In this article 4 sections
I've brought together ten SEO professionals in Spain whom I've worked with or have known for years, people I'd recommend without hesitation. I've ordered them by closeness, not by level, so the ones I'm closest to come first and the ones I know less in person come last. For each one I explain how we know each other, so you can see where my opinion comes from.
Ten SEO professionals I recommend
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Natzir Turrado
International SEO and CRO consultant for major brands
One of the most knowledgeable SEO people I know.
Relationship: Friend and business partner. We collaborate on joint projects.
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César Malo
Head of SEO at Zara (Inditex Group)
César runs SEO at Zara and knows exactly what it takes to move large teams.
Relationship: We overlapped at the Inditex Group, and César's recommendation of my work is on this site's home page.
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Víctor Pérez Vas
Founder of FandangoSEO, a web crawler and log analyzer
Víctor has built a crawling tool from scratch, which is no small feat.
Relationship: We collaborate on projects.
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Iván García Estébanez
SEO at Bershka (Inditex Group)
Iván has a huge amount of background and knows both SEO and the whole social media side really well.
Relationship: A friend. We've worked together on different projects.
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Nacho Mascort
SEO, AI and growth consultant. Led SEO at Softonic and word.tips
Nacho has run content sites while always putting quality and technical SEO first.
Relationship: A personal friend.
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Carlos Redondo
SEO and digital marketing consultant since 2001. Founder of Discovermonitor, a tool for Google Discover
Carlos has done a lot of work for media outlets, is now very focused on Google Discover and handles everything around ranking and quality really well.
Relationship: My boss at Grupo Intercom during my time at Multiestetica. Carlos's recommendation of my work is on this site's home page.
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Stefano Sacchi
Technical SEO
Stefano has a great vision of SEO and a strong technical foundation, gets development teams moving very well and handles complex clients brilliantly, the kind that need custom scripts or bespoke development.
Relationship: We overlapped at Grupo Intercom, and Stefano's recommendation of my work is on this site's home page.
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Iñaki Huerta
CEO of IKAUE, an SEO and digital analytics agency
Iñaki knows a huge amount about analytics and technical SEO and is also great at explaining it, which really shows in training sessions.
Relationship: We've crossed paths on shared projects where Iñaki gave us training.
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Gianluca Fiorelli
Strategic consultant for international SEO and AI search
Gianluca has spent twenty years helping brands be visible in search engines.
Relationship: I met Gianluca in Barcelona, at the first MozCon.
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Arturo Marimón
Founder of AM Consultores, an SEO “anti-agency”
Arturo has 25 years in SEO, more than 10 of them focused on online media.
Relationship: We met in Barcelona many years ago, when we both took part in Clinic SEO.
How to choose an SEO consultant
On large projects, SEO isn't done by a single person: it's the combined effort of many teams, including development, content, product, analytics and business. That's why, for me, the first thing to look at when choosing a consultant is whether they can get all those teams rowing in the same direction, beyond how much they know about SEO.
When I join a project that has stalled, what I do is fairly simple to explain. First I analyze the problem with data, then I share it with every team, break it down by area, looking at who can really do each task and how, and finally I explain it to each team in its own language, because you don't explain things to development the same way you do to content or business.
When that works, every team sees itself reflected in the results and starts collaborating on its own.
What happened at Massimo Dutti
I joined Massimo Dutti in August 2021. SEO had been stagnant for a while and the team was frustrated, not quite sure how to move forward. I did what I described above: analyze, share it, split it by area and explain it to each team in its own language.
For the first few months visibility kept falling, and it hit bottom in January 2022. From there, with every team working from the same plan, it started to rise, and today it's almost five times higher than when I joined and more than eight times above the lowest point.
Mind you, this isn't my achievement alone. It's the work of many teams at once, which is what this whole article is about.
What I'd ask a consultant before hiring them
- Who is going to carry out each thing you're proposing? If the answer is “your team”, ask which team and how they plan to get it to them.
- How are you going to explain it to development, content and business? Each team has its own language, and a good consultant adapts to each one.
- What data will you use to decide where to start? A list of a hundred tasks isn't much use if you don't know which one comes first.
- What do you do when a task gets stuck in another team? On large projects it happens all the time, and that's where you see who knows how to get things moving inside a company.