How Lipton Teas & Infusions built US search visibility from Scratch, and what it required

The Lipton name gets searched thousands of times a month in the United States. Nearly all of those searches are about iced tea. Almost none of them are about the FMCG group that owns Pukka, PG Tips, Tazo, and T2.

When Ekaterra rebranded as Lipton Teas & Infusions and launched a new corporate site from zero, this was the problem waiting at the other end of any standard SEO approach: rank for "Lipton" and you drown in irrelevant traffic from consumers who want cold drinks. Avoid it entirely and you have no anchor for the brand at all.

The brief was clear. US market. Employer brand visibility. Zero organic baseline. Getting the architecture wrong before launch would mean spending the next two years undoing it.

The situation

The new site, liptonteas.com, needed to serve four completely different audiences: job candidates searching for careers in the US, press and analysts researching the group, retail and distribution partners, and investors. Each audience had different search intent. Content built for one would actively work against the others if the URL structure and content architecture weren't designed to separate them before a single page went live.

The cannibalisation risk was real. The group's product brands — Pukka, T2, Tazo, PG Tips — each have their own websites and their own SEO strategies. A poorly designed corporate site would bleed equity into the wrong places and confuse search engines about which brand owned which audience. And the former parent company, Unilever, still carried strong search association with the Lipton name. The brand confusion wasn't a marketing problem. It was a structural one.

What determined the outcome

No keyword work started until the competitive landscape was mapped. Which FMCG groups were competing for the same US talent pool? What benefits and values were they communicating? Where were they winning, and where were the gaps?

Lipton Teas & Infusions already had genuine strengths — a serious sustainability commitment, strong diversity, equity and inclusion practices, competitive benefits. But without knowing how competitors were positioning those same attributes, any content strategy would have been generic rather than deliberate.

The keyword research came second, built from scratch for the US market. Not adapted from a European strategy. Not translated from another language. Each of the four audience segments got its own research layer: careers queries by job title and US geography, investor and analyst search patterns, wholesale and distribution queries for retail partners, press and research behaviour from journalists. And critically, a defined set of queries was explicitly excluded from the strategy — consumer product searches, iced tea queries, customer service topics — to protect every relevant visit from day one.

The architecture and content recommendations came last, grounded in that research. URL structure, content pillars, internal linking logic, and page-by-page intent mapping were all finalised before the site launched.

What happened

The site launched in July 2023. By January 2024, it had reached 7,900 monthly organic visits worldwide. Every primary employer brand query in the US ranked number one — "lipton careers," "lipton tea jobs," "lipton tea employment" — all from a standing start, with no paid traffic. The architecture held: no cannibalisation with the product brand websites was observed across the group's entire search footprint.

The traffic the site attracted was the traffic it was built for. That is not a given.

Three things this project made clear

Architecture decisions made before launch determine the results. Retrofitting SEO to a live site is harder, slower, and more expensive than designing the structure correctly from the start. The URL decisions, content pillars, and audience segmentation choices made before a single URL was published determined what was possible in the first five months.

On a high-stakes launch — a rebrand, a new market entry, a corporate site serving multiple audiences — SEO strategy is not something you add to the project plan after design is approved. It is an input to design.

US keyword research is not a translation of a European strategy. Search behaviour for employer brand queries differs significantly between markets, not just in language, but in the topics that matter, the values that influence candidate decisions, the specific vocabulary around DEI and remote work that US candidates actually use. A strategy built from the US market upward, rather than adapted from somewhere else, generates relevant traffic rather than technically correct traffic.

Knowing which queries to exclude is as important as knowing which to target. For any brand operating in a complex ecosystem — multiple subsidiaries, shared naming with another company, a history under a different parent — the discipline of deciding what you will not rank for protects the entire content investment. Every exclusion decision in this strategy was a budget protection call, not just an SEO one.

Is any of this relevant to your situation?

This project was a launch. But the same principles apply to any brand navigating a rebrand, a new market entry, or a corporate site trying to serve multiple audiences without confusing all of them.

If you are about to launch something and haven't yet decided the architecture, that decision is costing you more each week it's deferred. If you've already launched and the traffic doesn't reflect the audiences you need, the work is recoverable, but the earlier it starts, the less you undo.

The full case study presentation — including keyword rankings, traffic data, and the complete strategic approach — is available to download here.

If you're working on a project with similar constraints, a short assessment call is the fastest way to find out whether my approach fits what you're trying to solve.

Ten years of not compromising: what I actually believe about international SEO consulting

There's a version of this post where I list ten things I learned in ten years. You've read it before, written by someone else, and you didn't finish it.

This isn't that.

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Time is short. At some point in my mid-twenties, that stopped being a philosophical observation and became a practical one. I wanted to build a life I could live on my own terms, decide where my time went, what I worked on, and with whom. Freelancing, at first, was the experiment. Then the maths worked. Then it became the only structure that made sense.

I registered a business in March 2016 to invoice €150 for two CV rewrites. Not exactly a founding myth. But it was the beginning of something I've been building, quietly and without apology, ever since.

What followed was two years of evenings and weekends, a growing conviction that this could work, and then, in 2018, the leap. Full-time, independent, and soon after: itinerant. Bologna. Gdańsk. Vilnius. Budapest. The Canary Islands. Strasbourg, eventually, where I've stayed.

Ten years in, I'm still here. Still independent. Still finding this work genuinely interesting.

That last sentence is not a throwaway. It's the whole thing.

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What I've accumulated over a decade isn't a methodology you can download or a framework that fits on a slide. It's a set of convictions — about how this work should be done, what it actually requires, and what to ignore. These are the ones I'd stake my reputation on.

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There are no shortcuts. There have never been any shortcuts.

I've watched people sell SEO hacks for as long as I've worked in this industry. The same promises, the same dashboards dressed up as strategy. Some disappear quickly. Others flip their bad reputation into a badge — if everyone hates me, I must be onto something — which is, honestly, one of the least convincing arguments in professional life.

If any of those shortcuts produced real, durable results, we would know by now. We'd have the case studies. We'd see the clients renewing, year after year, because the work held.

Instead, I get the people who come to me after. The ones who spent two years paying four figures a month for a reporting dashboard and five keywords sprinkled across their homepage. The ones who tell me SEO is a scam… and they mean it, because for them, so far, it has been.

Real search strategy means understanding how a market actually searches, how competitors have built their presence, what signals matter in that context, and then doing the unglamorous work of making those things true about your site, consistently, over time. The decisions that shape whether any of that compounds happen long before the first brief lands: platform architecture, content model, how the organisation thinks about search as a function. Get those wrong and no amount of tactical execution rescues it. Get them right and the work builds on itself in ways that are genuinely hard to undo.

That's what a decade of this looks like, from the inside. Slow, deliberate, and durable, or not at all.

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Knowing a market is not the same as speaking its language.

My English is genuinely good. I grew up partly in the UK, lived there. And none of that prepared me for the day I found myself deep in research for a project on toilet-unclogging products in Florida, trying to figure out, with full professional seriousness, whether a chemical solution would cause unnecessary suffering to a snake that had lost its way in someone's pipes. 🐍

My Western European background had not covered this.

The point isn't vocabulary. Every market has a logic: the way its searchers phrase their problems, the competitors who've spent years earning their positions, the cultural register that determines whether your content sounds authoritative or slightly off. The French don't search the way the Belgians do. German-speaking Switzerland operates differently from Germany. Translation is the beginning of a localisation strategy. It is not the strategy.

I've spent a decade doing this work while living in those markets, not just reading about them, living in them. That changes what you notice. It changes what you ask. And it changes what you're willing to sign off on.

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The independent structure produces better work — for the right clients.

Not because agencies are incapable. Because the incentives are different.

As an independent, I don't apply the same recipe to everything. My deliverables are shaped by the actual situation, not by what fits the service catalogue. I have no employees to bill through, no office to justify, no pressure to make a project look more complex than it is. What the client pays for is the thinking, and the relationship.

That relationship is part of the deliverable. I work on long projects with people I need to get along with, which means I have every reason to be honest, specific, and useful rather than impressive. In an agency, when a project becomes "routine," the senior person moves to a more exciting account and the client gets someone newer. It's nobody's fault. It's just how the model works. As an independent, there's no version of that. The continuity is the point.

This also extends to the partner agencies I work alongside (white-label, advisory, or otherwise). Synergies exist outside the office. Expertise isn't tied to a postcode in central Paris. What it's tied to is the quality of the thinking, and the willingness to stand behind it.

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What clients actually need is someone who will tell them when they're wrong.

Not rudely. Not with drama. Early, clearly, and with a reason.

The most useful thing I do isn't the work I produce, it's what I say before I produce it. When the brief is wrong. When the timeline makes the outcome impossible. When the thing being asked for will produce nothing, and here's why, and here's what to do instead. That's not a confrontation. It's the job.

I got this wrong in the early years. I said yes to things I should have pushed back on, delivered work I knew was compromised, and learned that clarity upfront is a service. Clients who understand that: we work well together. Clients who want someone more accommodating find them easily enough, and we both end up better off.

Ten years earns you the right to say that plainly.

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Year eleven.

I know what I'm building. I know where this goes. And for the first time in a decade, I'm not hedging about it.

The frameworks I've developed across ten years of real projects — the way I think about market entry, content architecture, the decisions that happen before any tactical work begins — are taking shape as something beyond consulting hours. Not a pivot. An expansion, on my own terms.

For now: the business held. Ten years, without compromise on quality, on structure, on the right to say what I actually think. That's what independence looks like when you mean it.

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If this resonates with how you think about international search, the best place to start is a conversation.

Digital Expatriation: A Framework for International SEO

A few years ago, I packed my whole life into two suitcases. I left my home country behind for a few years of nomadic living, a phase that taught me more about adaptation than I ever imagined. Each new place came with its quirks: figuring out why German recycling was so precise, or learning the art of not tipping too much—or too little—in Italy.

This experience of adapting to different cultures shaped the way I approach SEO. Like an expat settling into a new city, succeeding in international SEO requires more than a quick glance at the map. It’s about immersing yourself in your audience’s world and understanding their unspoken expectations.

I call this approach Digital Expatriation. It’s a framework I’ve developed over years of working on SEO projects for diverse markets, blending cultural immersion, data-driven decisions, and the right tools to create strategies that connect. Here’s how you can use this mindset to make your own international SEO efforts thrive.

The Birth of Digital Expatriation

Digital Expatriation wasn’t born in a single moment of inspiration. Instead, it evolved through experience. Early in my career, I found that international SEO couldn’t simply rely on translating content or applying generic keyword research. Over time, I borrowed ideas from everywhere—a digital PR conference here, a workshop there—until it became a cohesive approach.

For instance, the idea of using statistical datasets to understand market behaviour came from a digital PR talk I attended years ago. My love for NotebookLM, an AI-powered research assistant, developed during a busy summer of creating my SEO Advent Calendar and a related email series. The tools and strategies I used to keep myself organised during those projects proved just as useful when tackling complex SEO challenges for clients.

I’ve tested and refined this framework through projects with clients in the fintech, food and beverages and the automotive industry.

If you're wondering what this looks like in practice for your own business, the SEO Strategy Sprint is where this framework comes to life.

What It Means to Be a Digital Expat

Imagine moving to a new country. You wouldn’t just unpack your bags and carry on as if nothing had changed. You’d adapt—learning the language, understanding local customs, figuring out how people shop, work, and communicate.

Digital expatriation is the same idea, applied online. It’s about treating your brand like a local in the target market. When you “move” into a new country digitally, you need to understand your audience’s culture, values, and online behaviour, then adapt your SEO strategy accordingly.

Take, for example, the time I worked on a campaign targeting elderly users in Montreal. One product we focused on was mini-skis for walkers, designed to make navigating icy sidewalks safer. As someone who grew up in a mild climate, this seemed strange—even risky—to me. But for Montrealers, who spend half the year navigating snow-covered streets, it was a practical innovation that made their lives easier.

Similarly, when working with a beverage brand like Lipton in the U.S., I learned how workplace culture is a far bigger factor in users’ behaviour there compared to France. Americans place a huge emphasis on benefits and company values, while French buyers may take those for granted due to differences in our labour systems.

These insights weren’t just interesting—they shaped how I approached messaging, keyword selection, and even page design for these markets.

Step 1: Immerse Yourself in Cultural Intelligence

Cultural intelligence (CQ) is the foundation of Digital Expatriation. To truly connect with your audience, you need to learn their cultural habits, preferences, and even the quirks of their online behaviour.

When working on a project for Dutch consumers, I discovered how smaller homes in the Netherlands shaped their buying behaviour. People there value practicality and space-saving designs more than in France. That insight changed everything—from how product descriptions were written to the images used on the site.

This kind of cultural and market intelligence is also at the heart of how I approach content strategy for international businesses.

If you’re just starting to research a market, dive into local content. For example, you can:

• Watch YouTube creators and see how they talk about your industry.

• Browse TikTok trends in your niche.

• Explore local SERPs to understand what’s already working.

The goal isn’t just to learn—it’s to put yourself in the user’s shoes.

Step 2: Back Up Your Insights with Data

Once you’ve immersed yourself in the culture, it’s time to validate your assumptions with data. Here’s where tools like Google Trends, Statista, and EU reports become indispensable.

When I researched Dutch real estate trends, I found that my gut feeling about smaller homes was spot on. That confirmation allowed me to craft a strategy focused on space-saving furniture, rather than making broad, unfocused claims.

It’s not just about numbers—it’s about combining those insights with cultural understanding. Data tells you what people are searching for, but culture tells you why.

Step 3: Equip Yourself with the Right Tools

Digital expatriation requires a solid toolkit. My favourites include:

• NotebookLM: Perfect for structuring research insights, especially when handling multiple markets.

• DeepL + Native Review: While AI translation tools are great for speed, always have a native speaker review your work for cultural nuances.

• Google Search Console: Use its country filters to see how your site performs in specific regions and uncover unexpected opportunities.

The right tools make the difference between guessing and knowing.

In conclusion

International SEO isn’t about translating—it’s about transforming. Digital Expatriation helps you step into your audience’s world and design strategies that truly resonate.

If this framework resonates with how you want to approach your markets, let's talk about what it would look like for your business.

The technical infrastructure that enables this, structured data in particular, shapes how AI systems read and represent your brand across markets. I covered that in detail after attending the Google Search Central Live in Zürich.

And if you'd rather follow the thinking before committing to anything: I write about international SEO strategy in my newsletter. One email, only when it's worth your time.

Let’s make your brand feel at home, wherever it goes.

How structured data is paving the way for AI-generated search

Last week I attended the Google Search Central Live Zürich 2023, or #SCLZurich for short. The conference, held over a whole afternoon at the Google HQ in—you guessed it—Zürich, Switzerland 🇨🇭, marked its grand comeback after the pandemic years. I had a really great day meeting with fellow SEOs, chatting with friends from the Women in Tech SEO group, and learning a lot from the Google Search staff. The talks were very interesting and got me thinking about many topics and ways to improve my skills.

If you want a breakdown of all that was said, head over to this recap post of #SCLZurich by Olesia Korobka or this 7 talks - 7 take-aways post by Corina Burri.

One topic that kept coming back throughout the afternoon was structured data. Although it’s, of course, a very important technical topic, I was surprised to see it mentioned, if not extensively developed in almost all talks that day. So this got me thinking: why are we hearing so much about this today? How does structured data inform the future of SEO, and how does it shape the impending era of AI-generated search?

How structured data helps improve search results

Microdata, structured data, schema markup, and semantic markup* are not new to SEO at all. We’ve been using these snippets of code in our pages for ages, especially when it comes to e-commerce. Structured data is what informs Google Shopping of your products’ features for example, as Matthias Weismann, Software Engineer at Google Shopping, explained it detail at the conference..

By the way, the Product schema markup is undergoing a hefty upgrade, with new variants that will better help the user find the product they are searching for. Think certificates, labels, sustainability or dietary specificities. These are exciting times!

By meticulously organising information about our products and services using structured data, we're essentially handing search engines a roadmap to our content. By linking or nesting items to one another, we’re saying, "Here's what we offer, and here's how everything is interlinked.”

This carefully crafted organisation doesn't just enhance the appearance of our search listings with rich snippets but significantly betters the user experience by delivering more precise search results.

Structured Data, AI and search

So what does structured data have to do with AI? Well, when Google crawls a website, it gathers all the information a page has to offer, including structured data. Then the indexing algorithms come into play and try to make sense of the page. At this stage, Google uses a bunch of machine learning, AI and NLP tools to figure out what the content is about and if it’s worthwhile for users.

Imagine a scenario where two pages have the same quality of content and relevant information. On the first page, Google has to sift through the content, analyse headings and links to understand what the page is about. In the second page, Google has to do the exact same work, but with added information, structured in the same way across all webpages for the same type of item.

On the first page, algorithms have to put in more work to categorise the content in their database, whereas on the second page, they “only” have to check if the information provided in the structured data bits of code match and correlates to the content on the page.

Of course, I'm oversimplifying here, but you get the idea. Structured data makes Google’s work easier. It takes way less computing power for Google to understand content with a roadmap than having to figure out a path on itself.

“While we have the technology to find that structure in web page text automatically, those systems are not perfect. (…) When you tell us what's on your web page in a structured way, we can more accurately interpret the contents.”
— Ryan Levering, Software Engineer in the Structured Data Team at Google (source)

If we think of it with a very down-to-earth capitalistic approach, it’s just more cost efficient for search engines. The same applies to having a technically sound and fast loading website, it requires less energy to load and crawl, which means it costs less to index. (Yes, it’s also more environmentally friendly, of course, but let’s not be blind to the societal system we operate in.)

How taking full advantage of structured data can benefit both users and website owners

The ripple effect of fully harnessing structured data can be huge. Imagine having your website not only fully present in the results of a query, but also taking space on the result page by offering rich results to users. It’s not only about the ranking position, it’s about the experience you offer.

For example, as Maria White, Global SEO Lead at Kurt Geiger, explained in her presentation at SCL Zürich, the experience you offer to your user does not start on your website’s homepage, it starts on the SERP.

This is exactly the kind of thinking that should inform your content strategy from the ground up, not as an afterthought, but as a foundation.

Going beyond the typical variants offered in a Schema item and actually going through the documentation to precisely optimise every relevant bit of information will help your website in the long run. Right now, there are open conversations happening on the Schema.org forums about how items should evolve through time.

For example, food product items could get an allergens variant in the near future, helping users take care of their health when researching and buying food online. And guess who is actively participating in this conversation? Yep, Google is. They are even at the origin of some of these evolutions. I don’t know about you, but to me, having an announcement at the next Google I/O that search results for purchasing food will now display allergens seems like a totally on brand thing for Google to do.

For search engines, it’s a clearer, more efficient route to quality results. For us, it’s about becoming the “cost-efficient” choice that demands less power to crawl and index, potentially earning a favourable nod from search algorithms in the long run. It's not merely about scaling the search product but elevating the quality of the user experience while reducing the digital carbon footprint of our online endeavours.

This proactive approach, as I gleaned from the conference, could be a game-changer in how we approach SEO, ensuring a win-win scenario for both search engines and website owners. Doing your research—dare I say, hiring an expert—on structured data, and not just “filling in the fields my CMS put up for me” could be one element that will tip the scale in your favour in the near future. Actively optimising your website with a collaboration mindset with search engines rather than a “quick win” approach is sure to be beneficial in the long run. If not for your rankings right now, then for your users, who crave information before making an informed purchase on your website.

If you want to keep thinking about how SEO and AI-driven search are evolving, I write about exactly this kind of thing in my newsletter. One email, only when it's worth your time.

Conclusion

The narrative around structured data is far from over. It's an unfolding chapter in the SEO playbook that holds promise for a more efficient, user-centric, and AI-compatible future. I invite you to delve deeper, explore the schema.org documentation, and start weaving structured data more intricately into your SEO strategy. It's about laying a solid foundation today for the AI-driven SEO landscape of tomorrow.

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*Structured Data is a term used to describe data that is organised in a specific manner, making it easier for search engines to understand the content on web pages.

Schema Markup is a semantic vocabulary or a set of code tags you can add to HTML to improve search engines' understanding of your pages, essentially a form of structured data.

Microdata is a specific syntax used for embedding structured data in HTML documents, and it's one of the formats you can use to implement schema markup on your website.

Semantic Markup is a broader practice that refers to the use of HTML tags and other markings to denote not just the structure, but the meaning of the content, which includes practices like schema markup and others.

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Ready to make structured data work harder for your business? Let's look at it together.

BrightonSEO September 2023: AI, making friends and sustainability

I’ve returned from my 8th participation in the BrightonSEO conference, definitely the sunniest one yet! 😎 Having the conference this early after Summer feels like a small continuation of holidays, with the beach and the ginormous seagulls. But hey, I wasn’t there just to enjoy the lovely weather, but also to keep on track with what has been going on in the SEO industry, and make new friends.

Setting the Scene: The Evolution of AI in SEO

In the past year, AI has been the main topic of discussion in the industry. From ChatGPT to Bing, Bard and the Search Generative Experience, the past few months have been dense with new features, techniques and speculations.

I was wholly expecting AI to be a primary topic for this edition, and I was not mistaken. A lot of talks were about AI this time around and it’s interesting to see how the conversation is shifting.

Why BrightonSEO Is Crucial for an International SEO Consultant

So, why do I keep coming back to BrightonSEO? As a one-woman operation, it's my responsibility to stay updated for both myself and my clients. Whether it's listening to experts or having face-to-face chats with them, this is where I find the golden nuggets of information that I can directly apply to my client projects.

Typically, Digital PR is not my specialty, and I was able to get some amazing insights from Jo O’Reilley on the topic for a client of mine. In the midst of the conference I also had to send out an important proposal draft for a big project, and was able to exchange with other independent consultants to improve my initial draft.

Key Themes and Trends: AI, Sustainability, and More

This time around, the conference offered a variety of topics. Sustainability in SEO was one topic that particularly caught my attention. The discussion around environmentally-friendly practices in SEO is not only necessary but aligns with my values as well.

Another focus was on business development specifically for consultants, offering actionable advice on how to grow our practices a stressless way.

I was also invited to participate in a freelance roundtable where we discussed common challenges and solutions in our line of work.

These sessions added layers of depth to my understanding of where the industry is headed and how my daily work can have a positive impact.

Meeting and making friends

This edition was primarily about meeting friends and colleagues or making new friends, than about attending all talks. Thanks to the power of replay, I got to dedicate time to having deep conversations, sometimes way deeper than expected! From the struggles of freelancing to celebrating wins, it’s amazing for me to be able to connect authentically with people who share the same vision of SEO.

More importantly, the networking / friendship opportunities extend beyond the conference. They lead to long-term professional relationships. The insights and feedback I received from peers are invaluable, especially when dealing with big client proposals and strategic decisions.

Learning and Takeaways: Practical Knowledge for Immediate Use

Several talks and workshops were incredibly impactful. Alice Rowan's presentation about creating authentic content provided actionable advice and additional resources for further reading. Another session about measuring SEO sustainability by Ellie Connor offered insights that I can immediately include in my SEO strategies.

The talk on SEO forecasting by Hannah Rogers introduced a straightforward framework, providing me with another tool to better serve my clients.

Lastly, the keynote by Professor Hannah Fry helped me better understand the importance of interpreting data on a large scale.

Impacts and Next Steps

My takeaway from this year's BrightonSEO is twofold: One, although the introduction of AI into SEO can seem overwhelming, we are all learning and adapting together. Two, the SEO community is diverse and abundant with opportunities for everyone.

In terms of next steps, my focus will be on maintaining the valuable relationships I've built and integrating the new tools and strategies I've learned into my work.

To sum up, BrightonSEO September 2023 was a comprehensive learning experience. The conference remains a crucial event for anyone in the SEO industry and is a catalyst for professional growth and meaningful connections. I’ll be back in April 2024 to find out if AI overlords have indeed taken over 😉

If you want a more hands-on look at where AI tools actually help in SEO — and where they mislead — I covered this in a dedicated session at SEO Camp Day Strasbourg earlier that year, with practical examples across hreflang, schema, and translation.

Check out my previous articles on BrightonSEO ↓

If you have questions or would like to discuss more about the future of SEO, I'm just an email away.

Search with Candour feature: My Take on International SEO and Freelancing

I recently had an amazing opportunity to join Jack Chambers-Ward on his podcast, "Search with Candour". We talked for a good 44 minutes about international SEO, my freelance journey, and the diverse clients I've had the pleasure to work with. Here, I'll share some of the highlights and insights from our chat.

The Freelance Life: Authenticity and Personal Touch

1. In the podcast, I opened up about the realities of being a freelance SEO consultant.

“My clients get super tailored service. They get someone 100% dedicated to their own project.”

Clients get the benefit of highly personalised service, but it also means that there's only so much of 'me' to go around. It's a delicate balance, but one that’s absolutely worth it for the bespoke service I can offer.

A Diverse Clientele: More Than Just Numbers

Jack and I delved into the kinds of clients that generally seek out freelancers over larger agencies.

The diversity in my clientele—from small businesses to international companies—has been both a learning curve and a source of pride for me. This isn't just for show—it's a treasure trove of learning experiences that make me a better consultant every day.

Services Tailored for You

As we delved into the services I offer, one thing became clear: one-size-fits-all solutions don’t cut it.

“Clients come to me because I’m a freelancer, they stay with me for the personality and the expertise, but we do have to get along really well to make it work long-term.”

If that way of working resonates with you, here's a closer look at how I structure my SEO engagements.

Each client is unique, and their SEO needs are too. Whether it’s a comprehensive SEO audit or crafting a content strategy, my services are tailored to meet these individual needs.

“It’s more about making sure that the experience they get from me is top-notch, and they have their answers to all their questions, and they feel empowered to drive their strategy the way they see it fit.”

Navigating International SEO

When it comes to international SEO, it's more than just translations; it's about understanding the cultural nuances. I offer a 360º understanding of client businesses, making me equipped to handle the challenges that come with international clientele.

If your business is navigating multiple markets, this is exactly where an SEO Strategy Sprint tends to be most useful.

Listen Up! 🎧

If this has piqued your curiosity, why not listen to the full conversation? It’s packed with insights that go beyond what I’ve touched on here.

Click here to listen to the podcast on Apple iTunes

It was an enriching experience to be part of the podcast, and I hope you find these highlights as insightful as I did during the conversation. Do give the podcast a listen for the full experience and to gain a deeper understanding of my approach to SEO and consultancy.

Thanks, Jack, for having me! 😇

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If reading this made you think about your own SEO situation, whether you're entering new markets or just trying to get clarity on your strategy, that's usually a good sign it's worth a conversation.

Or if you'd rather start by following along, I write about this kind of thinking in my newsletter. One email, only when it's worth your time.

BrightonSEO April 2023: Diving into the Future of SEO and Embracing the Power of AI

It's that time of the year again, and I couldn't be more excited to attend my 7th BrightonSEO conference (IRL)! This event never fails to amaze me with its wealth of knowledge, networking opportunities, and of course, the classic fish'n'chips on the beach (if the seagulls don't have other plans). This time, I was particularly looking forward to diving deep into discussions around AI, the future of SEO, and international SEO strategies.

Let’s talk about my expectations

A lot (and I mean, A LOT) has happened in the past 6 months. AI took over our timelines and experimentations, Bing is… hype now (what ?!), it feels like every tech company is either working on a search engine or infusing AI just about everywhere.

Our job as SEOs is shifting, morphing in something more about Search Experience Optimisation than Search Engine Optimisation – good news, we won’t need to update the acronym.

I remember in October 2022, the chatter at BrightonSEO was a little bit about AI, and somewhat about the probability of Apple releasing a search engine. 😂 That feels like a lifetime ago!

This time around, I had the feeling AI would be more present in conversations, I also felt like we’d hear a lot about techniques to make websites lighter, load faster and more accessible to users. In general, I was very excited to learn more about international SEO, content strategies and ultimately, improving the user experience across the board.

Highlights from key talks

Here are a few highlights from the talks I attended as well as the links to the slides. Full disclosure, I couldn’t catch all the talks I wanted, and I am planning on watching quite a few replays, I’ll update this section as I catch-up!

- DAY 1 -

TikTok for search marketing by Rachel Pearson

I’m not a huge TikTok fan, but I was curious to learn a bit more with this talk.

• TikTok is not the new Google. 😮‍💨

• TikTok content can be indexed by Google but not embedded.

• Consistency is key on the platform, and testing different optimisations is encouraged.

Stop writing SEO articles: templates content that ranks by Dale Bertrand

I’m considering using templates more in the SEO and content strategies I deliver to my clients. For me, this is about simplifying the content production process while making content that performs for users. Dale also shared a bunch of handy recipes to follow.

• Consider templates like:

  • Collection Pages

  • Niche buying guides

  • FAQs, Niche calculators

  • Comparison content

  • etc.

• Use datasets to create content, comparison pages, calculators. See government-issued data for ideas.

Google Bard, ChatGPT, the sky is falling and SEO is dead (again) by Simon Lesser

• SEO is not dead.

• Chats are another way to interact, and content should be future-proof.

• Focus on content that can't be replaced with a summary.

• Don't be a middleman - add value to your content.

A few months later I ran a session of my own on this — specifically on how AI tools apply (and fail to apply) in international SEO, at SEO Camp Day Strasbourg in February 2023.

- KEYNOTE -

The future of SEO: What the past decade can teach us about the next by Areej Abuali

Areej’s keynote was fascinating and very moving. I highly recommend you watch the replay, my few notes definitely don’t do justice to the journey she took us on with this keynote.

• Leverage AI tools for more efficient SEO activities.

• Investment in SEO will grow, as it becomes more cross-functional in companies.

• Prioritize audience over Google - optimize for user discovery.

• Create your own space.

- DAY 2 -

Value of feature snippets by Niki Mosier

Probably one of my favourite talks, I learned a lot and had loads of ideas for client projects!

• Paragraph featured snippets dominate, followed by lists.

• Quick wins are possible with feature snippets, which help with brand awareness.

• Schema markup can help get feature snippets.

• 19% of all SERPs have featured snippets

• 77% of questions start with “why”

• 50% of mobile screen is covered by featured snippets

• 70% of articles in featured snippets are no older than 2-3 years

Google’s local knowledge panel - the CMS you never knew you had by Claire Carlisle

• Research "sameAs" property in schema, "hasMap", and other schema properties for local SEO optimisation. 😉

Reflecting on the future of SEO and the industry

This edition of the BrightonSEO conference left me with several thought-provoking takeaways about the future of SEO and the industry as a whole:

Diversity in SEO conferences is crucial 💙

A more diverse lineup and crowd lead to more balanced conversations and foster a sense of belonging that I find lacking in other contexts within the industry. Areej's keynote had me pondering the next decade and how our industry must become more open to better reflect the needs of users. Furthermore, the Women in Tech SEO gathering on the first day was, as always, highly engaging and work-focused. The exceptional expertise these women bring to the table is both outstanding and inspiring. I am so grateful to be part of this community, and more generally to be part of this industry. Our work has the power to have such a positive impact on the world!

The international SEO community is exceptional. People are friendly, open-minded, and relaxed. While I know this may only reflect my own network, I feel that my bubble is expanding for the better, with incredible individuals joining the fold.

AI has undoubtedly made its presence known in the SEO world 🚀

Many speakers incorporated AI into their presentations, emphasising that it is how it’s another tool for us to use. While AI won't replace us anytime soon, it can significantly aid our day-to-day tasks and help our clients. Personally, I actually feel in control when it comes to the AI topic, as I continuously research and test the new tools I can get my hands on. While I wasn't surprised by the speakers' insights, I did learn about some new tools and tricks to try out.

The future of the SEO industry is looking bright ✨

SEO is far from dead, and I find it thrilling to delve into the nitty-gritty of the field at conferences like BrightonSEO. I'm eager to see where the future takes us and how our industry will evolve. BrightonSEO provided a wealth of actionable ideas for me to implement immediately with my clients. This conference is always hands-on, and I came away with numerous valuable insights this time around.

Celebrating 7 Years of Learning and Growing as a Freelance SEO Consultant

What does it take to succeed as a freelance SEO consultant? As I look back on my seven years in the industry, I've realised that it's all about persistence, dedication, and a willingness to learn and grow. This journey as a freelance/consultant/business owner has been an incredible ride, full of challenges, successes, and most importantly, the support of my clients, colleagues and friends.

Although I’m still not exactly sure which job title I should use after all this time, I thought I’d take you on a trip down memory lane and share with you some insights about this journey.

To celebrate this milestone, I took my partner and friends out for a very French evening at a local wine bar. 🍷

Photo credit: Julie Capon

Back in 2016, I started working as a digital marketer for international markets in Paris. I was excited to learn more about the field and make a difference in the industry. The same week I started working there, I got my first client and started freelancing on the side. At the time, I was doing a bit of everything, testing the waters, and working a couple of evenings and weekends here and there.

After two years of hard work, my freelancing business brought me enough income to consider a different lifestyle. This meant that I could work from anywhere in the world, on my own terms, and make a living out of it! So my partner and I left Paris to travel around Europe, and set base in Strasbourg 3 years ago.

The first years were not easy, and this job is still pretty challenging. I can’t say I’m the worst boss I ever had, but I’m certainly not the kindest! As a independent consultant, I had to work hard to establish myself and build a reputation in the industry - as well as learning about the intricaties of admin life. I spent countless hours researching and experimenting with different SEO techniques, watching webinars, reading blog posts or newsletters and traveling to conferences to make sure my clients were getting the best service possible. With persistence and dedication, I slowly began to build a loyal client base, to attract fun projects to work on, and to grow confident in my skills as an SEO consultant.

Over the years, I've had the privilege of working with some amazing clients, from small startups to large corporations, businesses or agencies, and from all over the world. I've helped them improve their website rankings, increase their online visibility, and ultimately, grow their businesses. I've also had the opportunity to collaborate with some incredible colleagues in the industry, who have challenged me to learn and grow as a consultant.

I have always strived to be as transparent as possible with all my clients, setting realistic expectations and creating solid SEO strategies that stand the test of time.

My consulting path even lead me to start sharing my knowledge a couple years ago, whether by teaching classes to students or speaking at conferences.

Of course, there have been challenges along the way as well. The SEO landscape is constantly evolving, and staying up-to-date with the latest trends and best practices is a never-ending task. But I've always been passionate about this field, and I've always been willing to put in the work to stay ahead of the curve (hello AI!)

As I celebrate my 7th anniversary as a freelance SEO consultant, I'm proud of what I've accomplished, but I'm also excited about what's yet to come. I'm constantly learning and growing as a consultant.

Thank you to everyone who has been a part of this journey, from my clients and colleagues to my partner, friends, and family. I couldn't have done it without your support, and I look forward to many more years of growth and success in this amazing field.

PS: Mom and Dad, I think I turned out to be an actual business owner!

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Thank you for taking the time to read about my journey as a freelance SEO consultant. If you're in need of SEO consulting services or have any questions, please don't hesitate to contact me through my website or social media channels. Let's work together to take your business to the next level!

Understanding and using AI for an effective international SEO strategy - A talk at the SEO Camp Day Strasbourg 2023

→ Link to the slides in French 🇫🇷

In February 2023, I stood in front of a room of French SEO practitioners at the first SEO Camp Day Strasbourg and asked a question the industry was dancing around: what can AI tools actually do in international SEO, and where are they performing confidence without competence?

My audience were practitioners: curious, slightly cautious, and smart enough to spot hype. Rather than adding to the noise around ChatGPT, I tested AI against the specific demands of multi-market SEO work: tasks where language, cultural nuance, and structural precision all matter at once. What follows are the key takeaways from the session, the resources I cited with annotations, and an honest update from 2026.

What I hope people took away from the talk

AI processes patterns, not meaning, and that gap matters in international SEO. The Chinese Room thought experiment is the right frame: a person inside a room follows rules to process Chinese symbols without understanding the language. AI does the same. For international SEO, this matters because cultural nuance is meaning. Any task that requires understanding why a German-speaking audience searches differently from a French-speaking one sits outside what current AI handles reliably.

Hreflang generation is a legitimate use case. Generating hreflang tag sets from a structured input (list of URLs, language/country combinations) is exactly the kind of mechanical, pattern-based task where AI performs well. The output format is predictable, the validation rules are known, and errors are easy to catch. Use it to rough out the implementation, then verify against Google's specification before deploying.

Schema markup generation works for the same reason. FAQ schema, Product schema, LocalBusiness — these follow strict structures with defined properties. Feeding AI your question-and-answer pairs and asking for JSON-LD output cuts most of the manual work on a repetitive task. The result needs review, but the time saving is real. Always validate through Google's Rich Results Test before implementing.

Translation is unreliable, especially for anything with texture. I tested DeepL, Google Translate, and ChatGPT on the same passage of nuanced English prose. All three lost something — particularly figurative speech and culturally specific connotations. For international SEO, where keyword meaning differs across markets (French Canadian gommevs. French chewing-gum, for instance), machine translation gives linguistic proximity, not market relevance. Use it as a starting point, then have a native speaker review.

Cultural content adaptation works across large differences, not subtle ones. Asking AI to generate content ideas for a gardening blog in Finland versus Morocco produces meaningfully different outputs — climate, local customs, regional specifics come through. Asking it to adapt content between France and Belgium, or between UK and Australian English, produces near-identical results. The smaller the cultural gap, the less AI adds over just writing for the market directly.

Alt tag generation at scale is a strong use case. Danny Richman's GPT-3 alt tag generator combined the OpenAI API, EveryPixel for image analysis, and RapidAPI for orchestration. For large international sites with thousands of product images, this kind of tooling saves real time at acceptable quality. The "under the hood" slide from the talk showed the actual prompt structure — it specifies output length, excludes decorative language, and includes keyword context.

Building lightweight tools is within reach. The most practical part of the talk was showing Python and Google Apps Script in action for repetitive SEO tasks: extracting images without alt text from a Screaming Frog export, automating monthly report delivery to clients. These aren't complex — but they save time every single month and remove recurring tasks from the mental load entirely.

Resources from the talk

What is generative AI? — McKinsey This is where the working definition in the talk came from. It covers the distinction between generative models (text, image, audio, code) and more traditional AI approaches without requiring a technical background. Worth sharing with a client or marketing team trying to understand what these tools actually are before deciding whether to use them.

GPT-3 explained — Science Focus GPT-3's 175 billion parameters were the clearest illustration at the time of the scale difference between large language models and anything that came before. This article explains the architecture accessibly. The parameter count comparison in the talk (GPT-3 versus the human brain's estimated synapses) made the scope of the technology concrete in a way that pure definitions don't.

Chinese room thought experiment — Wikipedia (FR) Searle's thought experiment is the most useful conceptual frame for understanding what AI is not doing. The room processes symbols by rule without understanding their meaning — which is precisely the distinction that matters when cultural nuance is part of the work. If you want the English version, search "Chinese room Searle" — the concept is the same in any language, which is appropriate given the context.

ChatGPT for SEO — Aleyda Solis Aleyda Solis was among the first practitioners to document specific prompt patterns for SEO tasks in a structured, replicable way: hreflang generation, schema markup, meta descriptions. The examples in the hreflang and FAQ schema sections of the talk drew directly from this resource. It remains a useful starting library for anyone building their own prompt collection for technical international SEO work.

Generate alt tags with ChatGPT — Danny Richman Danny Richman built a working alt tag generator by combining the OpenAI API, EveryPixel for image recognition, and RapidAPI. The talk showed the actual prompt structure: generate a descriptive alt tag under 16 words, from image URL plus keyword context, excluding decorative language like "illustration" or "wallpaper." Worth reading if you want to understand how to replicate something similar for a client site with a large image inventory.

ChatGPT: Friend or Foe? — The Recipe for SEO Success (Kate Toon) Kate Toon's podcast episode covers the practical and strategic questions around AI in SEO from the perspective of a grounded generalist practitioner — a useful counterweight to the breathless coverage that was everywhere in early 2023. Kate later invited me onto the show to discuss SEO longevity, which you can listen to here.

My take in 2026

The core argument holds: AI handles structured, rule-based international SEO tasks well and breaks down where cultural understanding is required. What has shifted is the baseline. Models are far stronger now, real-time web access has resolved the "no recent data" limitation for most tasks, and the barriers to building lightweight tools have dropped considerably — what required a Python script and an API key in 2023 takes ten minutes in a tool like Claude Artifacts. The toolbox has expanded significantly. What hasn't changed: AI still doesn't understand why German users search differently from French ones, or why the same product concept needs completely different framing in Quebec versus Paris. That judgment still sits with the practitioner.

What’s the future of SEO? - Panel discussion at the Erepday 2022 conference

I had the privilege of being invited to participate in the panel discussion “What’s the future of SEO?” at the 2022 Erepday conference in Strasbourg alongside two other SEO experts: Dan Bernier and Mickaël Hamard.

The Erepday conference brings together the essential news of the “hot” topics of e-reputation, branding and customer relations 2.0. It is an exceptional day of conferences, panels and networking with expert speakers in the field of the web and e-reputation to grow your brand and business. It’s organised by the amazing teams at Blue Boat.

So, what’s the future of SEO?

On the panel discussion, we discussed what SEO will look like in 10 years. My take on this was that it will remain fun and exciting, and I am positive that SEO will be around for the foreseeable future. I also believe the emphasis will be put on inclusivity and accessibility on the web.

We can't predict exactly what will happen in SEO over the next 10 years, but we know Google's global vision is to make internet information available to everyone. That shouldn't change much.

By working on making information available to people all around the world, Google is setting the stage for a new era of digital knowledge, where information is made accessible to everyone, regardless of their location, language, device or background.

We had conversations around the evolution of the SERP, especially how Google was bringing sensorial elements to the SERP. We also discussed the importance of authenticity, the need to remain true to oneself, and the concept of staying true to one's values even when the world around us changes. We discuss how the future of online search will be spread across multiple platforms, and how this will create a shift in the way we access information. We explore the implications for businesses, as well as the importance of finding ways to remain relevant in this ever-evolving landscape. Additionally, we consider the impact on people's lives and how our approach to information gathering will be shaped by the resources available to us.

The video is only in French, but the transcript can be translated to English 🙂

I thoroughly enjoyed my experience at the 2022 Erepday conference in Strasbourg and I am thankful to the organisers for inviting me to be a part of the panel. It was great to be able to share my insights and knowledge with the other experts and attendees.

I am confident that SEO will continue to evolve and become even more important in the future, and I am looking forward to seeing what the future has in store for the industry.