About
I’m Yash Tulsyani — a growth systems architect designing organic discoverability infrastructure for modern SaaS companies. My work sits at the intersection of SEO systems↗, AI-search visibility↗, and utility-led acquisition↗.
Most growth advice is shaped by the channel it was sold through. I’m interested in the underlying system — how discoverability ecosystems behave under AI search, how utility compounds where content decays, and how SaaS companies design infrastructure they own forever. If you want the short version: here’s what I’m working on now→.
Personal updates
A chronological log of milestones, launches, and notable moments — kept here because timelines are easier to read than long bios.
BetterBugs crossed 40L+ monthly impressions
The utility-led SEO engine compounded into 40L+ impressions and 2L+ organic clicks per month. Documented the full architecture as a case study.
Published a framework for AI-citation surface
A working model for engineering content to be cited by ChatGPT, Perplexity, and the next search layer — chunking, entities, and source signals.
Shipped the Topical Map Generator
A free utility for SaaS founders to model entity coverage and topical clustering from a single seed term — the first in a series of public tools.
QAble case study published
How a QA services company built topical authority through entity-mapped editorial architecture — the second long-form case study on this site.
Launched yashtulsyani.com v2
Rebuilt the personal site as an operator workspace — sidebar navigation, dark mode, and a calmer editorial system inspired by modern dev portfolios.
Started writing publicly on AI-search infrastructure
Began a weekly publishing rhythm on the citation layer, discoverability ecosystems, and how SaaS distribution will be shaped by AI retrieval.
Joined BetterBugs as Growth Lead
Took on full ownership of organic growth infrastructure — SEO architecture, content systems, and the utility-led acquisition model.
Began building free SEO utilities
Started shipping small public tools — schema validators, snippet previewers, topical mappers — as a thesis on utility-led acquisition.
First SEO consulting engagement
Started taking on SaaS SEO retainers — the work that eventually shaped my system-design approach to organic growth.
Stack & tooling
A snapshot of the systems and software I use day-to-day for research, building, writing, and shipping.
Career
A condensed timeline of the work that shaped my approach to organic growth — most of it is detailed on LinkedIn ↗.
Growth Lead at BetterBugs
Architecting and operating the organic growth system. Led the design of the utility-led SEO engine that compounded into 40L+ monthly impressions and 2L+ organic clicks. Owns SEO, content systems, and AI-search visibility.
Senior SEO Strategist at QAble
Built topical authority for a QA services company from zero. Designed entity-mapped editorial architecture, internal linking models, and content velocity systems that became the second case study on this site.
Independent SEO Consultant
Worked with SaaS companies on SEO architecture, content systems, and discoverability infrastructure. This is where the systems-design mindset took shape — and where I first noticed how badly campaign-thinking dates in modern search.
SEO & Content Specialist
In-house SEO work across e-commerce and SaaS — the foundational years where I learned what compounds and what doesn’t.
How this site was made
A short colophon — for the people who care about how things are built (which, if you’re reading this far, is probably you).
This site is structurally inspired by Adam Durrant’s portfolio ↗ — specifically its persistent sidebar, editorial rhythm, and operator-feel composition. I rebuilt the system from scratch in a different visual language to make it my own.
It’s deliberately built on a stack I don’t normally use day-to-day:
- WordPress with the Kadence theme as the content platform — chosen for write-anywhere portability rather than developer ergonomics.
- Custom HTML blocks for every page section — each block is fully self-contained (HTML + CSS + JS in one file), with prefixed class names to prevent theme conflicts.
- Inter as the primary typeface, with JetBrains Mono for keyboard shortcuts and timestamps. Light is default; dark is user-toggled and remembered in localStorage.
- No frameworks, no build steps, no bundlers — every interaction is vanilla JavaScript and CSS variables. The whole site loads in under one round-trip on a cold cache.
I chose this constraint partly as a stress test of utility-led SEO principles→, partly because I wanted to prove that a calm, premium operator site doesn’t need 14 npm packages and a CDN to feel modern.
If you want to lift the design system or borrow a section, that’s fine — the code isn’t sacred. Just don’t copy the wording, please.
Contact
Best for systems thinking — long emails welcome
Arrange a call
30 minutes, no pitch — let’s talk systems
Stay in touch
I’m most responsive on LinkedIn