Web SEO
The web referencing specialist, also known as an SEO (Search Engine Optimisation) consultant, helps clients to increase the visibility of their sites on search engines such as Google.
The web referencing specialist helps the content of a website to rank among the top results of a search engine, based on specific queries and keywords. They carry out an SEO audit of the site to identify technical and structural problems that are affecting ranking. It analyses existing content and that of competitors to identify opportunities for improvement. On the basis of these analyses, the SEO specialist develops a tailor-made SEO strategy, including optimising landing pages and setting up backlinks.
In addition to these technical tasks, the SEO specialist must also play an educational role with his clients by explaining the principles of SEO, content management and the use of keywords.
The job of SEO consultant requires a mastery of analysis, crawling and webmarketing tools. Analysis tools include Google Search Console, SEMrush or Ahrefs, Google Analytics. They are at ease with crawling tools such as Screaming Frog, Seolyzer, Oncrawl or Botify, which enable them to carry out technical audits of websites. Web SEOs have a good knowledge of web languages (HTML, CSS, JavaScript). They have mastered one or more CMS such as Shopify, WordPress or Drupal.
They know how to identify and use relevant keywords to optimise content, integrate web marketing strategies and understand search engine rules and algorithms. They have excellent writing skills to produce quality content, with possible support from Chat-GPT.
Web SEOs have analytical and problem-solving skills. They are well organised. They are comfortable speaking to explain SEO strategies, working with teams and persuading clients of the steps to be taken. They need to be good listeners, good teachers, diplomatic with their colleagues and good at anticipating risks.
To become a natural search consultant or SEO consultant, initial training in the digital and web writing professions is recommended. There are several possible academic paths to this position:
Although recruiters appreciate profiles with dual skills in IT/web and business or marketing, practical experience remains a vital element for this profession. At least one significant period of experience as a junior SEO consultant is required. Having your own website is highly valued.
With several years' experience, an SEO consultant can progress to management positions such as marketing director or SEM director (natural and paid search engine optimisation). These are strategic positions in which the consultant's experience and skills are put to good use in leading teams and developing large-scale SEO and digital marketing strategies.
The skills developed in this profession can lead to more specialised positions such as web marketing manager, affiliation manager, web analytics consultant, SEM project manager or SEO project manager.
Finally, Senior SEO Managers may choose to go freelance, especially if they have built up a loyal client base over the years. This career choice offers greater flexibility and the chance to work with a variety of clients and projects.
