SEO Consultant: your dedicated expert for growth

Experience and ethics in the service of SEO

Founder of the organic search agency Twaino, I am Alexandre MAROTEL, SEO consultant in Paris and beyond.

Thanks to my passion and experience, I provide SEO advice and tips to businesses eager to optimise their website and make a name for themselves in their field online.

In line with Google’s recommendations, I use only ethical White Hat SEO strategies to support organisations of all sizes.

My goal is to improve their visibility on the web and increase their traffic, customer base and sales, for a better return on investment.

If we were to compare your website to a garden, I see myself as a gardener, because you need methodical and rigorous monitoring to grow and sustain your projects over time.

Organic search: a speciality, a passion

My speciality is organic search, meaning I do not offer any advertising campaigns or any other form of paid marketing strategy to help my clients reach their goals.

I made this choice because SEO is the best solution in web marketing for achieving lasting results over time, unlike advertising which stops producing results as soon as the ads end.

To lead by example, I transparently share the growth figures for my Twaino website, which went from 0 to over 15,000 visitors per month, thanks SOLELY to organic search.

SEO Consultant

If you would like support for an SEO project, feel free to get in touch.

An SEO agency that puts all its cards on the table

In this video, I present in detail the performance reports of my website using SEO analysis tools such as Google Analytics, Google Search Console, Ahrefs and Websiteseochecker.

If you would also like to see such progress on your pages, feel free to contact me. I am available and I put my skills as an experienced SEO consultant at the service of businesses in Paris and throughout France.

But technically, what does an SEO consultant do and to what extent can they help you gain authority in your sector and grow your business?

The SEO consultant profession

Generally, a “consultant” refers to a person with expertise in a specific field, who is paid to assist and advise individuals or businesses that need it.

In organic search, an SEO consultant brings their expertise to website owners with the goal of helping them:

• achieve better rankings on search engines;
• gain quality, targeted traffic for a larger audience;
• generate more profit (more sales) from their website.

To achieve this, the SEO consultant must possess a number of skills, in addition to their search engine optimisation expertise.

The qualities of an SEO consultant

To be an effective SEO consultant, the web optimisation specialist must:

• have a thorough understanding of their client’s business, their sector of activity, and the products or services they offer. This is an essential requirement for successfully implementing coherent and truly profitable strategies;
• have a basic knowledge of what could be called the “foundational language” of web development, namely HTML, CSS and PHP. This skill allows them to easily and correctly implement tools (such as adding plug-ins) on the site or configure certain settings directly in the source code of web pages (such as tags).
• finally, they must be able to understand the overall workings of the web, as well as office software from the Windows Office suite (Word, Excel…) or Google (Docs, Sheets…) for creating written content.

All of this must of course be accompanied by:

• a curious and rigorous nature to remain methodical in their approach;
• humility, attentiveness and a sense of teamwork, to propose inclusive strategies through which they can learn as much from their colleagues as from their clients;
• responsiveness and initiative, to anticipate potential problems and ensure the success of their projects despite any difficulties encountered.

The missions of an SEO consultant

The primary mission of a consultant at an SEO agency is to provide everything their client needs to improve their visibility on the web. To cover all the objectives of an SEO consultant, I have put in place at Twaino an intervention procedure that unfolds in three main stages:

The SEO audit:

Because no two businesses are alike, even within the same sector, the SEO audit allows us to fully grasp your individual challenges.

It is also through the SEO audit that a diagnosis of your website can be made, identifying its strengths and weaknesses.

Optimising what exists:

The optimisation stage is entirely based on the results obtained during the SEO audit.

This is where I propose both long-term and short-term SEO strategies. These strategies are carefully developed to be tailored to the specific challenges of your website and your sector of activity.

It is also during the optimisation stage that the planned strategies are implemented to improve the site’s current performance. On one hand, the strengths of your pages are better leveraged, and on the other, the identified issues are resolved.

Creation and promotion:

This stage is the last in the intervention process. It essentially involves creating high-quality content that is highly optimised for search engines.
The goal is to maintain the newly achieved performance and help the site grow to progressively reach your objectives.
This is a delicate stage that is particularly close to my heart, which is why I make sure to carefully apply all White Hat editorial techniques.

In this way, the content is easily indexable by search engines and compelling enough to engage visitors to purchase your products.
Your site’s pages rank higher and higher on Google and your brand becomes a reference, both for internet users and for your competitors.
Even though the process unfolds in 3 stages, the services offered to company A may differ from those offered to company B. Here is a list of what is typically tailored for my clients:

Detailed SEO audit

As explained previously, the SEO audit identifies the opportunities on the site that can be leveraged. It covers all the important aspects for better search engine ranking of your site, including:

• on-page optimisation, known as “On Site”;
• “Off Site” optimisation;
• HTML tagging;
• site structure;
• backlinks;
• etc.

Keyword research

To establish a strategy that achieves better Google rankings, it is important to conduct thorough keyword research.

The aim of this research is to identify as precisely as possible the keywords that your potential customers type when they need one of the products or services you offer.
These identified keywords are then filtered by other metrics such as:

• conversion rate;
• Cost Per Click;
• difficulty score;
• search volume behaviour over time;
• etc.

The purpose of all these filters is to target, during SEO campaigns, only keywords that are relevant to your sector, based on the current state of your site.

SEO competitor analysis

If you value SEO, your competitors most likely do too. This is why it is also important to conduct an analysis of your competitive landscape.

This analysis allows you to study the SEO strategies of your main competitors and understand why they rank above you in the SERPs. You can then draw inspiration from these methods and improve on them so your site ranks first.

Backlink audit

You may not know it, but a strong backlink profile can accelerate a site’s SEO and help it reach Google’s first page very quickly.
Conversely, a poor inbound link strategy can undermine all your SEO efforts and cause you to lose your current ranking.

Using powerful analysis tools, I study my clients’ backlink profiles to determine whether they are harming or helping the site’s ranking. Depending on the results, measures are taken to correct, improve and develop the existing links on your pages.

Backlink creation campaign

Once the site’s backlink profile has been studied, the principle is to uncover new link-building opportunities to strengthen it. And for that, nothing beats a backlink campaign.
During this campaign, the emphasis is on the quality of links rather than quantity, since 10 links from authoritative sites are unquestionably more valuable than 100 links from sites with no authority or, worse, spammy sites.

There are strategies to use during the campaign to help your site acquire quality backlinks, such as:

• writing guest articles;
• influencer outreach;
• etc.

Website redesign consultation

Website restructuring projects are excellent opportunities to refine your SEO strategy.

For my clients’ redesign projects, I review all pages by:

• examining the structure;
• reviewing the content;
• identifying redirects;
• etc.

This site inspection allows for effective recommendations on optimising the user experience, backlinks and site ranking.
This precaution before the redesign is invaluable for avoiding serious SEO errors that could cause the site’s traffic and ranking to drop.

What sets me apart from other SEO consultants in Paris

White Hat SEO techniques compliant with Google’s guidelines

Some SEO consultants claim to have a secret recipe and make false promises to clients. For example, they may guarantee to get a site to Google’s first page within x days.
In an attempt to honour this promise, they are willing to use questionable strategies to achieve it.
In some cases, the site may show an apparent improvement in its ranking, but Google always ends up detecting this type of method.
The site is then penalised, or even blacklisted by the search engine, until the necessary corrective actions are taken.

In reality, there is no proprietary recipe, held by any agency or consultant, for improving a site’s ranking.
SEO techniques are known to all, and Google has even created a page specifically dedicated to webmasters to share tips and advice for clean SEO.
Aware of the serious consequences of these questionable practices, I have committed as an SEO consultant to only using ethical strategies that comply with Google’s guidelines for ranking a website.
This is my way of honouring the promises made to my clients: guaranteeing quality traffic and a lasting ranking on Google’s first page within a reasonable timeframe.
To achieve this, I am constantly learning about the workings of Google’s algorithms to stay informed about the latest trends in the SEO world and offer cutting-edge optimisation.

A sustainable approach to promote digital ecology

Playing the ethics card is not the only thing that sets me apart. I am also committed to the fight against climate change by adopting an eco-friendly approach to protect our environment.
One of my mottos is to combine SEO performance and digital ecology for a greener, more responsible future.

To that end, I use and recommend eco-friendly web hosts to all my clients.

Unlike polluting hosts that produce a significant amount of CO2 with each request, eco-friendly hosts alternate between renewable and non-renewable energy sources to limit their carbon footprint.

Better still, this already low footprint is offset in nature by planting trees around the globe. In fact, I can help you gain online visibility for the success of your business while also protecting the environment.

Highly detailed periodic reports for a transparent collaboration

One of the aspects I consider important and essential for a successful SEO campaign is the evaluation of results obtained, in order to determine whether the adopted method needs to be adjusted to achieve better rankings.

And because it is your project, you have the right to be informed of these results, my observations and the next strategies to be implemented.
This is why I remain transparent in my work to help you understand what is being done and will be done on your site.

To achieve this, I send periodic and detailed reports to all my clients, with meeting sessions where possible to review the report and provide any necessary clarifications.

SEO training for a more inclusive collaboration with my clients

No one can express the needs of your business better than you. This is why I also offer SEO training to available clients, to facilitate communication and foster a brainstorming atmosphere.

In this way, you can interpret your page analysis reports more effectively, ask more relevant questions, participate actively in meetings and, why not, put forward interesting suggestions as well.
It is a way of inviting you to get involved and follow your site’s progress in real time.

The tools of an SEO consultant

To provide a better SEO service, a consultant must use a number of SEO tools. Here is a list of the most important ones I personally use:

Google Analytics and Google Search Console: to keep an eye on your site

Launched by the leader in online search, Google Analytics allows for a complete analysis of a website with the aim of monitoring its performance.
Google Search Console, initially known as Google Webmaster Tools, is a tool that offers several features for verifying indexation and performance in the SERPs.

Ahrefs: an all-in-one SEO tool

Ahrefs is one of the most widely used tools in the SEO field. It is the third system I turn to for crawling sites and running my SEO campaigns, after GA and GSC.

Of course, I use other tools as well, but far less regularly than those presented here.

Google Trends: to stay on top of search trends

The terms used by internet users to search for information, a product or a service change constantly.

Google Trends allows you to monitor this evolution.

PageSpeed Insights: to test a site’s performance on mobile and desktop

More and more internet users are conducting their searches from mobile devices. PageSpeed Insights allows you to test a website’s performance on both desktop computers and mobile phones.

The tool also provides recommendations for improving the ranking of the tested site.

SEO Consultant

If you would like support for an SEO project, feel free to get in touch.

Generally speaking, every consultant is an expert who is paid by individuals or businesses to provide advice on a given subject. The same principle applies to an SEO consultant.
They are a search engine optimisation expert who is paid by businesses or website owners to advise on how to achieve good rankings in the SERPs, quality traffic and a better conversion rate on the client’s website.

A good SEO consultant must:
– Have a basic understanding of their client’s sector of activity in order to implement coherent and truly effective SEO strategies;
– Be able to study internet user profiles in order to understand and meet their needs;
– Achieve better SEO results and a better ROI (return on investment) for the client;
– Master the basics of web programming, including HTML, CSS and PHP languages;
– Understand how search engine algorithms work;
– Understand how the web works;
– Know how to make good use of the various SEO tools;
– Master the office software in the Windows Office suite.

An SEO consultant must also be:
– Curious and rigorous for a job well done;
– Humble enough to learn from constructive criticism from colleagues and clients;
– Responsive enough to make the right decisions when unexpected situations arise.

During an SEO campaign, the SEO consultant is called upon to carry out several missions, including:
– Technical SEO audit;
– Content audit;
– Backlink audit;
– Keyword research;
– Competitive SEO landscape analysis;
– Backlink creation campaign;
– Website redesign consultation.

As an SEO consultant in Paris, I have chosen to remain faithful to a few principles that set me apart from others, namely:
– A pure SEO player
– White Hat SEO techniques in accordance with Google’s guidelines
– An ecological approach combining SEO performance and digital ecology
– Detailed periodic reports for a transparent collaboration
– SEO training for a more inclusive collaboration with my clients

An SEO consultant can use several tools in their work, here are some of the most commonly used:
– Google Analytics
– Google Search Console
– SEMRush
– Ahrefs
– Google Trends
– PageSpeed Insights

To identify a good SEO consultant, here are some questions you can ask them:
– Can I have a list of your current and past clients? They should be able to present some of their achievements with clients. This is also a good proof of expertise.
– How do you plan to improve my website’s ranking in search engines? Without even auditing your site, they should be able to present their strategy in interesting detail to help you rank in search engines.
– What do you think of the webmaster guidelines provided by search engines? They should place great importance on these guidelines in order to offer you clean SEO without penalties.
– What ranking on Google can you guarantee me? If an SEO consultant guarantees you a specific ranking in search engines, do not think twice. Walk away.
– Do you have experience in local SEO? They should be able to help you attract potential customers near your establishment.
Will I be kept informed of the changes you make to my website? Since it is your website, the SEO consultant must work with full transparency and inform you every time they wish to modify an element on your site.
– How can I measure the success of your SEO campaigns? The SEO consultant must periodically provide SEO reports generated using powerful tools such as Google Analytics, Google Search Console, etc. These reports must clearly document metrics such as the site’s positions on Google, the number of backlinks acquired, the number of visitors, the various traffic sources, etc.
– How can we communicate and how often? There are many communication methods available today. Agree on the ones that suit you best and a frequency that allows you to follow the SEO consultant’s work.
– What are your fees and payment terms? An SEO consultant can be paid by the hour, by retainer or by project. Discuss the payment method that suits you best before committing.
– What will happen when our contract ends? And can I terminate the contract? At the end of the contract, you must have the choice to renew or end the collaboration. You must also have the right to terminate the contract at any time. However, make sure you first find out about the termination conditions.