the SEO Coach

Carla dos Santos, The SEO Coach, expertise is built on a foundation of 20 years as an SEO. My specialisation is rooted in three critical pillars: Resilience-Based Strategy, Holistic Quality Coaching (HCU & E-E-A-T), and a Data-Driven Focus on Business Outcomes. 

I am Google Analytics Certified SEO, and others. In the constantly shifting landscape of search engine optimisation, mere tactics quickly become obsolete. What defines a true SEO specialist is not just knowledge of the latest algorithm update, but the strategic fortitude and proven experience to navigate change and deliver sustainable results. I also study and write my exams.

1. Resilience-Based Strategy: Surviving Algorithm Shifts

The Algorithm Shift Advantage

• Understanding the “Why”: Most SEOs focus on the how (the fix); I focus on the why (the systemic quality issue). By understanding the intent behind updates like Panda, Penguin, and Core Updates, I ensure your strategy is never based on exploiting temporary loopholes.

• Decade of Proof: Having successfully guided multiple clients through the most challenging periods in SEO history, my coaching instils a future-proof mindset. We build assets that Google is guaranteed to reward because they prioritise the user, not the machine.

Beyond Technical Fixes

My approach goes beyond technical audits. I specialise in identifying and dismantling the organisational and editorial processes that create poor-quality content in the first place, ensuring your site is protected from systemic, site-wide quality penalties like the Helpful Content Update (HCU).

2. Holistic Quality Coaching: Mastering E-E-A-T

My SEO specialisation centres on the most critical SEO framework today: E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). I don’t just advise on E-E-A-T; I implement strategies that build verifiable authority from the ground up.Expertise and experience

• Over two decades of experience: Has been involved in SEO and website builds for more than 20 years, including a career in agency and corporate leadership roles.
• Technical foundation: Possesses a strong technical skill set from a background in Dev-Ops and Mar-Tech, enabling her to understand IT layers and work with IT departments on marketing initiatives.
• Practical application: Coaches and works with clients on practical, real-time SEO implementation, bridging the gap between theory and hands-on execution.
• Mentorship: Worked with mentors who trained her in on-site, technical, and off-site SEO, and now focuses on teaching and mentoring others. 

Strategic and technical skills

• Holistic strategy: Offers comprehensive services that include technical SEO projects, strategic audits, and full-stack digital strategy, all designed for scalable growth.
• Mar-Tech and process optimization: Specializes in optimizing business processes for marketing teams, particularly within complex IT environments.
• Adaptability: Continues to stay current with the latest SEO tactics, including those related to AI Overviews and Large Language Models (LLMs), and coaches clients on how to adapt their strategies as search evolves.
• Tools and analysis: Uses a range of industry-standard SEO tools for analysis and monitoring, such as Ahrefs, Moz Pro, SEMrush, Google Search Console, and Google Analytics.