Meet Érico Mafra! As an SEO specialist, he will work with you to build a consistent strategy for your brand’s growth in organic search. He focuses on creating content that matches customer pain points to the solutions a company offers, and ensuring clear brand messaging across each channel.
Érico is originally from Brazil, but he has also lived in two different Spanish-speaking countries, which has allowed him to grasp the nuances of marketing in multiple languages and regions.
He is constantly interacting with other SEOs from LATAM to spread the word about the most effective tactics to grow online, and has been featured in spaces like Search Engine Journal, SEMRush and the Good Signals podcast.
Top 3 Influencers You Follow Religiously
- Lily Ray: I love her insights on the value of consistently building brand reputation and authority. Lily’s perspectives are always a safe source of thinking in the middle of the noise.
- Eli Schwartz: His book “Product-led SEO” has made me reflect a lot on the search psychology behind a product.
- Kevin Indig: I like how he goes beyond the obvious to understand how technology impacts marketing. An example of that is Kevin’s UX study on the behavior of people when they interact with an AI Overview feature in Google search.
Most Bizarre/Interesting Client Project
In my first marketing role, one of my recurring tasks was interviewing customers and using their input to write articles for their blogs. Some of my peers at the time got some bizarre projects, like an adult content platform. I had the chance to work on some exciting ones, with a special mention to a coding school for kids. I remember how excited I was every time I prepared questions to interview that client, and I always left the meeting with more to research about their topics, like STEM skills, computational thinking, and so on. When you are genuinely interested in your field and your client’s work, it’s rewarding, and the chances of delivering high-quality work are high.
What Values Motivate You?
I’m sure that every day I should make some progress in what I have inside. There’s always an opportunity to be more patient, more flexible, more understanding, and so on. That perspective has made me open to interacting with people, because I’m eager to see what I can learn from them for my own evolution. And as a result, helping others by transmitting my learnings is a permanent goal. Knowledge should always be coming and going!
Favorite Ways to Spend Your Free Time?
The idea of traveling is so hard to resist! I recently moved to a new state in Brazil, and with many new cities to explore, my partner and I have been hitting the road for some local tourism. When the weather is smooth, we also like going to the beach and going hiking, there’s just so much nature where we live! And I’ve been trying to write more often; it’s something I’ve always enjoyed doing, but it gets more complex to maintain over time.
Favorite Industry Podcast/Show To Follow?
Top Resource Everyone Should Know About
The annual “Consumer Insight” reports by WGSN are gold for any marketer who wants to create awesome campaigns.
Favorite Area Of Your Work?
I love creating content briefs for brands to publish online. I get in the zone while researching the company’s product and its customers, and expressing all of these ideas in a structure that makes sense for a specific topic is always an enticing challenge.
In terms of search in general, it’s interesting that SEOs now have to interact more with other departments, as it’s no longer just about optimizing individual pages for Google search. The game has evolved, and now we have to be much more informed about what makes a brand unique, to help it gain authority and relevance in its market. It’s an exciting moment to work in the industry.
As A Kid, What Did You Want To Be When You Grew Up?
Like many, many kids growing up in Brazil, I had this dream of being a professional footballer. In school, I didn’t even take a break to eat; I would go straight to the pitch. But I was always fascinated by words and their endless combinations and meanings, so deep inside, there was a light that brought me to the content creation world from the beginning.
