Mykhaylo Dubyak (40) is a seasoned professional with extensive experience in media, web analytics, search engine optimization, content strategy, and digital marketing. His multifaceted career spans across leading roles in renowned media outlets, digital agencies, global companies, and independent journalism, showcasing his expertise and dedication to analytical research, investigative journalism, and approaches to increasing media visibility online. After a successful career in journalism (Channel 24, Euronews), he switched to web analytics and SEO.
Mykhaylo started his journalism career producing local TV news stories for Radio “Lux” and the Nash Reporter TV program in Lviv, Ukraine, in 2005. At TV News Channel “24” (2005–2011), Mykhaylo produced world news bulletins and managed a team of journalists. His work involved preparing comprehensive world news editions.
During his tenure at Euronews (2011–2017), Mykhaylo produced world news stories for the Ukrainian edition and managed a multilingual team of journalists as the daily editorial manager for the international edition. As a correspondent, he reported on significant major events in Ukraine during 2014–15, providing in-depth coverage and analysis. At that time, Euronews produced his stories in all 13 languages.
After switching to web analytics and SEO, Mykhaylo continued contributing with media. He helped launch the English versions of 24tv.ua and Espreso.tv, particularly during the critical period following the full-scale invasion of Ukraine in 2022. Espreso Global, Channel 24, and InsightNews have published his analytical articles. He invented and implemented the concept of researching a network of media websites that disseminate pro-Russian narratives in Europe. He applied methods of SEO and web analytics, merged with data journalism, and used professional tools to identify websites with similar content, massive or frequent reposts, and quotations from biased sources. Under his supervision, a group of volunteer journalists (InsightNews/InformNapalm) produced work that garnered millions of views and thousands of shares, revealing a vast network of outlets supporting pro-Russian narratives and disinformation in the context of Russia’s war in Ukraine.
Mykhaylo currently leads an SEO team at Promodo Agency, focusing on the EU, UK, and US markets. In this role, he is responsible for devising and implementing comprehensive search strategies for clients’ websites. His work involves conducting industry analysis, performing SEO audits, undertaking keyword research, and optimizing content to enhance website visibility and performance.
In addition to his full-time role, Mykhaylo serves as a media and SEO strategy consultant for the Espreso TV Channel. He develops SEO and content strategy, provides industry analysis, and offers search-related advice to enhance the channel’s digital presence and online visibility.
Earlier, as Technical SEO Team Lead at Nestlé Business Services, Mykhaylo developed in-house technical SEO services and managed a team focused on optimizing the search performance of Nestlé’s brand websites. His role involved collaborating with cross-functional teams on website development, web analytics, content, and user experience. In this global business structure, he once again encountered an outstanding bilingual and multicultural environment.
In his previous roles at digital agencies and web development companies, Mykhaylo managed digital marketing campaigns, developed SEO services, conducted SEO audits, and led a team responsible for optimizing client websites. In these activities, he pursued the goal of increasing search visibility and enhancing the digital footprint of various projects.
