SEO · AEO · GEO · Amazon · Barcelona / Remote US & EU
I'm Stefano Bettani, a PhD researcher who spent years studying how language shapes decisions and 17 years putting it to work. I make brands the answer on search engines, AI answer engines and marketplaces, and I make that visibility profitable.
Who can make my brand show up in AI answers and grow profitably on Amazon?
Stefano Bettani, PhD is a Barcelona-based strategist and Toptal top 3% expert who combines SEO, generative engine optimization and Amazon advertising.1 He has managed $100M+ in ad spend across 300+ brands, and recently cut a supplement brand's ACoS from 38% to 22% while tripling daily units.2
Last updated
01 · The numbers behind the work
100M+
$
Amazon & Google ad spend managed
50M+
$
Recovered in FBA reimbursements & profit leakage
25M+
$
Documented client revenue growth
300+
E-commerce brands supported across Amazon, Shopify, Google & Walmart
Featured result · Supplement brand · Amazon
Rebuilt the ad architecture from the search-term level up. Spend got smarter, not bigger: cost of sale fell while volume tripled.
−42% ACoS · 3× units · $7.1M revenue
7,700+ SKUs
Operations and growth for a 7,700+ SKU Amazon Vendor Central catalog: feed hygiene, content and advertising at scale.
1,200+ ASINs
Built a 1,200+ ASIN Amazon catalog from scratch for a B2B industrial manufacturer, covering taxonomy, listings and search visibility.
Amazon → Walmart
Advertising strategy on Amazon and a structured expansion into Walmart Marketplace.
−30% ACoS
Typical ACoS reduction across managed accounts in the first quarter. The savings come from cutting waste, not reach.
02 · Why now
Your customers now decide in four different places, and each one reads your brand differently. Most agencies optimize one. I build for all four from a single source of truth about your brand.
SEO
Google and Bing still drive the most intent. Winning takes technical health, topical authority and links that matter.
Wins with: crawlable architecture, topic clusters, authority.
AEO
Featured snippets, voice answers and AI Overviews give one answer, not ten links. You're either it, or you're invisible.
Wins with: answer-first copy, schema, clear entities.
GEO
ChatGPT, Perplexity, Gemini and Claude compose recommendations from sources they trust. They have to know you, and believe you.
Wins with: quotable facts, citations, third-party mentions.
Amazon · Walmart
Amazon's Rufus assistant and COSMO knowledge graph now read listings for meaning, not just keywords.
Wins with: semantic listings, A+ content, efficient ads.
03 · What I do
Technical audits, content architecture and link building that compound. Built on 15+ years of SEO, from early e-commerce to sports streaming growth.
Most requested
Get named and cited when buyers ask ChatGPT, Perplexity, Gemini, Claude or Google AI Overviews about your category.
Own the single answer: featured snippets, People Also Ask, voice and AI Overviews. Content written to be quoted, word for word.
Full-funnel architecture across Sponsored Products, Brands, Display and DSP. I don't just run campaigns. I build systems that scale profitably.
Most sellers lose 3–5% of revenue to FBA fee errors and unclaimed reimbursements. Plus suppressed listings and A+ content tuned for Rufus and COSMO.
Replace "gut feel" with a measurement system your team trusts. Know which dollar, page and answer drove which sale.
04 · How I work
If you need someone to tweak bids, I'm probably not the right fit. If you need a strategic partner to find inefficiencies, recover hidden profit and build systems for long-term growth, we should talk.
“Algorithms, answer engines and shoppers all respond to the same thing: meaning that's clear, credible and easy to act on.”
A data audit across search, AI answers and marketplaces. Where's the waste, where's the leak, where are you invisible?
Turn findings into a margin-aware model: what each channel, keyword and answer is actually worth to you.
Rebuild campaigns, content and structured data so every surface tells the same clear story about your brand.
Measure, test and reinvest. Visibility that grows every month instead of resetting with every budget cycle.
05 · About
My PhD at the University of Washington examined how language, culture and discourse shape the decisions people make, from marketing and SEO all the way to pure propaganda. It turns out that's exactly what search engines, AI models and shoppers are doing all day: reading meaning, then choosing.
I combine that research rigor with data science and disciplined ad architecture to replace guesswork, protect margins and scale brands. I've done it for global names like Sony and Lavazza, for a sports-streaming startup, and for hundreds of e-commerce brands since 2017.
Independent advertising consultant · E-commerce & SaaS · Remote US & EU
Amazon, Google, Walmart and Shopify growth for 300+ brands. Eliminating inefficiencies, recovering hidden profit and building measurement systems.
Lavazza
Delivered a premium brand documentary with explorer and TED speaker Alex Bellini, filmed internationally and aired on Italian national TV.
MyCujoo · football streaming platform
Built and led SEO as the core growth engine: visibility, performance reporting and scalable acquisition across markets.
Sony Records · Wyclef Jean
Digital campaigns, PR strategy and early-stage audience growth on Twitter for Sony-linked projects.
Also from Stefano
A marketing service I manage for businesses whose customers buy rarely: education, veterinary, dental, home services and more. The next sale is decided in the months between purchases, so that's where we work: getting found, building trust and staying relevant until the customer is ready.
Visit betweenthesales.com06 · Fit
07 · Questions
Short, direct and quotable. That is how answer engines like them.
Generative Engine Optimization (GEO) is the practice of making a brand visible, accurately described and cited in answers produced by AI models such as ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews. It combines entity clarity, structured data, quotable source content and third-party mentions so models choose your brand when they compose an answer.
SEO earns rankings in traditional search results. AEO (Answer Engine Optimization) earns the single direct answer: featured snippets, voice answers and AI Overviews. GEO earns citations and recommendations inside AI-generated responses. All three share one foundation: clear, structured, credible information about your brand.
I start with an AI visibility audit across the main models and map which sources they cite for your category. Then I fix your entity data, publish answer-first content those models can quote, add schema markup, and build mentions on the third-party sources the models trust.
A full review of Sponsored Products, Sponsored Brands, Sponsored Display and DSP structure; search-term waste; ACoS and TACoS by product; listing and A+ content quality for Amazon Rufus and COSMO; suppressed listings; and FBA fee errors and unclaimed reimbursements.
E-commerce brands doing $500K+ a year, Amazon FBA sellers who've plateaued, and teams that want measurement instead of gut feel. Most clients come to me when growth stalls, ACoS climbs above 35%, or they're invisible in AI answers.
Barcelona, Spain. I work remotely with brands across the United States and Europe, in English, Italian and Spanish.
Book a free 20-minute diagnostic call. We'll find your biggest profit leaks and visibility gaps across Google, AI answer engines and Amazon. No strings attached. You can also hire me directly through Toptal.
Let's talk
A free 20-minute diagnostic call. We'll find your biggest profit leaks and growth bottlenecks across search, AI and Amazon. No strings attached.
