David Lopez
Digital Marketing
David Lopez is a Melbourne-based digital marketing specialist who has been delivering results since 2008.
The work covers SEO, paid search, conversion optimisation and web build. He measures the whole funnel, from first click to closed deal value.
Melbourne, VIC, Australia
- 2.7x lead actions It's Done Rubbish Removal 28 Jun to 31 Aug 2026 full month vs the prior two, GA4, Australia only
- 31.6% AI Assistant conversion It's Done Rubbish Removal 28 Jun to 31 Aug 2026 full month, GA4, Australia only, n=38
- 3-tier offline conversion tracking a Melbourne e-commerce and services client CRM deal value to Google Ads and GA4
- +185% organic revenue CrossRay, via Digital Next Jan 2022 vs Jan 2021, GA ecommerce
- 470 geo-targeted pages Milone, via Emote Digital live sitemap count, Sep 2026
- 2008 delivering since Melbourne agency teams 18 years
More than a decade of my career has been agency-side, across SEO, paid search, conversion optimisation and web build.
I hold 11 current Google Skillshop certifications and 12 Anthropic certifications, and I measure the whole funnel through to the revenue it produced.
Capabilities
SEO / AEO / GEO
- Technical SEO: crawl architecture, structured data, hreflang, Core Web Vitals and site migrations
- AEO and GEO: entity optimisation, FAQ schema, AI overview visibility and AI Share of Voice
- Keyword research, topic mapping, content planning and on-page optimisation
- Off-page strategy and link building
- Tooling: Google Search Console, GA4, Screaming Frog, SEMrush, Ahrefs
Search Engine Marketing & PPC
- Google Ads across Search, Display, Video, Shopping and Performance Max
- Search term auditing and negative keywords to cut wasted spend
- Keyword research, bid strategy and budget management
- Campaign structure, audience targeting and remarketing
Content Strategy & Copywriting
- Content planning for complete topical coverage
- Content briefing for copywriters with AEO and GEO intent built in
- SEO-friendly copywriting across all page types, plus lead gen and advertising copy
- Researching and writing on highly technical subject matter
Analytics, Tracking & Attribution
- Google Tag Manager implementation, dataLayer architecture and event tracking
- GA4 implementation, configuration and performance reporting
- Full-funnel attribution connecting ad spend to closed deal value, including CRM-connected offline conversions
- Reporting and dashboards: Looker Studio, AgencyAnalytics
CRO & Web Development
- WordPress theme and template development, Gutenberg-first, built to SEO and CRO best practice
- Landing page creation, A/B and multivariate testing
- Site speed diagnostics and Core Web Vitals remediation
- Platforms: WordPress, Shopify, HubSpot, Joomla, Drupal, BigCommerce, Wix
Team Leadership & Mentorship
- SEO and PPC team management including offshore contractors
- Mentoring junior specialists and building internal capability
- Repeatable workflow and process documentation across dev, PM and content
- Agency-wide reporting migration from Looker Studio to AgencyAnalytics, plus Asana onboarding
What I build
- AEO Citation Tracker. Tracks brand versus competitor citations across six AI answer engines (ChatGPT, Claude, Copilot, Gemini, Perplexity and Grok). One sweep puts 42 questions to every enabled engine, and the most recent run cost $1.29 in API spend across 210 answers.
- SERP Tracker. Tracks Google rankings using stealth Chromium, with no paid API and no cost per query.
- Marketing Dashboard. Builds interactive dashboards from GA4 and Google Business Profile data, with lead attribution and channel analysis, and republishes them hourly.
- SEO News Digest. Reads fourteen SEO, Google Ads and AI search sources every morning and sends a two-minute summary of what matters to Telegram, linking only to pages it actually fetched.
That dashboard is what produces the It’s Done figures on this page.
Case studies
9.7x
ORGANIC RECOVERY
DataForSEO estimate
It's Done Rubbish Removal: built the site, ran the recovery, rebuilt for conversion
A June 2026 rebuild lifted organic clicks 129% on equal 28-day windows either side of it, and took lead actions from 32 to 87 between 28 June and 31 August against the two months before. Before that I recovered the same site from a Google Safe Browsing flag for social engineering content, bringing the organic keyword footprint back 9.7x from its 2023 floor, a third-party estimate.
Read the full case study, including how the rebuild was measured
3-TIER
OFFLINE ATTRIBUTION
Offline conversion tracking: tying closed deal value back to the ad click
A Melbourne e-commerce and services client was bidding Google Ads on form submissions with no visibility into which leads became customers. I moved the account off thank-you-page tracking onto verified form events, then built three-tier offline conversion tracking so closed deal value from the CRM reports back against the click that produced it.
Read the full case study, including what it deliberately does not claim
+90% to +185%
ORGANIC REVENUE
Growing organic revenue on an ecommerce sister brand
CrossRay, the other Thermofilm Australia brand I ran at Digital Next, grew organic item revenue between 90% and 185% year on year in every month that survives, holding first position for its two head terms throughout.
Read the full case study, including why the revenue is quoted as a change
470
GEO PAGES
Milone's Tree Solutions: copy rewrite and automated location pages
470 geo-targeted location pages, 452 generated by a system I built and 18 council pages written by hand, published across a staggered three-month rollout. Over the six months that followed, organic keywords rose 2.1x and top-ten rankings 2.1x. Third-party estimates.
Read the full case study, including how much of each page is unique
Certifications
11 current Google Skillshop certifications and 12 Anthropic certifications.
Questions
What does David Lopez specialise in?
SEO coupled with AI Search, which covers answer engine optimisation and generative engine optimisation. Also Google Ads and paid search, conversion tracking and attribution, and the production tooling that measures all of it.
Does he build websites as well as market them?
Yes. WordPress theme and template development, Gutenberg-first, built to SEO and CRO practice. He built It's Done Rubbish Removal's site, its conversion tracking and the reporting behind it.
What results has he delivered?
For It's Done Rubbish Removal, a June 2026 rebuild lifted organic clicks 129% and organic CTR 84% on much the same impressions, on equal 28-day windows either side of the rebuild, and Australian lead actions from 32 to 87 between 28 June and 31 August against the two months before. Earlier, the site recovered from 57 organic keywords after Google flagged it for social engineering content, to 554 by June 2025, a third-party estimate and roughly 80% of its all-time peak.
Where is he based?
Melbourne, Australia. He works with clients and teams across Australia.
Is he available for work?
Yes. He is open to permanent and contract roles in SEO, paid search and digital marketing, across Melbourne and remote.
Get in touch
Tell me about the role and I will come back to you. If you would rather not use a form, I am on LinkedIn.