Work With Tony
I build crawl architecture for sites with millions of pages. If search engines can't find your pages, nothing else matters.
About Tony Aly
I'm the practitioner who created Root-Indexed Browse Architecture (RIBA) — the mathematical framework for building crawl-efficient browse hierarchies at any scale.
I've spent my career working with large-scale sites: e-commerce catalogs with millions of products, classifieds platforms with tens of millions of listings, and content sites with hundreds of thousands of articles. The common thread: sites that are too big for conventional SEO.
BigDataSEO.com is everything I've learned, formalized into a specification, built into tools, and made available to the industry.
Work History
The sites and companies where I developed the large-scale SEO patterns that became RIBA.
Reunion.com / MyLife.com
People-search platform with 300M+ profiles. Designed the browse architecture that made hundreds of millions of name-based landing pages discoverable. First encounter with the bucket-size problem that would eventually become RIBA.
JDate
Dating platform where I built location-based browse pages for every city and metro area. Learned how to structure geo-taxonomies for crawl efficiency when you have tens of thousands of location permutations.
TheNerds.net
Scholarship search engine with millions of listings. Built the faceted browse architecture that balanced user navigation with crawl budget constraints. Early experiments with what would become the tree-depth optimization formula.
eLibrary / HighBeam Research
Content aggregation platform with millions of articles and research papers. Architected the topic-based browse hierarchy that Google could actually crawl, replacing a pagination-heavy system that was leaving 80% of content unindexed.
Realtor.com
One of the largest real estate sites in the US with millions of property listings across every market. Worked on the location architecture and browse page strategy for a dataset that changes daily. This is where I first formalized the bucket-size calculations that became RIBA v1.0.
ZipRecruiter
Job search platform with tens of millions of job listings. Applied and refined RIBA principles at massive scale — job title × location combinations creating billions of potential browse permutations. Proved that RIBA works for the largest datasets in any vertical.
What I Do
I focus exclusively on the structural problems that break SEO at scale. If your site has fewer than 10,000 pages, you probably don't need me.
Crawl Architecture Audit
A comprehensive RIBA audit of your current site architecture. I'll score your site across 7 dimensions, identify the structural problems killing your indexation rate, and deliver a prioritized remediation plan.
- 7-dimension RIBA score with detailed analysis
- Crawl budget waste identification
- URL proliferation and duplication mapping
- Depth analysis and flattening recommendations
- Competitive architecture comparison
RIBA Implementation
I'll design and help implement a RIBA browse architecture for your dataset. This is the core engagement — replacing deep pagination, bloated faceted navigation, and unbalanced category trees with a mathematically optimal browse structure.
- Custom bucket size and tree depth calculation
- Browse page template specification
- Internal linking architecture
- Sitemap and IndexNow integration
- Schema.org markup templates
Large-Scale Technical SEO
Beyond architecture: the full range of technical SEO problems that only exist at scale. Rendering, JavaScript SEO, log analysis, crawl budget optimization, and programmatic content strategy.
- Server-side rendering strategy
- Log file analysis and crawl pattern optimization
- Programmatic content template design
- International and multi-market architecture
- Migration planning for large-scale URL changes
How It Works
Submit Your Request
Fill out the form below with your site details. I'll review your submission and respond within 48 hours with scope, timeline, and an invoice for the $500 architecture review fee.
Architecture Audit
I audit your current architecture using the RIBA framework. You get a detailed report with scores, findings, and prioritized recommendations. This is usually a 2-week deliverable.
Review Call
30-minute call to walk through findings, answer questions, and discuss implementation priorities. I'll tell you exactly what to fix first for maximum crawl impact.
Implementation Support
If you want hands-on help implementing the recommendations, we scope a custom engagement. I work with your engineering team on browse page templates, internal linking, sitemaps, and schema.
Who This Is For
Good Fit
- E-commerce sites with 100K+ products
- Classifieds and marketplace platforms
- Large content publishers and news sites
- Real estate, travel, and listing sites
- SaaS platforms with large user-generated content
- Sites experiencing indexation rate problems
Not a Fit
- Sites under 10,000 pages
- Link building or outreach services
- Content writing or copywriting
- Local SEO or Google Business Profile
- Social media marketing
- PPC or paid advertising
Request an Architecture Review
Tell me about your site and your challenges. The architecture review ($500) includes a full RIBA audit report and a 30-minute review call. I'll follow up with scope and invoice details.