I’m Miguel Diamond, an ecommerce SEO and AI systems architect. I work where business strategy, marketing performance and engineering meet, which in practice means I design the systems that make a search strategy possible to run at scale rather than possible to describe.
Most of my background is enterprise ecommerce, in fast moving consumer goods and high volume retail. I have worked with Super Bock Group, Portugal’s leading beverage group, and with Garrafeira Tio Pepe, Portugal’s largest online wine and spirits retailer. I led Portugal’s largest WooCommerce migration, moving a full catalogue onto a new platform without losing the search traffic that paid for it.
A lot of my work now is agentic AI: the agents, the limits on what they are allowed to touch, and the approval steps that decide what a machine may do on a business’s behalf. I run Nortex Labs in Porto, building AI agents, technical SEO and ecommerce automation. The method I teach is the one I build to. Brief it, watch it, check it, sign it. The last step is the one people skip, and it is the one carrying the liability.
We checked 126 Australian trade websites the way an AI agent reads them. What agentic AI is, what the numbers said, and what to fix first.
