Chawki Souli

Objectives: Support companies in optimizing their organic visibility and the reliability of their performance tracking. The main objective is to build solid SEO strategies, supported by reliable data collection (GTM + GA4), to transform data into a sustainable and measurable acquisition lever.

Tasks:

Comprehensive SEO Audit: technical analysis (crawl, indexing, structure, Core Web Vitals), semantic (keywords, search intent, content), and netlinking (link profile, anchors, domain authority).

Creation and implementation of tagging plans: configuration of Google Tag Manager and Google Analytics 4 for tracking conversions, custom events, and sales funnels.

Design of performance dashboards: implementation of automated reporting in Looker Studio, integrating SEO, SEA, and analytics data for a global view of performance.

Local and e-commerce referencing optimization

Strategic support: assisting managers and marketing teams in data interpretation, understanding SEO/SEA levers, and prioritizing actions based on business potential.

Expected Results:

Increased organic visibility through an SEO strategy aligned with search intent and business priorities.

100% reliable performance tracking, ensuring actionable data for decision-making.

Reduced acquisition costs through a better understanding of the user journey and channel contribution.

Continuous improvement of conversions through cross-analysis of SEO/SEA/Analytics.

Empowerment of internal teams through clear educational support and tailor-made dashboards.

Technical Environment: Google Tag Manager, GA4, Looker Studio, Google Search Console, Semrush, Screaming Frog, WordPress, Prestashop...

Methodology: Results-oriented approach and prioritization by business impact

Objectives: To support the agency's clients in implementing reliable and centralized SEO strategies and tracking systems. The main objective was to strengthen the organic performance of multi-domain sites and ensure unified data measurement across different marketing channels.

Tasks:

Definition and deployment of technical SEO strategies: analysis of multi-site structures, performance optimization (speed, indexing, markup, hreflang, sitemap), and compliance with Google best practices.

Tracking centralization: complete migration to GA4 and redesign of Google Tag Manager containers, with event structuring, conversion configuration, and documented tagging plan.

Data Audit

Multi-project management

Client simplification and support: creation of clear and educational reports, training clients in reading their data and understanding key performance indicators.

Inter-team collaboration: acting as an interface between teams to streamline communication and accelerate the implementation of recommendations.

Results:

Significant improvement in SEO performance on several high-volume sites through targeted technical optimizations.

Reliable audience and conversion data through a unified and documented tracking architecture.

Reduction of discrepancies between analytics data and actual sales, allowing for a more reliable measurement of marketing ROI.

Better client understanding through data simplification and streamlined reporting.

Time savings for teams through automated tracking and analysis processes (Looker Studio + GA4).

Technical Environment: Google Tag Manager, GA4, Looker Studio, Google Search Console, Semrush, Screaming Frog, WordPress, Prestashop...

Methodology: Results-oriented approach and prioritization by business impact

Tasks:

Complete management of the e-commerce site: creation, daily administration, product catalog updates, technical and visual product sheet management, stock and customer journey monitoring.

Management of customer service and logistics

Acquisition strategy: implementation and optimization of SEO, SEA, marketplaces, and email marketing levers, with performance monitoring and budget reallocation based on results.

Tracking & analysis: tracking plan configuration (Google Tag Manager + GA4), conversion funnel monitoring, product performance analysis, and monthly business KPI reporting.

Marketplace deployment: creation and integration of catalogs on Amazon, Cdiscount, Maison du monde, and other platforms, followed by progressive rationalization of dependence on Amazon through scaling up the e-commerce site.

Proactive proposal & strategic management: development of management dashboards (traffic, margins, average order value, conversion rate) and action recommendations based on data.

Results:

Exceptional revenue growth, from €30,000/month (80% via Amazon) to €200,000/month during peak seasons, with a shift in the mix: 60% e-commerce site / 40% marketplaces.

Progressive brand autonomy, with significant reduction in dependence on Amazon in favor of the direct channel, generating better profitability and controlled customer relationships.

Optimization of conversion rate and average order value through SEO/UX improvements and precise monitoring of user behavior.

Improved profitability of SEA campaigns, with continuous adjustments to bids and high-ROI ads.

Implementation of a data-driven culture, structuring tracking via Looker Studio and GA4, for management based on results rather than impressions.