I am a highly experienced Search Findability Architect, Technical SEO and SEO Product Manager based in London, UK, with a career spanning over 20 years in the search industry. I am one of the few former members of Google's Search Quality team, where I played a pivotal role in combating SPAM across multiple languages, developing tools, and debugging search ranking issues.
What I Do
My expertise lies in Technical and Strategic Search Engine Optimisation (SEO), with a strong emphasis on Information Architecture, Usability, and Web Accessibility. My deep-rooted understanding of Google Search and its intricacies allows me to provide exceptional SEO consulting services. I have a successful track record in assessing and troubleshooting SEO disasters, recovering websites from negative scenarios, and enhancing search engine visibility.
Today, I'm the founder of Visively, offering Professional SEO Consulting services geared towards fostering organic growth. I serve as an independent Technical SEO Consultant, working with global giants and top international brands. My expertise spans:
- Technical SEO — Deep technical analysis and implementation strategies
- SEO Product Management — Integrating SEO into product development lifecycles
- Information Architecture — Building structures that serve both users and search engines
- AI Discoverability — Preparing businesses for the AI-driven future of search
I am passionate about building and managing teams, directing business operations, and communicating efficiently across functions. My ability to synthesise quantitative information and interact effectively makes me a valuable asset to any organisation seeking to improve its online presence.
Working for Google
I joined the Search Quality team in March 2006 where for almost 6 years I was a Webspam Analyst with special focus on the Portuguese language market. Around 2007 I started external communications with webmasters in Portuguese, initially launched in a Google Group which later transitioned to the Portuguese Help Forum.
Some of my specialities and responsibilities while at Google included:
- Identifying and taking action on web spam occurrences in Google's organic index
- Defining global and regional web spam policies
- Processing reconsideration requests
- Mentoring and coaching Google Search Quality employees
- Publicly speaking and participating in site clinics on behalf of Google at industry conferences
- Helping Portuguese webmasters as an official Google guide
- Pioneer and mentor for webmaster communication efforts
- Processing data with the specific goal to help train the Google Search algorithms
- Debug Google search results for most quality related issues
In September 2011 I made the tough decision to leave Google and pursue a new challenge and a dream: Open my own company.
Professional Background Before Google
I started my career as a Designer in 1998 in Lisbon (Portugal), where I worked as a Creative Designer in several Advertising and Design agencies. During that period I had the chance of creating and dealing with all types of Advertising, logos and creative work for major Portuguese brands. I have a track record of 7 years in Web Design, Web Development and Advertising and Communication before joining Google.
Academic Background
I have an MA in Graphic Design from IADE - Escola Superior de Design in Lisbon since 2000. There I also completed a Post-Graduation in Communication and Image and a specialisation in Web Interface Design.
More recently, while living in Brazil, I completed an extension summer course on Usability Engineering for Web Systems at USP (Universidade de São Paulo).
Speaking & Media
Since 2008 I dedicate time to attend events and contribute towards the knowledge and professionalism of the Search Engine Optimisation and Digital Marketing industries. I have spoken at events hosted by Google, major digital marketing conferences, and participated in numerous interviews and podcasts.
For a complete list of my speaking engagements and media appearances, check out my Media & Interviews page.
Philosophy
I believe in understanding root causes rather than treating symptoms. My approach focuses on building sustainable foundations rather than chasing quick wins. When working with clients, I dig deeper than surface-level issues to understand why problems exist, enabling lasting solutions rather than temporary fixes.
Search evolves constantly, and I'm committed to staying at the forefront of both traditional search and the emerging AI-driven landscape. This means continuously learning, testing, and adapting strategies to serve my clients' evolving needs.
Interests
I'm interested in all things geeky and nerdy, but I also have a strong interest in design, user experience and usability. I love to read all kinds of books, mostly non-fictional and business oriented. I'm passionate about photography and technology design.
Pro Bono & Friends Projects
I occasionally help friends and passion projects get off the ground. Here are some I've been involved with:
- Algarve Travel Guide
A comprehensive travel guide to Portugal's stunning Algarve region, covering activities, gastronomy, nightlife and stays across all municipalities. - Taty's Cookies
A London home bakery specialising in custom decorated cookies and sweet treats for events and special occasions. Very likely, London's best cookies!