Google Search
Michael Schwarz
I spent part of my career inside Google Search. I now work directly with a very small number of companies whose organic search has collapsed — and needs to come back.
I joined Google Search in the days when BMW was removed from the index.
Back then, penalties were part of keeping the results clean. Sites could disappear overnight. Traffic vanished. In some cases the business went with it.
What struck me was that the company itself usually wasn’t the problem. It had hired an SEO agency or a consultant, followed the advice, and was now living with the consequences.
I thought there had to be a better way to do this.
SEO the way
Google would
do it.
Not an agency sitting on the outside. An extension of the client’s own team. That idea became Improove.
I exited Improove in 2022. After stepping away from corporate life and running a large organization, I returned to the part of the work I had always enjoyed most.
Firefighting.
When organic search suddenly collapses, there is very little room for theory. Sometimes entire teams, and the future of a business, are tied to what happens next.
Those are the situations in which I do my best work.
One of my recent recoveries. Client confidential — as they always are.
I work with only a handful of companies a year.
There are two reasons.
It’s only me.
After running Improove with a large team, I deliberately chose the opposite. No junior team. No delegation. I want visibility into every important detail — because in a life-or-death search situation, the details are where recovery is won or lost.
Sometimes my answer is no.
My reputation rests on outcomes, so before I take anything on, I do the due diligence myself — and I share the assessment before we ever discuss a contract.
- What actually happened?
- Is management willing to make difficult decisions?
- And most of all: is the site actually recoverable?
Some sites are recoverable in theory but not within any realistic timeframe, budget, or level of disruption. I would rather tell a company that before it spends money with me.
When I take something on, it’s because I’ve done the work beforehand and believe there is a clear path back.
If something has gone seriously wrong, you can reach me directly.
ms@michaelschwarz.nyc