Arvind Kumar

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Arvind Kumar · Senior full-stack WordPress developer Built to be found, cited and convert.

I’m Arvind Kumar, a senior full-stack WordPress developer and SEO, AEO and GEO specialist. I design, build and run WordPress for B2B software companies: the interface, the theme, the plugins, the deploy pipeline, the search strategy that gets a site quoted by Google and by language models, and the MCP and WebMCP layer that lets AI agents use it. Before that I ran e-commerce for a tool and machinery retailer and built more than seventy sites at three agencies, designing many of them myself.

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currently WordPress & SEO Specialist at an enterprise software company

Under the hood: the stack I make things happen with.

The platforms, technologies, and systems powering the work. From CMS architecture and frontend development to SEO, analytics, integrations, and automation: where ideas turn into things that run.

The periodic table of my stack: what each one is, how well I know it and where I used it

03 · Websites

A website is the calling card now. These are the ones I ran, end to end.

Global Preservation Strategies website
Atlas Tools & Machinery store
BlueCat Networks website

4 production websites I managed

All websites

Sites I managed end to end: theme, plugins, servers, pipeline, performance, search. Shown as they looked when I ran them, with my role stated exactly.

04 · Design

Running a site is half the job. I design them too, from the first wireframe to launch.

Scroll-to-top ring that turns as you scroll
AaMontserratGeometric sans · 600 headings, 400 text
Yachting Club Color Palette#0a3161#b31942#2a2a2a#ffffff

Sites I designed, UX/UI to launch

See the design work

Most of my agency builds started as a sitemap and a live mockup. These are some of the sites I designed as well as built, each with its palette and type. For several of these clients I also built the brand guidelines, at no charge.

05 · Built

And I build them. These came out of my agency years.

Ñan Magazine
Campus Adventures
Amati Foods

Websites I built

See them all

Before I ran websites in-house, I designed and built them for agency clients: private clubs in four countries, lodges and hotels in the Galápagos and the Andes, an airline, a hotel chain, food brands and shops, fitness and yoga platforms, a magazine, an energy news site and a charity.

70+

client websites built and run

15+

industries, from private clubs to an airline

8

countries, from Canada to Singapore and Ecuador

10+

years in the industry

  • Country club
  • Country club
  • Country club
  • Country club
  • Golf club
  • Club community
  • Country club
  • Country club
  • Golf club
  • Golf club
  • Golf club
  • Golf club
  • Country club
  • Tourism
  • Tourism
  • Tourism
  • Tourism
  • Tourism
  • Charity
  • Tourism
  • Aviation
  • Fitness
  • Fashion
  • Retail
  • Healthcare
  • Education
  • Marketplace
  • Marketing
  • Retail
  • Healthcare
  • Industrial services
  • Manufacturing
  • Nonprofit
  • Energy
  • IT services
  • Agriculture
  • Telecommunications
  • Education
  • Client website
  • Client website
  • Sport
  • Civic tech
  • Manufacturing
  • Retail
  • Client website
  • Client website
  • Client website
  • Client website
  • Food
  • Client website

See all of my work

06 · Plugins

When a site needs something no plugin does, I write it.

<?php
/**
 * Plugin Name: AI Workbench Hub
 * Description: One door for every AI task on the site.
 * Author:      Arvind Kumar
 * Requires PHP: 8.1
 */
add_action( 'init', function () {
	wp_register_ability( 'ak/draft', [
		'callback' => 'ak_draft',
		'permission' => 'edit_posts',
	] );
} );

WordPress plugins, written, not bought

All plugins

I write the plugins that don’t exist yet, and replace the ones that weigh four megabytes. Pick one to see how it works.

AI Workbench Hub

The hub of an open framework for AI on WordPress: one door for every AI task on a site, and the MCP server AI agents use to work on it safely.

  1. 01MCPRequestEditor, plugin or agent
  2. 02AIContextThe site's own content
  3. 03AIModelOpenAI, Anthropic or Gemini
  4. 04AIOperationsNo raw markup
  5. 05ChecksDesign system and role
  6. 06ReviewA person publishes

WordPress, WP REST API, Abilities API, MCP, OpenAI, Anthropic and Gemini APIs, embeddings

Read the case study: AI Workbench Hub

AI Content Planner

Reads a month of search, analytics and AI visibility data, and works with the editor on what to publish next.

  1. 01GatherA month of data
  2. 02AIReadWith the editor
  3. 03AIProposeA slate
  4. 04ChooseThe editor decides
  5. 05BriefReady to write
  6. 06MeasureNext month

WordPress, Search Console API, GA4 Data API, keyword research data, OpenAI, Anthropic and Gemini APIs, embeddings

Read the case study: AI Content Planner

AI Conversion

Turns visitors and AI agents into leads: forms an agent can fill through WebMCP, submissions that are never dropped, and AI-drafted follow-up for a person to approve.

  1. 01FormIn the site's design
  2. 02MCPAgentThrough WebMCP
  3. 03CheckSpam and abuse
  4. 04DeliverUntil the CRM confirms
  5. 05AIFollow upEmail drafted
  6. 06ApproveA person sends

WordPress, WebMCP, CRM APIs, WP REST API, Action Scheduler, OpenAI, Anthropic and Gemini APIs

Read the case study: AI Conversion

Paymentez gateway for WooCommerce

Card payments in WooCommerce through a regional processor that had no plugin.

  1. 01CheckoutThe shopper pays
  2. 02TokeniseCard becomes a token
  3. 03AuthoriseThen capture
  4. 04WebhookReconciliation
  5. 05RefundFrom the order screen

PHP, WooCommerce payment gateway API, Paymentez API

Read the case study: Paymentez gateway for WooCommerce

Tock booking integration

Reservations on the restaurant's own site, not a hand-off to the booking platform.

  1. 01GuestOn the restaurant's site
  2. 02AvailabilityFrom Tock
  3. 03BookingEmbedded in the page
  4. 04BookedBrand intact

PHP, Tock API, WordPress

Read the case study: Tock booking integration

07 · Search

A site that works still has to be found, by people and by AI.

SEOBe found.
AEOBe the answer.
GEOBe cited by AI.

SEO, AEO and GEO, measured

How I work on search

Ranking is table stakes. The question now is whether a model quotes you when someone asks. I treat a website as a source document: schema that is actually correct, pages that answer one question each, canonicals that point home, and a measurement loop that tracks citation share against competitors, not just positions.

Track record

Build the pages AI engines quote.

7+years of SEO, on every site I have built

2+years of AEO and GEO, from e‑commerce to enterprise B2B

> who should own the website at a B2B software company?

Someone who can write the theme, the plugins and the deploy pipeline, and who measures whether the site gets cited, not only whether it ranks. One person owning all four layers removes the hand-offs that make B2B sites slow to change.[1]

  1. [1] arvindkumar.ca · SEO · AEO · GEO

Example answer: the kind of citation I build sites to earn.

SEO: Search engine optimization

Be found.

  • Canonicals, redirects and sitemaps that point home
  • Schema that matches the page, not a plugin default
  • Core Web Vitals and clean markup

2xorganic traffic for a regulated UK fund manager

AEO: Answer engine optimization

Be the answer.

  • Content hubs built around real buyer intents
  • Key takeaways and quotable stats at the top of pages
  • EMA, GigaOm and Omdia analyst reports fast-tracked onto the site
  • FAQs restructured for answer engines, plus an llms.txt
  • Gated PDFs turned into pages that can be quoted

20+content hubs written to be cited in AI answers

GEO: Generative engine optimization

Be cited by AI.

  • A fixed benchmark of real buyer questions
  • Monthly checks across ChatGPT, Gemini, Claude and Perplexity
  • Citation share tracked against competitors

4AI engines checked every month

08 · E-commerce

Being found only counts if it converts.

Gaumen Freunde store
Mantis store
Atlas Tools & Machinery store

E-commerce that sells, on WooCommerce and BigCommerce

The commerce work

TOOLS AND MACHINERY COMPANY

Senior Manager, E-Commerce

2024 to 2026

  • BigCommerce storefront revamp1
  • Product configurator1
  • API-first catalogue, GraphQL inventory sync1
  • Promotions rules engine1
  • Amazon connected for shared fulfillment1
  • Klaviyo flows for abandoned carts1
SKUS IN THE CATALOGUE20,000+
  • Before: custom plugins for agency clients✓

THANK YOU FOR SHOPPING · NO RETURNS ON SHIPPED CODE

A store is a website where every slow page has a price tag. I ran e-commerce for a tool and machinery retailer, which is where my performance-first habit comes from: the fastest catalogue page is also the one that sells.

20%

higher conversion on the store I ran

18%

fewer abandoned carts

09 · About

That is the work. Here is the person behind it, as a changelog.

Arvind Kumar presenting at ICGS3 2019: the ransomware and SCADA paper, published by IEEE
At the TeamQ desk, 2021: "Yo hago el WordPress que tú necesitas"
First day at Atlas Tools & Machinery, 2024, with the welcome sign

About Arvind Kumar, as a changelog

Full changelog

I am the web person at BlueCat Networks, and I have been the e-commerce manager at a retailer, a senior developer at a club software vendor, a part-time professor and the lead of a distributed WordPress team. The common thread: I would rather build the tool than wait for it.

How I lead

I have led a remote team of 10+ developers, three staff and two agencies in weekly sprints, and mentored developers, an intern and my students. More on About

How I work with AI

I use AI as a production tool, with clear boundaries. The architecture, the base and the critical code are mine; I write the specifications and review every change before it ships. AI helps me deliver faster and stress-test what I build. The standards around it do not move: Playwright tests on the plugins I build, a pipeline for every deploy, and measurement on every page.

v5.0BlueCat Networks

2026-01 · current

WordPress & SEO Specialist · the only in-house web person

  • Added custom WordPress plugins, written in-house
  • Added 20+ content hubs around ten buyer intents, written to be cited in AI answers
  • Added key takeaways, FAQs and an llms.txt, so answer engines can read and quote the site
  • Changed theme deploys to an automated pipeline, with one flow from staging to production
  • Fixed redirects and canonicals as acquired brands moved onto the main domain
  • Removed manual deploys

v4.0Atlas Tools & Machinery

2024-09 to 2026-01

Senior Manager, E-Commerce & Development · atlas-machinery.com ↗

  • Added the hammer builder, a product configurator customers use to spec and buy a custom hammer
  • Added a promotions rules engine, so marketing launches offers without waiting on development
  • Added Amazon connected to BigCommerce for shared fulfillment and reconciliation; Klaviyo flows for abandoned carts
  • Changed a 20,000+ SKU BigCommerce store to an API-first setup on GraphQL, with real-time inventory sync
  • Changed merchandising from a backlog to automated workflows with validation rules and image compression
  • Fixed Core Web Vitals, through image handling, code splitting and schema

Before that

Conestoga College, Jonas Club Software, TeamQ Developers and more, back to 2017.

View the full changelog

4 questions about Arvind Kumar, answered

Who is Arvind Kumar?

I'm a senior full-stack WordPress developer and SEO, AEO and GEO specialist. I design, build and run WordPress for B2B software companies: the interface, the theme, the plugins, the deploy pipeline and the search strategy that gets a site quoted by Google and by language models. Today I'm the only in-house web person at an enterprise software company.

What are SEO, AEO and GEO?

SEO makes a site findable in classic search. AEO, answer engine optimization, shapes each page so an answer engine can lift a passage that answers the question. GEO, generative engine optimization, aims for citations: of the answers a model gives about a category, how many point at your site. I work on all three, starting with technical SEO.

What results has Arvind delivered?

Conversion rose 20% and cart abandonment fell 18% on a 20,000+ SKU store I ran, and organic traffic doubled for a regulated UK fund manager. In my current role I own a B2B software company's website end to end, including more than 20 content hubs built to be cited in AI answers.

Does Arvind build custom WordPress plugins?

Yes. When the plugin I need does not exist, or exists and weighs four megabytes, I write it. On this site: my open framework for AI on WordPress, led by a hub every AI task goes through with an MCP server for AI agents, and plugins I built for clients, from a payment gateway to a booking integration.