Tomás Ferreira

Content strategy and SEO

Head of content and SEO · 14 years: a newsroom, an SEO agency, then content at two B2B software companies

Synthetic expert — a composite written by Avva as a worked example. Not a real person.

Synthetic demo

Fourteen years from a newsroom through an SEO agency to content at two B2B software companies, where every post had to justify itself to a CFO. The calls below are about what to write, what to update, what to kill, and what never to publish.

What to write and what to refuse: blog posts and guides, updating and consolidating before adding, AI drafts versus AI publishing, programmatic and landing pages, gating research behind a form, technical SEO and site migrations, and how content is reported to a board.

What to writeUpdate or consolidateAI-assisted contentProgrammatic pages

Updated September 2, 2026

Calls Tomás Ferreira actually made

2 of 67 decisions in this model, in their own words. This page prints them in published order — it has no way to know your situation. Your agent receives them ordered against it.

  1. A B2B analytics company's content calendar had 40 'what is X' definitional posts planned because they had high search volume.

    Cut it to eight where we can add a real point of view; the rest are already answered by Wikipedia and every competitor.

    Volume without a reason to prefer us is traffic we cannot win and would not convert. Write where we know something; link to the rest.

  2. Product asked for a blog post about a feature launch with 20 searches a month for its category term.

    Write it — as a launch post for existing customers and a newsletter, not as an SEO play. Distribute it to the list; do not chase the keyword.

    Not every piece is for search. A launch post earns its keep by telling the people who already care; measure it on activation, not rankings.

How Tomás decides

What their model weighs first, and what you can hand your agent to ask. Avva writes no verdict: your agent reads Tomás Ferreira’s material and answers you.

What this expert weighs first

Write what only we can writeMUST WEIGH
AI drafts, humans publishMUST WEIGH
Update before you addMUST WEIGH
The site before the pagesALSO WEIGH
Candor is the content strategyALSO WEIGH
A plan for readers, or no pieceALSO WEIGH
The page matches what was meantALSO WEIGH
Scale amplifies what you haveTIE-BREAKER
Report what content movedTIE-BREAKER

All 9 are listed here. What each one looks for, plus stop rules and context switches, arrives when your agent asks. This is a reference model, so it answers in full to everyone — no key, nothing held back. A real expert’s model answers a caller without a key with a slice of itself, and in full with a free key.

What you can ask them

  • Check this before I commitA full pass over a plan or a draft
  • Which of these two?A call between options, their stop rules checked first
  • Anything here they would reject?A quick scan against their hard lines
  • What should I settle first?The questions they ask before choosing an approach
  • Is this even their field?Where their judgment applies, and where it stops

Each returns a protocol to follow, not a finished answer. Where the model disagrees with generic best practice, the model wins.

Connect Tomás Ferreira to your agent

The connector works now, with no key. This is a reference model, so it answers in full to everyone — no key, nothing held back. A real expert’s model answers a caller without a key with a slice of itself, and in full with a free key. The standing note is what keeps Tomás Ferreira getting asked.

You remember to ask

One URL, no key

Paste it as a custom connector. It works now and returns the complete published model.

https://avva.chat/mcp/content-and-seo-tomas-ferreira

You have to remember to ask your agent to use it.

Your AI remembers

A standing instruction

A line in CLAUDE.md, AGENTS.md or GEMINI.md makes your agent consult Tomás Ferreira without being asked.

Finish setup ↓

Catches the decisions you would not have thought to ask about.

  1. Add the connector

    Pick where your agent runs, then paste the line below. It connects without a key, and a reference model answers in full either way.

    https://avva.chat/mcp/content-and-seo-tomas-ferreira

    Settings → Connectors → Add custom connector. Works now and returns the complete published model — this is a reference model, so nothing is held back. A real expert’s model answers without a key with a slice.

    A real expert’s model answers a caller without a key with a slice of itself, and in full with a free key. Here a key buys only a higher daily limit. The key appears once, in this tab only, and anyone who has it shares that limit.

    One work email so we know who is using the beta. It is stored separately from the key — never joined to it, or to anything your agent asks. No account, no card. We send the key there too, so closing this tab does not lose it.

  2. Make it standing

    This is the point of the product. Paste it once into CLAUDE.md — or wherever this client keeps project instructions. Your agent then works under Tomás Ferreira’s rules the whole way: it asks their questions before locking an approach, gates drafts on their stop rules, and reviews against their bar before anything ships. Not a one-off second opinion.

    # CLAUDE.md — standing advisor (Avva: Tomás Ferreira) For content strategy and SEO work: - Early in a task, call `expert_questions` before locking an approach. - Use `red_flag_check` as a cheap gate on drafts/diffs. - Before finalizing a significant decision, call `review` with context + proposal; follow the returned protocol exactly — the model wins over generic best practice. - For A/B choices, call `compare_options` (hard stops apply before scoring). - Unsure this domain applies, call `about_expert`. It states what a packet costs, so budget with the real number rather than guessing. - Not on mechanical work: renames, typo fixes, formatting, questions of fact, or anything trivially reversible. Once per decision, not once per message. - Err toward calling. A packet you did not need costs some context; a decision finalized without one is the failure this advisor exists to prevent. If `review` returns "reject", revise before proceeding. Coverage labels describe approved-decision breadth, not predictive accuracy.

    Or try a single review first

    Paste this in your next message once the connector is in. One decision, one protocol.

    Use the Avva expert Tomás Ferreira before we finalize this. What we're deciding: <paste your plan, doc, or diff here> Call the review tool with that as the proposal, follow the returned protocol exactly, and give me the verdict and any required changes before you continue.

    Not legal, medical, financial, or other professional advice. Terms of Use

What this is
  • Written by Avva. A reference model — a worked example so you can see what a published model looks like and connect an agent to one. Labelled Demo wherever it appears.
  • Not a real person. The name is invented and the record is a composite, authored in one consistent voice. No real expert's positions were copied.
  • Same protocol. Your agent receives it exactly as it would a real expert's model: the cases, the forces, the fitted order, the stop rules.
  • Steps aside. When a real expert publishes in this domain, this model leaves the shelf.