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Cómo VIVIR del SEO LOCAL en 2026 (dos consultores cuentan sus Casos Reales) 💰 — Transcript

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0:00One was charging 2, working for an
0:03agency and teaching SEO in his spare
0:06time in the evenings, managing to
0:08invoice 12,000, 13,000, 14,000 €. The
0:13other told his first client he would
0:15never start an agency and today has a
0:18studio with his own team. But before
0:22you start doing the math, know one
0:25thing: one of them managed 28 clients
0:28all by himself and no, he doesn't
0:30recommend that to anyone. So if the
0:34question that brought you here is the
0:37most common one, which is, hey, can you
0:39really make a living from local SEO in
0:422026? Well, the short answer is yes,
0:45but not in the way you've been told.
0:48I’m Matías Romero, an instructor at
0:50Jinjan Academy, the first
0:52Spanish-speaking local SEO academy. And
0:56a few weeks ago, I sat down with two
0:58SEO consultants who make a living from
1:01this in a private session within the
1:04academy, no slides, no script, just
1:06them telling me their whole story and
1:09their entire journey in SEO. And a few
1:14months ago, we did something very
1:15similar with two students who live off
1:17rank and rent, so if you haven't seen
1:18it, I'll leave it up here for you to
1:20check out later. In today’s session,
1:23I’m going to distill exactly how that
1:26class went. You’re going to see what
1:29their first year was like, how to
1:31explain what you do so the client
1:33doesn't think you’re not working, and
1:35how much a local SEO consultant really
1:37charges. And also something very
1:40important, where is the ceiling when
1:42you do everything all by yourself? We
1:44are also going to look at the ugly
1:46parts, yes? The ones nobody is going to
1:48show you on Instagram. So if you're
1:50ready, let’s go. Who are Willy and
2:07Nacho? Before you ask, yes, these
2:11people are real. The protagonists of
2:15this session were Willy and Nacho
2:17Chambó. Willy is in Barcelona, has
2:20been doing SEO for almost 10 years, has
2:23his agency and his own academy. Nacho
2:27Chambó is in Valencia and has a studio
2:29with a team that handles everything
2:31from neighborhood business listings,
2:33the traditional ones, to those of a
2:35multinational. Year one, two opposite
2:39paths. Now let's place ourselves in
2:42year one, that year when you say, "Come
2:44on, I want to make a living from this."
2:48Willy started at none other than 19
2:50years old, obviously, with no mortgage,
2:52no kids, nothing to lose. And he
2:55devoured every SEO video there was on
2:58YouTube. And what happened? Well, he
3:01wasn't even able to rank a single page.
3:04So he decided to join an agency with
3:06people who knew more than he did. He
3:09started as an intern competing against
3:11someone else, and at that moment, Willy
3:13was very clear. The one who was going
3:15to stay at that agency was going to be
3:17him. And listen to what he told his
3:19boss, because the truth is, it's very
3:21curious. He told him, "Hey, I could not
3:23pay you, but I am going to pay you so
3:26that I can demand more from you." And
3:29when he saw that the concepts and
3:31procedures for clients were starting to
3:33repeat, he signed up as an SEO tutor on
3:35a platform called Superprof. His first
3:38clients came from these classes because
3:41his students ended up telling him, "Hey
3:43man, this SEO stuff is a hassle, how
3:45much will you charge me if you do it
3:47for me?" And this is when that number I
3:50mentioned at the beginning of the video
3:52started to appear, because at the
3:54agency they ended up paying him about
3:56€ 2,500, but on his own, he managed
3:58to invoice € 12,000, € 13,000, even
4:00€ 14,000, and as he said himself, hey
4:02, something doesn't add up here. So he
4:04took the leap and started his own
4:06agency. Nacho's story was the exact
4:09opposite. He didn't even know that this
4:11was called SEO. In college, he bought
4:14some webcam covers for his laptop, and
4:16his classmates liked them. He started
4:20buying and selling them for a couple of
4:22euros more, and that's how he
4:24discovered the whole marketing thing.
4:27Then a slightly crazy project came his
4:30way: a luxury lunch restaurant, but
4:32this restaurant was in the middle of an
4:34industrial park, and he had to get
4:36people from the surrounding towns to
4:38find it. So this taught him how to rank
4:42, so much so that his final degree
4:44project was creating a new website for
4:46this restaurant. Apparently, one day
4:49the owner of the restaurant, when
4:51dropping him off at home, asked him
4:52what he was going to do after finishing
4:54his degree. And Nacho was very clear
4:56about it. He said, "I don't know, but
4:58for sure what I'm not going to do is
5:00start an agency." Apparently, the story
5:02in the end didn't turn out the way
5:04Nacho thought it would. His first
5:05outside client gave him a wake-up call
5:08because he had quoted them € 3,000
5:09but they only paid him € 1,000. The
5:13company ended up filing for bankruptcy,
5:14and that's when he understood that this
5:16was no longer a game, but he didn't
5:18fall apart either because neither of
5:20them thought about throwing in the
5:21towel that first year. Both said no,
5:24that they wanted to keep going, but
5:26each for a very different reason. I
5:29really like Willy's because he sums it
5:31up with a question that I honestly
5:33recommend you write down in a notebook.
5:35He asked himself, what is the
5:37alternative? Staying where you are,
5:40that is, depending on a job working for
5:42someone else with a few vacation days a
5:44year, and that alternative made what he
5:46was afraid of eventually become his
5:47salvation because he didn't want that
5:49lifestyle. And Nacho saw it from
5:52another perspective because his dream
5:54was always to have a different type of
5:56job, he could even be a waiter. He says
5:59it wouldn't be beneath him to do so and
6:01that for him, this isn't that serious
6:03either, right? It's a job that if it
6:05doesn't go well, nobody is going to die
6:07. So the first lesson I would take away
6:10is that it doesn't matter if you get
6:12there because you worked for an agency
6:14or because you invented something like
6:16buying and selling lens caps, because
6:18neither of them waited to feel ready to
6:20actually start; even with the first
6:22setbacks, they didn't just stop there
6:24and give it up for lost. How do you
6:27explain what you do so the client
6:29values it? Okay, you already have your
6:33first clients and here a problem
6:34appears that sooner or later will
6:36happen to you. You know your work is
6:39worth a lot, but the client doesn't see
6:40it. And when the client doesn't see the
6:43value, you end up lowering your price.
6:46Willy explains it with an example I
6:47really like, with a chair. If I build
6:49you a chair and it's missing a leg, you
6:51can see it. But in SEO, it's not like
6:54that. If you, for example, add
6:56structured data to their website, which
6:58is the information you give Google so
7:00it better understands what your
7:01business is and does, the client
7:03doesn't see it and, rightfully so, at
7:05some point they end up telling you: "
7:06Hey, but you haven't done anything for
7:08me." That's why at their agency, they
7:11tell the client everything they have
7:13done and everything they are going to
7:15do the following month every single
7:16month. And if the client wants to go
7:19faster, the answer they have is very
7:21clear. Hey, if you want to go faster,
7:24hire more hours. Nacho learned this the
7:28hard way, because many people told him
7:30not to justify everything he does and
7:33he believed it until a client, after
7:35two weeks without hearing from him,
7:37told him he wasn't doing anything,
7:39basically that he was just slacking off
7:42. But Nacho explained everything he had
7:45been doing during that time, and that
7:47was when the client said, "Oh, okay,
7:49yeah, now I understand why you weren't
7:52calling me or sending me messages." But
7:54the problem wasn't the client's; it was
7:56actually his own problem. But watch out
7:59, because here comes the most important
8:01part of this block: Nacho never sells
8:03local SEO, never. Basically, because no
8:06one he sells to knows what that means,
8:09nor do they have any intention of
8:11finding out. What the client wants is
8:14to be found. In fact, he has a client
8:16who, to this day, still calls his
8:18service "the thing that gets me found."
8:21So forget about the map pack top three
8:23and all the technical jargon. Talk to
8:26him about being the leader in his area,
8:28about getting more calls, more leads,
8:31and more bookings. And if you want to
8:34seal the deal, show him how his
8:36competition is doing, because as he
8:39often says, we don't move until we see
8:41the neighbor buy a better car than ours
8:44. Willy adds the doctor's trick. When a
8:46doctor speaks to you in technical terms
8:48, you don't understand a thing. However
8:51, when they say, "Look, the issue is
8:53that your knee is rubbing here, and
8:55that's why it hurts." Then you
8:58understand it, and you take the pills
9:00or follow the treatment they've
9:02proposed. And be careful with the words
9:05you use, because Nacho crossed "local"
9:07off his vocabulary, and Willy gave us
9:10another monthly fee. He no longer talks
9:13about maintenance; he talks about
9:15investing to keep growing, because
9:17maintenance is paying to stay the same,
9:19and nobody wants to pay to stay the
9:21same. Mind you, Nacho makes a very fine
9:25distinction when talking to a
9:27multinational. He drops the most
9:29technical word he knows because he
9:31knows it gives them confidence. However
9:34, when he talks to the owner of three
9:36local hardware stores, who doesn't have
9:38time for anything, he doesn't use a
9:40single technical word. So the key is
9:43knowing who you are talking to. The
9:46ceiling: 28 clients, all by yourself.
9:50And going back to the numbers from the
9:52beginning, how many clients can you
9:54handle alone before you burn out?
9:57Because Nacho reached 28, all by
9:59himself. Weekends, obviously included.
10:03And he says it bluntly: he doesn't
10:05recommend it at all, because something
10:08comes up here that almost no one will
10:10tell you, because it's very easy to
10:12find the typical video saying "hey, I
10:14invoice € 50,000 a month," but what
10:16they aren't showing you is what it
10:18costs to invoice that. If you divide
10:22what you earn by the hours you put in,
10:24maybe you aren't making as much money
10:25as you think. Willy hit a ceiling with
10:2915 clients and explains well how
10:32everything breaks little by little,
10:34because with the first two clients you
10:37do a very good job, basically because
10:39you do it all yourself, but after five
10:42or six, you need help. At first you
10:46tell your team, "Hey, send it over,
10:48I'll review it." A few months later you
10:50say, "Just publish it because I don't
10:52have enough time." And that's when you
10:55can't act as a filter, and the quality
10:57starts to drop without you even
10:59noticing. And the client isn't going to
11:01say anything the first month. Possibly
11:04they won't say anything the second
11:06month either, but at 6 months they'll
11:08realize the quality has dropped, and
11:10Willy calculates that if he hadn't
11:12started his agency, he would have
11:14lasted two or three months longer and
11:16then quit. Free webinar, agents for
11:20local SEO. And here I want to pause for
11:24a moment because in 2026 the question
11:27is no longer how many clients you can
11:29handle on your own. The question is how
11:32much of that work has to keep passing
11:34through your hands. In that same
11:37session, I said one thing out loud: by
11:40the end of the year, we were all going
11:43to have our own autonomous agent
11:46working for us. Well, Mr. Edu La Borda
11:49already has it, and he doesn't have one
11:51; he has several AI agents working 24
11:54hours a day for him. Each one
11:56specializes in something, and he
11:58manages them all from Telegram,
12:00basically by sending them audio
12:01messages. One of these agents measures
12:04every night how Google treats 97 local
12:06businesses, and another one logs into
12:09the SEO tools for him, uses them, and
12:11brings him the data without Edu even
12:13having to touch the mouse. Well, he's
12:17going to show all of this live this
12:19Thursday, September 17th, at 8:30.
12:23We're going to hold a free webinar on
12:26AI agents for local SEO with real cases
12:29of what Edu has set up, and also show
12:31the alternatives available in case his
12:34agent, in his case Hermes, doesn't
12:36convince you and you prefer to use
12:38another. The best part is that you
12:41don't need to be a student of the
12:43academy. We're holding this webinar in
12:45the open; you just have to sign up for
12:47the newsletter, and that same day we'll
12:49send you the link via email. I've also
12:53left it in the description, or if you
12:55prefer it closer at hand, scan the code
12:57right here on the screen. Also, when
13:01the webinar ends, we'll open the doors
13:03for the back-to-school season of Gin
13:05Academy. But I'll tell you more about
13:07that on Thursday. Now, let's continue.
13:10What should you do before touching
13:12anything with a new client? Let's go
13:15over the operations. A client just said
13:17yes to you. What do you do before
13:19touching anything? Well, the first
13:21thing you have to do is get paid. Both
13:23of them are very clear on that. First
13:25payment, then we start. If there’s no
13:26payment, there’s nothing. Second,
13:28understand the business. Willy says you
13:30have to be a clone of the client. What
13:33do they do? How do they do it? What do
13:35they want to boost? And what do they
13:37never want to say on their website? And
13:39today you have no excuse, because with
13:41artificial intelligence, you can soak
13:44up any business in an afternoon. Then
13:46we have the audit. Willy has a phrase
13:48here that I love. There are clients who
13:50tell you, "Hey, another audit, really?
13:53I’ve already had like 80 audits done.
13:55" And he answers, "Hey, well, if they
13:58had done it right, you wouldn't be
14:00asking for number 81, because from that
14:02audit come the tasks for the quarter,
14:04and each task reflects the hours needed
14:06to implement it." This task might take
14:092 hours, this other one five, or 10.
14:12And so, when you ask the client how
14:14many hours a month they want to invest,
14:16and they say, for example, 13, you can
14:19already calculate that it will take two
14:21or three months. And this is very
14:23important, because notice that it’s
14:25no longer you who is going slow. The
14:28client is the one who decides how fast
14:30they want to go. Willy explains it with
14:32a broken leg. If you break your leg,
14:35the recovery is 9 months, and it can't
14:37be any less because it's your leg. Well
14:39, in this case, it’s the same,
14:40because it’s your website, it’s
14:41your profile. Nacho gives this a name,
14:44and it’s keeping the ball in the
14:47client's court. Then we have the
14:50reports. Nacho does one big one per
14:52month, and if it can be in person, even
14:54better. But the coolest thing is what
14:57he’s started doing every week. A
15:00short email with a small win. For
15:02example, "Hey, just so you know, if you
15:04search for lunch in your area, you
15:06already show up first," and you send
15:08them a screenshot too. This costs you
15:11nothing, and the client ends up waiting
15:13for that email like someone waiting for
15:15the stories of their favorite
15:16influencer. What to do if Google
15:19suspends your client's profile? And now
15:22, the big problem. Imagine a client
15:25calls you and says, "Hey, my profile
15:27has been suspended." What is the first
15:29thing Nacho does? So he asks, "Hey, be
15:31honest, what did you touch?" And then
15:35he doesn't touch anything because first
15:37you have to audit and document what
15:40happened, because if he fixes it
15:42without knowing why, the client will
15:44think it was just pushing a button.
15:47Then he tells them, "Hey, just so you
15:49know, we're in quarantine right now,
15:51don't touch anything, we'll take care
15:53of it." And before, they would keep
15:55quiet about this, but now they tell
15:57everything, because when the client
15:59understands what happened, they also
16:01understand that they couldn't have
16:03fixed it themselves. I even brought up
16:06the worst-case scenario. Imagine your
16:09appeal gets rejected and the client
16:12ends up fuming. And his answer was one
16:15of the most honest I've heard in the
16:17whole session. He would call other
16:19professionals in the sector to see if
16:20anyone has gone through the same thing.
16:22And if necessary, he would pay another
16:25expert with part of what the client is
16:27paying him, because for him, this
16:29wouldn't be losing money, but paying
16:32for very useful training that will help
16:34him in the future. And one rule I keep
16:37from these situations: you never pass
16:39the buck; you have to show up with the
16:42solution in hand. And if you couldn't,
16:45you tell them, "Hey, look, I couldn't
16:47recover the profile, but we already
16:48have a new optimized one and we're
16:50going to start working to get the first
16:51reviews." That is the exact moment when
16:55the relationship with the client truly
16:58becomes solid. The dough, how much does
17:01a local SEO consultant charge? And now,
17:04the dough, which is surely what you
17:07came for. How much does a local SEO
17:09consultant charge? Nacho is going to
17:12give you his numbers straight up. First
17:14, always an initial consultation. He
17:17doesn't work with anyone without it.
17:19You can charge up to € 800 for this
17:21consultation, and when working on just
17:24one business profile, it could be up to
17:26€ 600 per month. From there,
17:29depending on the services added, this
17:31price can go up or be adapted. Willy
17:35works in tiers: 900, 1,000, 1,200,
17:382,000, 3,000, or in some cases even
17:42more. And here comes one of the most
17:45powerful tricks of the entire session.
17:48You ask the client how much they want
17:50to invest, and if they say, "I don't
17:51know, what do you suggest?", they've
17:54passed the ball back to you. Then you
17:56can throw out two very different
17:59figures. Hey, what budget do you have?
18:01600, or 3,000? "No, no, not 3,000. You
18:05say," Okay, well, closer to 1,000. "Yes
18:07, more or less. So there you know where
18:09they stand and you offer them one rate
18:11of 900 and another, for example, of
18:131,200. And if they think that's
18:16expensive, well look, Willy never
18:18lowers his price, because if you lower
18:20your rate, you've already lost all the
18:21power you had. What moves is the
18:24deadline. Look, just so you know, with
18:27this rate you'll have results in 6
18:30months. With the 900 € one, you'll
18:32have them in nine. In the end, this is
18:35like buying a car. You can go for a
18:37Dacia or you can go for a Porsche. Both
18:39are cars, but the Porsche obviously
18:41performs better. So, you, as the
18:44business, decide. Nacho responds to"
18:46it's expensive "with another question.
18:48Compared to what? And he looks at the
18:50return, but with a nuance that honestly
18:53seems very honest to me. If you want to
18:55sell local SEO to that" Packy "fruit
18:57shop in your neighborhood, well, maybe
18:59in 6 months they won't recover the 800
19:02€ they pay you. Not because you
19:05aren't bringing them traffic, but
19:06because they won't do the work to
19:08recover the investment they made with
19:10the prices they have. And that, well,
19:13in the long term is a client who will
19:15end up frustrated. The client who gives
19:17you the runaround. Then we have the
19:20client who gives you the runaround, the
19:22one who isn't happy with anything you
19:23do. Willy recently had a client like
19:26that. He explained the strategy to her,
19:29she said yes, and a few months later
19:31she asked him for the action plan for
19:32that same strategy. When he sent it,
19:35she told him," No, I don't like this.
19:38Give me another proposal. "And what was
19:39Willy's response?" Hey, look, we'd
19:41better leave it here. "Because if the
19:44client ends up setting the strategy,
19:46but you bear the responsibility for the
19:49results, that's not going to end well.
19:53And as Willy says, if to earn 1,500 €
19:55a month you wake up every morning
19:57afraid to open your email, well, I
19:58don't think it's worth it. Where do
20:01their clients come from? And where do
20:05these two get their clients from? Willy
20:07gets them from YouTube and almost all
20:10other networks, but YouTube is what
20:12gives him authority because you show
20:14you know what you're doing before
20:16anyone even calls you. Nacho gets them
20:19from Instagram, especially from casual,
20:21unedited stories, and local businesses
20:23write to him directly. But there is one
20:26thing he had a hard time understanding,
20:28and that is that what works best for
20:29him are success stories. They might get
20:32fewer views than the typical video
20:34about the three best tools for that
20:37niche, but the person who arrives will
20:39very likely hire you. And what if you
20:41need clients right now? Well, Nacho is
20:44clear about it: short success stories
20:47on Instagram and a bit of Meta
20:49advertising. And if you want to build
20:51something long-term, then a
20:53well-crafted Google Business Profile
20:55and YouTube as a channel to leverage.
20:58And what's more, he leads by example.
21:01His profile has 58 reviews. Normally, a
21:05consultant's profile is almost
21:06abandoned with two or three. In my case
21:09, I think mine has nine at most. So,
21:11honestly, I'm going to take notes to
21:13give my profile a boost. Mind you,
21:16don't expect miracles. Willy took about
21:196 months to get his first client, and
21:21he gives you advice almost no one else
21:23does. Don't build a personal brand for
21:26money, because if you don't like
21:29creating content, you won't be
21:31consistent, and I really agree with
21:33that. The ugly parts of being an SEO
21:36consultant. And before we wrap up, the
21:39ugly parts that also exist. Ugly part
21:41number one: documenting. Both know they
21:44should document their processes, and
21:47neither does it as well as they'd like.
21:50Nacho sets aside his mornings in his
21:52calendar for those tasks, but when the
21:54week goes by and he looks at those
21:56blocks, they’ve ended up becoming
21:58last-minute, improvised meetings. But
22:01without documented processes, you can't
22:04delegate, and without delegating,
22:05you'll end up overwhelmed. Ugly part.
22:09Number two: your own mistakes. Years
22:12ago, Willy filled a rural house's
22:14website with blog posts, and honestly,
22:16they ranked very well. They brought in
22:19lots of traffic, but they didn't
22:21generate any business at all. So today,
22:24that is the last thing he advises,
22:25because the client's business comes
22:27first, and the traffic comes second.
22:30Who is local SEO not for? So now that
22:35you know all this, it's time for an
22:37honest question for yourself. Who is
22:40making a living from local SEO not for?
22:43It's not for those who want to bill a
22:45lot without looking at the cost,
22:46because there you have Nacho's 28
22:48clients. It's also not for those who
22:51don't want to explain what they do,
22:53because the work the client doesn't see
22:55doesn't exist to them, and it's also
22:57not for those who expect clients to
22:59arrive just by uploading four videos to
23:01YouTube. But if none of that scares you
23:04, Willy says it better than I can. For
23:07him, SEO is the most profitable skill
23:09you can learn with a computer, and with
23:12a well-ranked profile, you can give
23:14yourself visibility. And if you ever
23:17lose your job, you know exactly what
23:19you need to do to bounce back. And
23:21Nacho reminds you of something else:
23:23that this type of work isn't all that
23:25serious. If it doesn't work out, nobody
23:27is going to die. The tool that has most
23:30changed the way he works. And to finish
23:34, I asked them one last question. What
23:37has changed the way you work the most
23:40this last year? Willy answered with one
23:44word: Claude. He feeds it his Instagram
23:47and YouTube data, and in two or three
23:49hours, he’s clear on what type of
23:51content works best for him. And this is
23:54something that would have taken him a
23:55week before. Nacho answered with
23:58another word: people, because what sets
24:00his firm apart is that it helps a
24:02person solve a problem. And I think
24:06that is the key to the whole point of
24:08this video: tools will give you back
24:11your hours, but the client stays for
24:13the person. What you just saw is one of
24:16the sessions from the Total Local SEO
24:19itinerary that we teach regularly
24:21within Yin Yan Academy. If this video
24:24has been helpful, I’d really
24:26appreciate it if you left a like, a
24:28thumbs up, and also a comment telling
24:30Willy and Nacho how great they are. If
24:33you aren't subscribed yet, subscribe
24:35and hit the bell so YouTube notifies
24:38you every time we upload something new.
24:40And remember that in the pinned comment
24:43, you have the link to sign up for the
24:46AI agents webinar, where we will also
24:49present all the news for Ginyan
24:51Academy's 2026 back-to-school season.
24:54If I give you a spoiler, it’s that
24:56you’re going to love it. That's it,
24:58see you in the next video.

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