SEO/SEA Consultant
The SEO/SEA consultant is now one of the most sought-after profiles in the digital marketing sector. As online visibility becomes a strategic issue for companies, their mastery of organic search and paid advertising makes them an essential expert for digital growth.
What is an SEO/SEA consultant?
Definition and main role of the SEO/SEA consultant
The SEO/SEA consultant is a specialist in online visibility. They work on two complementary levers: search engine optimisation (SEO), which aims to improve a site's ranking in the organic results of search engines, and paid advertising (SEA), which generates qualified traffic through sponsored campaigns on platforms such as Google Ads.
Their role is both strategic and operational: they define priorities, carry out actions and measure their impact on traffic, conversions and the company's revenue.
Types of company that use an SEO/SEA consultant
The SEO/SEA consultant works in very varied contexts:
● digital agencies, where they manage several client accounts in different sectors at once;
● e-commerce businesses, for which search engine visibility is directly linked to sales;
● large groups and mid-cap companies with high-volume websites and significant advertising budgets;
● start-ups and SMEs wishing to maximise their visibility with limited resources.
What are the duties of an SEO/SEA consultant?
Optimising organic search (SEO) and improving website visibility
In SEO, the consultant carries out complete technical audits of the site: URL structure, internal linking, loading speed, markup, mobile compatibility and indexing. They identify the problems that hold back rankings and define a prioritised action plan.
They also work on the editorial side: keyword research, optimisation of existing content, recommendations for new content and a link-building strategy to strengthen domain authority.
Creating and managing paid advertising campaigns (SEA)
In SEA, the consultant designs and runs campaigns on Google Ads or Bing Ads: choice of keywords, writing of ads, setting of bids, audience segmentation and landing page optimisation. They constantly monitor performance and adjust settings to improve return on advertising spend.
Budget management is a central responsibility: every euro invested must be justified by measurable results.
Analysing performance and making recommendations
The consultant uses tools such as Google Search Console, Google Analytics and SEO platforms (Semrush, Ahrefs, Screaming Frog) to track changes in rankings, traffic and conversions.
They produce regular reports and formulate concrete recommendations to guide the next actions, relying on factual data rather than hunches.
Qualities and skills needed to be a good SEO/SEA consultant
Mastery of SEO/SEA tools and analytics
The SEO/SEA consultant must be comfortable with a core set of essential tools:
● SEO: Google Search Console, Screaming Frog, Semrush, Ahrefs, Majestic;
● SEA: Google Ads, Bing Ads, Google Merchant Center;
● Analytics: Google Analytics, Looker Studio, A/B testing tools.
Technical mastery of HTML, tags and the fundamentals of web development is also a strong asset for communicating effectively with IT teams.
Rigour, curiosity and the ability to adapt to algorithm changes
Google's algorithms change regularly and can significantly alter a site's rankings overnight. The SEO/SEA consultant must therefore show constant curiosity and active monitoring in order to anticipate changes and adapt their strategies accordingly.
What are the benefits of working as an SEO/SEA consultant?
Varied duties and concrete work on digital performance
The SEO/SEA consultant works on concrete issues with a major business impact: improving the ranking of a key page, reducing the cost per click of a campaign, increasing the conversion rate of a landing page. These tangible results make the profession particularly motivating and rewarding.
Autonomy and opportunities in different types of company or as a freelancer
It is one of the digital professions that lends itself particularly well to independent work. Many SEO/SEA consultants work as freelancers, with great autonomy in organising their activity and managing their client portfolio. This flexibility is one of the major assets of the profession.
SEO/SEA consultant: salary and career development
Average salary
The pay levels observed in France are as follows:
● entry level (0 to 3 years): between €30,000 and €38,000 gross per year;
● experienced profile (3 to 6 years): between €38,000 and €52,000 gross per year;
● senior or experienced freelancer: up to €70,000 gross per year, or even more on a day-rate basis.
Possible career progression
The natural career progressions are as follows:
● head of SEO/SEA or acquisition manager within an agency or a large group;
● digital marketing manager, with a more global view of acquisition levers;
● independent consultant, running their own business with a diverse clientele.
What should you study to become an SEO/SEA consultant?
Licence or master's in digital marketing
At EDC Paris Business School, the MSc Digital Marketing builds in a technical and analytical approach to digital from the first year, with professional guest lecturers from the SEO and SEA ecosystem. The programme is available on a full-time or work-study basis. The Master in Management offers, at master's cycle, a specialisation in Marketing, Data & Business Intelligence, which allows you to develop a mastery of data and acquisition tools that is particularly useful in this profession.
Specialised certifications (Google Ads, Bing Ads, advanced SEO)
Several certifications are directly valued by recruiters:
● Google Ads Certification and Google Analytics Certification, free and recognised;
● Bing Ads Accredited Professional, to broaden your SEA skills;
● advanced training in technical SEO and content strategy.
These certifications complement an initial degree effectively and allow you to prove your operational mastery of the tools from the moment you enter the job market.