Portfolio

Case Stories that move the needle

Short, objective stories: the context, the tension blocking growth, the insight that changed direction, and the impact on metrics that matter. I work with distributed teams in the EU/UK, US and Brazil.

EU-friendly SEO + Product CET/CEST

US | Fast-casual

+774% visibility

From invisible to omnipresent in local search

Many stores, little presence on non-branded, local-intent queries.

Context

Fragile architecture, inconsistent Core Web Vitals, and thin local pages without entity coverage.

Tension

Competitors with historical dominance; SERPs crowded by directories/aggregators.

Insight

“Local isn’t just NAP”: we needed entities (menu, hours, neighbourhoods, landmarks) and peripheral intent.

Strategy

Programmatic location template, neighbourhood-based internal links, CWV hardening.

Execution

Technical audit → prioritisation → rollout across 400+ local pages, topics & FAQ with schema.

Outcomes

+774% organic visibility in priority non-branded clusters; stronger Maps & PAA footprint.

Evidence / before–after

Before: low indexability and thin local content. After: entities + interlink + stable CWV (LCP < 2.5s).

Stack: GA4, GSC, Screaming Frog, Ahrefs, Local Falcon.

BR | Mobility

+934% leads

Regional content turned into a lead machine

Under-penetrated states needed local language, examples and pains — not a generic blog.

Context

Uneven presence by state and weak funnel when the blog was the first landing page.

Tension

Low conversion without local narrative: vocabulary, seasonality and proof varied widely.

Insight

Intent match + regional “accent” + journey-aware CTAs > raw volume.

Strategy

Editorial roadmap with 152 local assets; “hot trends” capture; continuous discovery.

Execution

Backlog in Jira/Monday, agile squads, QA and continuous optimisation using GSC data.

Outcomes

+934% conversions when the blog was entry; state-level leads: CE +1,775%, MA +1,280%, PE +1,175%, AL +1,172%; organic sessions +23% YoY.

Transferable lessons

“Local-first” also works across EU regions/languages: adapt cases, terms and social proof from the target market.

BR | Fintech

+215% clicks

Topical authority in finance, without jargon

The financial hub had to scale entity coverage and intents while staying clear.

Insight

Programmatic templates + entity mesh (concepts, calculators, comparisons) speed up gains.

Strategy

Intent mapping, knowledge-level internal linking, SERP-feature-rich FAQs.

Outcomes

+215% clicks in 2 months on the hub; improved content “stickiness”.

Stack: GSC, GA4, Semrush. Governance via short sprints.

BR | E-commerce

+65.4% clicks

Easter in 60 days: when speed is an advantage

High seasonality, little time, strong competitors entrenched in SERPs.

Strategy

Tactical mix: mass meta/desc updates (products/categories), influencer LPs, robust FAQ, clean 301s, strong interlinking.

Execution

242 metas, 24 product descriptions, 80 dept/cat metas, 21 long texts, 18 FAQ Q&As on /pascoa-2023; social content tied to offers.

Outcomes

+65.4% YoY clicks; daily peak 13,132 (06/04/2023). Gains on generic terms (“Easter egg”, etc.).

Before–after

Before: thin pages, no FAQ, weak internal mesh. After: broader SERP footprint (FAQ, PAA, brands), better relevance distribution.

Global | CPG

+1023% captions

Accessibility that turned into reach

Recipe videos without captions lost retention and inclusion. Small change, big effect.

Insight

Captions are “SEO for video”: they expand understanding, recommendations and satisfaction.

Execution

Audit, full caption rollout, QA and governance.

Outcomes

+1023% caption usage; better watch time and accessibility.

Stack: YouTube Analytics, Jira.

Aligned with EU ways of working

CET/CEST overlap, native-level English documentation, OKR and sprint governance.

Engagement models

Fixed-price audits, retainers or closed scope. Transparent impact vs. effort.

Outcomes over outputs

Focus on revenue, leads and resilient visibility. Storytelling ties decisions to results.

Discuss your EU/UK project