Ser Mamá & Estadio Abierto
Turning two paid-traffic media sites into organic growth engines, from the technical foundation to the newsroom.
The challenge
Simona Smart Media runs two Spanish-language publishers: Ser Mamá, a motherhood, nutrition and parenting blog for LATAM mothers, and Estadio Abierto, a daily sports news portal covering Colombian and international football, tennis, NBA and motorsport. Both had the hardest thing to get, useful content for a clear audience, yet almost all their traffic depended on paid campaigns. Ser Mamá dragged years of accumulated technical debt: a WordPress database still pointing to an old domain, a corrupted theme, an incompatible PHP version, indexable demo content, and three ad plugins plus two Google Tag Manager loads competing for the same space. Estadio Abierto had no validated Search Console property, no sitemaps, no section metadata and no structured data identifying its posts as news articles. And in both newsrooms, writers published without defining keywords, under a generic author, with no internal links and with default titles and metas.
What we did
We worked on two layers at once. On the technical side, we ran a full cleanup of Ser Mamá (backup first, fixes in dependency order): corrected the domain in the database, rebuilt the cache, reinstalled the theme on a compatible PHP version, deactivated six conflicting plugins, unpublished the dummy content, unified ads and GTM into a single asynchronous load, and configured Rank Math with Open Graph and NewsArticle schema on every article. For Estadio Abierto we built the SEO infrastructure from scratch with a progressive, no-shock approach: SEO-oriented URL architecture, Rank Math, validated Search Console property, four sitemaps submitted, optimized metadata for the Home and the four main sections, Open Graph for social and WhatsApp, NewsArticle schema on 100% of articles, and continuous monitoring in Search Console. On the editorial side, we designed a 10-session training program for each team (one session every 20 days, 1.5 hours, applied to real articles with homework between sessions) covering E-E-A-T and real author profiles, long-tail keyword research and search intent, inverted-pyramid structure, CTR-driven titles and metas, content clusters and interlinking, evergreen versus news content, and how to read Search Console. Each team received a 10-point pre-publication checklist, a free-tools guide and reference material for every session.
Results
Ser Mamá went from a recurring problem to a stable platform: 12 technical interventions completed, 6 conflicting plugins removed, a single GTM load replacing the duplicated one, and faster TTFB. Estadio Abierto went from kickoff to a complete technical base in 25 days, with NewsArticle schema on 100% of its articles and 4 sitemaps live in Google. Both newsrooms completed 10 sessions and 15 hours of applied training, and the pre-publication checklist is now part of every article’s workflow. In the client’s words, for the first time they know exactly how Google sees their sites, and the teams now think about keyword, structure and links before writing, without losing speed or voice.
