ING Romania.
Search at enterprise scale.
Since March 2022 I have led SEO for the retail banking division of ING Romania. The role connects development with marketing, content, analytics and legal, turning SEO direction into priorities and work a team can act on.
A project in retail banking
In banking, content has to be useful for people and correct in the context of the product.
The way of working integrates visibility goals with the requirements of the teams that review and publish the information.
Coordinated work
My work includes content creation, guides, link building and PR direction, alongside SEO coordination.
Direction and content creation
Coordinating content direction against the relevant questions and search intents. The work connects SEO goals with writing and with the teams responsible for product information.
Guides
Work on guides that explain the subject for users and support a consistent approach to content. Clarity of explanation and the organization of information are part of the direction.
Link building
Coordinating link building within the organic visibility direction, connected to content and communication initiatives.
PR coordination and direction
Working on the direction of PR initiatives, to connect communication goals and the brand’s public presence with the visibility strategy.
SEO and AI visibility in the same context
AI visibility initiatives are part of my experience on this project, alongside technical SEO and content strategy. Content and public sources about the brand matter both for user searches and for how the brand appears in AI answers.
In consulting, that experience becomes an approach that connects diagnosis, content and team coordination. Recommendations have to be implementable and verifiable inside the organization.
How I approach GEO and AEO consulting →What you can apply in your own team
Working principles that help on a project with many owners and review steps.
A shared direction
Tie content, SEO and PR goals to the questions clients ask. A shared direction helps teams prioritize and avoid isolated initiatives.
Clear ownership
Establish who writes, who verifies the information, and who implements. SEO recommendations have to account for those steps.
Evidence for assessment
Separate the work done from the results measured. In AI assessments, keep the questions, the period and the cited sources so the variation can be read.
Author: Cosmin Stan. A personal account of professional experience. About the author · Professional profile.
What do you want to improve?
Send me the site and the main problem. We start from there and work out whether you need an audit, a strategy, or support with implementation.