Organic positioning that builds long-term asset + Google Ads campaigns that pay back in performance, designed together as a system. Most organisations pay twice for traffic they could capture for free — and the other way around. The judgement lies in integration.
If 70% of paid traffic is from Google and SEO is forgotten, you're paying eternal rent for something you could build as your own asset.
You rank well for irrelevant keywords and poorly for those that really convert. SEO without strategy is decorative noise.
You generate many leads in SEM but conversion to customer is poor. Usually a keyword-intent match problem, not a creative one.
Service business with geographic presence. If Google Business Profile and local SEO aren't well tuned, local visibility dissipates.
I review GSC, GA4, Ads Manager, web structure, content and competition. I detect tracking gaps, lost keywords and overlaps between organic and paid.
I build the keyword map prioritised by business value, not just volume. Each keyword with its intent (informational, commercial, transactional) and optimal channel (SEO or SEM).
On-page and technical optimisation, pillar content, link-building with judgement. In parallel, restructuring of SEM campaigns with Shopping, Search, Performance Max according to mix.
Attribution model that joins organic and paid in a single dashboard. Monthly iteration with real data, not with hunches.
Treated as a system, SEO and SEM stop competing with each other and start multiplying. Typical results:
When SEO starts to pull, the blended CPC (organic + paid) falls. The SEM budget is freed for growth, not maintenance.
Branded search managed properly: small but defensive campaign, consolidated SEO for your own keywords. Competitors stop stealing your traffic.
Landings aligned with intent + relevant keywords + healthy CTR → quality score rises → CPC drops between 15 and 35%. Without touching budget, performance improves.
A well-built pillar article keeps drawing traffic 3 years later. SEO investment amortises over time — SEM expires when you turn off the tap.
Dashboard with value by channel and by keyword. Mix decisions stop being political and become analytical.
Google Business Profile optimised, reviews managed, local schema, geolocated content. Real visibility for customers in your area.
Online store with total Ads dependency. SEO plan with 60 pillar articles and category restructuring. Blended CAC -28% in 8 months.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
Professional services firm without organic presence. GBP optimisation + 24 articles linked to real cases. Qualified organic leads +180% in 6 months.
Resort with SEM in 4 markets. Campaign restructuring + attribution model that reconciles direct booking and OTA. Cost per booking -22%.
This delivers particular value in these four scenarios. These are the most typical in mid-sized companies with active but uncoordinated digital marketing:
Cost per click rises without the business growing at the same pace. Without underlying SEO work, CPC will keep rising and profitability falling.
Categorical searches in your sector are dominated by competitors with SEO content, known brand and sustained investment. The gap widens each year.
Visits arrive but conversion rate is poor. Usually a keyword-intent mismatch: you attract the curious instead of buyers.
If you sell local services and your Google Business Profile isn't managed, you're handing revenue to competitors with lower quality but better local SEO.
Neither — it's integration. SEM gives immediate results but evaporates when you close the tap. SEO takes months but compounds. Organisations that treat both as system are those that win in the long run.
First indicators between 3 and 6 months, sustained traction from month 9-12. Anyone who promises SEO in 30 days is either selling smoke or using grey techniques Google penalises sooner or later.
Yes, but adjusting expectations. In highly competitive sectors (banking, insurance, mass-market e-commerce) the top positions are taken by giants with multi-million investment. Strategy focuses on valuable long-tail, vertical niches, asymmetric brands. We don't go after the impossible generic keyword.
Yes. Technical SEO (core web vitals, indexing, structure, schema markup) is part of the work. If your site has serious technical issues, we identify them in the audit and propose an improvement plan — with your technical team or with specialist collaborators.
Yes. With the arrival of Google AI Overviews, Bing Copilot and Perplexity, search is changing. SEO work includes optimising for citation in generative answers: structured content, clear entities, schema and authority. It's an additional layer on top of classic SEO, not a replacement.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.