Esteve Castells

I led a team and planned Kleinanzeigen’s platform migration in a complex multiteam and multidivisional environment, fostering cross-country collaboration with all relevant stakeholders. The project was extremely complex and challenging since the website had over 3 million visits daily and over 250 million pages indexed on Google. I created the new URL structure, pushed the product roadmap for SEO forward with a committee, and represented SEO at leadership meetings.

This project involved building SEO documentation for tens of thousands of Next.js developers, covering technical aspects and implementation solutions. The documentation included information on meta tags, on-page elements, and page speed. Next.js is the leading React framework, and working on this has helped shape how hundreds of thousands of developers do SEO in the last few years.

This project involved creating a strategy from the ground up for a SaaS company, with a focus on growing authority and blog content. It also entailed general landing page optimization. The challenge was meeting the client’s high ambitions with a low budget. I also coordinated the entire content creation process, from sourcing writers to managing them.

The client is a leader in the phone comparison space. I audited them successfully, generating double-digit growth and building a new SEO strategy that led the company to grow its market share and keyword ranking.

Psicología y Mente is the largest Spanish-speaking website for psychology and mental wellness information. It also hosts the largest marketplace for finding services on the topic. I helped shape the growth of the website by turning around a bad trend and getting back to the previous year’s levels of SEO visibility in a large 10+ million a month organic visits website.