I'm Kiran Babu Thatha, a freelance SEO consultant and product analyst in Berlin. I spent four years at Wayfair working where technical SEO, data, and AI meet: page curation across millions of pages, ML internal linking, and AI search visibility across five brands and eight global stores. Now I do that work for clients.
Shipped products, recovered revenue, and growth measured against real KPIs, not vanity metrics.
My background sits at the seam between SEO strategy and applied data engineering. I started as a support engineer in banking and HR systems, resolving thousands of technical issues and automating over 200 manual processes, before moving to Germany for a Master's in Digital Engineering and joining Wayfair, where I scaled from intern to Senior Product Analyst.
At Wayfair, I worked on organic growth across five brands and eight international stores, partnering with Engineering, Product, and Content to align organic visibility with revenue. I shipped ML sentence-transformer models for internal linking, led page curation that cut indexable volume by 90% while keeping 98% of traffic, and built automation on the Claude and OpenAI APIs that lifted organic traffic by 5%. Since February 2026 I do this work independently for clients, alongside product experimentation and analytics.
What I care about: scale without manual toil. Most of my work ends in an automated pipeline, a self-service tool for non-technical teams, or a dashboard that replaces a recurring meeting. At Wayfair I pioneered Generative Engine Optimization (GEO), tracking visibility in Google AI Overviews, ChatGPT, and Perplexity and adapting content and schema so pages get cited by AI search. I build this kind of SEO tooling with Claude Code, custom Python crawlers, and the OpenAI and Anthropic APIs.
Outside of work I build at hackathons. I was runner-up at the Cyprus Hackathon with Workwise, an AI agent app. I read widely on culture, travel, and how systems get built.
From banking ETL pipelines in Hyderabad to multilingual SEO at Wayfair, and now independent consulting from Berlin. Every role has been about scale, automation, and decisions backed by data.
Brief case studies from my work at Wayfair: the problem, the approach, and the numbers that made it worth shipping.
Replaced older fuzzy-matching internal linking logic with an ML pipeline using sentence-transformer embeddings to surface the most semantically relevant link targets, rolled out across five global projects.
Built an MVP self-service tool that proactively monitored site health and blocked harmful changes to high-performing pages, letting non-SEO teams ship safely without bottlenecking on the SEO team.
A Python, NLP, and RegEx pipeline to detect and resolve duplication and cannibalisation across EN, DE, and FR content, turning a recurring quality problem into a one-time engineering fix.
Designed and led product direction for a Python-based content workflow using OpenAI LLMs, aligning generated copy with searcher intent, brand voice, and the marketing funnel across multiple global stores.
Six focused offerings drawn from production work at Wayfair. Engagements run as one-off audits, fixed-scope projects, or month-to-month retainers.
A working snapshot, not an exhaustive list. Tools earn their place by appearing in something I shipped.