An SEO (Search Engine Optimization) specialist is a digital marketing professional who tests, analyzes, and changes a website to optimize it for search engines, with the goal of increasing the volume of inbound organic traffic from search engines to a website. The primary responsibility of an SEO specialist is to evaluate search trends and assist in the development of webpages that properly optimize for the search engines. The job responsibilities of an SEO specialist may vary based on whether they work for a digital marketing agency, in the digital marketing department of a company, or freelance for a client, but the job description for the vast majority of SEO specialist postings will include all or most of the following:
- Developing optimization strategies that increase the companys website search engine results rankings
- Executing tests, collecting and analyzing data and results, identifying trends and insights in order to achieve maximum ROI
- Managing the expenses of SEO campaigns, staying on budget, estimating monthly costs, and reconciling differences
- Working with editorial and marketing teams to drive SEO in content creation and content programming
- Recommending changes to website architecture, content, linking, and other factors to improve SEO positions for target keywords
An SEO specialist should be capable of handling the following responsibilities:
- Programming in JavaScript, CSS, and HTML
- Running PPC campaigns to enhance the revenue of the business
- Being aware of site structure and technical SEO
- Constantly tracking rankings
- Developing and integrating the strategies for content marketing
- Driving traffic to a website
- Monitoring the algorithms set by various search engines
SEO specialists are in high demand, and the starting salaries for SEO specialists are normally around £18,000 for trainees but can be as high as £28,000 at an agency.
