About

I'm Youssef Ettobi and I live in Elche (Alicante, Spain). I came to SEO self-taught, through my own projects: trying things, breaking them and starting over. I've been doing this for over 15 years, and those early years taught me the most important part of the craft: understand why something works before you repeat it.

Then I worked at several agencies, including Ecommedia. That is where I learned the side of the job you cannot learn alone: coordinating with development, content and product teams, explaining priorities to demanding clients, and keeping projects going for months, not just kicking them off.

Today I work as an independent consultant, and I've collaborated on projects for brands like Canva, Marriott Hotels, Lipton and Holafly. I speak Spanish, English and Arabic, plus some French. That changes international work a lot: I can read each market in its own language instead of through a translation.

And now, GEO. Search no longer happens only on Google: more and more people ask ChatGPT, Perplexity, Gemini or Arabic models like Jais directly. I don't think SEO is going away; I think it's expanding. That's why I work on both layers at once: being found on Google and being cited by AI engines.