From Operations to Organic Search
My path to SEO wasn’t a straight line — and I think that’s exactly what makes my approach different. I started my career as a data analyst in sales at Cemex — one of the largest cement and concrete companies in the world — where I learned to read numbers, spot patterns, and translate data into decisions. That analytical foundation never left me.From there I moved into operations, spending years as a district manager at Oxxo — the largest chain of convenience stores in Latin America — overseeing teams, systems, and business performance across multiple locations. That role taught me how to think in systems, spot what’s not working, and build processes that scale.
After Oxxo, I spent two years in insurance sales, then four years as general manager at a real estate developer — while quietly building my own digital marketing brand, Up Consulting, on the side. My background in Marketing and International Business gave me a foundation for thinking across markets and audiences, which became essential when I started working with bilingual clients. I was working with clients across industries and discovering what actually moves the needle in online visibility.
When I made the decision to work fully from home, I went deep into freelance work — supporting marketing agencies, real estate agents, startups, and law firms. That’s where SEO found me, or more accurately, where I fell in love with it. There’s a particular satisfaction in watching organic rankings climb that paid advertising simply doesn’t give you. The work is hard, the results take time, and when they come — they compound.
That experience led me to found Marketing by Neffy, an SEO agency built specifically for service-based and local businesses near the US–Mexico border.
Why Bilingual SEO — and Why It Matters More Than Most Businesses Realize
One thing I hear constantly from clients is that they hadn’t considered Spanish-language SEO. Not because they don’t want Spanish-speaking customers — they absolutely do — but because no one had shown them how much visibility they were leaving on the table.
In border cities like Laredo, Brownsville, and McAllen, 65 to 96% of residents are Hispanic. Many search primarily in Spanish. If your website only speaks English, you are invisible to the majority of your market — and your competitors are not.
I focus on border cities because I believe they need it the most. These are markets with real demand, real patients, real clients — and a significant gap in businesses that know how to reach them. Bilingual SEO isn’t a niche add-on. For service businesses in these cities, it’s the strategy.
SEO Built for Visibility in Both Languages
Through MBN, I combine strategy, content, and technical optimization into systems that generate consistent organic visibility — without relying on ad spend.
AEO & Answer-First Content
I build pages structured to be quoted by Google AI Overviews, ChatGPT, and voice search. FAQ hubs, schema markup, and clear answer architecture that feeds AI and increases organic clicks.
Programmatic SEO
Scalable page systems with real unique value — not thin templated content. Clean internal linking, tested structures, and consistent topical authority built page by page.
Bilingual EN/ES SEO
Independently optimized English and Spanish pages with proper hreflang, native Spanish keyword targeting, and citation building for Hispanic markets and border cities.
Local SEO & Google Maps
Google Business Profile optimization, citation consistency, review strategy, and Maps ranking for dermatology clinics, law firms, and service businesses in Texas border cities.
Reporting That Actually Means Something
GA4 and Looker Studio dashboards tied to calls, form fills, and real business outcomes — not just rankings and impressions.
Simple Systems. Steady Output. Honest Reporting.
I don’t believe in complexity for its own sake. The businesses I work with need results they can see and strategies they can understand. I build systems that run consistently, report clearly on what’s working, and adjust when they don’t.
If you’re a service business that wants to rank higher in English and Spanish — without ad spend and without guesswork — I’d like to talk.