Your blog gets traffic. Your sales team still asks where the leads are.
I build SEO strategies for New York B2B companies that tie search to pipeline: what to fix first, what to create next, and what to stop doing.
I'm Cristian, a Brooklyn-based SEO consultant with 18 years of experience at Compado, StubHub, Softonic and Microsoft's MSN. Today I lead SEO and AI search in-house at Cockroach Labs, a B2B database company.
Get my take on your SEO →The problem
Lots of activity. Not much pipeline.
Most B2B companies aren't doing nothing on SEO. They're doing plenty.
There's a content calendar. An agency sends a monthly report full of green arrows. Someone ran an audit last year that flagged 4,000 issues, and nobody knew which ones mattered.
Traffic is up. Rankings look fine. But when the CEO asks how much of last quarter's pipeline came from organic search, the room goes quiet.
The problem usually isn't effort. It's direction. The content targets topics people search for, but not the topics your buyers search for when they're close to buying. And meanwhile, the questions your buyers ask are increasingly being answered by ChatGPT and Google's AI Overviews, before anyone reaches your site.
What you get
A plan your team will actually use
Where organic search really drives revenue for you today
We start with your pipeline, not your traffic. Which pages and searches lead to demo requests and sign-ups, and which just look good in a report.
Where your buyers are searching
The searches that matter in B2B: problems your product solves, comparisons with competitors, "alternatives to" searches, integrations and use cases. Plus the questions buyers now ask AI tools instead of Google.
A prioritized roadmap, not a 90-page audit
A short, ranked list: what to fix first, what to build next, and what to stop doing. Each item says why it matters and what it's likely to move.
Working sessions with your team
Strategy only works if your marketers, writers and developers can carry it out. I work with them directly, so the plan turns into shipped work.
Why B2B is different
In B2B, 100 of the right visitors beat 10,000 of the wrong ones
A consumer site can win on volume. A B2B company sells to a small number of buyers, who search for specific, often unglamorous things, and take months to decide.
A good B2B SEO strategy is built around those buyers: the job titles, the problems, the moment they start comparing vendors. Getting that right is worth more than any traffic chart.
Proof
Why work with me
I've set SEO strategy at scale for 18 years.
- +15% organic growth year over year across nine Latin American markets at StubHub, working with product, marketing, data and engineering
- 200K → 1M+ monthly users in nine months for Onmeda.es
- Led EMEA SEO strategy for Microsoft's MSN Spain, and trained journalists to write for both readers and search engines
I think about revenue, not just rankings.
At Softonic I built a sponsored-content business that reached six figures in its first year, selling to companies like Adobe and Avast. I also founded SQL Easy, grew it to 300K+ students and sold it.
I do this work every day, in-house, at a B2B company.
I lead SEO and AI search at Cockroach Labs, where organic search has to earn its place in the pipeline like every other channel.
I've tied search to revenue.
At Compado I owned SEO for 100+ domains generating $2M+ a year in organic revenue. I built CompraMejor.es from 0 to €400K in 18 months from organic traffic alone, and turned two Softonic editorial sites from loss-making to €480K+ a year.
Why NYC
Strategy works better across the table
I'm based in Brooklyn and work with B2B companies across New York: AI-native software, B2B SaaS, fintech and security software. Strategy is the part of SEO where sitting down with your team, in person or in your time zone, makes the biggest difference.
Availability
I only take on a few clients at a time
Because I also lead SEO at Cockroach Labs, I keep my client list small. You work directly with me, from the first call to the roadmap.
FAQ
Common questions
We already have an SEO agency. Can you work with them?
Yes. Many teams bring me in to set direction and keep the agency on execution. A clear strategy usually makes an agency more useful, not less.
Do you include AI search?
Yes. Any SEO strategy today has to account for how buyers use ChatGPT, Gemini and Google's AI Overviews. It's built in, not an add-on. If AI search is your main concern, see AI search visibility.
How long does it take?
It depends on the size of the site and the team. You'll get the priorities early, so your team can start on the biggest wins while the full plan comes together.
Get started
Here's how to start
Send me your website and one line on what you want organic search to do for your business in the next year.
Within two business days, I'll reply with my honest take: what I think is holding you back, and the first three things I'd look at.
No pitch deck, and no retainer to sign up front. If it's not a fit, I'll tell you.
Get my take on your SEO →Or email me directly at cristian@vidian.es.
Related
More ways I can help
AI search visibility
Show up when buyers ask ChatGPT, Gemini and Google's AI Overviews who to shortlist.
Learn more →Content strategy
Content that ranks in Google, gets cited by AI and brings in qualified buyers.
Learn more →Technical SEO
Find and fix what stops Google and AI tools from reading your best pages.
Learn more →Explore