The SEO Specialist is a key role sitting within the digital marketing department, responsible for improving a website's visibility and performance in search engine results. They implement techniques to optimise content, technical aspects, and user experience, improving search engine rankings and driving organic traffic to support business growth.
Day-to-Day Duties:
Depending on the size of an organisation, the responsibilities of the SEO Specialist can vary, however most commonly include:
Developing and executing a strategy for both on-page and off-page SEO.
Conducting keyword research to guide content creation and identify opportunities for optimisations
Performing SEO audits on an organisation’s website to identify and resolve technical issues impacting website performance
Optimising website content, landing pages, and blogs for search engines
Building and maintaining a strong backlink profile through ethical link-building practices
Monitoring, tracking, and reporting on SEO performance through KPIs including traffic, rankings and conversions
Staying up to date with the latest SEO and algorithm changes to ensure best practices are implemented
Essential Skills & Experience:
Deep understanding of search engine algorithms and ranking factors
Confidence in using SEO tools such as Google Search Console, Semrush, and Screaming Frog
Exceptional analytical skills with the ability to interpret data and make data-driven decisions
Experience in using content management systems such as WordPress
Strong communication skills to articulate SEO strategies to key stakeholders
Adaptability and flexibility with the ability to manage multiple projects simultaneously
Expert knowledge of wider marketing concepts such as PPC, and how this relates to SEO
Frequently Asked Questions:
Why do I need to invest in SEO?
Investing in SEO is essential for improving your organisation’s visibility via search engines like Google. It helps you organically rank higher on search engines, builds trust with your audience, and delivers a cost-effective, long-term solution for growth.
What does an SEO specialist do?
An SEO Specialist works to optimise websites to improve search engine rankings and drive organic traffic. They conduct keyword research, analyse performance data, implement on-page and technical SEO strategies, and build backlinks. Their goal is to enhance visibility, user experience, and website performance, aligning with business objectives.
What makes a good SEO specialist?
The best SEO Specialists combine technical expertise with strategic thinking. They stay updated on search engine algorithms, excel in keyword research and data analysis, and have strong problem-solving skills. Effective communication and adaptability are key, as they collaborate across teams to align SEO strategies with business goals.
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