SEO Specialist Job Description
The role of an SEO specialist is to execute both on-page and off-page SEO, analyse the SEO campaign performance, and recommend actionable strategies to improve SEO rankings. An SEO Specialist role generally exists in agencies (client-facing) to manage client accounts or in mid to large-sized companies to support the internal marketing team on SEO-related matters.
Within an organisation (client-side), an SEO Specialist is a general role referring to someone who specialises in SEO among all other digital marketing aspects. He or she may take on the title of SEO Executive, SEO Manager, SEO Director, SEO Strategist, SEO Analyst, or SEO Consultant.
An SEO Specialist monitors the keyword rankings and overseas the overall organic search performance, ensuring target ranking positions and KPIs are achieved. He/she performs a complete website SEO analysis on a regular basis and provides recommendations for improvements of website content and link building campaigns.
For larger companies, the SEO Specialist may be required to oversee both local and international SEO campaigns from the head quarters and travel from time to time to manage global teams. In this case he/she may be given the title of SEO Director, with SEO Managers and Executives reporting directly to him/her, depending on how large the team is.
If you’re looking to embark on a digital marketing career and want to find out what it entails and how you can get started, you’ll get a clearer picture reading this article.
Roles and Responsibilities
- Perform keyword research on a regular basis
- Develop keyword plans through conducting keyword research on a regular basis to generate content ideas and optimize existing content
- Plan and oversee the entire website architecture, restructuring page hierarchy where necessary
- Optimise web pages such as the homepage, landing pages, blog posts, product pages (on-page SEO) in terms of improving content quality, keyword optimization, and user experience to boost organic search rankings
- Write SEO optimised content
- Manage SEO-related assets, tools/platforms including Google My Business, Google Search Console, Google Analytics, Google Keyword Planner, Ahrefs, Semrush, Majestic, Screaming Frog,
- Identify and close content gaps between company website and competitor content
- Conduct regular technical SEO audits and work with the web development team to fix technical website issues (e.g. slow page load speeds, page crawl errors, and duplicate content) that may negatively impact organic search rankings
- Conduct full-scale SEO audit (technical, on-page, and off-page) on both mobile and desktop website versions to provide recommendations for improvement in key areas such as keyword optimization on meta tags and images, content quality, and link building
- Execute link building campaigns through the creation and promotion of linkable assets, outreach, and submission-based link building
- Integrate on-page and off-page SEO (link building) with content marketing, social media marketing, and digital PR initiatives
- Implement local and international SEO techniques across local (Google My Business listings) and international websites
- Regularly track and monitor new and existing keyword ranking positions and devise integrated marketing strategies to increase organic search rankings
- Measure key SEO metrics such as organic traffic, ranking positions, domain authority, conversion and conversion rates, engagement metrics such as dwell time and organic return visits and provide recommendations for improvement
- Perform competitive analysis to benchmark current SEO performance against competitors and devise strategies to surpass competitors
- Keep up to date with the latest SEO trends, search algorithm updates, and new SEO tools and best practices
Salary Range
Average Salary $45,223 – PayScale
Job Requirements
- Diploma or equivalent
- WPLN level 6 and above
Skills
View the full list of Digital Marketing Skills here.
- Article Writing
- Business Writing
- Competitive Analysis
- Content Curation
- Content Development
- Content Marketing
- Content Management
- Content Management Systems
- Content Strategy
- Conversion Rate Optimization
- Copywriting
- Copy Editing
- Creative Writing
- Data Management
- Digital Marketing Analytics
- Digital Marketing Strategy
- Google Analytics
- Integrated Marketing
- Keyword Research
- Market Research
- Marketing Analytics
- Marketing Budget Management
- Marketing Campaign Management
- Marketing Strategy
- Partnership Management
- Performance Management
- Performance Measurement
- Project Management
- Proposal Writing
- Relationship Marketing
- Report Writing
- Search Engine Optimization
- Search Engine Optimization Copywriting
- Social Listening
- Stakeholder Engagement and Management
- Technical Writing
- User Experience Design
- User Interface Design
- Visual Communication
- Visual Design
- Web Analytics
- Website Optimization
- Adaptability
- Analytical Thinking
- Communication (Verbal)
- Communication (Written)
- Computational Thinking
- Creative Thinking
- Customer Experience Management
- Decision Making
- Design Thinking
- Digital Literacy
- Interpersonal Skills
- Lifelong Learning
- Logical Thinking
- Managing Diversity
- Multi-tasking
- Organizational Skills
- Planning
- Problem Solving
- Public Relations
- Research
- Resource Management
- Team Coordination
- Teamwork
- Time Management
- Transdisciplinary Thinking
- Virtual Collaboration
- Visual Thinking
- WPLN Level 6 English
