About SIMLL
SIMLL was founded by Jose Villalobos
The agency is new. The formation behind it is not. This is the story of where SIMLL's standard of work comes from.
Valparaíso
Three generations of serving people at difficult moments
Jose was born in Valparaíso, Chile. His father, Luis Villalobos, ran mortuary homes, a trade he learned from his own father, Humberto. Three generations of a family business built on serving people at the hardest moments of their lives. His mother, Natalia Surjan, worked as administrative staff at SERMENA, the Chilean public health service. His grandmother Julia Vega came from Punta Arenas and was raised in Valparaíso. His grandfather Jorge Surjan arrived in Chile through the Yugoslavian immigration wave, from a family originally of Vela Luka, Croatia.
Jose grew up around the mortuary business without working in it. He was too young. What he took from it was not the trade itself but the standard: what serious professional work looks like when the client cannot afford for you to get it wrong.
Formation
Decades of specific attention
Before SEO there was coffee. It started in the bodegas of Valparaíso, particularly La Bodega Pedro Montt, and grew into more than 40 years of family coffee expertise and visits to farms across 16+ countries in Latin America. Learning one thing deeply, over decades, because the details matter: that is the formation SIMLL is built on.
SEO entered the picture the practical way. Jose started his own leather accessories brand, needed traffic, and taught himself SEO to get it. After COVID, he started doing the same work for other businesses, and the craft became a practice.
The practice
From craft to methodology
In 2022 Jose found Koray Tugberk Gubur's methodology and joined the Holistic SEO Community that year. He completed the Topical Authority Course, holds the Google AI Professional Certificate, and is a member of Kyle Roof's IMG. He has also completed Anthropic and OpenAI coursework on how their AI systems assemble answers, the training that shapes how SIMLL approaches AI search visibility. The full list, explained, is on the Credentials page.
Today Jose is based in Sacramento, California, with plans to return to Valparaíso. He runs Social Peak Media in the US, Social Peak Chile, and has built two SaaS products: Visibility Monster and TopicalOS, tools built by our founder that inform how SIMLL monitors AI search.
The same standard, applied to your business
Three tiers, one methodology, everything done for you. See what a SIMLL program includes.