Meet the founder behind Surfaceddd.

I’m Alex Elantsev — also known as Ocean.

I’m originally from Perth, Western Australia, and these days I run Surfaceddd remotely from Thailand. Before this, I was already doing the work the hard way: building websites and getting local trades found online. Fencing contractors. Barbers. The kind of businesses that live and die by whether the right person finds them at the right moment.

Somewhere along the way, I noticed the ground moving. Customers were still using Google, but some were also askingChatGPT, Gemini, whatever’s on their phone — “who’s the best [trade] near me?” Businesses that were visible in traditional search did not always appear in those AI-assisted answers, which created a separate measurement and content problem.

That’s the reason Surfaceddd exists. Local trades often have strong real-world reputations but incomplete or inconsistent digital information. I help improve the technical, content and third-party signals that make those businesses easier to understand and verify. No one can control an external AI answer, so the work is measured rather than guaranteed.

I’m not a faceless agency reselling SEO with a new label. It’s hands-on, founder-run, and built specifically for the local businesses I already understand.