About the practice
About ProfileArchitect
ProfileArchitect is an executive digital architecture practice. We audit how search engines and AI assistants describe senior leaders, then build owned, AI-readable profiles so those descriptions are accurate. The practice is based in Kuala Lumpur and works with executives in Singapore, Malaysia and across Asia-Pacific.
Why the practice exists
A growing share of first impressions now come from an AI-generated answer rather than a list of links. Those answers are assembled from whatever sources are available, and for many accomplished people that means outdated bios, a namesake's news coverage or a thin LinkedIn summary.
Reputation agencies typically work on suppressing negative results. ProfileArchitect works on the other side of the problem: making sure there is a clear, current, authoritative source about you that search engines and assistants can find, trust and cite.
Founder: Ben Yeoh
Digital Performance Architect · HRD Corp accredited trainer · Kuala Lumpur
Ben Yeoh is the founder of ProfileArchitect and works as a Digital Performance Architect from Kuala Lumpur. His job is to make sure that when a client's name is typed into Google, or asked about in ChatGPT, Gemini or Perplexity, the answer that comes back is accurate, current and drawn from pages the client controls.
He arrived at this work from an unusual direction. For 18 years he worked in corporate training and performance coaching: more than 7,000 people, corporate workshops for Malaysia Airlines, DHL, Petronas, Maxis and Unilever, and programmes with Melbourne Business School and INTI. He is an HRD Corp accredited trainer in Malaysia, holds a BHK from the University of British Columbia and is a Certified Strength and Conditioning Specialist (NSCA). He has appeared on ESPN and NTV7 and wrote for Shape Magazine as its in-house trainer and columnist. The lesson he brought with him is that lasting results come from systems that are measured and maintained, not from one-off effort.
Alongside that career he has built and run his own websites since 2010, and search is how he won many of those corporate clients. ProfileArchitect brings that work to other leaders: owned profile sites, structured entity data, and search and AI baselines that can be re-run as models change. His technical training includes Semrush certifications in SEO and AI search, and generative AI coursework from Google Cloud and Databricks. His own site, benyeoh.com, is the practice's reference build.
Away from work he races ultra-distance trail events, including the UTMB Chiang Mai 100K.
How we work
Evidence before advice
Every engagement starts from a recorded baseline of what Google and AI assistants actually say, with screenshots and sources, not opinion.
Owned over rented
We build on pages you control. Social profiles and media coverage matter, but they should point back to one authoritative source about you.
Honest fit
Not every application is accepted. If we are not the right fit, or the problem is not one we solve, we say so.
Measured, then maintained
AI models and search results keep changing. We re-run the same baseline over time so progress is visible, not assumed.
Questions about the practice
- Who founded ProfileArchitect?
- Ben Yeoh, a Digital Performance Architect and HRD Corp accredited trainer based in Kuala Lumpur. He spent 18 years in human performance coaching before focusing on how executives are represented in search and AI, and he reviews every audit application personally.
- Where is ProfileArchitect based?
- Kuala Lumpur, Malaysia. The practice works with executives in Singapore, Malaysia and across Asia-Pacific.
See what search and AI say about you
Start with the free diagnostic, or apply for a full audit if you already know you need one.