Freelance - SEO & AIO Strategic Lead

Contract : Freelance, full time

Start date : ASAP

Teams : Marketing, PMM, and GTM Strategist

Bonitasoft.com is undergoing a major strategic pivot including:

• A new brand name

• A new domain

• A total semantic repositioning

• A product evolution towards a suite combining a historical BPM and new AI Agents

The website is a central asset in this transformation. It must support:

• The generation of qualified leads

• Market education on new categories

• Long-term thought leadership

• Visibility on classic search engines, AIO / LLM engines, and with analysts

Your goal will be to structure and lead the SEO and AIO strategy for the rebrand, ensuring :

• Continuity of existing SEO within the BPM scope

• Creation of a new semantic architecture for AI Agents products

• A rapid and controlled migration within a 3-month timeframe

• A scalable foundation, designed for future search and LLM engines

Key Responsibilities

Audit & diagnosis

• Conduct a full SEO audit of the existing presence (technical, semantic, structure)

• Analyze Bonitasoft’s current positioning versus benchmarks like Moveworks

• Identify critical SEO assets to preserve, particularly for BPM

Architecture & sitemap

• Propose a complete target sitemap covering BPM (continuity) & AI Agents (category creation)

• Define pillar pages, clusters, use case, industry, and role pages

• Clearly arbitrate between product vision and ranking potential

• Work in close collaboration with the PMM and the GTM Strategist

Semantic strategy

• Build a keyword → page mapping for the entire site

• Manage several parallel journeys:

  • IT / Tech (BPM)

  • Business / Ops / Compliance

  • Buyers, users, and prescribers for AI Agents

• Implement a strategy that allows for both:

  • Capturing an existing category (BPM)

  • Creating and imposing a new category (AI Agents)

Migration & Technical SEO

• Define a detailed SEO migration plan : redirects, signal continuity, new domain management

• Perform a technical audit on Webflow

• Provide actionable recommendations on performance, crawl, and indexing

• Coordinate with the design agency responsible for integration

SEO + AIO / LLM Search

• Structure content so it is understandable and citable by AI

• Formulate recommendations to improve visibility in LLM engines, generative answers,

• market analysis and intelligence tools

• Prepare the transition from a classic SEO approach to an SEO + AIO approach

Expected deliverables

At the end of the audit and structuring phase:

• Full SEO audit EN - FR - ES

• Validated target sitemap

• Keyword → page mapping

• Detailed SEO migration plan

• Structuring AIO recommendations

About you

• Fluency in both English & French

• Senior SEO with strong strategic capacity not just someone who executes, focusing on business understanding rather than just traffic

• Proven experience with complex migrations and rebrands

• Comfortable with ambiguity and quick decision-making

• Ability to challenge without a dogmatic posture

• Real understanding of LLM and AIO stakes rather than exclusively google-centric vision

• Content-first oriented