Matei Nicolae-Onea
Founder, Be Seen
I've spent 13+ years building organic growth systems for companies where traffic isn't a vanity metric — it's the business. Home services marketplaces, personal finance platforms, global communications apps, health and e-commerce brands. Different industries, same core challenge: getting the right pages in front of the right people, at scale, and keeping them there.
Be Seen Agency is the agency I built to take that experience and apply it where it matters most — to companies navigating a search landscape that's changing faster than most SEO playbooks can keep up with.
The work
LawnStarter, Lawn Love & Home Gnome — Director of SEO
Home services marketplaces, US
Owned SEO across three brands simultaneously — LawnStarter, Lawn Love, and Home Gnome — managing a team of 12 and a seven-figure budget. The results: Lawn Love grew from near zero to +1,900% organic traffic. LawnStarter and Lawn Love reached #1 and #2 in US home services rankings at the same time.
The work that got us there:
- —Location page architecture and content systems at scale across thousands of city and service pages
- —CMS migrations executed without ranking loss
- —Internal dashboards integrating GSC, GA4, and crawl log data
- —Schema implementation and structured data strategy
- —Built one of the first LLM crawl visibility tools in the industry — a server log system tracking bot patterns from ChatGPT, Claude, and Perplexity, turning raw data into signals for organic strategy
Precis Digital — Senior SEO Specialist
Digital marketing agency, Sweden
Two years at the top digital agency in Sweden, working across some of the biggest brands in the Nordics. The role spanned product development, client onboarding, and hands-on SEO growth strategy — the kind of agency environment where you learn to diagnose fast, communicate clearly, and deliver across very different industries at the same time.
WalletHub — SEO Manager
Personal finance platform, US
Five years in one of the most competitive content categories online — personal finance. Drove +110% revenue growth through organic search and secured 200+ featured snippets across high-intent finance queries. Built content frameworks designed to earn SERP features at scale, not one page at a time.
Rebtel — Senior SEO Specialist
International communications app, EU/Global
Two separate stints working with Rebtel — a global calling app operating across 150+ countries and multiple languages. Work spanned international SEO architecture, hreflang implementation, CMS migration planning, and content restructuring. A genuinely complex multilingual setup where a wrong move in URL structure or hreflang breaks visibility in entire markets.
Other Companies I had the Pleasure to Help
Acutens, memo.me, MyTennisLessons, Design Rush, CardCruncher, DealFront
How I work
I don't hand off audits and disappear. The work I'm most proud of happened inside companies — embedded with product, engineering, and content teams, building systems that keep producing results without needing constant manual input.
I think in terms of infrastructure, not individual wins. A featured snippet is nice. A content system that earns 200 of them is what actually moves the business.
And right now, more than anything, I'm focused on where AI search is going — not as a trend to follow, but as a set of practical problems worth solving early. The LLM crawl visibility work I built at LawnStarter is a good example of that. Most teams are still asking what questions to ask. I'm already pulling data.
“If you want to work with someone who's built this before, let's talk.”
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