I help companies get found and become visible when people, and AI, look for answers
I study how people search online and how the industry is changing with artificial intelligence, and I turn that study into results for the companies I work with. With data, since 2010.
data-driven work
From the Senate to the TEDx stage: I have had the chance to explain AI where it counts
In 2025 the Senato della Repubblica invited me, as an expert, to speak about the power of artificial intelligence in search. Two years earlier, on the TEDxLegnano stage, I was already describing where we were heading.
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 companies and e-commerce sites get found on Google, always starting from data and not from opinions.
Artificial intelligence entering web search is not yesterday's news: Google has been using it for years, from BERT (2019) to MUM, through to today's generative engines. I have been following it and writing about it since it started, with field tests and in-depth pieces on the blog. Today's work comes out of that study, generative search (GEO): getting companies found inside the answers built by the AI as well.
Along the way came the Senate, the TEDx, the books, the newspapers. But the point remains the same: I am a business owner who studies how search evolves in order 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 analysis on how the way people search online is changing. And in the SEO Confidential column I interview the world's leading experts, to share strategies and ideas and understand where search is heading.
Avinash Kaushik
Chief Strategy Officer, Human Made Machine
Read the interview →
Joy Hawkins
Founder, Sterling Sky Inc.
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Barry Adams
SEO consultant for publishers
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Ethan Smith
CEO, Graphite
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Gagan Ghotra
SEO Consultant, Melbourne
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Saijo George
SEO and GEO specialist, Australia
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SEO Confidential – Our exclusive interview with Oleg Korneitchouk on how AI is changing Google
21 Sep 2026
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SEO Confidential – Our exclusive interview with Natalia Witczyk: Does the future of search start in China?
14 Sep 2026
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SEO Confidential – Our exclusive interview with Nikki Halliwell
7 Sep 2026
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SEO Confidential – Our Exclusive Interview with Alex Moss on Agentic Commerce
3 Sep 2026
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SEO Confidential – Our exclusive interview with Rick Tousseyn: OtterlyAI’s experiments reveal the other side of GEO
31 Aug 2026
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SEO Confidential – Our exclusive interview with Suganthan Mohanadasan: here’s how ChatGPT and Perplexity “think” (and much more)
24 Aug 2026
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Digital Talks: GEO and AI told by the people who use them
Since 2024 I have organised Digital Talks in Cagliari, a discussion on artificial intelligence among experts, professionals and business owners. More than 100 have already spoken on stage.
Discover Digital Talks →the stage since 2024
Luca Altieri
CMO, IBM Technology EMEA
Ethics and Society
Round table, several guests
Matteo Flora
Founder of The Fool
Where I talk about search and AI
Two books of my own, plus contributions to volumes by other experts
New
None of this is here to say that I am good. Studying how search changes, going on stage, interviewing the experts who lead the industry: I do it for my clients, to keep them on top of things in a sector that has changed every day since it began.
I hand over to the people who have worked with me
Business owners and managers who have put their business in my hands. Press play: they tell you themselves, with name and face.
Let's see if I can help you
Do you have a website or an e-commerce store you would like to be found more easily, on Google and in AI answers? Send me a couple of lines about your project: I will look at the numbers and tell you honestly what I see and whether it makes sense to work together.
Tell me about your project →