Dylan Axelson
SEO Director
Dylan does not manage SEO from a dashboard. He lives in the data. Keyword gaps, technical audits, backlink profiles, crawl logs. While most agency SEO directors spend their days in meetings, Dylan spends his in the work itself.
This is not a director who oversees from a distance. Dylan has been hands-on, in-the-weeds, doing search engine optimization across dozens of industries and hundreds of campaigns since the agency started.
Background
What He Does
Dylan runs the entire SEO operation at Integrity Marketing. Every strategy, every audit, every ranking improvement traces back to his work. He handles technical SEO, on-page optimization, content strategy, and competitive analysis. When a client's rankings move, it is because Dylan found the gap and built the plan to close it.
He and Matt Russell built April AI together, Integrity's proprietary keyword research and content planning system. April is not off-the-shelf software with a new label. It was built from the ground up, encoding years of SEO frameworks into a tool that creates ideal customer profiles and generates content strategies targeted to who the client is actually trying to reach. Dylan continues to update and improve it as search evolves.
Beyond traditional SEO, Dylan leads the agency's GEO (Generative Engine Optimization) practice, helping clients get recommended by AI-powered search tools like Google's AI Overviews and ChatGPT.
"Most SEO fails because it starts with keywords instead of customers. We built April AI to flip that. Start with who the client is trying to reach, then figure out what those people are searching for. The rankings follow."
His Approach
Dylan is allergic to guesswork. Every recommendation he makes is backed by data. Not vanity metrics like impressions or raw traffic, but the numbers that matter: ranking movement, qualified leads, and revenue impact.
He does not rely on the same playbook for every client. He researches each business, studies their competitors, identifies where they can realistically win, and builds a strategy around those specific opportunities. Cookie-cutter SEO does not exist in his vocabulary.
His philosophy is simple: understand the algorithm, understand the business, find the intersection. That is where rankings happen.
The Person
Dylan is the kind of SEO who gets excited about a core algorithm update. Not anxious. Excited. Because he has built systems designed to adapt, and every update is a chance to prove they work.
He stays current on everything. New Google features, AI search shifts, schema changes, crawl budget optimizations. The SEO industry moves fast. Dylan moves faster.
From the blog
Articles by Dylan
How Long Does SEO Take? Honest Timelines | Integrity
Business owners want realistic timeline expectations. Month-by-month breakdown from audit to compounding returns, with real client data.
Why an SEO Audit Matters Before Spending | Integrity
Most businesses skip the audit and start spending. Here is why that approach wastes money and what a proper audit reveals.
Local SEO Guide for Service Businesses | Integrity
Step-by-step resource for improving local search visibility. GBP optimization, citations, reviews, and local content strategy.
The team
Meet the people you'll be working with
Ready to see what data-driven SEO looks like?
Talk to our team about how Dylan and the rest of Integrity can help your business.