Aurélio Paz da Luz

Specialist in Web & Digital Analytics, WordPress, Technical SEO, Performance, and Conversion

Main Specialty

Web & Digital Analytics applied to WordPress projects, technical SEO, web performance, and data-driven conversion optimization.

Mode of Operation

In-person, hybrid, or remote

Professional Availability

Open to opportunities in environments that value technical quality, data-driven decisions, and long-term vision.

Location

Santiago de Compostela, Galicia, Spain

Year of Birth

1988

⚠️ Legal Situation for Hiring in Spain

Need for PAC / UGE-CE sponsorship, including family reunification.

Professional Summary

I am a specialist in Web & Digital Analytics, technical SEO, and WordPress architecture, with over a decade of experience in performance-driven digital projects. My background combines a solid technical foundation with an analytical vision, always focused on transforming data into decision-making criteria, not just reports.

Throughout my career, I have worked on the construction, optimization, and maintenance of content portals, educational projects, institutional platforms, and digital products, working directly with traffic analysis, user behavior, web performance, technical SEO, conversion, and systems architecture. My approach is not to execute isolated tasks, but to understand the business context, identify bottlenecks, and prioritize improvements that generate measurable impact.

My role positions itself at the intersection of data, technology, and decision. I use Web Analytics, Digital Marketing Analytics, data analysis, actionable metrics, and impact-oriented reporting to answer practical questions: where to invest effort, what is limiting growth, and which technical decisions really make a difference. I avoid vanity metrics and assumption-based approaches, prioritizing consistent evidence and reliable data.

Unlike exclusively technical profiles or purely marketing-oriented ones, my differential lies in connecting technical architecture, performance, modern SEO, and real usage data to concrete objectives. I treat WordPress as a strategic platform, not just as a CMS, and SEO as a technical and semantic discipline, not just as keyword optimization.

In an increasingly automated world influenced by artificial intelligence and language models, my work considers not only visibility in traditional search engines but also digital authority, semantic consistency, data quality, and content preparation for reuse by AI. For me, sustainable growth is a consequence of well-founded decisions, well-executed techniques, and correctly interpreted data.

⬆️ Back to Table of Contents

Professional Positioning and Focus

My professional performance is guided by a clear premise: technology only generates value when it is connected to decision-making. Over more than a decade working with digital projects, I have developed an approach that integrates data, technical architecture, performance, and modern SEO, always focusing on real impact and sustainability.

I do not work driven by trends, isolated tools, or vanity metrics. My focus is on structuring reliable, measurable digital environments that are prepared to grow consistently.

Data-Driven Decisions

The foundation of my work lies in the use of reliable data to guide technical and strategic decisions. I use Web Analytics, behavioral metrics, traffic analysis, and conversion indicators to answer practical questions, such as:

Where to invest technical effort now
Which factors are limiting growth or conversion
Which improvements generate the greatest impact with the least effort

My practical experience with Google Analytics (GA4), Google Search Console, monetization platform metrics, and funnel analysis allows me to transform data into prioritization criteria, not just descriptive reports.

Technical Architecture as a Growth Foundation

I believe that sustainable growth starts with technical architecture. Poorly structured projects accumulate technical debt, inconsistent data, and scalability limitations.

Therefore, my performance involves conscious decisions about:

WordPress architecture focused on performance and long-term maintenance
Code organization, data structure, and content flows
Integrations via APIs and automations with data control and validation
Infrastructure prepared for evolution, not just for the short term

This solid technical foundation allows data to be reliable, metrics to be interpretable, and decisions to be made with confidence.

Performance, Reliability, and Scale

Performance is not just speed; it is reliability. I work with web performance considering user experience, system stability, and real impact on results.

My approach includes:

Core Web Vitals optimization applied in practice
Structuring projects prepared for high content volume
Continuous monitoring of performance and behavior
Reducing technical bottlenecks that affect SEO, conversion, and retention

Reliable projects scale better, generate more consistent data, and provide a solid foundation for organic growth and monetization.

Modern SEO, Entities, and AI Visibility

The current search landscape goes beyond traditional SEO. Today, visibility depends on semantic clarity, entity consistency, and technical reliability, both for search engines and language models (LLMs).

My SEO work considers:

Technical SEO as a foundation, not as a superficial adjustment
Clear and understandable semantic structure
Content prepared to be interpreted, reused, and referenced
Structured data, information validation, and technical authority

More than ranking pages, the goal is to build projects that are understood, reliable, and referenced in an ecosystem increasingly driven by artificial intelligence.

⬆️ Back to Index

Main Areas of Action

My professional work is organized into complementary areas that connect to support reliable, measurable, and prepared for sustainable growth digital projects. Each area below represents a practical axis of my work, applied in real projects over more than a decade.

Web & Digital Analytics

Action focused on the collection, analysis, and interpretation of data to support technical and strategic decisions. I use Web Analytics not as a reporting tool, but as a basis for prioritizing improvements, identifying bottlenecks, and assessing real impact.

Includes:

Traffic, behavior, and conversion analysis
Interpretation of actionable metrics
Use of data to guide technical and business decisions
Reporting aimed at decision-making

Technical SEO and Web Performance

I work with SEO from the technical foundation, ensuring that sites are crawlable, fast, stable, and semantically understandable. Performance is treated as a structural factor, not as a quick fix.

Includes:

Technical SEO applied in practice
Core Web Vitals and perceived performance
Indexing, crawling, and semantic structure
Technical audits and continuous diagnostics

Advanced WordPress and Web Architecture

Action with WordPress as a strategic platform, going beyond basic CMS use. The focus is on technical architecture, code organization, scalability, and long-term maintenance.

Includes:

Advanced WordPress architecture
Lightweight themes, custom code, and best practices
Content organization and editorial workflows
Technical integrations and sustainable architectural decisions

Conversion, Funnels, and Data-Driven Optimization

Action aimed at continuous improvement of results, using data to understand actual user behavior and optimize conversion journeys without assumptions.

Includes:

Funnel analysis and optimization
Conversion based on real data
Identification of bottlenecks and drop-off points
Prioritization of improvements by impact

Automation, APIs, and Integrations

Focus on the connection between systems, data, and processes to reduce manual work, increase consistency, and ensure operational efficiency. Automation is treated as infrastructure, not as a shortcut.

Includes:

Integrations through APIs and Web Services
Automation of workflows and processes
Data validation and quality
Connection between platforms, content, and metrics

Digital Strategy, Authority, and AI (LLMs)

Strategic action oriented towards the current landscape of search and digital visibility, considering search mechanisms, language models, and building long-term technical authority.

Includes:

Data-driven digital strategy
Modern SEO, entities, and semantic consistency
Content prepared for visibility in AI
Technical authority beyond rankings

⬆️ Back to Index

Professional Experience

Digital Analytics & WordPress Specialist

Freelancer | 2013 – Present

Context of Action

Independent professional work focused on the conception, evolution, and maintenance of digital projects based on WordPress, with a strong emphasis on data analysis, technical SEO, web performance, conversion, and sustainable technical architecture.
The work is oriented towards medium and long-term projects, where stability, data reliability, and consistent growth are priorities.

Strategic Responsibilities

Definition of technical and editorial priorities based on real data
Continuous analysis of traffic, behavior, and conversion metrics
Support for decision-making through reports and actionable insights
Technical planning aimed at scalability and long-term maintenance
Alignment between technology, content, and project objectives

Technical Responsibilities

Architecture and maintenance of advanced WordPress projects
Technical SEO, including indexing, crawling, semantic structure, and Core Web Vitals
Monitoring with Google Analytics (GA4) and Google Search Console
Web performance optimization and user experience
Integrations through APIs, automations, and data flows
Validation, organization, and reliability of data used in analysis

Types of Projects Handled

Digital educational platforms
Content and news portals
Institutional and governmental websites
Digital products and monetization projects
Internal systems based on WordPress

Generated Impact (Qualitative)

Continuous improvement of performance and technical stability
Greater clarity in data-driven decision-making
Reduction of technical bottlenecks that limited growth
Structuring of projects ready to scale and evolve
Consolidation of reliable and sustainable digital environments

Support for Implementation of Systems (Public Sector)

Government of the State of Rondônia

Action focused on technical support in the implementation and use of institutional systems in the public sector, with a focus on operation, organization, and adaptation of digital solutions to administrative routines.

Activities developed:

Support for the use of internal systems
Technical support to users and administrative sectors
Organization and monitoring of digital processes
Interface between users and available technology

Multimedia Programmer

Netpix

Action in the development of multimedia and digital solutions, involving creation, maintenance, and adaptation of content and systems for web environments.

Main activities:

Development and maintenance of digital projects
Work with web languages and technologies
Technical support for multimedia solutions
Collaboration on digital communication projects

Junior Multimedia Programmer

São Lucas Teaching Center

First professional experience in the technology field, focusing on development and support for multimedia projects and internal systems.

Activities performed:

Support in the development of applications and digital content
Basic maintenance of web systems and projects
Technical support in educational environments
Practical learning of programming and web fundamentals

⬆️ Back to Index

Relevant Projects

iEducation

Context
Digital educational platform focused on providing pedagogical resources for early childhood education, special education, and primary education. A proprietary project, active and continuously evolving, with a focus on content, monetization, and sustainable growth.

Technical Role
Responsible for the entire technological and strategic foundation of the project, acting in architecture, maintenance, optimization, and data analysis, as well as providing technical support for the operation of the digital business.

Technologies

WordPress
GeneratePress and GenerateBlocks
PHP with custom functions
Google Analytics (GA4)
Google Search Console
Technical SEO and web performance

Scale
Project with a high volume of content, frequent updates, and constant organic traffic, requiring stability, performance, and structure prepared for growth.

Business Objective
To provide quality free educational content, coupled with monetization through digital products and data-driven performance strategies.

Technical Differentiators

Lightweight and optimized WordPress architecture
Technical structure prepared for SEO and efficient indexing
Continuous metrics analysis for prioritizing improvements
Integration between content, data, and monetization

Alfabetito

Context
Educational platform in development, inspired by the iEducation model, aimed at the Spanish-speaking audience. A project conceived from the outset with a focus on scalability and international visibility.

Technical Role
Responsible for the complete technical structuring of the project, defining architecture, performance standards, technical SEO, and the foundation for future growth.

Technologies

WordPress
GeneratePress and GenerateBlocks
Custom code in PHP
SEO-focused structure

Scale
Project in the initial phase, with technical planning aimed at progressively expanding content and audience.

Business Objective
Create a sustainable educational platform for the Hispanic market, focusing on structured content, organic visibility, and future monetization.

Technical Differentiators

Architecture designed from the start for performance and SEO
Technical foundation prepared for internationalization
Decisions driven by prior experience in content projects

Institutional Portal – Federal Deputy

Context
Institutional site aimed at disseminating parliamentary activities, public information, and official communication.

Technical Role
Responsible for the technical implementation, maintenance, and optimization of the platform, ensuring stability, informational clarity, and a suitable structure for public communication.

Technologies

WordPress
GeneratePress and GenerateBlocks
Optimized semantic structure
Applied technical SEO

Scale
Institutional project with a need for continuous stability and clear organization of informational content.

Business Objective
Ensure efficient, organized, and technically reliable public communication.

Technical Differentiators

Clean and semantic structure
Consistent performance
Ease of maintenance and updates

JH News

Context
Regional news portal with frequent publications and a high volume of content, acting as one of the main sources of local information.

Technical Role
Acting as the technical lead for the platform, providing continuous support for the operation, stability, and evolution of the site.

Technologies

WordPress
GeneratePress and GenerateBlocks
Technical SEO for large volumes of content
Performance monitoring

Scale
Project with a large volume of pages, with daily updates and a need for high availability.

Business Objective
Distribution of journalistic content with regional reach, supported by organic traffic and technical stability.

Technical Differentiators

Architecture prepared for high content volume
Technical optimization aimed at indexing and performance
Continuous stability monitoring

SINPFETRO

Context
Institutional portal of the Civil Police Union of the Former Territory of Rondônia, including public areas and internal support systems for associates.

Technical Role
Responsible for the creation, maintenance, and technical evolution of the project over several years, acting in both public and internal functionalities.

Technologies

WordPress
Restricted access systems
Document management
Custom technical structure

Scale
Long-term institutional project, requiring stability, security, and continuous maintenance.

Business Objective
Support institutional communication and facilitate associates’ access to information and documents.

Technical Differentiators

Integration between public and restricted areas
Stable and secure technical structure
Continuous evolution according to institutional needs

⬆️ Back to Index

Technical and Professional Skills

Web & Digital Analytics

Web Analytics
Digital Marketing Analytics
Digital Analysis
Data Analysis
Data Analysis
Data-Driven Insights
Reporting
Key Metrics
Traffic Analysis
Behavior Analysis
Data Tracking

SEO & Optimization

Search Engine Optimization (SEO)
Technical SEO
SEO Analytics
SEO Audits
On-Page SEO
On-Page Optimization
E-commerce SEO
Conversion Optimization
Funnel Optimization

Conversion & Funnels

Conversion Optimization
Conversion Tracking
Sales Funnels
Funnel Optimization
Data-Driven Funnel Optimization
User Behavior Analysis
Data-Driven Conversion Strategies

Web Performance

Web Performance
Core Web Vitals
PageSpeed
User Experience-Oriented Performance
Load and Stability Optimization
Technical Performance Monitoring

WordPress & CMS

WordPress
Content Management Systems (CMS)
Advanced WordPress Architecture
Custom Post Types and Taxonomies
WooCommerce
WordPress-Based Web Applications
Web Security Applied to CMS

Automation & Integrations

Automation
Workflow Automation
Application Programming Interfaces (API)
REST APIs
Web Services
JSON
System Integration
Data Validation
Data Quality
Data Management

Artificial Intelligence & Modern Tools

Generative AI Tools
Strategic Use of AI Applied to Content and Data
AI Integration in Automated Workflows
Content Preparation for LLMs
Visibility Optimization for AI Responses

Languages & Web Technologies

PHP
JavaScript
HTML
Cascading Style Sheets (CSS)
Web Application Development and Maintenance
Technical Architecture Oriented to Scalability

Google Ecosystem

Google Analytics (GA4)
Google Search Console
Google Tag Manager (GTM)
Data Analysis in the Google Ecosystem
Integration of Metrics and Tracking

⬆️ Back to Index

Academic Formation

São Mateus Technology Faculty

Course: Internet Systems
Level: Technological Degree

Training focused on web development, systems architecture, programming fundamentals, databases, and technologies for applications on the Internet.

Academic foundation that supported practical performance with WordPress, web development, data structures, programming logic, and application architecture throughout the professional career.

São Lucas Teaching Center

Course: Multimedia Programmer

Technical training aimed at developing digital solutions, including web, multimedia, applied design, interface structuring, and programming fundamentals.

This stage was essential for the beginning of the professional journey, creating a solid foundation for practical performance in web projects, content portals, and digital systems.

⬆️ Back to Index

Certifications

Introduction to Programming Logic
Asimov Academy

Certification focused on the fundamentals of logic, problem structuring, computational thinking, and a basis for software development and technical analysis.

Languages

Portuguese
Native
Spanish
Advanced reading and comprehension, functional written communication, and developing conversation.
English
Technical reading and intermediate comprehension, basic communication.

Last updated: January 2026.