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Key Responsibilities and Required Skills for SEO Specialist

💰 $65,000 - $95,000

MarketingDigital MarketingSearch Engine Optimization (SEO)

🎯 Role Definition

The SEO Specialist is a digital marketing professional who serves as the architect of a company's search engine presence. Their primary mission is to improve a website's ranking on major search engines like Google and Bing for relevant keywords and phrases. This involves a multifaceted approach that blends technical expertise, content strategy, and data analysis. By meticulously optimizing website structure, developing high-quality content, and building authoritative backlinks, the SEO Specialist drives qualified organic traffic, enhances brand authority, and directly contributes to key business objectives such as lead generation and revenue growth. They are the go-to expert for all things organic search, constantly adapting to algorithm updates and emerging trends to maintain a competitive edge.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior SEO Analyst / Coordinator
  • Content Writer / Content Marketer
  • Digital Marketing Generalist / Assistant

Advancement To:

  • Senior SEO Specialist / SEO Strategist
  • SEO Manager / Head of SEO
  • Director of Digital Marketing

Lateral Moves:

  • SEM / PPC Specialist
  • Content Strategist
  • Digital Analyst

Core Responsibilities

Primary Functions

  • Conduct comprehensive keyword research and analysis to identify high-value opportunities for content development and optimization, aligning with business goals and user intent.
  • Develop and execute sophisticated on-page SEO strategies, including optimizing title tags, meta descriptions, headers, URL structures, and internal linking to improve relevance and user experience.
  • Perform in-depth technical SEO audits to identify and rectify issues related to site architecture, crawlability, indexation, mobile-friendliness, and site speed.
  • Create and implement a robust link-building strategy through outreach, content promotion, and relationship building to enhance domain authority and search engine rankings.
  • Collaborate closely with content creators, copywriters, and marketing teams to develop and optimize SEO-driven content that attracts and engages the target audience.
  • Monitor, analyze, and report on key SEO performance metrics, including organic traffic, keyword rankings, conversion rates, and backlink profiles, using tools like Google Analytics and Google Search Console.
  • Stay at the forefront of the SEO industry by continuously monitoring algorithm updates, industry trends, and competitor strategies to adapt and refine optimization tactics.
  • Manage and optimize local SEO efforts, including Google Business Profile listings, local citations, and location-specific content for businesses with physical locations.
  • Provide actionable recommendations and detailed implementation guidelines for technical SEO fixes to development and web teams.
  • Execute content gap analyses to discover new content opportunities and ensure comprehensive coverage of relevant topics within the industry.
  • Implement and manage structured data (Schema markup) to enhance search engine result pages (SERPs) with rich snippets, improving click-through rates.
  • Develop and present regular, insightful performance reports to stakeholders, translating complex data into clear business impact and strategic recommendations.
  • Conduct thorough competitor analysis to benchmark performance, identify strategic opportunities, and uncover threats in the organic search landscape.
  • Collaborate with paid search (PPC) teams to create a synergistic search marketing strategy, sharing keyword data and insights to maximize overall search visibility.
  • Oversee website migrations, redesigns, and relaunches from an SEO perspective to ensure minimal impact on organic traffic and rankings.
  • Optimize website content and structure for international audiences, managing hreflang tags and other elements of international SEO where applicable.
  • Educate internal teams and stakeholders on SEO best practices, fostering a culture of search-first thinking across the organization.
  • Manage the technical aspects of crawling and indexing, including robots.txt files, XML sitemaps, and canonical tags to guide search engine bots effectively.
  • Analyze user behavior and search query data to refine content strategy and improve the user journey from search to conversion.
  • Utilize a suite of advanced SEO tools (e.g., Ahrefs, SEMrush, Moz, Screaming Frog) for auditing, research, and performance tracking.
  • Perform regular backlink profile audits to identify and disavow toxic or low-quality links that could negatively impact search rankings.
  • Optimize for non-traditional search engines and platforms, such as YouTube, Amazon, or app stores, depending on the business's focus.

Secondary Functions

  • Support ad-hoc data requests and exploratory analysis related to organic search performance and user behavior.
  • Contribute to the broader digital marketing and data strategy by providing insights from the organic search channel.
  • Collaborate with UX/UI and web development teams to ensure new site features and designs adhere to SEO best practices.
  • Participate in sprint planning and agile ceremonies, representing SEO requirements for new projects and site updates.
  • Assist the public relations team by identifying link-building opportunities through media mentions and brand collaborations.

Required Skills & Competencies

Hard Skills (Technical)

  • Proficiency with industry-standard SEO tools (e.g., SEMrush, Ahrefs, Moz Pro, Screaming Frog).
  • Advanced knowledge of Google Analytics (GA4) and Google Search Console.
  • Strong understanding of technical SEO elements such as sitemaps, robots.txt, canonicalization, and schema markup.
  • Experience with keyword research tools and methodologies to identify user intent and search trends.
  • Familiarity with Content Management Systems (CMS) like WordPress, Shopify, or similar platforms.
  • Solid data analysis skills and experience with spreadsheet software (Excel, Google Sheets) for reporting and analysis.
  • Working knowledge of HTML, CSS, and JavaScript as they relate to SEO.
  • Understanding of link-building principles and experience with outreach and digital PR.
  • Experience with Local SEO tactics and managing Google Business Profiles.
  • Knowledge of ranking factors and search engine algorithms.
  • Familiarity with website speed optimization tools like Google PageSpeed Insights.

Soft Skills

  • Strong analytical and problem-solving skills with a data-driven mindset.
  • Excellent written and verbal communication skills, with the ability to explain complex concepts to non-technical stakeholders.
  • High level of organization and attention to detail.
  • Proactive and curious, with a passion for staying up-to-date with the latest industry trends.
  • Collaborative spirit and ability to work effectively in cross-functional teams.
  • Adaptability and resilience in a constantly changing digital environment.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree or equivalent practical experience.

Preferred Education:

Bachelor's Degree in Marketing, Communications, Business, Information Systems, or a related field.

Relevant Fields of Study:

  • Marketing & Advertising
  • Communications & Journalism
  • Business Analytics

Experience Requirements

Typical Experience Range:

2-5 years of hands-on experience in an SEO-focused role.

Preferred:

Demonstrated experience managing SEO for a B2B or B2C brand, with a portfolio of successful projects or case studies showing measurable growth in organic traffic and conversions. Agency or in-house experience is highly valued.

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