Co-founder & CEO · Web & Technical SEO
Kevin Urrea
Leads strategy and technical delivery: fast, high-converting sites and the search + AI visibility that makes them findable.
- Technical SEO
- GEO/AEO
- React
- WordPress
- Core Web Vitals
About W2B
Built by practitioners, not marketers.
We're a new agency, founded in 2026 by three co-founders who have spent years building and measuring what we now offer: web performance, technical SEO, GEO/AEO content, and real automations. Our own site is the first testbed: public and auditable.
Why we exist
Most agencies still sell the SEO of 2018: blue links, keyword density, backlink velocity. But traffic no longer lands only on those ten blue links. It lands in ChatGPT answers, in Google AI Overviews, in Perplexity cards. If your content is not structured for those engines, that traffic gets distributed without you. W2B exists so your business shows up well in both worlds: the traditional search that still converts, and the new generative engines where attention is increasingly decided. No tricks, no inflated promises, just methods we document publicly on our own blog.
What we believe
Three convictions guide every engagement. They are what distinguishes us from generic marketing, and what you put to the test when you hire a new agency.
01
The method is public, the results are measured. Every technique we apply for a client we document first on our blog. If a method cannot survive a public post, it cannot survive a client engagement.
02
We run it in our own house first. This site (Astro 6, llms.txt, full schema, hreflang EN/ES) is our case #1. What we offer is what we already run in production every day.
03
We do not sell what we do not understand. If a service does not fit what we do well, we say so and refer you. A new agency without testimonials only has its judgment, and we protect it.
The team
Three co-founders, working in public, with senior backgrounds in search, frontend, and full-stack delivery. Connect with us on LinkedIn, we reply.
Co-founder & CTO · Full-Stack Development
Esteban Padilla
Architects the full-stack systems behind our builds: Next.js, NestJS and cloud-native deployment pipelines made to scale safely.
- Next.js
- NestJS
- TypeScript
- CI/CD
- Cloud-native
Co-founder & COO · Operations & Security
Einner Ariña
Runs operations and security: the processes, tracking and safeguards that keep every project on time and protected.
- Operations
- Process design
- Project delivery
- Security
- Risk control
Documented on our blog
What we know aboutGEO, AEO, and speed.
Every post documents a technique we actually use with clients. If it works, we explain it publicly, with sources and steps any team can replicate.
- GEOSearch Dominance
GEO for B2B: What Changes When a Committee Does the Buying
In B2B the search volume is tiny and the deal is large, so the page that earns the citation is almost never your blog. Here is what to build instead.
Read article - GEOSearch Dominance
We Checked 63 AI Visibility Agencies. Half Publish llms.txt.
We measured robots.txt, llms.txt and schema on the 63 sites that rank for GEO and AEO agency queries. A third of those llms.txt files fail the spec.
Read article - AIAI News
Reddit Lost 86% of Its ChatGPT Citations in One Day
On 14 August, Reddit's share of ChatGPT Search citations fell from 3.8% to under 1%. The source that measured it says it does not know why.
Read article - AIAI News
AI Model Releases, August 2026: What Changes for Your Visibility
Every release this month sorted into three buckets: changes what gets cited, changes how you work, changes nothing for you. Most of it lands in the third.
Read article - AIAI News
AI Overviews Cut Clicks 58%. What That Number Actually Measures
The 58% figure is real and widely misread. What it measures, why the loss lands on informational queries, and how to find which of your pages is exposed.
Read article - GEOSearch Dominance
How Much Does Generative Engine Optimization Cost? Ranges for 2026
Published ranges from four sources dated November 2025 to July 2026, what actually moves your quote, and the question nobody asks: what should this be saving you?
Read article - GEOSearch Dominance
Google's AI Search Rules: The Opt-Out and What You Can Stop Doing
Google documented an opt-out control, an impressions report, and a list of things you do not need to do. What each one actually means for your site.
Read article - WEBWeb Development
Astro vs WordPress: How to Pick the Right One for a Business Site
Astro vs WordPress decided by editorial workflow, not benchmarks: who edits your site and how often points to one stack, and the SEO layer is identical in both.
Read article - GEOSearch Dominance
Can ChatGPT Read Your Website? Four Checks That Decide It
Four things decide whether ChatGPT can use your site: crawler access, rendering, structure and grounding. Here is how to check each one, in the order that matters.
Read article