Matthieu Casiez
Head of SEO
I'm an SEO expert based in Lille with over 15 years of experience leading organic search strategies and managing teams. I support medium and large businesses in enhancing their online visibility. Passionate about innovation, I combine my SEO expertise with skills in Data Science, Machine Learning, and Natural Language Processing to stay ahead of industry trends.
Skills & Expertise
Search Engine Optimization (SEO)
- Formulation and execution of visibility strategies, including strategic keyword identification
- Conducting semantic analyses, establishing website structure/content hierarchies, optimizing editorial content, and producing web-based written material
- Performing technical SEO audits to identify potential barriers, applicable to various website types such as e-commerce and showcase sites
- Monitoring Key Performance Indicators (KPIs), analyzing positions, and generating reports
- Providing support to medium and large accounts across sectors such as retail and banking, understanding their business challenges, and aiding in implementation
- Ensuring profitability of tasks and projects, while also overseeing training, awareness initiatives, and team management
- Proficiency in working within multilingual settings, conducting audits in languages including French, English, German, Dutch, Spanish, Italian, Russian, and Portuguese
Team Management (Operations Management)
- Coordinating, managing, and training teams and project managers (approximately 20 people)
- Managing strategic projects and overseeing production schedules
- Engaging with clients through participation in strategic meetings and responding to tenders
- Ensuring the quality and coherence of deliverables, adherence to deadlines, and client satisfaction
- Developing and implementing methods and tools for optimization, and managing key performance indicators
Data Analysis and NLP (Natural Language Processing)
- Handling data collection, feature engineering, and DataFrame manipulation
- Creating visual representations of data using libraries like Matplotlib, Seaborn, Plotly, and Bokeh
- Selecting appropriate machine learning models (regression, classification, clustering, etc.) and optimizing hyperparameters
- Implementing NLP techniques such as tokenization, lemmatization, and text vectorization
- Training neural networks including RNNs, LSTMs, and Transformers
Web Analytics
- Defining and monitoring measurement strategies and KPIs
- Developing tagging plans for e-commerce websites, implementation via Tag Management Systems (e.g., Google Tag Manager)
- Ensuring the quality of raw data and conducting tests
- Creation of dashboards (e.g., Data Studio, Google Sheets)
- Creating dashboards and analyzing website and app behavior to provide reports and recommendations
- Tools: Google (Universal) Analytics, AT Internet, Google Tag Manager, Google Looker Studio, Google Sheets...
Traffic Management and Marketing Animation (SEA / E-mailing)
- Managing SEA campaigns on Google AdWords, including bid definition and adjustment
- Creating graphic briefs for email templates and handling HTML integration
- Conducting final review and approval processes, ensuring email validation, and managing the production and distribution of email campaigns
Professional Experience
Head of SEO
Bespoke Agency, Lille | 2022 - present
Leading a team of around 20 SEO consultants and project managers within a digital agency. Responsible for operational structure, process optimization, and team development. Manage a portfolio of medium and large clients with strong strategic oversight. Developed proprietary R&D tools to automate parts of the audit and analysis workflow. Direct involvement in business development and RFP processes.
SEO Project Manager
la revanche des sites, Lille | 2017 - 2022
Managed major client accounts (Disneyland Paris, Midas, Decathlon France, Bureau Vallée, Crédit Mutuel Nord Europe, Delhaize) across sectors like retail, banking, and international e-commerce. Pioneered a data-driven SEO approach, automating large-scale keyword analysis (+50,000 keywords) using Machine Learning and NLP. Oversaw multilingual SEO projects in 9 languages, coordinating international teams. Supervised 4 team members and ensured project profitability.
SEO Project Manager
Atecna, Lille (Wasquehal) | 2014 - 2017
Handled SEO projects for a digital services company (ESN), including technical, semantic, and backlink audits. Designed SEO strategies, particularly for optimizing faceted navigation on e-commerce sites. Managed timelines, reporting (ranking and performance dashboards), and kept abreast of search engine updates. Supported digital projects for clients such as Auchan Drive, Oskab, Willemse France, and Jours Heureux.
Web Marketing Project Manager
CasaBento, Reims | 2011 - 2014
Oversaw the full digital strategy of an e-commerce site specializing in Japanese lifestyle products. Focused on growing organic traffic and driving commercial engagement. Developed PrestaShop modules (logistics management, custom interfaces) and improved user experience. Worked across the full digital value chain, from content creation to technical development and analytics.
Internet Marketing Project Manager
Comptoir de l'Homme, Paris | 2011 (7 months)
Worked for a Parisian men's cosmetics brand during its digital expansion. Produced all bilingual content (FR/EN) and optimized site architecture for better UX. Collaborated closely with an SEO agency on visibility strategy and contributed to the site redesign, focusing on conversion and user engagement through newsletters.
Foreign Language Assistant
Liverpool | 2007 (10 months)
Spent a year immersed in the British education system as part of my university program. Assisted students preparing for GCSE and A-Level French exams, developing both teaching and intercultural communication skills while gaining professional English fluency.
Education & Certifications
Udemy Certifications
- NLP - Natural Language Processing with Python
- Data Science and Machine Learning | Python MasterClass
- Deep Learning with TensorFlow and Keras
Issued in 2023
Google Analytics Certification
Issued in 2020
Opquast - Web Quality
Issued in 2015
Professional Master's Degree in Multilingual Information Management
University of Reims | 2008 - 2011
Bachelor's Degree in English Studies
University of Reims | 2004 - 2007