Meet Ettore!
He’s an SEO specialist who builds strategies that connect content with what customers are actually asking and thinking about. He likes turning SEO from a pure volume- and traffic-grab into a branding and positioning exercise (something LLM search has made far trendier). 🧑💻
Ettore Bassignani has 5+ years in content and SEO, and before that, worked as a business consultant and marketing manager. That mix means he judges content by whether it resonates with customers and moves them along the buying journey, not by how many keywords it ranks for.
He’s Italian but lives in rural Hungary, and speaks Italian, English, and Hungarian.
In his spare time, you’ll find Ettore with his family or out in nature: picture him in vineyards, forests, mountains, beaches, or pretty much anywhere calm and far from the hustle and bustle of modern life. 🦉
Top 3 Influencers You Follow Religiously
- Louis Grenier – Stand The F*ck Out – Cuts through marketing fluff and is brilliant on positioning. A contrarian voice that makes you rethink the lazy defaults.
- Billy Broas – Argument-driven marketing – His philosophy is that marketing is an argument, not a bag of psychology hacks. The goal is to earn belief with clarity instead of manipulating people into a “yes.” Great for anyone into positioning and marketing with integrity.
- Wil Reynolds – Founder of Seer Interactive – A leading voice in SEO: down-to-earth, full of genuinely useful insight, and he’s spent over a decade telling SEOs to stop gaming the algorithm and start talking about business impact.
Most Bizarre/Interesting Client Project
Doing content strategy for a Māori-owned winery in New Zealand.
It was fascinating on two levels. First, learning about Māori culture and how it shapes their approach to agriculture and the land. And second, realizing how closely that aligns with century-old European winemaking traditions our own societies have largely forgotten (but are luckily making a comeback).
As a winemaker, getting paid to sit at the intersection of culture, history, and wine was as good as it gets.
What Values Motivate You?
Kindness, honesty, and teamwork, with a healthy dose of mindfulness. I think the best work happens when people treat each other well, say what they mean, and fly in the same direction.
Favorite Ways to Spend Your Free Time?
Time with my wonderful family always comes first. Then, it’s:
- Simply chilling and relaxing
- Being a hobby winemaker (check out our garage winery)
- Shooting hoops
Favorite Industry Podcasts to Follow
I don’t listen to podcasts. The format doesn’t work for me. I’d much rather read or watch a video than have something hooting away in the background. So no recommendation here!
Top Resources Everyone Should Know About
- Growth Memo by Kevin Indig – consistently the sharpest growth and AEO analysis
- Search Engine Land – my go-to for staying on top of what’s actually changing in search
- Marketing Max – fast, actionable marketing news and insights in newsletter form
Favorite Area of Your Work?
Getting to know a client’s business inside out: the processes, the quirks, the target customers.
Bringing an outside perspective is perfect for spotting issues or gaps where the current positioning quietly confuses the people it’s meant to win over.
From there, the fun part is closing those gaps and building strategies that actually land with their ideal customers.
As A Kid, What Did You Want To Be When You Grew Up?
A professional basketball player. The dream lives on, just on local courts now 🏀
