I help companies get found and become visible when people, and AIs, look for answers.
I study how people search online and how it is changing with artificial intelligence, and I turn that study into results for the companies I work with. Data-driven, since 2010.
data-driven work
From the Senate to the TEDx stage: I've had the opportunity to explain AI where it matters.
In 2025 the Senato della Repubblica invited me, as an expert, to talk about the power of artificial intelligence in search. Two years earlier, from the TEDxLegnano stage, I was already telling where we were headed.
Fifteen years, in four figures
I started in 2010, when “doing SEO” meant something else.
I opened my agency in 2010 and for years I helped businesses and e-commerce stores get found on Google, always starting from data rather than opinions.
Artificial intelligence in search is not new: Google has used it for years, from BERT (2019) to MUM, all the way to today's generative engines. I have been following it and writing about it since it began, with field tests and in-depth posts on the blog. Today's work grows out of that study: generative search (GEO), getting companies found within the answers built by AI as well.
Along the way came the Senate, TEDx, the books, the newspapers. But the point remains one: I am an entrepreneur who studies the evolution of search to bring results to the companies he works with.
My blog is among the most active in Italy on organic and generative search.
Every week I publish analyses on how the way we search online is changing. And in the SEO Confidential column I interview the world's top experts, to share strategies and ideas and understand where search is heading.
Digital Talks: AI told by those who use it.
Since 2024 I have been organizing Digital Talks in Cagliari, a conversation on artificial intelligence among experts, professionals and entrepreneurs. More than 100 have already taken the stage.
Where he speaks about search and AI
One book written, and contributions to volumes by other experts
None of this is meant to say that I'm good. Studying how search changes, taking the stage, interviewing the experts who lead the field: I do it for my clients, to keep them always on top of things in a field that changes every day, since it was born.
I'll let those who worked with me speak
Entrepreneurs and managers who put their business in my hands. Press play: they'll tell you themselves, with name and face.
Let's see if I can be helpful to you.
Do you have a website or an e-commerce store that could get found more, on Google and on AI? Drop me a couple of lines about your project: I'll look at the numbers, tell you honestly what I see and whether it makes sense to work together.
Tell me about your project →