About

Most brands try to sound safe. Approachable. Forgettable.

This one is called E.V.I.L.

That's also intentional.

E.V.I.L. has two meanings. Both are true.

The one that started it:
Entrepreneurial. Vision. Igniting. Legacy.

The one that describes the work:
Expose. Validate. Implement. Lock in.

The first is what drives me. The second is my method.

The Obsession

Most people who find schema markup want a quick fix — paste some JSON, move on.

I went the other direction.

I wanted to understand the actual machinery: the layer that tells search engines what a business is, who runs it, what it does, and why any of it should be trusted. Not the high-level strategy. The markup itself — the relationship between what a schema claim says and what the visible page actually supports.

So I built a tool to audit it. Ran it on my own sites. Rebuilt it when I found gaps. Then started running it on other people's.

What I kept finding: schema markup is one of the most consistently broken layers on the web, and most businesses have no idea. Wrong types. Missing required fields. Plugin conflicts generating duplicate blocks that contradict each other. Claims no visible page content actually supports.

The problems were real. The fixes were specific. Nobody was doing this particular work at the level it deserved.

How this became a business

It started as a personal project — a site I was building about something else entirely. I wanted it visible, so I started learning SEO. Then I went deeper into schema. Then I built the console.

The console stopped being a personal tool and became a practical system for finding structured data problems businesses don't know they have.

So I built The Project E.V.I.L. around it.

What you can actually buy

Schema markup and structured data. That's the whole practice — audited, written by hand, deployed, validated, and documented.

For agencies, that's white-label fulfillment: your brand on the deliverables, your client relationship untouched, an NDA before the first site is discussed.

For Shopify stores and e-commerce operators, it's repair — usually the duplicate Product markup a theme and an app produce between them.

For service businesses, practices, and law firms, it's implementation: getting the entity, service, and location markup right the first time, with evidence that it validates.

And for anyone who'd rather do it themselves, there are Schema Packs — the decision guides and templates, without me.

Everything is scoped and priced in writing before it starts. Nothing here comes with a ranking promise.

What this isn't

Not an AI agency. Not a marketing agency. Not a full-service SEO shop. Not a SaaS platform, and not a reseller network.

One person, one technical layer, done properly. If you need content, links, ads, or a growth strategy, I'm not the right call — and I'll say so on the first one rather than after the invoice.

Where this goes next

Structured data is the starting point, not the ceiling. The longer-term direction is a fulfillment operation for the kind of work most teams postpone — complicated, repetitive, technically demanding, and easy to do badly. Structured data earned first position because it's the layer that's most consistently broken and most rarely documented.

That's a direction, not an announcement. What you can buy today is on the services pages, priced and scoped. Everything else has to be earned in the work first.

The work matters on its own terms. But the reason I do it — the one running underneath all of it — is simpler than any business plan.

I'm building something that lasts. Something with proof, with depth, with the kind of output that speaks for itself. A business my fiancée and children can point to and say: he built that right.

That's the legacy. The craft is how you earn it.

The mission

The Project E.V.I.L. exists to make the structured data layer of the web more accurate, more useful, and better documented.

One site at a time.

Start somewhere small

Agencies: bring one client site to a fit call. Twenty minutes, NDA-friendly, no obligation.

Everyone else: run the free automated scan and see what's actually there before you pay anyone to change it.

Book a Fit CallRun the Free E.V.I.L. Scan