Interview
Interview with Gianluca Fiorelli
A view of the future where AI, SEO and GEO work as one system.
Alfonso Moure · CEO of bigmomo
SEO and GEO to get found. Applied AI so the business can execute
With technical SEO and GEO I improve business visibility in classic search and AI search, across languages and markets. In parallel, applied AI for processes: context engineering, automated execution pipelines and custom tooling (not demos). Computer engineer; solving problems online since 2004.
About
Crawling, speed and measurement: one technical problem
A small site forgives almost anything. Once it grows into thousands of URLs, inherited templates, several teams in the same repository and multiple markets live at once, crawling, speed and measurement stop being three separate jobs and start behaving as one system. That technical layer is where I work.
I was writing code before any of this. I started solving problems online in 2004 and took my computer engineering degree with a career already running. bigmomo came in 2014 and the team has been fully remote since 2016: twelve people working on technical SEO, web performance and measurement architecture for e-commerce, industrial B2B and insurance.
My technical SEO looks closer to debugging a system than to working through a checklist. Server logs processed with custom Python tooling, cross-referenced with crawl data, Search Console and indexing APIs until the pattern shows up: what actually gets crawled, what renders and what never reaches the index. Day to day that means SPAs and headless CMS platforms (React, Vue, Next, Nuxt) plus multilingual, multimarket projects where a single architecture mistake can switch off half a continent and take weeks to surface in a report.
On performance I do not stop at the front end. Critical Rendering Path, JavaScript, CSS and loading strategy on one side; SQL queries, caching, TTFB, CDN and infrastructure on the other. A green Lighthouse score opens the conversation rather than closing it, because the useful work usually sits in the slow query and the configuration keeping it alive.
I treat measurement as infrastructure. Client-side and server-side GTM, Google Ads, Meta, TikTok, enhanced conversions, CAPI, advanced matching and Consent Mode, built so paid attribution can carry budget decisions. Around that, ETL pipelines on GCP and BigQuery, anomaly detection in Python, and AI where it earns a real advantage (coding agents, LLM workflows, custom tools I build in Cursor). If it does not change a decision, it does not ship.
What decides a project is usually whether the technical work reaches production. I embed with SEO, PPC and engineering teams, order the backlog on judgement, argue for what gets built and what gets dropped, and leave the next steps written down. Same approach when I speak at events and publish cases, code and unfiltered opinions in my newsletter and on LinkedIn.
Specialties
Where I add the most
- Deep technical SEO: logs, crawl, indexing, SPAs and complex architectures.
- Full-stack WPO: Core Web Vitals, Critical Rendering Path, SQL, caching, TTFB and infra.
- Paid measurement: client/server GTM, Consent Mode, CAPI, enhanced conversions and usable attribution.
- Data and applied AI: GCP/BigQuery ETL, Python anomaly detection, automation with judgement.
- Delivery with client teams: prioritise, negotiate changes and ship into production.
Experience
From coding to technical SEO, digital marketing and applied AI
I started writing code. That engineering background became technical SEO and technical digital marketing, with a focus on measurement and AI applied to marketing. The short version.
-
bigmomo
2014 – present
Co-founder and CEO · technical SEO, WPO, measurement and data
Today: leading the agency I started
I started bigmomo in 2014 and since 2016 the team, around a dozen people, has worked fully remotely. The work tends to arrive when a site is large and awkward: e-commerce, industrial and software B2B, insurance and travel, across the EU, LATAM and the US in several languages. My side of it is technical: WPO from server to browser, technical SEO backed by Python tooling we build ourselves, paid measurement that reconciles, and data or AI only when they change a decision. Coming from engineering, I can argue those changes with a client's dev team and get them shipped.
-
2022 – present
Lecturer · Master's in paid media strategy
KSchool
I teach the measurement block of the paid media master's, the part where campaigns break. Students build it with their own hands: GTM and GA4, trackers for Google Ads, Bing, Meta and LinkedIn Ads, enhanced conversions, advanced matching, CMP and Consent Mode. The aim is that they leave able to debug a broken setup on a live account.
-
2021 – 2024
Data engineering, scraping and backend
PEEB
Three years inside a property-data product, hands on the backend. I built the large-scale Python scraping, the normalisation layer and the API that served the data, all running on Google Cloud. To keep the feed trustworthy I added AI clustering and matching to catch the same listing duplicated across sources, plus generated summaries for messy incoming records.
-
2012 – 2014
Marketing and SEO leadership at scale
Localnomad · Only-Apartments
Two years running marketing at two travel companies, with international SEO as the backbone. At Only-Apartments I led an online marketing department of twelve and organic strategy across 17 markets and 13 languages, alongside PPC oversight and GTM. That is where I learnt how quickly search engines, languages and product teams drift apart when the architecture is not planned upfront.
-
2005 – 2012
SEO, CTO and consulting
Relevant Traffic · MUCHOVIAJE · SAO Factory · independent
Seven years learning the trade before founding anything: SEO lead on enterprise accounts at an international agency, SEO for an online travel group, and a spell as CTO running ASP.NET and SQL development teams. Alongside that, independent SEO, PPC and analytics consulting. That mix of code and marketing is what bigmomo was built on.
-
2018 – 2022
BSc Computer Engineering
Universitat Oberta de Catalunya
I completed the computer engineering degree remotely, with the agency already running and clients on the table. I did not need it to do the work: I wanted the formal grounding in algorithms, systems and databases behind two decades of practice.
Talks
Stages where I bring technical work down to earth
A selection of recent talks, panels and interviews. The living list also lives on the speaker page.
Interview
PPC Cast · SEO, GEO, PPC and AI
How SEO and GEO meet PPC and applied AI in digital marketing.
Talk
The Audience Club London
Talk on the future of Search.
Panel
SEOFOMO Boston
Panel on technical SEO and GEO criteria for Search AI.
Talk
Datolada · Suelta el Dato
How to prevent errors and data loss in agent systems that filter email to boost productivity.
Talk
Performance Observer
English talk on server-side speed: «Why the heck everything is so slow if my server is so expensive».
Talk
Espacio 23
The incentives Google uses to push SEO effort for AI-era search.
Talk
SEOFOMO Barcelona
The future of Search, with a clearer split between Search AI and classic Search.
Talk
SEO On the Beach 2025
Using MCPs in applied AI to do SEO work with custom tooling.
Talk
Caña Digital · AI for food producers (SEO/FIME)
Applied AI so Cantabria food producers show up more effectively in AI results.
Talk
Entrepreneurship with AI
How we launched bigmomo and how we use AI to push the agency hard.
Talk
PPC Cast · Paid media security
Security for paid media environments.
Recommendations
People I've worked with, by name and role
Real LinkedIn recommendations. No anonymous quotes, no filler.
"Alfonso is an exceptionally meticulous professional. He proposes different scenarios for each decision, clearly explaining the advantages and drawbacks of each option. Working with him is easy and productive."
Marketing Manager - SaludOnNet
"His experience in WPO, development, tracking and technical SEO was key to driving business growth. He is decisive, dedicated and an excellent communicator."
SEO Consultant
"Alfonso has a vision and knowledge of SEO, WPO, development and online marketing that are only surpassed by his energy and willingness to help. He is always offering alternatives and ideas to improve the project."
SEO Director
Next step
If this fits, write to me
Context, goal and timeline. I will tell you whether I fit, a bigmomo project fits… or neither does.