Technical SEO consultant

How SEO usually gets sold

Few words or terms in digital marketing are as worn out as “SEO” and “search engine positioning”. A good part of what gets sold under that name in Chile starts by promising “guaranteed first page in 30 days” and ends up reporting back with reports that don’t talk about your business, like an authority score presented as if it were the result. And often none of that ends up showing in your revenue. Meanwhile the site keeps its basic problems intact, pages of yours fighting each other for the same search (cannibalization), sections that Google doesn’t manage to read, product pages without the information Google needs to show you with price and stock.

What does work moves more slowly but can be checked: technical fixes whose effect is recorded in your Search Console, pages written for what people actually search for instead of being stuffed with the same word over and over, and authority that’s earned little by little instead of a link package that Google ends up penalizing. Basically, optimizing for the REAL conversion that matters for your business and not just nice-looking figures in charts.

Who you work with if you choose an SEO consultant

With me, Francisco Moroso. There’s no agency behind me. When you hire an SEO expert you’re ultimately hiring a person, and in this case that person is the one who reviews your Search Console, decides what gets touched first and then writes the change. I’m based in Chile and work remotely with clients in Chile and abroad. You won’t have an account executive passing you messages in the middle or an account that gets rotated among juniors the day a bigger client comes in.

That has consequences, and not all of them work in my favor:

• Capacity is limited. I do the work myself and for that very reason I take on few clients at a time. To cover many markets or languages in parallel with a volume that one person can’t handle, an agency will serve you better, and I’ll tell you so if I think that’s what you need.
• Everything stays yours. Access, documents and data stay in your accounts, so if one day you move on with someone else you take everything without asking my permission.

You work with me directly, and who I am and how I work has its own page.

What the SEO service includes

• It starts with a technical audit (my own crawler, 45+ factors): where there is cannibalization, where indexing broke, where the schema is implemented wrong.
• On-page: title and description worked on by search intent, correct canonicals, structured schema (Article, Product, FAQ, Organization, whichever fits).
• Off-page: the backlinks and mentions you already have are reviewed, looking for genuine opportunities.
• Integration with Search Console and the GA4 API to track impressions, clicks and position in your accounts, with specialized tools on top, as is normal in this work.
• Content analysis against the competition: the search intent gaps that were left uncovered.

In an online store, search comes in through the catalog, with categories that have intent and product pages that answer what people ask or show what they need. That base is built from the development of the store itself.

What isn’t included in the work

Google Ads campaigns aren’t included, and neither is volume content without judgment, which leaves you with pages competing with each other. When there are campaigns I do make sure the landing page lives up to the click you are paying for, and that job is the landing page for campaigns.

Redesigning the site and its ongoing maintenance aren’t included either, those are covered by web design and WordPress maintenance, and if the ranking problem turns out to really be a foundation problem I tell you myself from the start.

Now, this is if you’re looking only for the technical SEO service. If what you’re really looking for is a complete job that includes web improvements or development and other layers, of course you can count on me.

If you need the diagnosis without the ongoing execution, that’s a technical SEO audit. And if you want the AI (ChatGPT, Perplexity, Google’s summaries) to cite you, that layer is SEO for AI (GEO).

Real SEO cases with their figures

Gato Arcano, an online store for board games and collectible card games, is the best example. There was a redesign and sustained SEO work (architecture, indexing, product pages, constant follow-up in Search Console) and organic clicks from Google ended up multiplying by 20 over the 2021-2024 engagement, while impressions grew more than 30 times. The site also stopped depending almost entirely on its own brand and started ranking for generic, competitive terms in its industry that bring customers who didn’t know it yet. Even almost two years after the SEO engagement ended, organic traffic holds and has kept growing.

Verdecorp is the other one, a circular economy agricultural soil amendments company that in six months tripled its organic sessions and took its main keyword from position 76 to first place on Google, and it has stayed at the top since then.

The technical layer is also part of SEO work. On 2eme, a home inspection site, mobile PageSpeed went from 45 to 94 as the site average. That front has its own page, WordPress speed optimization.

Every figure above is on its case page with the source and the period.

SEO consultant or SEO agency?

The consultant pays off when your operation fits in one market and one language, the agency when you need sustained volume across several countries or languages. Before hiring SEO consulting, the comparison table and the fine print on each side are in how to hire an SEO consultant, with the questions for the first meeting (in Spanish).