Founder · Be Visible
Iryna Lehusha
Founder of Be Visible · SEO & Digital Systems Strategist
I work at the intersection of SEO, websites, analytics and digital growth — I find what actually holds growth back and turn it into priorities and a system of action.
Search · Websites · Diagnosis · Architecture · Growth Systems
02 / Perspective
I'm more interested in the right diagnosis than in a long list of SEO tasks.
SEO rarely exists in isolation. The problem can lie in indexation, site structure, positioning, content, UX, analytics — or simply in the wrong order of priorities.
So I look at a website as a system — from search demand to what happens after the click.
03 / Background
How my approach took shape
01 — Data
I didn't start with SEO. My first professional work was with data: analytics, SQL, finding patterns where at first glance there's only a set of numbers. That habit stayed — first look at what the data says, and only then draw a conclusion.
02 — Computer Science
Then — Computer Science at the Polish-Japanese Academy of Information Technology in Warsaw, majoring in Information Technology and databases. That's where the view of a website as a structure comes from: entities, relationships, dependencies — not a set of pages.
03 — Search
I came to SEO already carrying that background. Then came international search: work with European and other foreign markets, travel-tech, link building and digital PR.
04 — Scale
A distinct chapter — franchise and multi-location businesses: SEO responsibility for 32 websites across five franchise networks. That's where it became obvious that without priorities the sheer number of tasks simply eats a team alive.
05 — Breadth
I worked with more than technical SEO: architecture, content, analytics, UX, conversion and project management. That gradually shifted me from executing individual tasks to strategic and diagnostic work — from "what else can be done" to "what actually matters right now".
06 — Today
Today I develop Be Visible as a consulting business, an SEO/search lab and an operating system for website growth.
04 / Expertise
What I focus on
SEO Diagnosis & Prioritization
Not just finding dozens or hundreds of issues, but determining what really holds growth back and what to do first.
Technical SEO & Website Architecture
Indexation, crawlability, site structure, internal linking, semantic architecture, migrations.
Search & Website Growth
SEO together with positioning, content, UX, conversion and analytics.
International & Multilingual SEO
Work across different markets, languages, site structures, hreflang and local search intent.
AEO / GEO / AI Search
Google AI Overviews, ChatGPT, Perplexity, Gemini, entity optimization, answer-first content and visibility in new search environments.
Growth Systems
How to turn scattered SEO tasks into a prioritized system for how a team works.
AI workflows and automation — a direction I develop alongside the core work, not a separate specialization.
05 / Work
Results you can check the approach against
06 / Projects
Selected projects
Brands and projects the Be Visible team has worked with.
Trusted by
07 / Method
How I work
Diagnose before executing
Before launching SEO tasks, I want to understand what exactly is holding the result back.
Evidence before recommendations
A recommendation should rest on data, observation or tested logic — not on an SEO checklist.
Business context before SEO metrics
Traffic and rankings aren't the end goal. First you need to understand what the website should create for the business.
Prioritize before adding more work
Not all problems matter equally. My job is to find the few things with the biggest impact right now.
Systems over isolated tactics
Technical SEO, content, architecture, UX, analytics and conversion should work as one system.
08 / Mindset
Not a single SEO technique
My strength isn't one particular SEO technique, but a combination of several ways of thinking.
Technical + analytical thinking
I can work with crawlability, indexation, architecture, data and complex SEO problems.
Business thinking
I ask not only "what's wrong with the SEO", but also "what should this website do for the business".
Website thinking
I look at structure, UX, messaging, conversion and design hierarchy, not just rankings.
Diagnostic thinking
I'm more interested in the right diagnosis than in a long list of possible tasks.
Creative thinking
Writing, storytelling, visual concepts and design help me work not only with the structure, but also with the way an idea is presented to a person.
Systems thinking
I look for dependencies between the parts and try to understand how they work together.
09 / Context
Working across teams, markets and disciplines
International SEO, several markets at once and coordinating people from different disciplines — that's the context in which the approach took shape.
Roles
- SEO Lead
- SEO Project Manager
- Head of Off-Site SEO
- Leading cross-functional SEO teams
- International SEO across several markets
Who I work with
- Developers
- Designers
- Copywriters
- Marketers
- Ads specialists
- AI specialists
- PR and link-building specialists
10 / Index
Publications, conversations and talks
11 — Note
I'm Ukrainian, I live and work in Poland, and for many years I've worked across different markets and cultures.
Outside work I'm interested in photography, writing, visual storytelling, science, psychology, history and technology. I enjoy moving between different disciplines and looking for patterns between things that seem unrelated at first glance.
12 / Next step
Can't tell what's really holding your site's growth back?
Let's figure it out. Write a few lines about the site and the task — I'll reply personally.