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BACKGROUND

Who is Martín Garay

I'm Martín Garay, founder and Martech Advisor at CookingMetrics. For more than 20 years, I've worked in Analytics, development, technical SEO and ecommerce, connecting implementation with business decisions.

Portrait of Martín Garay, founder of CookingMetrics

How I can help

I help businesses understand their data, resolve measurement issues and review how their content is found and understood by search engines and AI assistants.

Google Analytics and measurement

I review purchases, revenue, campaigns and events in Google Analytics and Google Tag Manager. The aim is to explain what works, what needs correcting and how to verify it.

Technical SEO

I review crawling, indexing, structure and performance, paying attention to changes and migrations that may affect site visibility.

SEO for AI search

I work on the technical foundations and content that systems need to find and understand a brand. What GEO is and how it relates to generative search.

How I work

I explain what I can verify

I document the tests and scope of each conclusion. If something is a hypothesis or needs more information, I make that clear before recommending a correction.

I work with your team

I prepare priorities and documentation for the people maintaining your site or campaigns. My aim is for you to understand the changes and maintain measurement after delivery.

I build tools for everyday work

IndexNow Connect and GA4 Report Generator address recurring publishing and reporting tasks in digital projects.

Talks

I speak about Analytics and SEO at industry events. These are the two most recent ones, each with the full video.

From SEO to GEO: what it takes for a brand to be cited by an answer engine

ECOMMERCE DAY ARGENTINA 2026 · IT CAMP · AUGUST 27, 2026 · BUENOS AIRES CONVENTION CENTER

What a brand has to do to be found, understood and eventually cited by ChatGPT, Gemini, Perplexity and Google's AI overviews. The argument: moving from SEO to GEO does not mean abandoning SEO, it means strengthening it. Visibility in generative answers starts with useful content, a crawlable technical architecture, signals of experience and authority, and measurement that can tell people, search engines and agents apart. Organized by eCommerce Institute and CACE.

Watch the eCommerce Day 2026 talk on YouTube

Martín Garay on stage at eCommerce Day Argentina 2026, in front of a slide full of repeated div tags
The markup an agent cannot read.
A full room during Martín Garay's talk at eCommerce Day Argentina 2026
The same talk, from the back of the room.

SEO for AI: how to prepare a brand to show up in ChatGPT and Google's AI overviews

AI IN LATAM 2025 · BUENOS AIRES · OVER 3,500 ATTENDEES AND 100 SPEAKERS, PER THE ORGANIZERS

Why SEO did not die: it is still the technical and editorial foundation of visibility in AI environments. Search engines are turning into answer engines, so measuring positions, impressions and clicks is no longer enough: mentions, citations, links, referral traffic and consistency across the brand's digital entities all matter. The talk rests on two pillars: trust and authority — demonstrable experience, expert knowledge, original and useful content, brand consistency — and technical excellence — accessibility, speed, indexing, URL architecture, sitemaps, feeds and structured data.

Watch the AI in Latam 2025 talk on YouTube

The AI in Latam 2025 stage during the panel, with a slide about optimizing to be cited by language models
Why optimizing to be cited is already a priority.
The room at AI in Latam 2025 during Martín Garay's talk
AI in Latam 2025, in Buenos Aires.

Experience and content

Explore my experience, read my articles and watch the talks where I share approaches and lessons from my work.

LinkedIn profile — background and recommendations.

YouTube channel and Instagram.

Martín Garay's blog — articles on measurement, SEO and AI search.

Chair of the Technology Committee at CACE — Argentina's ecommerce chamber.

Ecommerce metrics dashboard — I built it for CACE, and its members use it free. How it works.

Articles and lessons learned

Explanations and experiences covering measurement, SEO and AI search, with sources and limitations where relevant.

What we learned from reviewing our site for AI agents

A review of our site using AI agent access criteria: what we observed, how we verified it and what still needs investigation.

What GEO is: how to create content for generative search

What Generative Engine Optimization means, what the study that coined the term measured and what Google says. With official OpenAI and Perplexity sources.

all the articles on Google Analytics, technical SEO and GEO

Tell me what you need to understand or improve

Book a 30-minute conversation. You don't need to know the cause of the problem: just tell me what you're seeing and which decision you need to make.

Let's talk about your project