About Ricardo Arrigoni

My work has moved from pure execution to building the systems and strategies behind compounding organic growth. Today that means owning everything from technical architecture and programmatic infrastructure to content strategy and AI search readiness.

Where I started

I started in 2012 at DevMedia, a developer-education publisher in Brazil, where I owned SEO, web analytics, content management and performance marketing. Running all four at once taught me early that search traffic is only useful when you can measure what it does after the click.

From there I moved to SEO Master, an agency, and managed SEO strategy and execution across several client accounts. At Oi, a large Brazilian telecoms company, I led a team of 3 and the technical migration of a React site to pre-rendering and server-side rendering, which solved the JavaScript rendering problems that were blocking indexation. At EgamingServices I led SEO strategy for new online sports betting sites in Brazil and Europe.

Going international

At Uniplaces I led organic growth across 14 countries and 9 languages, mostly through site architecture and indexation work. At TUI Future Markets I led the Geo Destination Landing Pages initiative across 5 markets: content architecture, keyword-to-template mapping and indexation rules for more than 100,000 destination pages. Organic traffic grew 4x. I also set up the international SEO governance behind it, including the hreflang strategy, country and language targeting, and cross-market content priorities.

At FLOYT Mobility I led SEO and organic growth across two international brands. I built and led a team of 4 SEO Managers, acted as SEO product owner, partnered with engineering on programmatic landing page templates that cut update time by 60 to 70%, and drove the migration from WordPress to Contentful. I also started the company's AI search work: optimising content for LLM crawlers and running a Reddit pilot to build the brand mentions that AI systems learn from.

What ties it together

My background is technical at its core: international SEO governance, headless CMS, Core Web Vitals, GEO and AEO. What ties it together is a focus on outcomes: search visibility, organic revenue, and making sure the work holds up as Google and LLMs keep changing the landscape.

I like writing the requirement as much as doing the analysis. Most SEO wins at scale ship as product features, so I spend a lot of time in tickets, templates and planning sessions with engineers and designers. The expertise pages explain how I approach each part of the work, and the blog is where I write down what I learn.