Make a genuine impact in a noisy digital world

Hi, It's great connecting with you! I am a passionate marketer specialising in SEO, with a proven track record in driving organic growth across different industries and regions

Brands I worked for - Michele Gambini
 

A dedicated trilingual SEO manager driven to position inspiring brands at the top of the organic search ladder

 

WORK EXPERIENCE

WORK EXPERIENCE

SEO Manager

Agency-side Content SEO lead for major accounts in the automotive industry (Volvo), fashion (WEEKDAY), sustainable energy (E.ON), waste management (Biffa) consumer healthcare (GSK - Haleon) and premium spirits (Beam Suntory)

Digitas, London, 2021-Present

IG Group, London, 2018–2021

SEO Specialist

In charge of growing organic presence and client acquisition for major markets – United States, Spain, Italy and a number of smaller regional markets (Norway, Portugal, LATAM)

Ristorante da Sogno, 2019–2021

Founder

Created the brand from inception and built an online community of 7k+ restaurant owners; positioned the brand as # 1 on search engines for the restaurant industry

5+ years of experience optimising and managing content across a significant number of websites in several different industries, in diverse working environments.

Since 2018, my bread and butter is:

  • Analysing search trends and current organic performance

  • Identifying content gaps and opportunities

  • Running content workshops

  • Briefing new web pages or content updates

  • Coordinating stakeholders and content writers

  • Ensuring content is best in class before it goes live

  • Monitoring performance and success of the SEO strategy

I specialise in content SEO

  • The process involves collecting keyword-level data, search volumes, and seasonality trends related to search engines. Subsequently, it entails selecting and categorising keywords that are relevant to the given brand and valuable in terms of customer acquisition. Keyword research documents offer crucial insights into search demand and reveal organic opportunities for the relevant market.

  • This is a powerful piece of analysis designed to embrace a wider array of search terms and capture unexplored organic traffic and acquisition possibilities through the creation of fresh content. This insightful analysis assists in crafting a well-defined content strategy by suggesting valuable new pages to complement an existing brand website, culminating in an enriched IA (information architecture).

  • Typically, this involves an evaluation of a website's strengths and weaknesses from a content SEO best practices standpoint. The audit reveals web pages that do not adhere to SEO best practices and are not optimised to perform well on search engines. By identifying issues to address and opportunities for improvement, it enables the establishment of priorities and a roadmap for taking specific actions.

  • SEO content briefing is the process of creating a structured outline or guideline for content creators to follow while producing search engine optimised content. The purpose of an SEO content brief is to ensure that the content being created aligns with the desired search intent, target audience, and search engine ranking factors. This helps improve the visibility of the content on search engine results pages (SERPs), leading to higher organic traffic and improved website performance.

  • This process entails optimising key content elements, such as page titles, descriptions, headings, body copy, and internal links to enhance relevance for search users. It ensures that each page targets the most relevant primary and secondary keywords, whilst preventing overlaps and multiple pages from targeting the same keywords and competing against one another on search engines (a phenomenon also known as SEO cannibalisation).

Strengths and expertise spectrum

I aim to assist brands in standing out with authentic, compelling content that naturally fulfils searchers’ intent.

My values and beliefs

  • Stay human and orchestrate the user journey as a series of natural interactions; remember that “markets are conversations”

  • See the big picture; online platforms and algorithms come and go; focus on building value in the long term rather than riding the latest marketing channel trend

  • Pursue the blue ocean: open new market spaces and create demand rather than compete in ‘red’, overcrowded oceans

Marketing vision

SEO credo

  • Challenge the status quo of ‘keyword optimisation’; serve natural, authentic, compelling content that fulfils the searcher’s intent with a superior user experience

  • Focus on high-quality digital assets which can retain their value over the long term; be proactive and forward-looking rather than reactive

  • Adopt a holistic approach and consider all stages of the user journey and funnel

Approach to digital

  • Drive performance through constant testing & learning and a growth hacking mindset; set S.M.A.R.T. goals and focus on core metrics

  • Be delivery oriented; done is better than perfect; launch early, measure and improve later

  • Put users in the driving seat; persuade, don’t manipulate them; empower, don’t ‘convert’ them

Teamwork culture

  • Be approachable, a good listener and a problem solver; adopt a ‘can do’ attitude and be a self-starter

  • Embrace diversity; foster self-expression; strive to change perceptions and break down barriers

  • Don’t be ashamed of your weaknesses; believe in your uniqueness and put it at the service of others

Per aspera ad astra

— Meaning ‘through difficulties to the stars’, this Latin saying has become my motto when working on any digital project

About me

Libertarian, aspiring sailor, chess lover, psychology books enthusiast, bass player.

I have a background in sociology and a passion for entrepreneurship.

I am based in London and practicing digital nomadism around the world, with family and friends as my north star.