Sixteen years of SEO, and the same question since the beginning
I am Amanda Noronha. I grew up in Brasilândia, in the north zone of São Paulo, and I have been online since I was 14. I started in graphic design, went through HTML, ASP and WordPress, and in 2010 I ended up in SEO because of a question I could not get out of my head: why does a page exist and still nobody finds it. The question is still the same. The map got bigger, because now whoever needs to find the page is also an AI.
Today I am a head of SEO, I work with companies as a consultant, I have taught in MBA programs since 2021 and I research brand memory while I prepare for my master’s degree.
Career
A career made of fresh starts
I changed course more than once, sometimes by choice and sometimes because life changed first. Every time I took the question with me and came back with more repertoire than I had when I left. That ability to start over without losing the thread is what I bring to every project I take on.
- 2009
Graphic design on a ProUni scholarship
Associate degree in Graphic Design at UNIP, on a ProUni scholarship (a Brazilian federal university scholarship program). That is where my habit of looking at visual hierarchy before looking at keywords comes from.
- 2010
First contact with search
HTML, CSS and the first optimizations. Publishing, retail and agency work came next.
- 2018
MBA in Digital Marketing
Faculdade Impacta, completed in 2020. The bridge between ten years of practice and academic vocabulary.
- 2021
Classroom and my own consultancy
I start teaching in MBA programs at Senac São Paulo and Faculdade Impacta, which continues to this day, with a class at ESPM along the way. In the same year, I founded my consultancy.
- 2023Fresh start
Rewriting my own story
I was married before. Since the divorce, I reinvented my story entirely, and my career became part of that rebuilding along with my home, my routine and my priorities.
- 2025Fresh start
Closing, selling and coming back
I closed the consultancy I had founded in 2021 and sold the client portfolio. The sale did not work out, and I came back to work. I share this here because someone who publishes a method with declared sources cannot show only what worked.
- 2025
Semrush Ambassador
In November, I became the second Semrush ambassador in Brazil.
- 2026
Cognitive Architecture of SEO
I took the talk Cognitive Architecture of SEO to the in-person SEOCamp. It brings together in one model what I have been studying about memory, search and AI. My master's project follows the same line.
How I work
Three fronts that feed each other
Consulting, teaching and research work as communicating vessels: what goes into one front supplies the other two.
Consulting
Diagnosis and implementation
Technical audit, content architecture and follow-up until the fix ships. This is where the cases that become classes come from.
Teaching
MBA and in-company training
Senac São Paulo and Faculdade Impacta since 2021, a class at ESPM, plus closed training inside companies. Preparing a class is what forces me to organize the method.
Research
Master’s project and original work
I study brand memory, findability and the effect of generative AI on search behavior. That is where what I apply in GEO comes from. What the research confirms goes back into consulting.
- 1Consulting and teaching: a real case becomes a class exercise.
- 2Teaching and research: teaching forces the method to stay organized.
- 3Research and consulting: a hypothesis tested on a real site.
- CCenter: what I publish, with source and date.
What guides the work
The question from the beginning became a method
The articles I publish end with the list of sources and the date each one was checked. The tools are open, run in the user’s browser and send no answers to me. When the evidence is weak, the text says it is a hypothesis, with that word, in the place where admitting it costs something. If you want to check how I work before you reach out, the material is open.
Stage and community
Stage, community and recognition
Talks
- SEOCamp 2026, in-person edition: Cognitive Architecture of SEO
- WordCamp São Paulo, from 2019 to 2024
- WordCamp Floripa 2022
- WordCamp Brasil 2025
- SEO Summit 2022, 2023 and 2024
- BrightonSEO 2020, with a talk at the Marketing Report Summit
- EducaSEO: technical SEO in the age of AI
- Indexadas 2023, 2024 and 2025, in the warm-up live session
- Guest on the podcasts B2Cast, SEO Martin, Daniel Imamura and Chief of Design
Community
- Administrator of SEO Girl Power, a group of women who work with SEO
- Women Techmakers 2025, in the Google community, with hackathon mentoring
- Member of Mulheres de Growth
- Member of Mulheres de E-commerce
- Member of the WordPress Community
Recognition
- Semrush Ambassador since November 2025
- 20 top SEO experts in Brazil, Favikon 2026
- Top 100 Digital Professionals in Brazil, 2024 and 2025
- Top 40 SEO Experts to follow, 2023 and 2025
After hours
What does not fit in a résumé
The short version of what takes up my time when the laptop closes.
Music
Hard rock, glam rock and heavy metal, with Iron Maiden at the top of the list. And K-pop, which I dance on Pump It Up.
Pop culture
Anime, manga, DC and video games, with the caveat that I am now a retired Nintendo fan.
Tarot and esotericism
The origin of Caldeirão Nerd.
Table
Cooking, coffee, wine and good drinks.
Tattoos
On display in the official photos, no filter.
Salem, Mimi, Haku and Piki
Three cats and a chinchilla. The house has more fur than inactive plugins, and that is a lot.
Now that you know where I come from, tell me where your site got stuck
Thirty minutes, at no cost. You leave the conversation knowing whether the problem is structure, content or measurement, and whether it makes sense for us to move forward together. If I am not the right person for your case, I will say so right away and point you in the right direction.