SEO consultant in Lucca and Pisa: get found by the people looking for what you offer

I’m Stefano Gabryel: I do SEO for businesses around Lucca and Pisa, and we can do all of it in English. I spent more than fifteen years in software before moving into photography and SEO, so when a site has a technical problem I look at the code myself rather than trust an automated report.

Two ways people find you

Locals search on their phone, in Italian, often adding “vicino a me” (near me): “corso di cucina Lucca”, “agriturismo Capannori”, “enoteca Pisa”. Visitors search in English and decide on photos and reviews: “cooking class near Lucca”, “wine tasting Pisa”, “vacation rental Lucca”. If you sell to both, you need both sets of words, and sometimes pages in both languages. It’s easy to end up with a site that works in one language and not the other.

What I look at first

1. Searches: the words your customers use, and who appears instead of you today.
2. Your Google Maps listing: category, hours, photos, reviews. For a local business it’s often the most viewed page you have. If you run a holiday let or a B&B, local SEO for hotels in Italy goes deeper.
3. Your website: one clear page per thing you sell, quick to open on a phone, every page visible to Google. I check that in Search Console, Google’s free tool that shows how people find you.
4. ChatGPT: I ask it what one of your guests would ask, and see whether you come up and what it says about you. More on that in AI search for hotels.

You get the priorities in writing: what to do now, what can wait, and what you can do yourself. The full service is described on the SEO page.

Time and results

Changes to your Google Maps listing usually show within weeks; the website takes months. Nobody can guarantee a position on Google. Before we start, we agree when to review progress and which numbers to look at: calls, inquiries, clicks from Google, and what new customers say when you ask how they found you. Your listing, Search Console and domain stay in your name.

I did the same work on a tourism project of my own, stefanogabryel.net, for my guided hikes. It launched in January 2026 with no advertising, and by August it was getting about 40 visitors a day from Google search. Here are the numbers.

Questions before we start

Do I need a new website first?

Not always; often the one you have just needs fixing. If it really needs rebuilding, I’ll say so before we start. How I build new sites is in web design in Lucca and Pisa.

I’ve paid an agency before and nothing changed.

First we look at which goals and numbers were agreed at the start. I write it down at the start, with the date we’ll review it. And check now that your Google listing, Search Console and domain are in your name, not the agency’s.

What does it cost?

It depends on how much there is to fix, and not everything needs a monthly fee. A full analysis is paid once and leaves you with the written priorities; I’ll tell you what it includes and what it costs before we start.