Teaching and talks
SEO, analytics and tagging professor for MBA, graduate and in-company programs
I have taught since 2021, bringing technical SEO, information architecture, measurement and AI search to MBA, graduate and closed training classrooms, and to event stages. Your group leaves with an exercise applied to its own case, a template to repeat it alone and a bibliography with source and date, and moves on without depending on me.
Where I teach
In the classroom since 2021
Besides SEO, I bring to class the measurement that supports the decision: tagging plan, form and conversion events, Google Tag Manager and reading GA4. When the course is broader, such as digital marketing, content strategy or metrics and performance, SEO and measurement come in within the syllabus.
Senac São Paulo
MBA and graduate programs
Since 2021Faculdade Impacta
MBA and graduate programs
Since 2021ESPM
Advanced Program in Digital Marketing, Neil Patel: guest professor and support to the lead professor in the SEO module
SEO pillarIn-company training
Marketing, product and data teams
TailoredTopics
What I bring to the classroom
Technical SEO on large catalogs
Crawlability, indexing, canonicals and pagination on sites with hundreds of thousands of URLs, and how to turn the diagnosis into a ticket the development team can execute.
Cognitive Architecture of SEO
How content organization, vocabulary and information hierarchy affect what the search system retrieves and what the person remembers afterwards.
Cannibalization and semantic similarity
Why two pages start competing with each other, how to measure how close they are and what to do with the content left over after the decision.
AI search
AI Overviews, conversational search and the effect on content strategy when the answer appears before the click, with what is documented kept apart from what is hypothesis.
Brand memory and findability
How a brand comes to be remembered, cited and retrieved in search systems and language models, and what on the site supports that memory.
Monitoring, analytics and tagging
Tagging plan, form and conversion events, Google Tag Manager and reading GA4, to set up measurement before you need it and to audit the one that already exists.
Formats
Four formats, and you choose by the time you have
Talk
From 40 to 60 minutes, at an open or internal event, on a topic agreed with the organizers and with room for questions at the end.
Workshop
From 3 to 8 hours, with an exercise applied to the group’s own site, so each person leaves with a diagnosis of their case.
Graduate and MBA class
A full module, with lesson plan, prior reading and assessment, within the institution’s syllabus, from SEO to metrics and performance.
In-company training
A series of sessions for marketing, product and development, built around the company’s case, so the three areas decide together what changes on the site.
Track record
Seven years on stage, from WordCamp São Paulo to brightonSEO
SEOCamp 2026
Cognitive Architecture of SEO, in-person edition, September 17, 2026.
Women Techmakers 2025
Google community, with hackathon mentoring
WordCamp
São Paulo from 2019 to 2024, Floripa 2022 and Brasil 2025
SEO Summit
2022, 2023 and 2024 editions, with participation confirmed for 2026
BrightonSEO 2020
Talk at the Marketing Report Summit
EducaSEO
Technical SEO in the age of AI
In-company training
Marketing and product teams
Indexadas
2023, 2024 and 2025 editions, in the warm-up live session
Podcasts
Guest on B2Cast, SEO Martin, Daniel Imamura’s channel and Chief of Design
How an invitation works
Tell me the audience, the length and the date
What I need from the organizers
Expected audience and the room’s level of knowledge, length, date and format, whether there will be a recording and what can be published after the event.
What the group receives
The slides, the applied exercise, the template used in class and the bibliography with source and date for every piece of data presented.
“In the classroom, patience is for whoever is learning, and zero tolerance is for market mythology. Basic questions are welcome, including the one the group is afraid to ask.”
Amanda NoronhaHave an open date?
Tell me the audience and the format. I reply with the topics that fit that time and what I need from the organizers.