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.
Portrait Photo — Singapore skyline, casual, international
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 is not a marketing line. It is the only way I know how to work. So I built Past The Click around one simple idea — fewer clients, deeper work, real results.
Joined Sekai He Bokan as International Growth Lead and Japan Market Specialist. Led multiple concurrent engagements across automotive, real estate, e-commerce and luxury accessories. Managed teams of writers, translators and engineers across four markets simultaneously. Scaled an international export blog from 30,000 to over 160,000 daily impressions across English, Spanish, French and Portuguese markets.
Published original research on zero click search. Interviewed Rand Fishkin, Mike King and Elias Dabbas on the future of organic visibility and data driven SEO. Attended Found Conference Tokyo — one of the most important SEO events in Asia. Started seeing the shift coming before most of the industry had noticed.
Attended Ahrefs Evolve Singapore. Sat in rooms with the people shaping the future of search. Watched Google announce the biggest change to search in 25 years — exactly what those conversations had been pointing toward. Decided it was time to build something of my own.
Video — Rand Fishkin interview
Rand Fishkin · Found Conference Tokyo, 2025
Video — Mike King interview
Mike King · Found Conference Tokyo, 2025
Video — Elias Dabbas interview
Elias Dabbas · Found Conference Tokyo, 2025
Photo — Alex and Japanese colleague, Ahrefs Evolve backdrop
Ahrefs Evolve Singapore, 2026
Photo — Alex with Rand Fishkin and Mike King
Found Conference Tokyo, 2025
Video — 11 minute Singapore documentary
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.
Outside the work
Outside of work I am 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 that means getting on the bike and finding a road I have 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 have lived and worked in Japan, travelled across Asia, and I am now building something from my home market in Spain. I believe the best client relationships are the ones that feel like a partnership. Where both sides are invested in the outcome and neither side is counting down to the end of the contract.