At the beginning of 2025 I took everything I'd learned from hundreds of audits and started building Mazzen: an SEO tool that pairs a technical crawler with an entity audit engine. At first it was just some Python scripts to automate my own tasks, nothing sophisticated.

The crawler handles the standard technical checks: broken pages, canonical issues, crawl depth, meta tags, structured data, and so on. It's a fairly basic crawler, honestly, and there are other well-known options on the market that do this. One of the things I added that I haven't seen done well is an AI Fix function for people who aren't deep into SEO. It doesn't hand you a generic answer. It gives you a concrete fix for your specific problem, on your specific page, with reference to your own site. I also think Mazzen's crawler is friendlier on the UI/UX side, and I made a point of stripping out the clutter. Images are crawled separately from pages and live in their own tab. And the pages table shows only real content pages, no leftover CSS or JavaScript files. Compared with the better-known competitor, Mazzen's crawler can be a bit slower (especially on large sites), but the upside is that it runs in the cloud, so you can start an audit and come back to check it later.

The entity audit goes further. It looks at how search engines understand a website as an entity, where you or your competition sit competitively, and which entity signals matter in that sector. This is the kind of analysis I did by hand for clients for years, even before I was really aware of the entity concept in SEO. I always wondered whether I could copy the way search engines reason about a topic. Mazzen's entity audit is my attempt at that, with real limitations, of course.

Building a tool like this forces you to be precise about what actually matters in SEO and what's just noise. Precise is almost the wrong word for SEO these days, but one thing experience taught me is that search engines usually follow the logical path; they have every reason to be helpful and relevant to the end user. I know plenty of people will disagree, but I'll stand by it. Of course Google wants to monetize as much as it can, and of course it'll push in that direction wherever possible. But at the same time, its revenue comes from users. If people stop finding Google useful, they stop using it. And now that the market isn't as monopolized as it used to be, I think it has every reason to keep playing fair.

The one part of SEO I skipped entirely was black-hat tricks. I never believed they were a long-term play, so I avoided them and don't know much about that side. When I wasn't sure of the right approach, I'd ask myself the same thing: what's the logic here, how would Google handle this, and what does the user actually want? That was my "secret", and it held up. It's how I've kept projects from getting penalized or taking a big traffic drop. Or maybe I just got lucky.

I spent years trying to figure out Google, and I still can't say I've got it solved. It changes too often for that. But the results I've gotten for clients have always told me I'm on the right track, so I keep going.

For a long time I kept the tool to myself. It was nothing like its current form back then, just some Python scripts, and I assumed it would give me an edge worth protecting. Over time I changed my mind. So I opened it up to other people, at a price I think is more than fair, maybe even low, for what it does. I'm not trying to make big profits from it. I mainly want to cover my costs and earn some extra, enough to keep developing it (because it took a lot of time, energy, and sleepless nights, tbh). I just hope it's useful enough to other people that I can keep improving it, until it's as close to right as I can get it.