Science focused on AI, then pivoted to hands-on work where they could apply theory to real problems
- Data Engineering — Builds custom tools using Python, web scraping, and API reverse engineering
- Full-Stack Perspective — Understands everything from server architecture to CMS development (they've built custom solutions with React and Next.js)
They also run a technical marketing consultancy at jpgarbaccio.com, where they write about the intersection of search, data, and growth strategy.
Philosophy
JP's approach to SEO and AEO is built on a simple principle: fundamentals over silver bullets.
"The SEOs who succeed understand the basics—networks, semantics, taxonomy. They're not looking for tricks. They're building systems that work because they understand why they work."
They advocate for:
- Commercial Thinking — SEO value should be measured in business impact, not just rankings
- AI as a Tool, Not a Crutch — Strategic use of AI for workflow efficiency, with a clear line against AI-generated spam
- Cross-Channel Strategy — Search doesn't exist in isolation; the best SEO work considers the entire customer acquisition picture
This philosophy directly influences how Searchable approaches both its product development and the guidance it provides to users.
Recognition
JP has been featured in industry discussions on SEO trends and the future of search. Their work on eCommerce SEO methodology and their insights on algorithm fundamentals have established them as one of the field's most technically rigorous voices.
They've mentored and collaborated with leading SEO professionals, and their predictions on the evolution of search consistently prove accurate as AI reshapes the industry.
Searchable is backed by Freestyle Capital. You can connect with JP on LinkedIn or explore their writing at jpgarbaccio.com.