Brand Manager

I help founders build a high-paying personal brand through magnetic writing strategies.

Hi, I'm Antonino- an entrepreneur, personal brand advisor, and sales expert.

I help founders build a high-paying personal brand through magnetic writing strategies.

Here's everything I can help you with:

1. Website Creation
2. LinkedIn & Twitter Personal Branding
3. Social Media Writing
4. Sales Funnel Creation
5. Newsletter Writing
6. SEO (Search Engine Optimization)
7. E-commerce Management
8. Product Research and Description
9. Competitors Analysis

Antonino Loggia

Helping CEOs With Their SEO | Growing Websites Traffic x10 With 90-Day Content Sprints | Achieved +5M Revenue With SaaS & eCommerce SEO Campaigns | Trained +100 Companies | Software Engineer | Founder @ Phanum

Tech-first, revenue-driven SEO for large websites. Free technical SEO analysis: organichackers.com

Jairo David Guerrero Vasquez

It's 2026 but some things won't ever change...
This Business Invests 1M / year in PPC but


Only 30k per year In SEO

One client stopped with me when business was growing with SEO: 
"job was done", then 2x investment in PPC

This other client invested 50k/m in PPC
But found my 5k/m SEO "difficult to keep"

5k/m SEO is seen already as expensive
25k/m PPC is considered 'ok'


I understand, ads return a measurable ROI from day ONE
Organic growth is an investment on many different fields
Difficult to keep when growth does not happen overnight


But I want you to consider this:

When you improve your organic search visibiltiy, your PPC budgets also improve their ROI:
- more #1 organic visibility = higher profits from ads
- google will lower your cpc (based on experience)

So when you invest in SEO the impact is on both organic visibility AND ads
Profit increases substantially

So, the best PPC technique, is SEO



Does your SEO and PPC work together?

📩 DM me if you really need my SEO brain

Jairo Guerrero

SEO Growth On All Search Channels | Technical-First Revenue-Driven Search Strategies | Trained +100 Companies | Co-founder @ Organic Hackers

PPC vs SEO Budgets - Jairo Guerrero - Organic Hackers

10 Truths Of Technical SEO
1___ Is more effective than content 
Yep, a bad tech implementation can kill any content strategy
A good technical fix can transform your performance

I am talking about input (work) vs output (revenue)

2___ Is a requirement for big websites
Smaller websites can get away with 301s and 404 checks
Large website need a Tech SEO team making sure things do not get messed up
Impact of Tech SEO, positive or negative can be huge

3___ Is a booster of conversion
Fix speed issues: more transactions
Fix layout issues: more transactions
Fix crawling issues: more transactions

4___ Is a pillar of organic (AI) search visiblity
AI crawlers are less advanced than the ones of Google and more sensitive to technical issues like JS rendered content

5__ Is more effective than link building
Many large websites with a decent DT still invest in link building yet they have lower DTs ranking above them

The problem: bad technical SEO
Link building won't fix anything 

6__ You need technical skills for it
I am not sure why people want to skip the line and avoid learning coding 
You only need HTML, CSS and JS to cover 80% if the most common technical SEO issues

7__ Is mostly fundamentals

Many "huge" technical issues are quite basic, the real problem is that they replicate in 1000s of pages
Issues in itself are usually simpler than people think (broken code, HTML issues, missing tags, etc)

8__ Is fundamental for website migrations
Please take on board to an SEO specialist, at least to draft a migration plan
I have seen many website losing almost everything to a bad website migration
It is a little investment extra, a small insurance

9__ Is the base of SEO content
Any content strategy will down the sink if the page is not crawlable, indexable, broken, etc
No successful strategy had a broken technical SEO behind

10__ Technical SEO + ...
Look, technical SEO makes your content shine
So you need to actually have content, brand and product
Tech SEO is nothing if you have a bad business

Technical-First Revenue-Driven Search Strategies | SEO Growth On All Search Channels | Trained +100 Companies | Co-founder @ Organic Hackers

Technical SEO is my sheet - Fundamental of search visibility - Jairo Guerrero

+20 Critical Technical SEO Fixes
You Should Implement
[Most common ones we find in our SEO audits]

i. Dynamic Mobile Navigation 

 Static menus will stop content discovery. 
 With static menus crawlers see always the same links. 
 ↳ Mobile menu has to offer relevant links per page (dynamic)


ii. Schema Data + Google Merchant 

 Schema is fundamental for eCommerce. 
 Schema data is not only for SEO, it helps also to PPC. 
 ↳ Optimize your Merchant feed to match your Schema product data. 
 ↳ Optimize Schema to show more data points and improve CTR. 

iii. Server Side Rendering 
 
 Apps/plugins that show "related pages/products" might be invisible for crawlers - Javascript late rendering. 
 ↳ Render (load) all HTML elements on the server to they are readable by crawlers. 


iv. Canonicalize URLs with parameters 
 
 URLs with parmeters like "?var=1", should not be indexed. 
 Might kill you performance by adding irrelevant pages to the crawl/index. 
 ↳ Set a canonical rule to the core page (if the page does not add any extra value/content). 
 ↳ Remove the URLs with parameters where possible. 
 

v. Clean Your Index 
 
 In the Google Search Console, aim to have as many 'green' indexed pages as possible. 
 Too many 'grey' pages means your content will have a hard time ranking high. 
 ↳ Clean up your website, leave only pages that offer good value. 


vi. Integrate a Customer Reviews System 
 
 No customer reviews translates into low trust. 
 No customer reviews reduce also CTRs 
 ↳ Implement a review system (Google Reviews, Trustpilot) to gain on-page user-generated content, trust and rich snippets. 
 

vii. Improve Your Design 

 Time on page is a ranking factor. 
 Low "time on page" defines how good your content could be. 
 ↳ Improve your design and user experience to keep visitors the longest and eventually, rank higher. 
 
My buddy Patryk Wawok prepared a 47 min video explaining these and many more technical issues with an over-the-shoulder practical video

Want access? 
You know the drill...

Comment "technical seo" and I will send it over to you
We do not have to be connected or anything



🔄 Re-share to win a +1 point of Sensei

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🔴 Stick to hreflang in the <head>, not the Sitemap, especially if you are using Shopify...

Sitemaps have a processing lag. Head tags work the moment the bot crawls the page.

Some apps for best hreflang Shopify implementation:



SEO Growth On All Search Engines With My 5-Elements Revenue-Driven SEO System | +6M Revenue With SEO Campaigns | Trained +100 Companies | Software Engineer | Co-founder @ Organic Hackers

You’re here because you want your SEO to work.
You want high rankings not just on Google, but on all search engines.

Good news: you’re already halfway there.

Over the last 12 months, we’ve helped clients hit top rankings using a system that’s simple — and battle-tested.

Here’s my 5-element SEO system (to get your website on top rankings):

1 - Practical web apps that solve real user problems (think calculators, generators, interactive tools). They drive backlinks, traffic, and brand authority.

2 - Technical SEO at scale, so your site runs clean, fast, and crawl-friendly — especially if you’ve got thousands (or millions) of pages.

3 - Expert authors & brand mentions that build trust — not just with humans, but with LLMs and ranking algorithms.

4 - Content excellence that goes beyond text: videos, PDFs, tools, and shareable assets that keep people coming back.

5 - Context-first SEO that positions your brand where it matters most — in conversations, events, and digital PR.

"But what do I actually need? Tell me!"
DM me or visit organichackers.com to grab our roadmap and get our minds for about 30 mins.

Let’s get your brand where it belongs: at the top.

How we 5x SEO traffic of a +25M Tech Business​ without creating 1000s of pages

+101 Keyword Frameworks to reach +1M Organic Traffic​

Technical SEO | Generated $50,000,000+ Revenue | Helping E-commerce with turn Technical SEO into income | Follow for Technical SEO insights

10 Crucial Schema for eCommerce
How to start winning Agentic Commerce

Here’s the checklist I use on every PDP:

1. Product
→ Defines core product info (GTIN, brand, price)
→ Why: Foundation for visibility in product features
→ Triggers: Product carousels, Shopping packs

2. AggregateRating
→ Rolls up user ratings (e.g. 4.6/5)
→ Why: Stars = trust + clicks
→ Triggers: ⭐ in SERPs, review-rich snippets
→ Note: SSR it, JS won't work

3. Review
→ Adds user-level reviews (author, rating...)
→ Why: Gives Google deeper context
→ Triggers: Extended review snippets

4. Offer
→ Price, availability, discounts, delivery time
→ Why: Enables deal visibility
→ Triggers: “Deals On” grids, Shopping packs

5. ImageObject
→ Defines image metadata (alt text, dimensions, etc)
→ Why: Powers image-rich results
→ Triggers: Image packs, rich snippets

6. MerchantReturnPolicy
→ Describes return terms/process
→ Why: Builds trust and improves visibility
→ Triggers: Return policy in Shopping results

7. ShippingDetails
→ Region, cost, and delivery speed
→ Why: Boosts “fast shipping” trust signals
→ Triggers: “Fast delivery” tags, Shopping carousels

8. BreadcrumbList
→ Page hierarchy (Home > Category > Product)
→ Why: Adds clarity + helps Google crawl
→ Triggers: Breadcrumb links in SERPs

9. FAQPage
→ Structured Q&A for your PDP
→ Why: Easy extra visibility
→ Triggers: FAQ dropdowns under your result

10. VariantProduct
→ Variations (color, size, model)
→ Why: Helps Google index each PDP version
→ Triggers: Variant-rich PDP visibility

Do you use schema for your SEO?

I created a 30-page presentation:
How to 2x your traffic with Schema data

Comment "30 slides" and I will send it your way

Schema needed for ecommerce SEO by Jairo Guerrero - Organic Hackers

You ain’t a good SEO…
…if you do not work the weekend
Yes, I said it

Practice makes the master...

Rewrite meta descriptions
Change the bedsheets
Update old content
Take out the trash
Map internal links

Charge your laptop
Ship one small win
Clean index bloat
Clean the kitchen
Check GSC errors

Water the plants
Validate schema
Reply to emails
Kill thin pages

Do the laundry
Buy groceries
Walk the dog
Fix title tags
Check logs

Simple, unsexy, uneffective

Like this post if you SEO the weekend too

Do u work weekends too?

The Favicon is disappearing from Google search results
I noticed after Google's Dec. 25 Core Update I see this issue

The favicon does not appear for many brands

I checked on the Wayback Machine to see if the favicon implementation changed. It did not.

I checked some clients on Shopify and some have the favicon showing on SERPs others don't (despite they have the exact same link tag)

The icon is a great asset for brand recognition and CTR, missing the icon on search results ain't positive 

I am to make any fixes if I would know what is wrong 

Is this happening to you?

Could you fix it?

Examples attached

John Mueller, Google Search Central is this a thing?

Missing Favicon from Google by Jairo Guerrero - Sample 1

Missing Favicon from Google by Jairo Guerrero - Sample 2

Missing Favicon from Google by Jairo Guerrero - Sample 3

Missing Favicon from Google by Jairo Guerrero - Sample 4

Missing Favicon from Google by Jairo Guerrero - Sample 5

Missing Favicon from Google by Jairo Guerrero - Sample 6

Technical SEO is the major sales generator
Just hit 200% growth of traffic 

Many say Tech SEO it's dead 
Many say Traffic is dead

Yet, here is another case study I am working on.
200% growth of traffic
76% growth of revenue

And it keeps growing

Case: Bookstore - eCommece
CMS: Shopify

Issues we are working on:
- Removal and block of thousands of filter pages
- Remove JS rendering from crucial content
- Adding bulk internal linking without JS
- Redirect of thousands of 404s
- Enhancing collection structure
- Improve navigation on mobile
- Enhancing product schema
- Better Merchant Data
- Fixing breadcrumbs
- URL standarization
- Content removal


Next steps:
- Content automation (with propietary data and editorial process)
- Merchant badges
- Prerendering
- Free listings
- Image SEO
- Blog
- CWV
- CRO

Are you taking care of your Tech SEO?

Start here: https://lnkd.in/eFYc6JUN

How you can find hidden keywords
Go to Google Analytics 4 >


> Go to Admin (gear icon) > Data Streams
> Select your Web Stream
> Ensure Enhanced Measurement toggle is ON
> Click the Gear Icon
> Check that Site Search is enabled

By default the internal search is being tracked but just to make sure

Next:

> Go to Explore (left sidebar) 
> Start a Blank exploration
> Dimensions: Click +, add Search term
> Metrics: Click +, add Event count
> Rows: Select "Search term"
> Values: Drag "Event count"
> Filters: Exclude empty or (not set)

Export data (top right).
Cluster the data with relevant pages.

Analyze the data to improve your website structure and content:
- Top 10%: High demand - Add in navigation, homepage
- Mid 10%-25%: Content gaps - Optimize On-Page
- Mid 25%-35%: Internal linking - bulk links & related pages
- Low 10%: Pruning or Testing - either remove or fully optimize

This is the simplest way to make users happy

Using one of the oldest and most basic tracking options of GA: 
the internal search of your website

The Google Search console is limited to data coming from outside your website. With this process you know exactly what is happening INSIDE.

I am preparing a video to show you how I do this

Almost ready, if you want access:
- give me some love
- comment "hidden keywords"

And I will send it your way :)

If I do not send it soon, DM me :)

Do you use your GA4 for SEO?

How to find hidden keywords you do not find anywhere else -  by Jairo Guerrero

My client lost 40% organic revenue
I am helping to recover their SEO like this


Background story:

We worked on this case and achieved 5x daily traffic growth
They sell online and on store
They are in the retail medical niche

___ BEFORE
Top #1 ranking on most crucial revenue keywords
Google Shopping "free listings" full of their products

It was a great case
We parted ways (so it is life)
Rankings were stable...


___ NOW
Until I received one email asking for help

They migrated their website theme
- Added at once 100k+ filter pages (reached 400k+)
- Enhanced structured data gone
- Thousands of duplicated pages
- URL structure totall changed
- Blog rankings disappeared
- Navigation gone
- Top rankings gone
- Traffic dropped 5 times
- Revenue dropped 40%

Issues we are working on:
- Removal and block of thousands of filter pages
- Remove JS rendering from crucial content
- Adding bulk internal linking without JS
- Redirect of thousands of 404s
- Improve navigation on mobile
- Enhancing product schema
- Fixing breadcrumbs
- URL standarization

Results after 8 weeks:
- 75% traffic growth
- major rankings are recovering
- cleaned up the index (removed 250k+ pages)

Next steps:
- Recover blog traffic and rankings
- Review Google Merchant scores
- Reduce even more the "noise" pages 

Technical SEO keeps being the most effective organic strategy
Please, for the sake of your business, do not ignore it

If your Technical SEO is also a challenge apply for a free check up with me here: https://lnkd.in/eFYc6JUN

Traffic recovery - GSC - Organic Hackers - Jairo Guerrero

Traffic SEO Recovery by Jairo Guerrero - Organic Hackers


How Does LLM Search Work?

[many of you have asked me for this post]

"How can I rank in GPT?"
"How does GPT process queries?"
"What happens after I type my prompt?"
"How does GPT gives the right answer?"

The point to be made:
LLM search is a marketing channel

We should understand the core dynamic of it

How LLM Search works 
In 10 simple steps:

1. Input
→ You type a question or prompt

2. Understanding
→ GPT processes it into tokens

3. Context
→ GPT identifies the context and intent

4. Data Processing
→ Retrieves info via APIs and search engines

5. Indexing
→ Parses and indexes the data for relevance

6. Model Output
→ Synthesizes data into a meaningful response

7. Response Delivery
→ Finalizes output through detokenization

8. Enhancements
→ Adds citations, visuals, and maps if needed

9. Display
→ The result is shown on your screen

10. Refinement
→ GPT improves responses based on our input

Do you study how AI works?

How LLM Search Work? By Jairo Guerrero - Organic Hackers

If the worst thing happening to you rn is
- AI comments on posts
- Wrong engagement
- Content burnout
- Not enough time 
- Low impressions
- No post ideas
- Negative ROI
- No traction
- Bad leads

You my friend are one of the luckiest people in the world

Stay safe out there

Is it me the only one that appreciated LinkedIn ain't political yet?

99% SEO Strategies are just that, strategies
What really makes the difference


is an Execution System

Here my 12-step system that got me last 3 cases growing average 2x traffic and over 70% revenue.

0__ Set a good technical SEO baseline
Technical SEO boosts good or bad performance
Do not create technical SEO debt, optimize from the beginning
Focus: Rendering, crawlability, indexability and site structure

1__ SEO Diagnosis
What is actually stopping you SEO growth?

2__ Set Timeframe
I advice to run 90-days sprints

3__ Define Growth
Where you want to be as a business (not only SEO)

4__ Start Optimizing
Improve your current content first

5__ Get User Intent
Understand what your users are looking for

6__ Frame User Journey: 
Map out the journey your users take on your site

7__ SEO Scalability: 
Plan how to scale your SEO efforts as your business grows

8__ Conversions Focus: 
Aim to convert visitors into customers, set a transactions plan

9__ Outrank Competition: 
You do not want to rank high, you want to rank higher

10__ Sharper Positioning: 
Business positioning will help you to scale your content

11__Automate
Either content creation, technical upgrades, brand outreach, etc
All processes can be enhanced to grow exponentially
Execution is an asset

12__Create a constant branding loop
What you brand is and who you help is in evolution. Where they are too. Become relevant for them: multichannel, product, narrative... own it all.

An SEO strategy is just a plan
An SEO system generates revenue


Do you have a SEO system in place?

I can setup yours here https://lnkd.in/eFYc6JUN

SEO Success System by Jairo Guerrero - Organic Hackers

Don't be too harsh on yourself
Dear fellow SEO, please celebrate little wins like



Fixing a crawl error
Earning revenue +2% 
Impressions went up 20%
Reducing bounce rate 0.7s
Redirected 80 broken backlinks
Organization Schema completed
Finding and fixing a redirect chain
Removing duplicate content issues
Winning one top-tier PR placement
Improving page load speed by a 0.5s
Identifying a new prompt opportunity
Ranking a new page within a 2-3 days

The only person harsher to SEOs usually is another SEO
And that other SEO most times is yourself

Let's just have fun

Do you celebrate little wins?

It took me a while to understand how to use AI
And it is not to "create" content, in fact


creating content is so 2023
The true use of AI is influence

AI is becoming the strongest marketing channel out there

But you won't get cited or mentioned by LLMs unless you understand how they work

How LLMs Actually Work In 5 Steps
[AI engines as Organic Channels]

Step 1 – Learn from massive text data
LLMs are trained on books, websites, and code
They clean, deduplicate, normalize, and tokenize the text

Step 2 – Train the model
They use transformers to learn language patterns
Through trial-and-error (gradient descent), they adjust weights to minimize prediction mistakes

Step 3 – Fine-tune for tasks
LLMs are refined with RLHF, LoRA, or supervised learning to perform specific jobs (coding, support, search). Basically they have to go pass multiple training layers to accurately resemble human language with minimal hallucination

Step 4 – Generate answers
You input a prompt, the model predicts the output tokens based on your input

If augmented retrieval is used (RAG), it pulls external data before responding as the training data might not be sufficient to fullfil the user need

Step 5 – Filter and optimize
The output is filtered for safety, bias, and quality
Models are compressed (quantization, pruning) to run faster

____ Why this matters for SEO:

LLMs don’t rank based on links or crawl frequency

LLMs like ChatGPT, Claude, and DeepSeek are not search engines

They don’t rank pages
They generate answers by predicting the next token based on probability
They show the most relevant sources yet not all the sources

AI engines prioritize:

→ Easy-to-retrieve text (Tech SEO)
→ Safe, non-commercial content (Value)
→ Structured and neutral language (Structure)
→ Entities with prior visibility (Brand)

Most SEO content won’t make it unless it's trusted, structured, and cited
And even then, if your website lacks optimized technical SEO, all your value and efforts will go down the drain

Did you know how LLMs work?

Here is a 30 min video talking more about this https://lnkd.in/eTrvKYA7 by Patryk Wawok

Animation by Nikki Siapno
Follow her for more amazing coding content

Are you about to migrate to Shopify?
14 Steps you cannot miss
[with practical tips for Shopify]

___ Operational Planning
↳ Clear timelines for each task
↳ Developer + SEO team
↳ Data migration
↳ Mobile optimization


___ Technical SEO Audit
↳ Both old and new (staging) sites
↳ Broken links
↳ Slow server
↳ Bad content structures
↳ Ensure proper rendering & crawlability


___ Content Analysis
↳ Identify high-traffic pages & top content
↳ Current visibility: traffic, backlinks, ranks
↳ High-value pages first


___ Content Mapping
↳ 301 redirects mapping
↳ Full URL mapping documentation
↳ Prioritize pages that drive the most traffic


___ New Site Launch
↳ Schedule the launch: off-peak hours
↳ Check robots.txt
↳ Ensure new site is indexabilily
↳ Test all redirects


___ Post Migration Check
↳ Monitor rankings, traffic, conversions daily
↳ Set up automated crawls to catch any issues early
↳ Keep the old XML sitemap intact until fully recrawled
↳ Run growth SEO campaigns to extend reach
↳ Improve CRO with better UX 

Are you going through a site migration?

SEO Migration with practical tips for Shopify
by Jairo Guerrero - Organic Hackers

I've seen many business bleeding revenue because they website was broken

I've seen many business grow revenue because they website was optimal

What's the point of your website content if the website is broken...
No machine can process your value, not Google not Open AI...

Technical SEO is the corner stone of the business

Here the 4 fundamental layers of Technical SEO:

Level 1 of Technical SEO:
HTML & CSS
↳ json
↳ href lang
↳ navigation
↳ URL structure
↳ mobile UI / UX
↳ sitemap check
↳ optimize on-page
↳ basic structured data
↳ website architecture

Level 2 of Technical SEO:
Correct use of JavaScript and frontend functionalities
↳ CRO upgrades
↳ core web vitals
↳ optimal crawling
↳ server log analysis
↳ fixing server issues
↳ advanced schema data
↳ advanced analytics
↳ dynamic rendering
↳ better indexing

Level 3 of Technical SEO:
Backend & Server performance
↳ database changes
↳ enhanced CMS
↳ APIs Access
↳ server upgrades
↳ bulk data changes
↳ programmatic SEO
↳ custom data processing
↳ user-agent responsiveness

Level 4 of Technical SEO:
Data Processing
↳ advanced SEO automation
↳ in-depth data analysis
↳ predictive analysis
↳ nlp processing
↳ web scraping

Taking care of your technical SEO?

Apply for a free Technical SEO audit here: https://lnkd.in/eFYc6JUN

Technical SEO by Jairo Guerrero - Organic Hackers

Don't know about you, but I'm building already my 2027 Agentic Search Strategy


1. Prioritize visibility over traffic
2. Build coherent brand context
3. Develop a bulk prompt strategy
4. Optimize readability and Tech SEO
5. Own and boost your brand sentiment
6. Develop agentic strategies
7. Aim for content freshness

Use LLM Pulse to track all your AI Search KPIs

LLM Pulse

How to win AI Search in 2030

Next week, Jan 5th I launch my Tech SEO Newsletter
Together with Patryk Wawok

In each issue we will give away:
- practical tech SEO tips
- templates & sheets
- auditing videos

We will also 'deconstruct' the latest news on AI and SEO

The first 2 newsletter issues:
- You are not visible on Chat GPT 'cause your bad Technical SEO
- Google Analytics is making your site slower

We are building as we go and aim to cross 10k subscribers by the end of 2026

We already got +4k subscribers

You can subscribe here (little present inside): https://lnkd.in/eucmnVkF


You in?

Organic Hackers Newsletter - Technical SEO insights

Free Tool Alert: Chat GPT Query Detector
Reveals all the hidden search queries for all your prompts

- Instant query display
- One-click copy
- Direct search buttons on Google / Bing

It helps me to frame the full cluster of content I have to build and to identify which prompts are worth to be included in the content plan

It works instantly 
Queries appear just below the response given by the Chat

You just need to install a Chrome Extension:
"Query Detector for ChatGPT (GEO / AI SEO)" go and search for it

Definitely in my 2026 SEO & AI Search tool stack

Developed by LLM Pulse team:
Esteve Castells & Daniel Peris

Did you know about this cool tool?

taplio

The Battle

Antonino Loggia

Jairo David Guerrero Vasquez

Followers

Posts

Engagements

Likes

Performance ScoreJairo David Guerrero Vasquez's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Antonino Loggia

Jairo David Guerrero Vasquez

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jairo David Guerrero Vasquez's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJairo David Guerrero Vasquez's LinkedIn Performance