# khoa.work > The personal site of Khoa, a digital marketer in Hội An, Vietnam — helping brands grow online. Selected work and writing. ## Experience - Sartoro — Operations Associate (2024 — Present): runs the product line end to end for a 7-figure Shopify store; doubled organic traffic (2×), about US$3,000/month saved vs an agency, luxury line ~60% of revenue, in-house AI content pipelines, early-mover GEO. - Insurance Direct Canada · Orca Financial (Canada) — Digital marketing, SEO and content. - Hoiana (Vietnam) — B2B mass marketing · integrated resort. - Education: University of Foreign Languages — English Language. Languages: English (fluent) · Vietnamese (native). ## Work - [SoiTarot](https://khoa.work/work/soitarot): A tarot site was a 3am idea: a bet that I could win a competitive Vietnamese niche with programmatic SEO, built almost entirely by AI, in about a week. SoiTarot - [Jarvis](https://khoa.work/work/jarvis): Jarvis is a marketing operating system I'm building for a Shopify brand — named, yes, after the assistant in Iron Man. Its job is unglamorous and badly needed: - [Athena Chess](https://khoa.work/work/athena-chess): Athena Chess (CLB Cờ Vua Athena) is the leading children's chess academy in Đà Nẵng — five branches, 5,000+ students since 2018, 30+ tournaments hosted, and coa - [Vietnam Golf Discovery](https://khoa.work/work/golf-discovery): Vietnam Golf Discovery (golfdiscovery.vn) is a tee-time discovery and booking platform for golf in central Vietnam — the championship coastline around Đà Nẵng a - [URBAN XXV](https://khoa.work/work/urban-xxv): URBAN XXV is my own thing — a Vietnamese niche-perfume brand built on one idea: a fragrance is a place you can wear. The debut NYC collection maps three scents - [Fingo Private Tours](https://khoa.work/work/fingo-private-tours): Fingo Private Tours is a Hoi An native's private-tour brand — small groups of six guests at most, the Old Town and the countryside, led by a guide who grew up t - [Hoi An Vibes Tours](https://khoa.work/work/hoi-an-vibes-tours): Hoi An Vibes Tours is a private day-trip operator in central Vietnam — Hoi An, Đà Nẵng, Huế, My Son, and the countryside — run by a licensed local guide with se - [Resolution](https://khoa.work/work/resolution): What I was trying to figure out: why every thinking tool I'd used left me with more notes and no more clarity. I had years of Notion, of Obsidian, of a thousand - [Mainspring](https://khoa.work/work/mainspring): What I was trying to figure out: whether a task manager could make me feel calmer instead of more accountable. I'd used the powerful ones — the ones with projec - [Fathom](https://khoa.work/work/fathom): What I was trying to figure out: whether you can measure whether writing is working without spying on the people reading it. I wanted to know if my posts were a ## Writing - [Measuring AI citations when there's no analytics for it](https://khoa.work/writing/measuring-ai-citations): There's no Search Console for ChatGPT. Here's how I track whether AI is citing a brand — the proxies, the manual checks, and what's actually worth watching. - [What llms.txt is — and whether it earns its place](https://khoa.work/writing/llms-txt): A tiny markdown file that hands AI a clean map of your site. What it does, how to write a good one, and an honest take on whether it's working yet. - [Make your site legible to a machine that answers](https://khoa.work/writing/legible-to-ai): Before an AI can cite you, it has to read you. Server rendering, clean structure, and schema are the line between being quoted and being skipped. - [Generative engine optimization, end to end](https://khoa.work/writing/generative-engine-optimization): GEO isn't a new dark art — it's SEO pointed at the machines that answer instead of the ones that rank. Here's the whole playbook: who's reading, what gets cited, and how to know if it's working. - [Two different animals](https://khoa.work/writing/two-different-animals): Half of SoiTarot is built for machines to crawl. The other half is built for a person to play with. They share a brand and almost nothing else. - [The fence around the machine](https://khoa.work/writing/the-fence-around-the-machine): When generating a page costs nothing, the page isn't the product. The gate that decides whether it ships is. - [The bottleneck moved](https://khoa.work/writing/the-bottleneck-moved): I built a thousand-page site in about a week with a room of AI agents. The interesting part wasn't the speed. - [Ship evidence, not features](https://khoa.work/writing/ship-evidence-not-features): How I'm building a marketing tool by proving it works — one side-by-side demo at a time — instead of stacking features nobody trusts yet. - [One house style, a thousand images](https://khoa.work/writing/one-house-style): The thing that keeps a thousand AI-generated images from reading as slop isn't a better model. It's one art direction, held without mercy. - [Motion under a Core Web Vitals budget](https://khoa.work/writing/motion-under-a-cwv-budget): How SoiTarot got animation that feels alive on the interactive pages without wrecking performance across fifteen thousand SEO ones. - [MCP-first marketing ops](https://khoa.work/writing/mcp-first-marketing-ops): Why I wrapped every data source — Shopify, Meta Ads, Search Console — as its own MCP server instead of one big script. The boring decision that makes everything else composable. - [Marketing engineering](https://khoa.work/writing/marketing-engineering): I named it Jarvis. It pulls every scattered marketing number — Meta, Google, TikTok, Search Console — into one place a business owner can actually read. Here's the thesis behind building it. - [The inbox that drafts itself](https://khoa.work/writing/inbox-that-drafts-itself): The newest slice of Jarvis: a support inbox that reads the thread, checks the order, and writes the reply — as a draft, never sent. - [Designing a brand before a line of code](https://khoa.work/writing/designing-a-brand-before-code): How SoiTarot got a look before it got a build — three directions, one locked art direction, and a design system a machine could hold the line on. - [Combinatorial SEO](https://khoa.work/writing/combinatorial-seo): Why one person can win a content-hungry niche: a lot of search demand is just combinations, and combinations are exactly what a system is good at. - [The answer engines haven't called](https://khoa.work/writing/answer-engines): I did the AEO work — llms.txt, structured data, doors open to every AI crawler. ChatGPT still hasn't cited SoiTarot once. Here's why that's exactly what I'd expect. - [A room of agents](https://khoa.work/writing/a-room-of-agents): One agent doing everything is a mess. The trick to building SoiTarot solo was a small team of them that could hand work off without me in the middle. - [The cost of a default](https://khoa.work/writing/cost-of-a-default): Every default is a decision someone made for a thousand people. Most of them are wrong. - [Notes on shipping slowly](https://khoa.work/writing/shipping-slowly): A defense of the unhurried build, written for an audience of one — me. ## Pages - [About](https://khoa.work/about): Who is Khoa. - [Services](https://khoa.work/services): What Khoa offers — SEO & GEO, Next.js web builds, AI content pipelines, and growth ops. Remote, async, worldwide. - [Tools](https://khoa.work/tools): Free AI-readiness checker — paste a URL to score llms.txt, AI-crawler access, schema, server-rendering, and meta. ## Full text - [Full content for LLMs](https://khoa.work/llms-full.txt): every page's full text in one file, for deep ingestion.