SEO & SEM · STRATEGY + EXECUTION
SEO and SEM Built as One Growth Engine, Not Two Silos
Technical SEO lowers your SEM costs. Aligned SEM feeds your SEO rankings. I design both in the same brain, for SMBs and startups that need search to actually perform.
Why SEO and SEM Have to Be Designed Together
Most agencies silo SEO and SEM into two departments with two roadmaps and two reports. That is how you end up with a fast ranking organic page your Google Ads cannot land on, or a high Quality Score campaign pointing at a thin page that fails to convert. The margin you are leaving on the table lives exactly in the seam between those two teams.
When SEO and SEM are designed as one system, page relevance stays high, ad copy matches real search intent, landing pages convert on both organic and paid traffic, and every dollar of paid spend earns compound return in organic signal. That is the engagement I build through CMO MiMi Co, my Fractional CMO practice for SMBs and startups that need senior search leadership without a full time hire.
Technical Alignment
How Technical SEO Makes Your SEM Cost Less
Page speed, Core Web Vitals, crawlable architecture, schema markup, and tight on page relevance are not just SEO ranking factors. They are direct inputs into Google Ads Quality Score. Higher Quality Score lowers your cost per click, lifts your ad rank, and earns you impressions your competitors are paying more to reach. A technically clean site is not just an SEO asset. It is an SEM margin lever.
I audit these inputs, rebuild them when they are broken, and monitor them as a single system so your SEO and SEM programs compound instead of competing. That means engineering the site, the schema, the ad groups, the ad copy, and the landing pages so each one reinforces the other. The result is lower CPC, higher organic visibility, and a search stack that stops bleeding money at the handoff between channels.
What I Own Across Your SEO and SEM Stack
- Technical SEO foundation. Audits, Core Web Vitals, schema, internal linking, crawl architecture, and the clean WordPress or custom builds that make every downstream channel cheaper to run.
- Keyword research and intent mapping. One unified keyword universe for SEO and SEM, segmented by commercial, informational, and navigational intent, so nothing is bid on or optimized for twice.
- On page SEO and content briefs. Pages written to match real search intent, with the semantic depth Google rewards and the clarity your buyers actually need.
- Google Ads and paid search campaigns. Account structure, ad groups, ad copy, and landing pages engineered for Quality Score, not just CTR. SEM that runs efficiently because the whole stack behind it is aligned.
- Tracking, GA4, and Search Console wiring. Conversion events, attribution, server side tagging where it matters, and a reporting layer that reconciles organic and paid instead of hiding the tradeoffs.
- AI workflows for SEO and SEM. Brief generation, ad copy iteration, query clustering, and SERP analysis accelerated with AI so the program scales without losing quality or voice.
High Level Strategy, Hands On Execution
I am not the strategist who hands a deck to a junior to implement. I build the WordPress sites, write the schema, stand up the Google Ads accounts, write the ad copy, and ship the landing pages. After fourteen years inside the tools, I know where the leverage actually sits in an SEO and SEM program, because I have spent years operating them, not just reviewing dashboards.
That is the difference between a Fractional CMO who ships and a consultant who only advises. You get a senior operator who can set the search strategy on Monday and push the technical fix or the new campaign live by Friday, with the judgment to know which one moves the number faster.
A Linguist’s Lens on Search
Why Language Is the Real Foundation of SEO
Search is a language problem first and a technical problem second. I am a polyglot and amateur linguist, and that shapes how I approach keyword research, content briefs, and SEM ad copy. I can hear when a page is written in a language Google rewards and when it is written in prose that is grammatically fine but semantically thin. That ear is what separates keyword mapping that ranks from keyword mapping that sits on page three.
It also lets me find the exact phrasing that matches user intent across English, Spanish, and Italian markets, which matters both for international SEO and for multilingual paid search campaigns. In the age of AI Overviews and generative search, the sites that win are the ones whose language is structured clearly enough for machines to quote them and resonant enough for humans to trust them. Designing for both is a linguistics problem.
Essays on search linguistics, Quality Score mechanics, and SEM experiments are publishing soon, alongside case studies from CMO MiMi Co engagements.
SEO + SEM ENGAGEMENTS
Ready to Align SEO and SEM Under One Senior Operator?
If your search stack feels disconnected, your Quality Score is dragging CPC up, or your organic pages and paid campaigns are not working as one system, that is what I fix.