SEO / SEA manager is one of the most sought-after jobs in digital communications for fashion brands. Today, with the rise of the internet and social networks, positioning and referencing on the internet have become major issues for all brands in the fashion sector. In order to increase their visibility and traffic, they increasingly call on external SEO / SEA managers, and more rarely recruit internally.
A closer look at a job that is becoming essential for fashion and luxury houses.
What exactly does it mean to be an SEO / SEA manager?
The SEO / SEA manager, otherwise known as SEO / SEA consultant, is involved in two types of traffic management: SEO and SEA.
One question remains: what do SEO and SEA stand for?
SEO means Search Engine Optimization. In French, this refers to the natural referencing of a website on search engines. Indeed, a website's audience is directly linked to its good (or bad) positioning on search engines.
Search Engine Advertising is the English translation of SEA. It refers to the advertising referencing of a website. The SEA manager's job is to buy keywords that will optimize the website's referencing. He or she also works on social networks to activate the creation of advertisements on behalf of the brand.
What are the duties of an SEO / SEA manager?
The SEO or SEA consultant's job is to ensure that a fashion brand's visibility on the Internet is at its highest. They are entrusted with a variety of missions:
- First, it carries out a market analysis to target Internet users and visitors to the brand's website.
- It then carries out extensive keyword research, based on competitor sites.
- He organizes the site's structure to optimize its referencing.
- It manages content writing, ensuring that the chosen keywords are used.
- It studies the various searches made by Internet users for the type of products the brand sells.
- Once the SEO actions have been implemented, he analyzes and regulates their impact, and whether or not they are effective.
- Finally, if the brand has opted for keyword purchasing, the SEO / SEA manager develops paid optimization strategies.
What are the mainWhat are the key qualities you need to become a competent SEO / SEA manager?
To become an SEO / SEA manager in the fashion industry, you need to be highly organized and rigorous in each of your tasks. Indeed, the job of SEO / SEA manager largely consists of establishing precise analyses of the online fashion market, and then identifying the best strategies to adopt to ensure that the site benefits from the best possible SEO.
You should also have a penchant for all things digital. Your future recruiters will ask you to have a prior knowledge of web optimization and referencing techniques, as well as site traffic measurement and management. Computer language skills are also ideal.
The job of SEO / SEA manager will also require you to have good writing skills, as they are often called upon to write online content. Depending on the company you work for, there may be an SEO copywriter, but not always!
Last but not least, it's essential to know the latest news and developments in the textile, fashion and luxury goods sectors inside out. You also need to know what the competition is doing.
SEO / SEA consultants work in different ways.
More and more fashion brands are outsourcing to independent SEO / SEA managers. This establishes a more direct link with the SEO / SEA manager. The brand can then work closely with him/her on digital communication strategies.
The SEO / SEA manager can also work in an agency, where he or she is surrounded by skilled digital teams who can help improve the SEO of the brand's site.
Finally, you could simply be an employee of a fashion company. Indeed, for some brands, web presence is essential. They are therefore ready to create an in-house position to manage all natural and paid search engine optimization.
How can I become an SEO / SEA manager?
ISAL offers a bachelor Fashion and Digital Marketing a three-year program that trains you not only in fashion and luxury goods, but also in e-commerce and digital marketing techniques.
