Over the past ten years, I have worked on the organic growth of digital projects in highly competitive markets, often in
international and multilingual environments. I have developed SEO strategies for global platforms, marketplaces, and sites with complex architectures, working closely with product teams, developers, and marketing, sales, and business stakeholders.
In recent years, my work has evolved towards
integrating SEO, content, product, and artificial intelligence, with a particular focus on the new paradigms of generative search such as AEO and GEO.
SEO Strategy
Defining the
SEO strategy is always the starting point for any project.
It means analyzing the market, understanding user search intent, and building a sustainable organic growth plan over time. In my work, I have developed SEO strategies for projects across various sectors, including utilities, proptech, marketplaces, fintech, and digital publishing.
Some examples:
- Defining SEO strategies for international platforms, such as Spotahome (>10K landing pages online);
- Planning SEO roadmaps integrated with product and development teams, like at Small World (rebuilding website architecture and cleaning code for Core Web Vitals compliance);
- Competitive analysis, benchmarking, and market study from a product growth perspective;
- Building large-scale organic growth strategies.
I have worked on
international projects for companies operating across Europe and globally, such as Jobatus, Selectra, Spotahome, Small World, and Ria. In these contexts, I contributed to organic growth in multiple European and international markets, working on platforms with thousands of landing pages and complex architectures.
Technical SEO
Technical SEO is one of the areas I focus on the most, especially on complex projects with many pages or intricate architectures. This involves working on site architecture, crawling, indexing, and technical performance, with particular attention to Core Web Vitals and platform scalability.
Examples of tasks:
- Comprehensive technical audits of web portals and e-commerce sites;
- Crawling analysis & managing the crawl budget;
- Handling indexing issues and errors of all kinds;
- Large-scale SEO optimization for platforms with >10K pages.
International SEO
An important part of my experience involves
international and multilingual projects. Working with large portals, in multiple languages, and with products operating in different markets and countries is extremely rewarding. In these contexts, it is crucial to manage international structures precisely and
adapt portal versions as much as possible to local SERPs.
Working with companies operating in >180 countries worldwide, I often had to handle issues related to:
- Multilanguage structures (subdirectories, subfolders, subdomains, ccTLDs);
- Hreflang tags, essential for communicating with search engines;
- International architectures;
- Content adaptation for different markets, both linguistically and SEO-wise.
Content Strategy & Editorial Planning
I may have mentioned this already, but… writing has always been part of my journey. I hold a degree in literature and have worked with content for many years, both editorially and strategically. For me,
content is not filler: it is a positioning tool and a means to build a brand.
I design content ecosystems that answer users’ real questions and guide audiences throughout the acquisition funnel, from discovery to conversion, across all media and channels. I have developed content strategies for multilingual sites and global companies, optimizing and localizing for each market.
Among my skills, I also like to highlight:
- Editorial planning, including third-party channels such as blogs, social media, and cross-posting;
- SEO-focused copywriting;
- Definition and development of content hubs & topic clusters;
- TOFU, MOFU, BOFU strategies;
- Optimization of content for SEO and LLM readability;
- Content audits;
- Brand positioning through content;
- PR campaigns, brand awareness, and link earning/link building.
For each of these activities, I also dedicate significant time to
data and performance analysis to optimize results, gain insights, and identify growth opportunities. Data analysis and clear KPI definition are essential to measure what is being done and determine the success of actions.
GEO (Generative Engine Optimization)
In recent years, the online search landscape has rapidly changed with the rise of
Large Language Models and generative search engines. For this reason, I am increasingly integrating Generative Engine Optimization (GEO) into my work, meaning the optimization of content for AI-based search systems.
This involves:
- Advanced semantic structuring of content, prioritizing a clear Q&A without excessive fluff words;
- Content designed to be cited and summarized by LLMs (clear structure, chunks, etc.);
- Optimizing the informational clarity of content, especially informational content;
- Creating authoritative content that is easily interpreted by AI models.
In a context where
search no longer only goes through Google but also through generative systems, the goal remains the same: to build content and information structures that can be found, understood, and used by both machines and people. Optimization is no longer only for Google, but also for ChatGPT, AI Overview, Perplexity, Gemini, Copilot, etc.
AEO (Answer Engine Optimization)
As mentioned earlier,
more and more online searches do not lead to a click but to a direct answer in the SERP.
Featured snippets,
knowledge panels, voice results, and digital assistants are all examples of systems that function as
answer engines, providing direct answers to users’ questions.
Answer Engine Optimization focuses on optimizing content for these contexts. This involves:
- Structuring content to answer specific questions (enhancing voice search);
- Correct use of semantics, grammar (very important), and structured data, including markup;
- Clear and easily interpretable informational content for LLMs;
- Page structuring in a Q&A format.
The goal is no longer (only) to rank in search engines but to become the answer itself. In other words,
not just being found on Google, but being present wherever a user searches.
Tools Used
Most of the tools I know are
SEO tools. I have used many of them and probably cannot count them all. Here is a list of the most important ones for me, by no means exhaustive:
- Google Analytics;
- Google Search Console;
- Ahrefs;
- Alexa;
- Moz;
- Majestic;
- Semrush;
- Seozoom;
- Sistrix;
- Scrapebox;
- Screaming Frog;
- Dareboost;
- Lighthouse;
- AnswerThePublic.
I have carried out
lead generation campaigns of all kinds. With different goals and budgets, I have completed numerous
paid campaigns. The tools used were diverse (mixed here, even if from different areas):
- Google Ads;
- Mailjet;
- Mailchimp;
- Google Ads;
- Influencer marketing (cross-posting Instagram/Facebook);
- Amazon affiliate (basic);
- Booking affiliate (basic);
I have been writing for the web for years, alone or for others. Thanks to this, I have gone through different stages of the web and become familiar with
various CMS. The advantage has been learning different systems for dynamic content entry. My CV includes knowledge of:
- WordPress (this blog knows it well);
- Drupal 7 and Drupal 8;
- Joomla;
- Prismic;
- Storyblok;
- Shopify;
- HTML;
- PHP (basic knowledge);
- CSS (basic knowledge);
- Python (basic knowledge);
- JavaScript (basic knowledge);
- SQL (basic knowledge);
- XML (basic knowledge).
I must thank the
social clients I have had and the agencies I have collaborated with, as well as some essential tools, such as:
- Facebook Business Manager;
- Instagram Business;
- YouTube for Business;
- Buffer;
- Hootsuite;
- Mention;
Finally, extremely relevant today is the use of AI of all kinds and for various purposes, from translations to actual agents, in a list that cannot be exhaustive but I want to mention:
- ChatGPT;
- Copilot;
- Gemini;
- Jasper;
- Claude;
- Perplexity.