I’ve seen how this industry works.
That’s why I built something different. Alex Rebull Caballero — international growth strategist, now working on your side.
Singapore skyline · casual
Built on loyalty.
Not contracts.
I spent years inside the industry watching the same pattern repeat. Sign as many clients as possible. Deliver the minimum to keep the contract. Rotate clients every six months and call it normal.
I couldn’t keep building that way.
What I care about is loyalty — long-term partnerships with businesses I actually believe in, clients I can grow with over years, not quarters. That’s not a marketing line. It’s the only way I know how to work. So I built Past The Click around one simple idea: fewer clients, deeper work, real results.
Ahrefs Evolve backdrop
and Mike King
In May 2026 I sat down for an eleven-minute conversation about the journey — the shift in search, and why I built Past The Click. Watch it here.
The person behind the strategy
Outside of work I’m either completely switched off or completely switched on. Some evenings that means logging into World of Warcraft and running dungeons with friends on Discord. Some mornings it means getting on the bike and finding a road I’ve never ridden before. When a day has been particularly heavy, the gym is where I go to reset.
I speak Spanish, Catalan, English and Japanese fluently. French when I have to. I’ve lived and worked in Japan, travelled across Asia, and I’m now building something from my home market in Spain. I believe the best client relationships feel like a partnership — where both sides are invested in the outcome and neither is counting down to the end of the contract.