A conversation about how SEO bridges the gap between human language and data, and why the tech industry is for everyone – for linguists, sociologists and anyone who wants to become an AI pioneer.
Isaline Muelhauser studied linguistics and literature, followed by a master’s degree in communication and PR. “I find it fascinating how language shapes our view of the world,” she explains. “How Swiss German differs from French, or how Swiss or Canadian French is evolving in its own way. In French-speaking Switzerland, the linguist Mathieu Avanzi shows how tolerant our language is of regional variations. Play the game, to understand how diverse Swiss French is.”
My entry into the tech world happened almost by chance, through a role at a web agency. “I was working in marketing and communications. In an agency with about 80 passionate persons, a door opened to a completely new field.”
She recalls for example a conversation with former colleague Andreas Amsler, about the power of anonymised data. Andreas later worked at Open Data Zurich. “Such conversations opened the door to a whole new field with new possibilities.”
More than just writing
What exactly does a humanities graduate do in the tech sector? Isaline Muelhauser specialises in search engine optimisation (SEO), large language model optimisation (LLMO) and conversion optimisation.
“You have to show how useful your work is for the company using data such as sessions and conversions,” she explains. “It’s more than writing a nice piece of copy. It’s about how people interact with that copy.”
Isaline’s work lies at the intersection of data analysis and human psychology:
- Understanding analytics: Where do users click? Where do they drop off?
- Check for accessibility and digital literacy: “If a user, like my parents, sees a ‘Contact Us’ button and don’t realise they need to click it, then something needs to be changed.”
- Breaking down barriers: A large part of her work involves making texts accessible. “Institutions love the ‘correct’ technical terms. But the ‘correct’ words are often not the ones people use in everyday life. Using SEO data, I can prove that if you use these terms, your target audience will understand you.”
As Isaline explains, SEO or GEO (Generative Engine Optimisation) isn’t a game of keywords, but about understanding humans. For example a“Keyword research is like mapping the mind and understanding what preoccupies a user. It shows us what questions, fears and interests people have regarding a topic. Often, this is completely different from what experts expect.”
An SEO keyword research shows us what questions, fears and interests people really have regarding a topic.
Isaline Muelhauser
Tech without coding skills: The power of language
A key point that Isaline emphasised during our conversation is the need to demystify the industry. “Tech isn’t synonymous with coding, science or maths,” she says. “You don’t need to be able to code to work in this field.”
These days, she works extensively with artificial intelligence and sees herself as a sort of “AI guide”. She uses tools like Replit to automate tasks without having to write a single line of code herself. “Tech is a tool. It is about our intention when we use it. What are we trying to create?”
She points to fields such as digital PR, which are already well established in the UK but are often overlooked in Romandie. “The skills you need for this are completely different from those of someone who writes code. Today, in the tech field, we need people who can think, persuade, speak and conceptualise.”
From SEO to LLMO: The Future of Search
“How has AI changed your job?” I ask. “A lot of people think SEO is dead because people are now using AI. That’s not the case,” explains Isaline.
She distinguishes between two ways in which language models operate:
- The database: the knowledge that has been trained up to a specific cut-off date.
- Live Search: The bots continue to search the web for the latest topics.
“That’s why online visibility remains crucial. We now refer to it as LLMO (Large Language Model Optimisation) or GEO (Generative Engine Optimisation),” says Isaline. “The journalistic principles remain unchanged: the five Ws, clear structure, precise headlines. The essence of good web writing hasn’t changed. Copywriters adapt to the tech and to the language that needs to be used in order to talk with business owners and CEOs for them to understand what needs to be done.”
The gap between university and reality
When asked what needs to be done to get more women interested in tech, Isaline has a clear answer: a practical focus at universities.
“When at university, I wish I had known what job opportunities are actually out there. In the humanities (‘Lettres’), everyone assumes you’ll become a teacher. I found a lack of curiosity about business applications. Yet ‘making money’ isn’t a dirty word; it’s the reality that provides the resources for good work.”
A safe haven for introverts and quiet people
Another thing I personally really like about the tech industry is its approach to culture. “In the tech industry, the dress code is different. Nobody expects you to turn up in a suit. You can come as you are – in blue jeans and an old conference T-shirt. And that’s fine.”
“In the tech industry, the dress code is different. Nobody expects you to turn up in a suit. You can come as you are. And that’s fine.”
For introverts or people who don’t want to be constantly ‘in the public eye’, the tech sector offers a safe haven. In the tech industry, you can be an expert, delve deep into your work, and you don’t have to be constantly in the spotlight. You can just be yourself.”
AI is a tool, we need skilled pilots
Worried about AI? Isaline takes a relaxed view. “Tech is a tool. What matters is our intention. I wish people with good intentions would give it a go. AI here now, it is high time to learn how to use it.”
Tech needs good people with good intentions who can manage AI tools.
Isaline Muelhauser
Her advice to anyone who’s unsure: be curious. “Try out language models (Mistral, Euria, ChatGPT…). Question what it tells you. Check it. It’s the same critical thinking you need to analyse a text or an argument. Ask open-ended questions.”
Find your niche – and become part of the community
Isaline’s message is simple but powerful: “There’s a job for everyone. You need to find it. And to do that, you need to be curious.”
“The tech industry doesn’t need people who all think alike. It needs linguists and sociologists. It needs people who understand how language works, what makes people tick, and how to use technology with purpose”
Isaline Muelhauser
Isaline lives by this message herself: she is an active voice in the tech community. As co-founder of SEONerd Switzerland, she regularly organises events where everyone is welcome. She offers coaching to new speakers and has already inspired many, including Gabi Troxler and Corina Burri, who went on to become speakers at prestigious conferences.
Go along to a meet-up organised by a community that appeals to you. There are countless such groups. And remember: be curious.
About Isaline Muelhauser
Isaline Muelhauser works as an SEO consultant and trainer specialising in conversion optimisation and LLMO at Pilea. With a background in linguistics and communication, she has been demonstrating for years that the tech industry is more than just programming. She combines data with human language to make accessible and impactful content. As co-founder of SEONerd Switzerland, she regularly organises events on the topic of SEO and supports speakers through coaching.
The interview was conducted by Corina Schedler and was produced as part of an initiative to promote women in computer science, supported by the Federal Office for Gender Equality (EBG). If you’d like to find out more about 42 Zurich or become a mentor, please get in touch.