Search Engine Optimization specialist is a digital marketing professional who works to improve website visibility in search engine results pages(SERPs). Their main goal is to help websites rank higher for specific keywords, which leads to increased organic traffic, qualified leads and potential sales.
The field of digital marketing has been growing positively in recent years, and opportunities for related careers. An SEO specialist is the typical starting point of this career, and it advances to positions like SEO analyst and SEO manager.
Job Responsibilities of SEO Specialists
- Analyse website structure, code, and content to ensure smooth technical flow without affecting search engine indexing and ranking, such as broken links, slow loading times and other related issues.
- Implement structured data markup to provide richer information about the website content to search engines for boosting visibility in search results.
- Identify relevant search terms that customers use regularly and align them with your business goals.
- Optimize the website contents and structure with the right keywords in a natural and user-friendly way.
- Build high-quality backlinks from other relevant websites to improve website authority and trust in the eyes of search engines.
- Optimize your website and online listings for local search if the client targets a specific geographical area.
Depending on the role, you might also manage SEO projects and communicate SEO practices to other departments like marketing and content creation. Also, staying updated with the latest SEO trends and algorithm changes is inevitable. Let’s explore the expected qualifications of an SEO specialist in various career stages.
Qualifications and Education of SEO Specialist
While a degree is not always required, it can demonstrate your knowledge of marketing principles and digital media. Obtaining certifications like Google Analytics Individual Qualifications or HubSpot content marketing certification can validate your skills and enhance your job prospects. The rise of digital marketing institutes has improved accessibility to courses and skill improvement workshops. The prior experience in related fields can give you a headstart for your career. The following skills would be a part of an SEO career.
Essential Skills of SEO Specialist
- Understanding search engine algorithms and ranking factors is key for an SEO specialist. Try to learn how search engines crawl, index and rank websites. Also, be familiar with the major ranking factors like content quality, backlinks, technical SEO aspects and user experience.
- Utilise tools like Google Search Console and Google Analytics to track website performance, analyse data and measure campaign effectiveness.
- Be proficient in popular SEO tools like Ahrefs, Moz, Semrush, and Screaming Frog for keyword research, competition analysis, technical audits and link building.
- Acquire skills in assessing and analysing competitor websites to identify opportunities and challenges.
- Effective communication skills to actively collaborate in your workspace and ensure the smooth growth of your career.
Detailing Structure Of the Career
SEO strategists come under the grand umbrella of digital marketing, and the following careers are also closely related and likely to be managed by anyone who has acquired digital marketing skills. Also, understand the hierarchical positions of SEO strategists below.
The SEO strategist often reports to SEO manager or director responsible for overseeing SEO team. The role is similar to that of a traditional marketing manager. However, SEO manager has a more technically driven role. He ensures that SEO strategies align with overall marketing and business goals.
Digital Marketing Manager
Normally, the SEO manager reports directly to the digital marketing manager of company. The digital marketing manager oversees different online marketing channels, including SEO, PPC, social media and more.
In larger companies, the marketing director is the top level SEO strategist can report to. The marketing director is responsible for developing marketing strategies, managing campaigns, conducting market research, etc.
The salary of an SEO specialist can vary depending on several factors, including
Location: Salaries of marketers in larger cities and tech hubs compared to smaller towns or rural areas.
Experience:- Entry level specialists can expect a lower salary than those with more years of experience. Senior level SEO professionals or managers will commend the high salaries.
Individual Negotiation: Your Negotian skills and the overall demand for your specialized areas in your location also influence your salary.
The starting salaries of SEO specialists are normally 1.8 LPA and can be as high as 2.8 lakhs depending on the above mentioned circumstances.
As you gain experience, executive and management roles can attract salaries of 3.3 to 6.0 lakhs annually.
Top in-house positions generally pay higher than agencies, with average salaries for head of department positions attracting around 6.0 to 15 LPA depending on company size and expertise.
The working hours of SEO specialists are normally 9-5 hours. Agency life often involves client meetings, tight deadlines, and chances of longer work hours. Meanwhile, in-house SEO teams offer more regular hours and stability, although deadlines and project demands vary.
Another great opportunity careers like SEO strategists offer is freelance jobs, which enable you to set your working hours and schedule. Still, it needs self-discipline and effective management of client projects. Many companies offer remote working options, giving control over your schedule and avoiding commutes.
Getting started in any job takes time, and finding the first employer could be difficult, depending on your location. Enrolling in SEO courses and boot camps equips you with fundamental knowledge and opportunities for placement and corporate internships. Building your own website or blog helps you gain hands-on experience in various SEO aspects.
Try to participate in SEO forums, communities and social media groups to connect with professionals in the industry. Stating updated with the latest trends and algorithm changes is important to be relevant in your industry. Don’t hesitate to showcase your expertise, case studies and achievements.
SEO specialists have a wide range of employers, and the chances of new opportunists are emerging constantly. Find out some common sectors and companies hiring SEO specialists.
Digital marketing Agencies
The majority of SEO specialists work for digital marketing agencies working on client campaigns across various industries. The services include search engine optimization, pay-per-click advertising, social media advertising, etc.
In-house marketing teams
Most companies with in-house marketing teams hire SEO specialists to optimize company websites. In the case of e-commerce companies, they heavily rely on SEO to drive traffic and improve visibility and, thus, conversion rates.
Media and publishing companies
Media and publishing companies, including news organizations, magazines and content-driven websites, hire SEO specialists to improve the visibility of their articles and content in search engine results.
The application instructions can vary depending on the hiring company’s requirements. However, here are general application instructions employers may provide.
- Submit a resume and cover letter
Prepare a well-structured resume highlighting your relevant experience, skills, and achievements. Attach a cover letter explaining your interest in the position, qualifications, and how your skills align with the company’s goals.
- Online Applications
Most companies have an online application system. Follow the instructions on company’s career page or job portal to submit your application. Regularly follow professional networking websites like LinkedIn and recruitment websites like Indeed or Glassdoor.
- Portfolio or work samples
Provide a portfolio of your work samples showcasing SEO projects, case studies, or improvements in search engine results. Use metrics to demonstrate the impact of your skills.
- Prepare for interviews
Research about the company, industry and target audience while going through the application process. Prepare with common SEO interview questions and improvise your soft skills
- Follow up on your interviews
Send thank you emails to express your gratitude and emphasize your interest. If you haven’t heard back within a reasonable time, follow up to inquire about the status of your application.
SEO Specialist is a rewarding career that offers endless opportunities for learning, problem solving and creative thinking. The journey to becoming a successful SEO specialist starts with the first step – applying for it. Remember, we are here to help you with every step of your growth.
Aviv Digital is one of the leading Digital marketing course in calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 8156998844