Four people in Scandicci, near Florence. Technical SEO, link building, content, Google Ads, and local SEO — all done in-house. Founded 2019.
Years in Tuscany
MouseSEO was founded in 2019 by Riccardo Martini in Scandicci — the town immediately west of Florence where the leather district meets the city's suburban edge.
The name comes from the way Riccardo has always thought about search: a good SEO strategy moves with precision, tracks what matters, and never wastes energy on territory that does not count. The mouse, as he explained in the agency's first blog post, is not the most dramatic animal — but it gets into places the larger ones cannot and consistently achieves what it sets out to do. That is roughly what good SEO does.
The team of four — Riccardo, Elena Borghini (content), Matteo Fabbri (paid search), and Chiara Innocenti (local SEO) — manages digital marketing for businesses across Tuscany and beyond. The client base reflects the local economy: Florentine leather goods and artisan producers, Tuscan hospitality and agriturismo, professional services across Florence and Prato, and e-commerce businesses targeting Italian and international buyers.
Working exclusively in this region for five years has produced specific knowledge that generic digital marketing agencies simply do not have: which Tuscan local search markets are competitive versus easy wins, how Italian seasonal businesses should structure their Google Ads and content calendars around the tourist season, what types of links move rankings for Italian professional services businesses, and how to read a Florentine business's analytics without confusing the tourist summer peak for genuine organic growth.
Small, specific, and accountable. We have turned down accounts we could not serve well. We have told clients what they did not want to hear. That approach keeps the client list shorter than it might otherwise be and the results considerably better.
Scandicci sits immediately west of Florence, at the edge of the Florentine leather district. The office is a small, focused workspace — two large monitors each, no hot desks, no open-plan co-working setup. The kind of place where everyone knows what everyone else is working on.
Florence is a five-minute drive. Most of our clients are in the city or across Tuscany. We know this market specifically — not as a regional nod in a pitch deck, but because we have been working in it since 2019 and our client base reflects the actual Florentine and Tuscan economy.
When you email, a specialist in the relevant service area responds. Not an account manager who relays your question internally.
Eight years in technical and strategic SEO. Riccardo leads all Search Foundation and Link Velocity engagements and sets the strategic direction for every client account.
Former magazine editor turned SEO content strategist. Elena runs all Content Engine production in Italian and English and oversees the topic cluster architecture for every account.
Specialises in Google Ads measurement, campaign architecture, and paid search attribution. Matteo manages all Paid Precision accounts and builds the tracking infrastructure for new clients.
Deep expertise in Italian local search signals, GBP optimisation, and the Tuscan and Florence-area competitive landscape. Chiara manages all Rank Radar programmes.
Thirty minutes, your data. A direct read of what is holding your organic performance back from someone who has worked in this market for five years.
