Welcome to a new WTSInterview edition, where we interview brilliant SEOs in our industry and share their stories with the world! WTS members are welcome to share their story by simply filling out this form; we encourage folks from all walks of life in our industry to do so.

Introducing Laura I. Abreu! Laura is a Lead Generation, Ads and SEO Manager with 12+ years of international experience across Europe and Asia-Pacific, particularly in Hong Kong and Australia.

She is the founder of Global and Search, an international SEO and PPC platform focused on knowledge sharing and supporting remote career growth.

Laura was recognised as SEOFOMOer of the Week and is part of the judging panel for the European Search Awards 2026.

How did you get into SEO?

I started creating social media content then moved into Google and Meta Ads. As I began building my own niche site projects, I realised I needed to understand how to rank online and that naturally led me to SEO.

I was also looking for a skill that would allow me to work from different countries, as I love living abroad. I find SEO mentally stimulating, constantly evolving and something I could keep learning forever… so I am here to stay :)

What is your favourite SEO task?

My favorite SEO task is positioning strategy and site architecture. I love looking at what competitors are doing in terms of structure and content, then figuring out how to make it clearer and add more value to the topic while keeping it natural.

I like stepping back and asking what this brand should actually be known for and whether I, as a customer, would enjoy the overall site experience and find my answers quickly.

What is your go-to tool or resource that you can't live without?

That would be my Mac Notes app and ChatGPT Plus.

I organise my projects in folders inside Notes and map out topics and structures there before touching any SEO tool. I send voice notes to ChatGPT to brainstorm ideas while feeding it competitor content I also like.

I use the obvious tools daily as well like Search Console, Google Trends, Ahrefs and SEMrush. I also love using diagrams.net to visualise site structures. Seeing everything mapped out makes things cleaner and much easier to follow.

What is something you learned in SEO that made you have an 'AHA' moment?

My AHA moment was realising that SEO can bring the right people in but it cannot fix a broken business. If a customer has a poor experience with the brand or the sales team doesn’t handle the call well, that client might never come back. Multiplied across different clients, that means real business impact.

I can build the best structure, drive qualified traffic and create a beautiful, high performing website but if the brand or sales process fails, you lose clients. End of story. That’s when I understood that SEO is powerful, but it’s only one small part of sustainable growth.

What is your proudest industry achievement?

My proudest industry achievement has to be driving real business growth through search. In Australia, I managed lead generation campaigns that generated over $1 million in revenue within months. For another client, I reduced cost per click by 40% on Meta campaigns and increased website traffic by nearly 85%, helping them attract better quality clients.

On an industry level, being selected as SEOFOMOer of the Week by Aleyda, being part of the judging panel for the European Search Awards 2026 and building Global and Search as an international platform.

What advice would you give those starting out in SEO?

I would say: be a nice human being and someone easy to work with. Always understand the business benefit behind what you’re doing. My work motto is to overdeliver and underpromise.

Try to specialise. Within SEO there’s local, technical, on site, off site, enterprise etc. Pick an area you enjoy and become really good at it! Don’t try to cover everything.

Give a shout out to a person of marginalised gender in the industry who inspires you and tell us why

I’m very inspired by Seryi Ruiz, who recently began her transition and works in the SEO industry. I think she is an example of bravery and courage, especially in a sector with such strong male representation. I would love for everyone to know about her link building project: www.crestalink.com

What empowers you to be the brilliant person you are?

What empowers me is believing in visualisation and in the power of the mind. I truly believe that with the right attitude and habits people can go as far as they set their minds to, as long as they are realistic, honest and willing to keep learning.

I also believe in asking questions, especially when you don’t know something. That can be uncomfortable, but it’s essential for growth.

Kindness is another core value for me. I believe kindness moves boundaries. And I believe we can reinvent ourselves as many times as we choose.

Finally, how does it feel being part of the Women in Tech SEO community?

I had the opportunity to attend the Philadelphia 2025 edition and I truly felt like I was in a safe space where my questions were never ridiculed, but instead welcomed. At the same time I felt empowered. The people I met were amazing, and I genuinely believe the work WTS does for the community is essential and necessary.

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Thanks, Laura, for a truly insightful interview!

You can follow and/or connect with Laura on her Linkedin, X and visit her website!

Check out our Interviews page for more interviews. If you've enjoyed reading this, we'd love for YOU to share your story with the world! Simply fill this form here, we welcome brilliant SEOs from all walks of life! 🙌🏽