What I do exactly and who it makes sense for
My relationship with SEO didn't start at an agency or with a certification. It started with my own project: a blog. At first it was simple curiosity; later it turned into income. And there I learned the lesson most people ignore: SEO only "works" when it's connected to a business reality. Otherwise, the only thing that grows is noise.
Since then I work the same way: with method, calm, and respect for the client's money and time. Without promising what we don't control, and without selling activity as if it were progress.
Before doing anything, I understand the project. Literally: what it sells, to whom, why people buy, what's holding back growth, and what can actually be sustained given the team and the moment. That step is what separates an SEO that decorates from an SEO that pushes.
I studied Political Science and, although I didn't follow that path, it left me something very useful for this work: thinking in context. It doesn't help me to look at a website as if all of them were the same. I'm interested in the full scenario: competition, value proposition, brand, resources, priorities… and from there decide which move makes sense and which is a waste of energy.
I've worked with eCommerce, service websites, local SEO, and international SEO. That variety vaccinates you against recipes. Each project type needs different decisions and, above all, a different order. My job isn't "doing SEO", it's choosing what to do first, what to do next, and what not to do (even if it's popular or "best practice") when it doesn't fit the business.
And there's a personal part I don't hide: I've been with Asier López, the current CEO, practically since the start of his leadership, and I treat the company the way it has treated me: with care, respect, and loyalty. That translates into internal demand, real involvement, and protecting the standard we deliver with.
How I work, what I deliver, and how we measure if it works
How did the business do this month?
I usually start my meetings with that question, because it organizes everything. If that data isn't clear, any conversation about traffic or rankings becomes irrelevant.
My way of working is very consistent:
Honest diagnosis: what's working, what's holding things back, and what we're assuming without proof.
Prioritized strategy: not an infinite list of tasks, but a plan with order and reason.
Actionable backlog: every action has a why and an objective, and the project moves forward without scattering.
During execution I measure, observe, and adjust. I don't get married to actions by habit. If something doesn't bring value, it gets reviewed. If the data says otherwise, I change course. And if an idea sounds good "in SEO" but doesn't make sense for the business, I prefer to say so clearly and not do it. My standard is simple: work every project the way I'd work my own. With method, judgment, and no selling smoke. If you come with context (model, goals, limitations), I'll tell you honestly what I'd do, what I wouldn't do, and why.
Do you think we can help?
Tell us where you are and we'll figure out the next step together.