Three things I don’t negotiate on. They show up in every diagnosis, every architecture, every conversation with a leadership team.
About me
Field journalist. SEO Strategist.
In that order, for a reason.
Twenty years reading what people don’t say out loud. First on the street, with a recorder and no script. Now in search data — dashboard open, CEO waiting for an answer.
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01 · Now
Where I am today
I work as an SEO Strategist and Organic Growth consultant for European companies. I diagnose how your customer finds you when they search for what you sell — and I build the content architecture to make sure you show up where it matters.
I’ve worked with companies in Switzerland, Germany, Austria and Spain for years. What I’ve learned: clients here want facts, not decks. If you lead with buzzwords, you’ve already lost the room.
I work in English, Spanish and German.
I’m writing Google Didn’t Invent Anything — a book for executives who know SEO matters but have no idea how much.
3M+
URLs managed simultaneously
20+
years reading what nobody says out loud
5
languages in multilingual architecture
DE/EN/ES
working languages
02 · Background
How I got here
Not in chronological order. In the order that explains why I work the way I work.
2022 – 2026 · ZÜRICH
3 million URLs. Five languages. No assigned budget.
I ran SEO for a European industrial company — market leader in its segment. A platform with millions of pages in five languages. Organic was driving the majority of new users before anyone inside the company knew it.
When I started, there was no named owner for SEO. When I left, traffic was at an all-time high. In between: a CMS migration that wiped visibility, a twelve-month recovery — and a multilingual architecture built to last.
What I learned: the chaos on a company’s website is always a map of its real org chart.
2019 – 2022 · ZÜRICH
From the shop floor to organic growth.
Before enterprise, I worked in premium retail. A wine importer. Organic traffic multiplied in six months. Email open rates more than doubled — by switching discounts for stories.
Before that: Zara Home in Zürich. Warehouse, shop floor, till. I learned how a European commercial operation works from the inside — before I started optimising them.
That full journey, from the stockroom to the CEO’s dashboard, is what makes the difference when I’m diagnosing a visibility problem. I don’t just see it from the top.
1996 – 2016 · Canary Islands · Spain
The street first.
Twenty years at Radio and TV Canaria. Investigative reporting. Night shifts with police and emergency services. Building collapses, fires, live elections. No script. No second take.
I learned to read what’s really happening when nobody has had time to prepare an answer. That’s not a metaphor. It’s exactly what I do with search data.
“Journalism and SEO are the same job. Both read what the market says quietly.”
2016 · ZÜRICH
I moved to Switzerland with no safety net.
A language learned from scratch. A CV that didn’t fit any local category. I started in a warehouse.
I understood how a European commercial operation works from the inside — before I started optimising them.
That complete journey — from the stockroom to the CEO’s dashboard — is what makes my approach to visibility problems different. I don’t only see it from above.
03 · Principles
What I learned along the way
01
The real problem is never the obvious one.
A slow website isn’t a speed problem. It’s a decision problem. If you only look at the metrics, you can’t see what’s generating them.
02
If the CEO doesn't get it, it won't get done.
I learned this presenting dashboards in five languages to executive committees. A strategy you can’t explain in two sentences won’t get implemented. And what doesn’t get implemented doesn’t exist.
03
Field work teaches what no classroom can.
Twenty years reporting before anyone had a chance to prepare a statement trained me to read data the same way: looking for what doesn’t have a name yet. That’s what good SEO requires.
04 · In Progress
What I'm building
Two things running in parallel. One editorial, one operational. Both serve the same problem: making the case that SEO isn’t a tactic.
Writing
Google Didn't Invent Anything
A book for executives who know SEO matters but underestimate by how much. And for marketing teams who need the language to defend the investment in a boardroom conversation.
The argument: Google isn’t smarter than us. It’s just as human. It gets bored. It distrusts anyone who oversells. It trusts who others recommend. Digital systems didn’t invent their rules. We built them.
Active consulting
Organic growth for European companies
Organic visibility audits. Multilingual content architecture. Post-migration recovery. For companies that want to show up where their customer actually searches — not where they think their customer searches.
Shall we talk?
"If you've read this far, you probably already know whether this is for you."
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