David Lopez
SEO and AI Search
David Lopez is a Melbourne-based SEO and AI Search specialist who has been delivering SEO since 2008.
He has run SEO across agency portfolios of up to twenty-two accounts. His range covers technical SEO, on-page and off-page, site migrations and recoveries, and the answer engine work that now sits beside them.
Melbourne, VIC, Australia
- +129% organic clicks It's Done Rubbish Removal 28-day windows either side of the Jun 2026 rebuild, GSC
- 470 geo-targeted pages Milone, via Emote Digital live sitemap count, Sep 2026
- −45% → +155% organic users year on year Heatstrip, via Digital Next Jan to May 2022, GA
- +185% organic revenue CrossRay, via Digital Next Jan 2022 vs Jan 2021, GA ecommerce
- 0 → 1,262 organic clicks a month a marine dealership group Apr 2022, GSC
- 3,219 redirects built a Melbourne kitchenware retailer Feb to Mar 2026, from 7,172 URLs returning 404
I have spent more than a decade in agency environments, taking full strategic ownership of SEO programmes. I have the technical depth to diagnose and fix what others miss, and the strategic range to drive organic growth on top of it.
Over the last 18 months I have rebuilt how the work gets delivered using AI-augmented workflows, which lets me service more accounts properly without added headcount. I hold 12 Anthropic certifications and run GEO and AEO on live client accounts.
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
AI Augmentation
- Claude Code workflow development for SEO, content and reporting automation
- Custom production tooling built and shipped against real client problems
- MCP server configuration and integration into live workflows
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
Client & Stakeholder Account Management
- Account management and senior stakeholder presentation across agency environments
- Performance reporting, quarterly business reviews and roadmap development
- Translating technical SEO into commercial recommendations
- Cross-functional collaboration with content, dev, paid and creative teams
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
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
−45% → +155%
ORGANIC USERS, YEAR ON YEAR
Reversing a 45% year-on-year decline on a heating brand
Heatstrip, one of two Thermofilm Australia brands I ran at Digital Next, was shedding 45% of its organic audience year on year when I took it on. By May 2022 it was 155% ahead, with monthly organic users at 8,952 against 1,977 and goal completions at 1,927 against 344.
Read the full case study, including what four surviving reports cannot show
+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
0 → 1,262
ORGANIC CLICKS A MONTH
Organic search for a business with no history to inherit
A marine dealership group launching with no site, no history and no authority to inherit reached 1,262 organic clicks a month across four countries, eighteen months after launch.
Read the full case study, including what the reports cannot show
3,219
REDIRECTS BUILT
Technical SEO at catalogue scale: 7,172 dead URLs and a 70% metadata gap
A Melbourne kitchenware retailer's Shopify store had 7,172 URLs returning 404, no meta title on 70.5% of its catalogue and three quarters of its backlink profile flagged as spam. I sorted the dead URLs into eight patterns and built the map that fixed them.
Read the full case study, including the one problem I did not get to
Certifications
11 current Google Skillshop certifications and 12 Anthropic certifications.
Questions
What does David Lopez specialise in?
Technical SEO and AI Search: entity optimisation, structured data, site migrations, Core Web Vitals, and visibility in AI Overviews and answer engines. He has been delivering SEO since 2008.
How does he approach AEO and GEO?
Entity optimisation, FAQ and structured data, and measurement. He built a tracker that monitors brand versus competitor citations across six AI answer engines. On It's Done Rubbish Removal, AI Assistant traffic converted at 42.1% against 8.6% for direct, on Australian sessions only and a small sample of 38 across all assistants, so it is an early signal rather than a stable rate.
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.
Has he run site migrations?
Regularly, at every agency he has worked in. Recent examples: he ran the SEO migration when Milone's Tree Solutions rebuilt through Emote Digital, and migrated agency clients from Yoast to Rank Math Pro across staging and live environments.
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.