My name is Rishi Asthana. I started RR Web Services in 2007 — before Google Panda, before Penguin, before AI search was a concept. What I've learned across 18 years and 250+ campaigns is simple: the only SEO that survives every algorithm change is the kind built on genuine authority. That's all we do.
I got into SEO in 2007 when it was still a craft most businesses had never heard of. The first years were spent learning what actually moved rankings — not by reading forums, but by building sites, running experiments, and watching closely what Google rewarded versus what it eventually penalised.
That discipline paid off. When Google launched Panda in 2011, every client who had taken shortcuts lost rankings overnight. Mine didn't. When Penguin targeted manipulative links in 2012, the same thing happened. I had been building real links for real reasons. When Hummingbird shifted search toward semantic understanding, I was already building content around topics rather than keywords. When E-E-A-T became the framework for quality, I was already building author authority into every engagement.
The pattern held across 18 years. Every update validated the same principle: build the genuinely best answer to the questions people are asking, in a way search engines can understand, and you win long-term. That is the only SEO approach with an unlimited shelf life.
Today I work primarily as the invisible SEO department for digital, PR, and branding agencies across the US, UK, and Australia — and directly with ambitious businesses that understand the difference between SEO as an expense and SEO as a compounding asset. Every engagement is led by me personally. Not handed to a team you never meet.
Every engagement is led by me personally. Start with the SEO Clarity report — see the quality of my thinking before committing to anything.