Hi, I'm Ricardo Arrigoni.
Product-led SEO & AI Search professional with 10+ years of experience, deep understanding of search engine algorithms, and a proven track record of driving organic traffic and revenue growth.
About Me
Product-led SEO with over a decade of experience
Building high-quality products that are useful for its users.
I’ve spent 10+ years sitting at the intersection of organic search and product, and over time, my work has shifted from pure SEO execution to acting as a product owner for SEO-driven features. I write engineering requirements, define content architecture, and drive decisions grounded in search intent and user behavior across multi-market, multi-brand platforms.
My background is technical at its core: international SEO governance, headless CMS, Core Web Vitals, AI search readiness, but what I care about most is connecting that work to outcomes: rankings, conversion, and business results that actually move the needle.
What Services I'm Providing
Some of the tasks I can provide to your company
SEO/GEO Audit
Uncover exactly how your website is performing in search. An SEO/GEO audit highlights technical issues, content gaps, and ranking barriers so you know what’s working, what’s holding you back, and how to take your SEO and AI Visibility to the next level.
SEO/GEO Leadership
Build a culture of SEO/GEO excellence. I provide leadership and mentoring for internal teams, helping businesses scale their Organic Search capabilities, align stakeholders, and embed best practices across the organization.
SEO Content Audit & Planning
Content is the backbone of SEO. I evaluate your existing content to identify what drives results and where improvements are needed, then create a data-driven content plan that boosts visibility, relevance, and engagement.
Keyword Research
The right keywords unlock your audience. I conduct in-depth keyword research to identify high-value opportunities, align your content with search intent, and ensure your website attracts qualified traffic that converts.
SEO/GEO Strategy & Roadmap
A clear plan equals stronger results. I develop tailored SEO/GEO strategies and roadmaps that prioritize high-impact initiatives, set achievable milestones, and keep your business moving toward sustainable organic growth.
Competitor Analysis
Stay ahead of the competition. I analyze your competitors’ strategies, strengths, and weaknesses to uncover opportunities you can leverage. Helping you outperform them in both AI and traditional search rankings and organic visibility across all platforms.
Work Experience
Some of the companies I’ve worked with
- Team leadership: Built and led a team of 4 SEO Managers, owning the organic growth function from strategy to execution. Ran weekly planning cadences, built a team culture where people challenged ideas and took real ownership. Also handled everything from opportunity sizing and OKR alignment to quarterly roadmaps and stakeholder communication, presenting regularly to MDs and the leadership board.
- AI Search Visibility (GEO/AEO): Pioneered the company’s AI search strategy, optimising content for LLM crawlers (Gemini, Perplexity, ChatGPT), and running a Reddit off-page pilot, building brand awareness and a community presence to feed brand mentions into LLM training data.
- Organic Growth strategy: Designed and executed a data-driven SEO and AI search visibility strategy that transitioned platform positioning from broad traffic acquisition to high-intent authority, deploying a programmatic AI engine to optimize landing pages and secure AI search citations.
- SEO Product Ownership: Acted as SEO product owner across two international brands, writing detailed requirements for first-viewport design, LP templates, content modules (offer boxes, FAQ, reviews, map widgets), and search mask UX, bridging SEO strategy and product delivery with Engineering and UX.
- Cross-Channel Efficiency: Partnered with CRM, Paid Search, and Affiliate teams to build automated retention sequences, contributing to a 40% reduction in Paid Brand spend while keeping contribution margins stable.
- Conversion Rate Optimization (CRO): Ran experiments across automated modules and search masks to improve micro-conversion rates.
- Programmatic LP Templates: Partnered with engineering to replace manual content workflows with standardized vertical templates and bulk upload infrastructure, enabling programmatic content updates and cutting update time by 60~70%.
- Technical SEO: Managed crawl budget optimisation, Core Web Vitals, E-E-A-T implementation, structured data, and hreflang across all international markets. Consistent technical hygiene and content quality work kept us stable through multiple Google Core Updates.
- CMS Migration: Drove the full migration from WordPress to Contentful, consolidating legacy pages into a leaner, higher-quality LP structure. Reduced external agency dependency, cut associated costs, and improved Core Web Vitals across both brands.
- SEO analytics & reporting: Built SEO reporting infrastructure in Tableau and Looker Studio, pulling in Google Search Console, Sistrix, and Mixpanel. Delivered regular visibility reporting to senior stakeholders and MD level.
- Scaled organic traffic 4x by leading the Geo Destination Landing Pages initiative across 5 markets, defining content architecture, keyword-to-template mapping, and indexation rules for 100K+ destination pages.
- Led multi-market SEO expansion from product launch through growth phase, collaborating with Product, Engineering, and Data to build a content infrastructure that compounds over time.
- Defined information architecture and search intent frameworks to align dynamic landing pages with market-specific demand, prioritizing content investments by traffic potential and conversion value.
- Implemented international SEO governance across 5 markets, including hreflang strategy, country and language targeting, and cross-market content prioritization.
- Used performance data, search demand analysis, and competitor benchmarking to identify organic growth opportunities and feed product roadmap decisions for new market launches.
- Led organic growth strategy across 14 countries and 9 languages, scaling SEO in international markets through site architecture improvements and indexation optimization.
- Identified growth opportunities through search intent and competitor analysis, translating insights into technical and content-driven SEO actions.
- Led end-to-end SEO strategies for new Online Sports Betting websites in Brazil and Europe.
- Managed SEO strategy and a team of 3. Led the technical migration to pre-rendering and Server-side Rendering (SSR) on a React JS website, solving JavaScript rendering challenges that were blocking organic indexation.
- Managed end-to-end SEO strategy and execution across multiple client accounts, covering on-page optimization, technical audits, and content recommendations tailored to each client’s market and objectives.
- Owned SEO, Web Analytics, Content Management, and Performance Marketing. Built an SEO strategy based on high-quality content, on-page optimization, and UX improvements.
What People Say About Me
Some of the recommendations I received from people that I’ve worked with throughout my career
Working with Ricardo has been one of the most meaningful experiences of my career. He wasn’t just my SEO Team Lead or mentor. For me, Ricardo has been the heart of our team and a true inspiration across the entire marketing department.
Deep expertise in SEO is just the only part of what Ricardo taught me in these almost two years. Ricardo helped me overcome imposter syndrome and encouraged me to believe in myself. His mentorship went far beyond guiding me in a crazy SEO world, it also gave me an understanding how to guide the career.
I’m incredibly grateful for Ricardo’s support, expertise, and the energy he brings to every team he’s part of. I highly recommend having him on your team.
Beyond a deep technical understanding and genuine passion for SEO, Ricardo consistently impressed me with his strategic thinking, developing innovative approaches to improve the organic visibility of our brands. A true team player and lead who collaborates effectively across all levels, always willing to share knowledge and support colleagues. Ricardo’s flexibility, tireless work, and dedication to fighting for both SEO and product improvements make them an invaluable asset to the team. Beyond his professional skills, Ricardo brings a great sense of humor to the team, making him a pleasure to work with.
Even though my time with Ricky was short, it has to be said that it was memorable. Full of ideas and hugely business orientated; He know how to prioritise and is more than just an SEO Specialist, he is amazing an all round Marketing Guru. He knows the importance of multi channel and became fluent in PPC, Data, Automation, Affiliate marketing and much more, he has bags of potential and hope that he keeps on going.
It must also be said that his character is also of a loving and caring nature, he always makes time for people and to help them weather it is work related or otherwise. Ricky has many great traits as an employee, but he also has even greater traits as a human being. I have no doubt in anyone who is looking for an all round individual should look no further…..