About The SEO Academy

I'm Lay Nadji, and I founded The SEO Academy to share practical SEO knowledge that comes from real-world experience. My career started at the core of IT - servers, networks, infrastructure. For 20 years, I've worked at the foundation level of technology, understanding how the web actually functions beneath the surface.

This technical background gives me a unique perspective on SEO. I can diagnose technical issues, implement solutions that work seamlessly with development teams, and understand the full implications of technical decisions on search performance. I speak the language of both marketers and engineers, which helps me bridge gaps and solve problems more effectively.

Building Shiftcode

In 2019, I founded Shiftcode - an SEO and web agency built on the principle that effective SEO requires more than surface-level tactics. It demands a comprehensive understanding of web technology, user behavior, and search engine mechanics.

At Shiftcode, we don't just optimize websites - we engineer SEO solutions. Our approach combines technical precision with strategic thinking, delivering results that last because they're built on solid foundations rather than quick fixes.

Why Technical Knowledge Matters in SEO

My IT background means I understand server configuration, site architecture, page speed optimization, and complex technical implementations at a deeper level. Whether it's solving crawl issues, optimizing site performance, or implementing structured data, I know not just what needs to be done, but why it works and how to do it correctly.

This technical foundation allows me to identify opportunities and solve problems from a different angle. It's about understanding the underlying principles that make SEO strategies work.

Experience in Competitive Markets

I've spent years working with law firms - one of the most competitive and challenging niches in SEO. Legal SEO demands precision, strategy, and the ability to compete in highly saturated markets. This experience has sharpened my skills and proven my strategies in one of the toughest arenas in digital marketing.

My Teaching Philosophy

Through The SEO Academy, I share 20 years of technical knowledge and 15 years of SEO experience in a practical, actionable way. I cut through the jargon, eliminate the fluff, and teach what actually works based on my real-world experience.

I believe in honest communication about what SEO can and cannot do. You won't become an expert in 5 days - that takes years of practice. But you will get a solid foundation, clear understanding of fundamentals, and the right direction to continue learning and growing your SEO capabilities.