Interviewing Isaline Muelhauser

Welcome to a new WTSInterview edition, where we interview brilliant SEOs in our industry and share their stories with the world! WTS members are welcome to share their story by simply filling out this form; we encourage folks from all walks of life in our industry to do so.

Introducing Isaline Muelhauser! Based in beautiful Lausanne, Switzerland, Isaline Muelhauser is an SEO Consultant specialising in SEO localisation for the Swiss French speaking Market. When she is not working for her consulting firm, she volunteers at SEOnerdSwitzerland. Off keyboard, you will see her outdoors.

How did you get into SEO?

As a digital marketing specialist, I wanted results and data to show the performance of my work. I dived into Analytics first, then researched SEO to understand how to impact trends. I enjoy how data influence decision making, UX and writing.

What is your favourite SEO task?

SEO localisation: I find deep satisfaction in working on written content. It feels like a game. I train my brain in creating the most useful content within a set of opportunities and limitations in a time-bound situation. SEO localisation feels like the culmination of things I enjoy: linguistics, writing, data analysis, user research.

What is your go-to tool or resource that you can't live without?

The CNRTL (https://www.cnrtl.fr/), it is my number 1 tool for the last 20 years. Even ChatGPT has not replaced it. More recently, I enjoy replit.

What is something you learned in SEO that made you have an 'AHA' moment?

Conversions matter the most. I love clicks, impressions and page views, but at the end of the day, my capacity to influence the business is what makes my work a valuable asset to a company.

What is your proudest industry achievement?

The day Areej asked me to host the WTS Podcast - I even cried a little
Speaking twice at WordCamp Europe - I can do this public speaking thing
The day a new client said - ‘I’ve been repeatedly told that you’re the best in town, ChatGPT said the same’

What advice would you give those starting out in SEO?

Define your success: realistically plan what needs to be done to reach your objectives and work hard a step at a time. Readjust your objectives regularly.
Define your work ethics: the standard quality criterias to deliver work that makes your brand you - quality is the most impactful ambassador.
Filter out what is not useful: some advice and practices are useful to others with different objectives or a different situation.
Identify your allies: there is always someone rooting for you and available to offer support. Ask them for help, there is no need to wait too long before asking.

Give a shout out to a person of marginalised gender in the industry who inspires you and tell us why

• Tory Gray: thank you for giving insights that taught me how to find solutions
• Brenda Malone: thank you for showing me how I can be an ally for others
• Ellie Ferrari - Thank you for explaining how to find allies (WorkinSEO Podcast episode)
• Shé Langley - Thank you for showing me how I can have an impact in my community (WTS Podcast)

What empowers you to be the brilliant person you are?

If I can compete in a triathlon and win rowing races, I can do this [audit, face this client, learn this skill, etc.]
I use the sentence with anything:
If I can [here mention something that was really hard and you are proud that you did], I can do [here mention anything that you are currently struggling with]

Finally, how does it feel being part of the Women in Tech SEO community?

Women in Tech SEO broadens my horizon: I get to listen (read) what other people do and think and find support. In the last 6 years I did my best to contribute and support others.

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Thanks, Isaline, for a truly insightful interview!

You can follow and/or connect with Kristina on their Linkedin or view their website!

Check out our Interviews page for more interviews. If you've enjoyed reading this, we'd love for YOU to share your story with the world! Simply fill this form here, we welcome brilliant SEOs from all walks of life! 🙌🏽