Learn SEO the way search engines read: by meaning.
I’m Lorenzo Mazza. I’ve worked in SEO since 2008 and I teach it the way I practise it, starting from what people mean when they search. Workshops, courses and mentoring for companies, small businesses and the people who welcome travellers to Italy.
Google and AI assistants no longer match words, they match meanings: entities, intents, context. I studied semiotics and anthropology before I ever opened a search console, so I teach SEO as a way of reading. What does this query really ask? Who is behind it? What answer would satisfy them?
Three things you’ll find in every session:
Your marketing, content, ADV and IT teams all touch search, but rarely speak the same language. I help them share one. Useful when you’re opening an Italian branch, onboarding a new team or bringing SEO in-house after years with agencies.
Typical topics
You don’t need to become an SEO specialist. You need to know what matters for your business, what to ask an agency and what you can do yourselves. We focus on the few levers that move the needle for a company your size.
Typical topics
Hotels, agriturismi, wineries, restaurants, tour operators and guides. Travellers now plan with Google, maps and AI assistants, in many languages. I help you be the answer they find, and lean a little less on booking platforms.
Typical topics
Copywriters, designers, photographers, journalists. SEO isn’t a separate job, it’s a layer on top of your craft. A few sessions are enough to make it part of how you work and what you can offer clients.
Typical topics
Guest lectures, full modules or short courses inside your programme. I’ve taught at Cappiello Academy in Florence and I’m happy to adapt the content to students, members or trade associations.
Typical topics
An intensive session built around your site and your market
Best for: teams that need a shared starting point
A series of sessions with exercises between one and the next
Best for: SMEs and teams growing their skills step by step
One-to-one or small group, on your real projects
Best for: owners, managers, freelancers
Guest lessons or full modules inside a programme
Best for: schools, academies, associations
A first call.You tell me who’s in the room, what they already know and what you want them to do afterwards.
A quick look at your starting point.Your site, your searches, your competitors, so examples come from your world.
A tailored programme.Modules, format, length and language, in a short proposal.
Sessions and follow-up.We work together, then I stay available for the questions that come up once you’re back at your desk.
I started designing web content in 2003 and moved into SEO in 2008. Before that, I studied mass communication at the University of Bologna, with semiotics, anthropology and ethnomethodology along the way. That’s where the “semantics” in Seomantics comes from.
I’ve taught at Cappiello Academy in Florence, founded and ran Tumangia.it, an online magazine on Italian food and wine culture, and today I work on SEO for brands in fashion, food, tourism, industry and legal services. When a topic calls for it, I bring in colleagues from my network.
No. I adapt the level to who’s in the room, from owners who’ve never opened Search Console to developers who want the semantic side.
Yes, and I recommend it. Using your site and your data makes the training immediately useful.
Both. In person in Florence, Viareggio, Greve in Chianti or at your offices; online for teams abroad or spread across Italy.
Italian, English and Spanish.
That’s fine too. You’ll find my SEO and AI visibility services one click away, and you’ll already know what to ask for.
Tell me who’s coming, what they already know and where you want them to get. I’ll come back with a proposal.