Israel Guerrero
Guadalajara, Jalisco, Mexico
Available
I write pretty copy content people can find, and I build the systems that produce it.
Content & SEO Lead. Six years writing for two brands of a Mexican car rental company, the last three leading content SEO. I trained in Hispanic Literature and work with Search Console, Google Analytics, and in-house analytics: I write, measure, and adjust.
Case studies
Three pages, three different problems. With their numbers, their sources, and their limits.
An AI-assisted content production system.
I designed and built, from within the content team and without a development team, the system that took the team from one to four SEO posts a day in two languages. It's documented in a manual, so someone else can run it without having built it.
From reports to seed keywords
- Input
- Reports exported from Semrush, Google Ads Keyword Planner, and Search Console (the latter filtered by page, if one already exists).
- Process
- An AI skill cross-references them with a location dashboard, so two sister pages don't compete for the same search, and proposes three to five seed keywords, each with its rationale.
- My call
- Choosing the seed is my judgment call. The skill only proposes.
- Technical note
- The three reports arrive in different formats (encoding, delimiters, and decimal separators included), and the system reads them all.
An article written by the brand's rules
- Input
- Brand, location, language, seed keywords, related keywords, and recommended length.
- Data rule
- Policies, coverage, deposits, and requirements come only from each brand's current terms and conditions. The AI can't make them up.
- Tone
- It comes from the voice and tone guide: transparent, empathetic, and never robotic.
- English
- It isn't a translation: it's researched separately, with its own keywords and its own audience.
The final document, ready for review
- What it does
- A generator builds the document in the exact format the team uses: internal table, embedded typography, and real hyperlinks.
- Each brand
- Has its own content structure and its own meta-tag rules, and the system respects them.
- Why it matters
- The document is checked in Google Docs, where it's reviewed: a table that looks perfect in Word can break there.
Nothing publishes itself
- I review
- I review and edit the draft in Google Docs. This stage is deliberately not automated.
- I publish by hand
- I upload the final content, in both languages, to the site's CMS.
- Verification
- Once the page is live, another skill compares it with the original brief and flags what's missing or broken. A difference isn't automatically an error: I sometimes edit before publishing, on purpose.
Apps Script · Semrush · Claude Cowork · Looker Studio · n8n
See how it works →Writing samples
What I write besides SEO: scripts, press releases, style guides, and print pieces.
I came to SEO through literature. I studied Hispanic Literature and joined a car rental company to do something that had nothing to do with writing.
I moved into copywriting in 2020 as a Creative Writer, and in 2023 I founded the content team within marketing, which I now lead as Content & SEO Lead. In those six years I've written dozens of bilingual landing pages, blog posts, video scripts, press releases, and speeches; I wrote the voice and tone guide that is now the company's editorial standard, along with the crisis-management protocol.
I'm drawn to work where writing and data are taken equally seriously: content that someone finds, understands, and uses.
Contact
I'm looking for a leadership role in content, SEO, or corporate communications. If that's what you're hiring for, get in touch.
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