I run multilingual SEO across 21 web properties in nine countries as Senior SEO Specialist at ALK-Abelló, and I consult independently on international search and AI visibility for companies outside that conflict. Native Spanish, professional English, based in Kraków.
I started on the technical side — a System Analyst degree in Information Technology, which is an unusual entry point into marketing and the reason I reach for a crawler and a spreadsheet before I reach for an opinion.
The first marketing job was at Majorel Polska, supporting Google Ads advertisers. Useful in a way I did not expect: you learn very quickly what businesses actually want from a channel, and how differently they describe it from how marketers do. From there to agency-side SEO at MediaGroup Worldwide — content analysis, keyword research, link building, across whatever landed that quarter.
Since 2023 I have been at ALK-Abelló, a pharmaceutical company, running multilingual SEO across a portfolio that turned out to be the best training available: consumer allergy portals, professional healthcare platforms and regulated brand sites, in nine countries, with weekly technical audits on all of them.
Healthcare is a hard place to do SEO. Everything is YMYL, every claim needs a source, medical review sits between the writer and publication, and a technical mistake that costs a blog some traffic can cost a health portal its credibility. The habits you build there transfer downward easily. The reverse is not true.
What I actually believe about this work
Most SEO problems are content problems wearing a technical costume. Fixing a crawl error feels productive. It is rarely why you are not ranking in your second market.
The second market is where strategy shows. Anyone can rank a site in one country with enough effort. Doing it in five, coherently, is a different discipline.
Measure AI answers, do not speculate about them. Run the prompts, record the citations, track the trend. Everything else is a LinkedIn post.
Automate the repetition, never the judgement. A workflow should hand a human a decision, not make it.
Say when something will not work. Turning down a link-building retainer for a site with nothing worth citing costs me a month of revenue and saves the client six.
How I work with clients
Fixed scope, fixed price, agreed before anything starts. No hourly rate card.
Async by default, with a 24-hour response policy on weekdays and calls scheduled in advance.
You own everything — deliverables, dashboards, automations, built on your accounts and your keys.
Recorded walkthroughs, because the people who implement are rarely the people on the call.
A small number of engagements at a time. I will tell you before we start if your timeline does not fit mine.
The conflict, in plain words
Employer exclusion
I hold a full-time role at ALK-Abelló, and I am upfront about what that rules out. I do not take clients in allergy immunotherapy, companies competing with ALK-Abelló, or vendors serving them. That exclusion is written into my terms of service so both sides can point at it in writing.
Practically: consulting happens outside working hours, on separate accounts, with separate tooling. No ALK data appears in any client deliverable, and no client work touches ALK systems. If you are unsure whether your company falls inside the exclusion, ask on the first call — I would rather establish it in five minutes than three weeks in.
Tools I actually use
Screaming Frog and Ahrefs for the crawling and the competitive data. Google Search Console and GA4 for the truth. Looker Studio for dashboards clients will open more than once. n8n and Make for automation. Claude and the usual LLM tooling for research and drafting, always with a human review step before anything reaches a client — a policy, not a preference, and one that is disclosed in my terms.
Multilingual SEO across 21 web properties in nine countries — consumer allergy portals, professional healthcare platforms and regulated brand sites, from 37 to 3,100 URLs, with technical audits running weekly on all of them. Keyword research per market, content and structured data recommendations, link-building strategy including outreach and digital PR, and AI-assisted automation of the reporting and monitoring that makes a portfolio that size manageable.
Multilingual SEOHreflangYMYLLink buildingAI automationStructured data
2021 – 2023
SEO Specialist
MediaGroup Worldwide
Agency-side SEO: in-depth content and keyword analysis, optimised content developed alongside content specialists, and link-building strategies to lift organic rankings across a varied client base.
Supporting Google Ads advertisers, driving return on ad spend for large business accounts through troubleshooting and campaign optimisation. The place I learned how businesses actually describe what they want from a channel.
Google AdsPPCROI optimisationAccount management
2018 – Present
Independent — sites, affiliate SEO and small business clients
Self-employed
Building and ranking my own websites and affiliate content properties, and doing SEO for small businesses. The unglamorous apprenticeship: no team, no budget and no one else to fix a page that would not rank. It is where the habits that still run the work came from — measure first, ship the change, watch what the SERP does.
Affiliate SEOSite buildsSmall business SEOContent production
2009 – 2011
System Analyst, Information Technology
Blaise Pascal Institute — Education
System Analyst degree in Information Technology. The technical foundation behind a data-first approach to SEO, the automation work, and a habit of treating a website as a system rather than a collection of pages.
IT systemsData analysisSystem architecture
Q&A
Questions about me
Jorge Horst is based in Kraków, Poland, and works remotely with clients across Europe, the United States and Latin America. He operates as a service-area business with no walk-in address. Evening Central European Time overlaps with the working day in the Americas, which is when most calls with clients outside Europe are scheduled.
Native Spanish, professional English. That combination allows SEO work across English-speaking markets and Spanish-speaking ones — Spain, Latin America and the US Hispanic market — without relying on translation for keyword and intent research, which is where translated research usually goes wrong.
He studied Information Technology at the Blaise Pascal Institute and holds a System Analyst degree. His marketing career began at Majorel Polska supporting Google Ads advertisers, moved to agency-side SEO at MediaGroup Worldwide, and since 2023 he has been an SEO Specialist at ALK-Abelló, where he runs multilingual SEO across 21 web properties in nine countries.
No clients in allergy immunotherapy, no companies competing with ALK-Abelló, and no vendors serving them. The exclusion is written into the terms of service. Consulting happens outside working hours, and client data, tooling and accounts are kept entirely separate from his employer's.
Pharmaceuticals and healthcare at ALK-Abelló — consumer allergy portals, professional healthcare platforms and regulated brand sites; digital advertising at Majorel Polska; agency-side SEO at MediaGroup Worldwide; and affiliate marketing through his own content ventures.
Think we might fit?
Thirty minutes, free, no deck. If the honest answer is that you do not need me yet, I will tell you that instead.
