Fractional SEO
and Content Lead
Giving marketing teams a fractional, in-house SEO & content lead.
I’m Nicolo Grossi, founder of UpbeatSEO.
For over 12 years, I’ve led SEO and content across marketplaces, travel brands, and fintech, designing evergreen content systems that made organic visibility predictable, scalable, and measurable. That experience now informs how I help B2B and B2C tech teams build non-branded acquisition engines that work in modern, AI-driven search environments.
My work sits at the intersection of SEO, content strategy, and AI, where the highest leverage in organic growth now exists. I design systems that are:
- Built for modern discovery (Search, Featured Snippets, PAA, AI Overviews)
- Semantically strong (entities, topic coverage, and internal relationships)
- Structurally clear (crawlable, indexable, extractable)
- Operationally efficient (repeatable workflows, not content volume)
I don’t offer generic audits or disconnected blog posts.
I build repeatable SEO and content systems that grow non-branded demand, support pipeline, and keep working as search evolves.
Whether you’re a SaaS founder or a growth lead responsible for organic acquisition, the goal is always the same:
👉 Make your product discoverable, trusted, and chosen. Not just clicked. Chosen.Trusted by
Why work with me
Solo, hands-on execution
All strategy, content, and optimization are handled directly by me. No outsourcing, no account layers, no handoffs.
Proven at scale
I’ve built and scaled SEO and evergreen content systems from the ground up in competitive markets, driving sustained non-branded growth over multiple years.
Systems, not tactics
I don’t deliver isolated blog posts or generic SEO tasks. I design integrated evergreen content systems built to compound authority over time.
Built for how search works today
My approach is aligned with how Google Search, Featured Snippets, People Also Ask, and AI Overviews interpret and select content.
Why most Startups fail at SEO
SEO is not dead, but the traditional way it’s executed no longer works.
Most Startups fail not because SEO has lost value, but because they are built on outdated assumptions:
- Optimizing for traffic instead of intent
- Publishing generic, low-value content
- No relevance to Search Query
- Ignoring experience and usability
- Not appearing in rich results, and AI Overviews
Search is still central to how buyers research solutions, evaluate options, and build shortlists. What has changed is how search engines interpret content and how buyers consume information.
What changed in SEO
The SEO playbook that worked a few years ago (more content, more keywords, more volume) is no longer sufficient.
Three fundamental shifts now define modern SEO:
- Search engines evaluate systems, not pages: Google rewards sites that demonstrate topical completenes, clear internal relationships, and consistent expertise across a subject area.
- AI systems reuse structured knowledge: AI Overviews and generative tools depend on existing web content. Only content that is discoverable, well-structured, and semantically clear is likely to be extracted and cited.
- Brand authority compounds over times: Expertise, experience, authoritativeness, and trust (E-E-A-T) are no longer abstract concepts. They are measurable signals that influence whether content is surfaced, summarized, or ignored.
What works now
What a modern SEO strategy requiresTo remain effective, SEO must shift from isolated execution to system design.
That means:
- Focusing on the full buyer journey, not just awareness-stage traffic
- Building topical authority through structured hubs and supporting content, not standalone posts
- Optimizing for AI discovery, using clear organization, FAQs, and structured data
- Diversifying formats, extending evergreen content into comparisons, guides, and decision-support assets
- Prioritizing genuine expertise, not content velocity
- Integrating SEO with other channels, so organic visibility supports broader growth efforts
This is the context in which evergreen content systems outperform traditional blogging, and where UpbeatSEO operates by design.
UpbeatSEO's evergreen content system
Effective SEO for B2B and B2C tech companies is about delivering value through content that matches your audience’s intent.
This is what UpbeatSEO delivers:A single evergreen content system designed to capture non-branded demand and earn visibility across Google Search results and AI Overviews.
This is not a collection of disconnected SEO tasks, but one integrated system delivered across four tightly linked layers:
Testimonials
Nico is dedicated, self-motivated, and methodical. He showed a high level of content, outreach, and SEO skills and was a valuable contributor to Fiverr SEO strategic projects. Nico is a professional I could always rely upon to get the job done.
Nicolo is a great worker. He is very motivated, highly skilled and always willing to go the extra mile. I really enjoyed working with him: he is so open minded and always full of creative and great ideas!
Nicolo is a rare person which brought a lot of value to the company. The fact that he has assorted and unique background and work experience puts him in a very good position as original thinker, outside the box and great motivation.
Nicolò is a great leader and mentor: he is very passionate in any project he receives and adapts great with his clients, with his abilities, adaptability, and dedication. I really appreciate his technical skills in marketing and SEO.
It was a great pleasure to work with Nicolo! At all times I have found him to be a reliable, efficient, hard-working, courteous and highly organized worker. I have always been very impressed with the way that he has approached work.
FAQs
What is evergreen content?
Evergreen content is content designed to stay relevant over time. Instead of focusing on trends or short-lived topics, it covers core subjects that don’t change, allowing it to keep providing value to readers long after it’s published.
What are the benefits of evergreen content?
- Long-term organic traffic
Evergreen content continues to attract search traffic over time, rather than peaking briefly and then fading.
- Compounding value
Each evergreen piece keeps working after publication, making future growth more efficient as content builds on itself.
- Lower maintenance effort
Because it focuses on stable topics, evergreen content requires fewer updates compared to trend-driven content.
- Stronger topical authority
Covering core subjects in depth helps search engines understand what your site is about and trust it as a reliable source.
- Better alignment with search intent
Evergreen topics match how people consistently search, making the content more useful and discoverable.
- More predictable results
Performance is steadier over time, reducing reliance on constant publishing or short-term campaigns.
- Higher reuse by search and AI systems
Clear, durable explanations are easier for Google Search and AI Overviews to interpret, extract, and surface.
What makes content “evergreen”?
- Addresses core questions or problems that don’t change often
- Matches consistent search intent over time
- Provides clear, durable explanations rather than time-sensitive updates
- Requires minimal maintenance to remain accurate and useful