Twenty years in SEO. Most of them spent in the niches where rankings have to convert or you don't survive. Gambling. Payday loans. More than a dozen European markets.

That kind of operating environment teaches you something the rest of the industry only theorises about: how to engineer growth, not visibility, when the rules keep changing every few months.

Today Michał runs TrustLuna and Vistrix, two international SEO and AI agencies working with some of Europe's biggest brands. Different niche, same principle: real revenue, not vanity metrics.