My name is Stefano Gorgoni and I’ve been working in SEO since 2004.
My career started with a bit of recklessness: together with a friend I launched an e-commerce site with zero budget for advertising. Social networks didn’t even exist yet, so I studied SEO as the only way to promote it for free. The results came quickly, and I realised this was the path I wanted to follow.
A decade in Malta: SEO for the iGaming industry
In 2010 I moved to Malta, which had become a global hub for the iGaming industry.
I worked in-house for several companies, managing international projects across multiple markets.
Those ten years taught me how to manage large-scale projects, distributed teams, and technically demanding challenges in one of the most competitive industries in the world.
Must: my boutique SEO agency
In 2017 I founded Must, a boutique SEO agency dedicated to the iGaming sector.
The idea was clear: bring specialised SEO expertise to a market where competition is fierce and where generic “all-purpose” agencies simply don’t go far enough. With Must I worked with operators, affiliates, and platforms, developing tailored strategies and protecting brands in the search results.
Back to Italy: consulting with Up Vision
The pandemic brought me back to Italy, where I now live in Oltrepò Pavese.
Since 2021 I’ve been collaborating with Up Vision, focusing mainly on SEO for e-commerce while also working on a wide variety of projects – from publishing to B2B services, across both Italian and international markets.
For me, SEO has never been about tricks. It’s strategy, analysis, and vision – and that’s the mindset I bring to every project.