At a Glance

Evangelos Varfis — SEO & Organic Growth Consultant

With over 15 years of experience in search and growth strategy, I build and scale organic ecosystems that transform visibility into measurable commercial impact.

I have led search functions across high-growth startups and billion-dollar enterprises, operating in industries including dating platforms, hospitality, consumer electronics, supermarkets, and e-commerce.

My approach is simple: no jargon, no unnecessary complexity, no long-term contracts. Just clear, data-driven insights, actionable recommendations, and hands-on execution that drive sustainable growth.

What I Specialise In

Hands-on technical SEO, scalable content strategy, AI-search optimisation, and App Store Optimisation — bridging deep execution with strategic direction.

Enterprise SEO & Programmatic Scale

  • Technical SEO architecture (crawl, indexation, CWV, structured data)
  • Large-scale programmatic SEO (1M+ page infrastructures)
  • International SEO (26–49 languages)
  • Commercial & transactional keyword optimisation

AI Search, ASO & Organic Ecosystems

  • AI search audits & LLM visibility optimisation
  • Entity & structured data strategy for AI discovery
  • End-to-end ASO (metadata, creatives, co-discovery, experimentation)
  • AI-driven experimentation frameworks

Data, Analytics & Growth Leadership

  • Advanced Google Sheets automation & SEO systems
  • Looker Studio dashboard architecture (RegEx, SQL-style logic)
  • KPI modelling & revenue attribution
  • Cross-functional SEO leadership (Product, Engineering, BI, Marketing)

My expertise extends beyond traditional SEO into AI-powered search environments. I actively design LLM-friendly content infrastructures, optimise structured data for machine readability, and test how AI engines prioritise and surface brand content — ensuring visibility not just in search engines, but in emerging AI-driven discovery ecosystems.

Key Achievements

Numbers that reflect the scale and impact of my work across global brands.

1M+ Pages

Programmatic SEO

Scaled Badoo’s programmatic SEO across 49 languages and 1M+ location pages, generating ~216M organic clicks annually.

49 Languages

International SEO

Built and scaled global SEO infrastructure for Bumble (26 languages) and Badoo (49 languages).

71% AI Share

AI Search Strategy

Positioned Bumble as the most AI-mentioned brand in the dating vertical with 71% share of AI-generated brand visibility.

+1,073% Page 1 Rankings

Commercial Growth

Page 1 keywords grew from ~1,500 to ~17,600. Commercial keyword reach increased by +63%.

540K+ Downloads

Data & Analytics

Creator of 85 top-rated Google Analytics solutions (4.9 ★), building advanced reporting systems connecting search to outcomes.

441K App Downloads

ASO

Led hands-on ASO strategy across metadata, creatives, experimentation, and in-app event optimisation.

“At Bumble Inc., I built and scaled the global SEO function from scratch — expanding across 26 languages, driving approximately 20 million organic clicks annually, and positioning Bumble as the most AI-mentioned brand in the dating vertical.”

Experience & Impact

Over 15 years leading SEO, AI Search, and organic growth strategy across global brands — from scale-ups to publicly traded enterprises.

Bumble Inc.

Global Head of SEO & AI Search

2019 – Present

Built and scaled the global SEO function from the ground up, transforming organic search into a core acquisition engine across web and app ecosystems.

  • Increased organic traffic share from 22% to 43%, making SEO the 2nd largest acquisition channel
  • Scaled Badoo’s programmatic SEO to 1M+ pages across 49 languages, generating ~216M annual organic clicks
  • Expanded Bumble across 26 languages, driving ~20M annual organic clicks
  • Grew Page 1 rankings from ~1,500 to ~17,600 (+1,073%) and non-branded visibility by +1,570%
  • Positioned Bumble as the #1 AI-mentioned dating brand (71% AI visibility share) in 2025
Badoo

Global Head of SEO & AI Search

2019 – Present

Led and scaled large-scale programmatic SEO infrastructure across 49 languages.

  • Built and optimised 1M+ location-based pages
  • Generated ~216M annual organic clicks
  • Developed scalable programmatic frameworks for global search coverage
  • Integrated structured data and technical architecture to support enterprise-level crawl and indexation
Publicis Groupe (Samsung Europe)

Technical SEO Manager

2017 – 2018

Led technical SEO and analytics strategy across Samsung’s European web properties.

  • Resolved critical canonical/indexation issues across product categories
  • Delivered +12% organic traffic growth
  • Standardised technical SEO frameworks across multiple European markets
  • Managed and mentored a team of 4 SEO specialists
Omnicom / PHD Media (Sainsbury’s & Tu Clothing)

SEO Manager

2016 – 2017

Led SEO and CRO strategy for one of the UK’s largest supermarket and retail brands.

  • Increased online revenue by +28% through checkout CRO optimisation
  • Scaled organic revenue share from 19% to 25%
  • Grew category organic traffic by +60% and revenue by +22% (YoY)
  • Managed and scaled a 4-person SEO/CRO team
Mediaworks

SEO Consultant

2014 – 2016

Delivered technical SEO, analytics, and growth consulting for major UK retail brands.

  • Achieved average +28% traffic growth and +25% revenue increase across clients
  • Implemented GTM and advanced analytics frameworks
  • Contributed to agency nomination for Best Large SEO Agency (UK Search Awards)
Nudge Digital

Head of Search

2013 – 2014

Built and led the Search Department, defining technical SEO standards and analytics frameworks.

  • Delivered average +17% traffic growth across client portfolio
  • Created 85 Google Analytics Solutions Gallery (540K+ downloads)
  • Ranked #1 Top Contributor in Google Analytics Solutions Gallery
Mozaik (Greece)

SEO & Social Media Manager

2011 – 2013

Led SEO strategy for hospitality and international hotel brands.

  • Increased website traffic by +41.96%
  • Increased online revenue by +89.21%
  • Promoted twice within two years

How I Work

A structured, transparent process designed to deliver measurable results from day one.

01

Discovery & Goals

We start with a focused call to understand your business model, growth targets, markets, and constraints. What’s working today, what’s not, and what “success” looks like.

Free 30-minute discovery call
02

Multi-Channel Audit

Depending on your needs, I run a deep audit across Technical SEO, content, competitive analysis, AI Search, and ASO. This identifies the biggest opportunities, risks, and quick wins.

Data-driven insights
03

Prioritised Growth Plan

You get a clear roadmap with prioritised recommendations, effort vs. impact scoring, and timelines. Every item includes “why it matters,” expected outcomes, and how we’ll measure progress.

Prioritised roadmap
04

Execution & Reporting

Choose the model that fits: I can execute hands-on, partner with your team, or lead cross-functionally with Product, Engineering, and Content. Reporting is built into the process.

Your terms, measurable results

My Philosophy

I don’t believe in generic retainers or one-size-fits-all “SEO packages.” Every business has different markets, constraints, and growth levers — so I tailor the work to what will move the needle, fastest and most sustainably.

If you’re looking for a hands-on partner to scale organic growth across SEO, AI Search, and ASO — let’s start with a quick discovery call.

No Jargon

Clear priorities, actionable recommendations, and hands-on execution across SEO, AI Search, ASO, and analytics — tied directly to measurable outcomes.

No Vanity Metrics

Everything connects to visibility, acquisition, and revenue impact — working with you or your team to ensure real commercial results.

No Surprises

No long-term contracts. No arbitrary deliverables. You’ll always know what we’re doing, why it matters, and how we’ll measure success.