“Discovering true and good SEO's in Central America is something like finding a needle in a haystack. If you come upon Rusben you have found a golden needle. Take care of it!”
Rusben Madrigal
Senior Technical SEO | AI-Driven SEO, Web Performance & Growth
SEO professional with 10+ years of experience specializing in Technical SEO, large-scale websites, and AI-assisted workflows. Strong technical expertise across JavaScript environments, web performance optimization, and scalable organic growth strategies.
About Me
Technical SEO strategist with more than a decade of experience working with large-scale international websites and global brands.
My work focuses on the intersection of SEO, engineering, and data. I specialize in improving crawlability, rendering behavior, Core Web Vitals, and structured data implementations across modern JavaScript environments.
I frequently collaborate with product, engineering, and analytics teams to solve complex technical challenges and drive sustainable organic growth.
Video introduction
Get to Know Me
Watch a short intro to my background, experience, and approach to Technical SEO and Growth.
Hi, I'm Rusben!
Technical SEO & Growth
10+
Years SEO Experience
2
Languages
15+
Tools & Platforms
Core Skills
SEO Strategy
IA / AI-Driven SEO
Web Performance Optimization
Technical SEO
JavaScript SEO
Next.js / Rendering
Site Architecture
Crawlability & Indexation
Core Web Vitals
Structured Data (JSON-LD)
Log File Analysis
GA4
GTM
Looker Studio
SQL
Lighthouse & PageSpeed Insights
Experience
SEO Associate Director
Publicis Groupe
Costa Rica
February 2023 – January 2026
As a Media Delivery Associate Director, I lead the LATAM SEO Delivery team and oversee technical SEO initiatives across large-scale, multilingual websites.
- •Drive technical SEO strategy with a focus on site architecture, crawlability and indexation, Core Web Vitals optimization, structured data, and rendering behavior across JS- and PHP-based environments.
- •Lead the adoption of AI-assisted and automated SEO workflows to support technical audits, issue prioritization, and scalable recommendations across markets.
- •Collaborate closely with engineering, analytics, and content teams to diagnose complex issues, implement efficient solutions, and deliver measurable organic growth for global brands.
Technical SEO Manager
Advision Development
Costa Rica
May 2022 – October 2022
Solved complex Technical SEO challenges across large-scale, multilingual architectures, including PHP- and JavaScript-based technology stacks.
- •Led technical audits, Core Web Vitals optimization, structured data implementation, log file analysis, and scalable internal linking models to improve organic visibility and crawl efficiency.
- •Provided technical SEO guidance for offshore/onshore Sportsbook operations, supporting brands such as SportsbookReview.com, BookmakersReview.com, OddsTrader.com, Predictem.com, and others.
- •Partnered closely with development teams to implement architecture improvements, ensure correct rendering and indexation, and drive measurable performance growth across high-traffic environments.
Senior Technical SEO
The Strategic Group
San José, Costa Rica
May 2020 – April 2021
Specialized in technical SEO optimization for web performance and code quality.
- •Page speed monitoring and improvement.
- •Code improvement and optimization (PHP and ReactJS).
- •On-page optimization (metadata, internal links, etc.).
- •Implementation, improvement and maintenance of Schema Markup.
- •Sitemaps.xml and .zip structure optimization.
- •Highlight: recovered a brand website from an algorithmic penalty caused by a low-quality link purchase.
Senior Technical SEO
Tripadvisor
Remote
February 2018 – April 2020
Worked on large-scale international platforms to improve technical SEO performance.
- •Code improvement and optimization (PHP).
- •On-page optimization (metadata, internal links, etc.).
- •Improved web rendering.
- •Implementation, improvement and maintenance of Schema Markup.
- •Sitemaps.xml and .zip structure optimization.
Want to see my full experience and background?
Download my CVTools & Platforms
Google Search Console
Screaming Frog
Ahrefs
SEMrush
Sitebulb
GA4
Adobe Analytics
Looker Studio
Technical Expertise
Technical SEO Audits
Comprehensive technical analysis of large-scale websites to identify optimization opportunities and improve organic performance.
JavaScript SEO
Expertise in rendering behavior, indexation strategies, and optimization for modern JavaScript frameworks like Next.js and React.
Core Web Vitals Optimization
Performance optimization focusing on LCP, FID, and CLS to improve user experience and search rankings.
Structured Data Implementation
Implementation and maintenance of JSON-LD schema markup to enhance search visibility and rich results.
Log File Analysis
Deep analysis of crawl patterns and server logs to optimize crawl budget and improve indexation efficiency.
SEO Automation & AI Workflows
Development of AI-assisted workflows and automated processes to scale SEO operations and accelerate analysis.
Languages
English
Full Professional
Español
Native or Bilingual
Education
McKinsey & Company
Professional Development Program (Leadership, Problem Solving, and Business Skills)
October 2025 – April 2026
Le Studio by PGD
Management Development Program 2024
Marketing
April 2024 – May 2024
Universidad de La Sabana
Metodologías Ágiles e Innovación en la Organización
Marketing
October 2023 – February 2024
Universidad Latina de Costa Rica
Degree of Business Administration with emphasis in Marketing & Sales
Marketing
2012 – 2014
Universidad Latina de Costa Rica
Bachelor of Business Administration with emphasis in Marketing & Sales
Empresa, gestión, marketing y disciplinas afines
2007 – 2010
LinkedIn
What others say
Recommendations from colleagues and managers on LinkedIn.
“I've had the pleasure of working with Rusben on SEO matters and I can assure you he is excellent! I've learned a lot from him—he's one of the best SEOs I've met in Costa Rica.”
“Rusben is a very responsible and diligent person, I like to recommend his services.”
“Rusben gets the job done and when something is wrong he makes it right. Excellent worker and a better person.”
“Rusben is a multi talented young man with excellent customer service skills. He always responds with a professional, up beat and genuinely attentive attitude to all work projects under his responsibility. He has strong personal ethics and is not drawn into negative actions of other less committed colleagues. He enjoys working as a team, but also independently created and implemented several new systems, demonstrating creative problem solving skills. I would definitely rehire Rusben, or would work with him again should our professional lives intersect again.”
“I have worked with Rusben for approx. 6 years. Rusben is an extremely knowledgeable, energetic, organized and detailed person. Rusben has helped my company excel with his assistance. He has extensive knowledge in business and network marketing. I will continue to utilize Rusben's services and enjoy the results.”
Open to Opportunities
I'm open to technical SEO and growth roles. If you're a recruiter or hiring manager looking for someone with 10+ years driving organic growth on large-scale websites, let's connect.