We all have those aspects of our business that we absolutely love.
Some people are graphic gurus who can’t wait to transform images for social media and create jaw-dropping interactive content.
Others are more hands-on, getting in on the technical aspect of things and working with code, layouts, and more.
And some really enjoy the process of search engine optimization (SEO).
If you’re this person or you need someone like this in your organization, then you’ll want to pay attention to this guide.
We’re outlining what an SEO specialist does and why having one or becoming one is important to a brand’s overall digital marketing strategy.
Plus, we’ll talk about what the job actually entails and the skills necessary to start this type of career.
Ready to get started? Let’s dive in.
What Is an SEO Specialist?
A search engine optimization specialist is a digital marketer who works to improve a website’s page for better organic traffic.
They’re extremely well-versed in the ins and outs of things like Google algorithm changes, on-site optimization, off-site tasks, and more.
These individuals are usually the key catalyst when it comes to driving website traffic, as they consistently learn more best practices and tactics to improve their skills.
Essentially, they’re no different from any other digital marketer in that they still have the drive to increase brand recognition, improve sales, and grow the company or companies they work for.
The only difference?
They have a very specific set of skills when it comes to measuring and adjusting search engine rankings and traffic.
And that’s what sets them apart and makes them uber valuable to any organization. After all, Google is constantly changing things up.
What worked last year won’t today, which means a person with this job has to always have their finger on the pulse of the industry.
What Does an SEO Specialist Do?
Hiring an experienced SEO specialist to be part of your team is a crucial part of creating a strong organic growth strategy for your brand.
After all, search optimization is a big task.
Trying to tackle that aspect of your digital marketing strategy and handle other facets of your business at the same time can be incredibly challenging.
However, having someone on board who understands and continues to learn about the best way to optimize a page means always having a strong online presence.
Here are some of the most common tasks an SEO specialist encounters on a regular basis:
Strategizing
An SEO specialist is often tasked with helping strategize all organic and paid traffic campaigns associated with search engine marketing.
This means looking at where a company’s website currently is and making plans to improve it in some manner — either through on-page tactics or off-page linking.
They usually also decide where certain technical elements need to be altered for a better ranking in the SERPs.
For example, improving page speed or using certain structured data protocols.
Often, they work with other members of the marketing team to decide on overall goals or plan for upcoming promotions.
Sometimes, they’ll implement pay-per-click (PPC) campaigns at the same time as a bigger offline advertising push.
Research
In addition, SEO specialists are usually tasked with a large amount of research.
Things like what keywords to target, how well the competition is performing, and the best practices for a particular niche and industry are all pieces of information necessary for better organic traffic.
They’ll also work to find other websites for guest posting or other top link-building efforts.
These are both elements of a strong off-page search engine optimization strategy, making the process a key part of this job.
Development & Creation
As you might have guessed, SEO specialists must also take charge when it comes to implementing the best practices necessary for better ranking.
Tasks like updating page titles and meta descriptions with improved keywords and writing compelling keyword-rich content are major parts of this process.
However, they also do a lot of collaborating with other members of the team.
For example, the optimization specialist likely works with the web development team to ensure technical SEO is handled.
And they also collaborate with the editorial team and copywriters to plan content creation.
Monitoring
The SEO specialist is also in charge of monitoring and reviewing data to see if goals are being met.
They’ll use tools like Google Analytics or Moz to determine current traffic flow and see if there are certain areas that need adjustment.
Furthermore, they’re often in charge of budgets for things like copy creation, pay-per-click ad spending, and more.
If a campaign isn’t doing well, they might adjust the funds to scale up another one that’s showing more promise.
Adjustment
Search marketing is an ever-changing process. This means that the job of an SEO specialist is never fully done.
Just when you think you’ve dialed in the exact way to gain massive amounts of traffic to your website, there always seems to be an algorithm change or some other adjustment that needs to be made.
SEO specialists must stay up-to-day with current industry trends and focus their optimization efforts accordingly.
What Are the Characteristics of a Successful SEO Specialist?
As you can tell, SEO specialists take on many roles within the digital marketing process.
That’s why there are numerous characteristics one must have in order to be successful in this type of position.
Are you looking to become an SEO specialist or want to hire one to add to your digital marketing team?
Here are a few characteristics you’ll want to learn or look for:
Solid understanding of SEO best practices
In case you didn’t know, becoming an SEO specialist requires having a solid understanding of search best practices.
This definitely means understanding the difference between the three levels — on-page, off-page, and technical — and why each of them matters.
SEO specialists should also have a firm understanding of basic concepts like keyword density, white hat tactics, black hat tactics, Google penalties, and the myriad of acronyms used on a daily basis.
While it is easy to learn these things along the way, a solid SEO specialist should already be quite knowledgeable.
Knowledge of consumer behavior
Search engine optimization isn’t always cut and dry.
What companies sometimes feel is the best approach to take with a target market sometimes misses entirely, which is why a good SEO Specialist will know the basics of consumer behavior.
For example, not everyone types in the same keywords when they do a Google search.
An optimization specialist realizes this and uses content marketing as a way to clue in on other possible options to increase traffic.
They also firmly get how brand voice and tone can make a difference in better click-through rates and responses.
Above-average communication skills
Content marketing and search optimization are tasks that require a large amount of communication — whether that’s through the written word in a blog post or simply discussing strategy with other parts of the team.
Those who work in this position need to be able to articulate goals and explain topics in a clear, concise, and approachable manner.
While a specialized degree in grammar isn’t necessary, they should be able to write effectively.
Ability to adapt and overcome
As we mentioned, search marketing changes at a very fast pace.
What was once a totally killer strategy could be the next traffic killer.
So, those who decide to take the career path of SEO specialist need to be ready to adapt and overcome at a moment’s notice.
Furthermore, they need to possess an innate ability to always look at the bigger picture and attempt to anticipate what’s to come.
While this isn’t always possible, staying in tune with the industry and what might potentially be the focus of digital marketing in the future is crucial.
How Do You Become an SEO Specialist?
Although some career options come with a specific college-level degree that prequalifies a person for the job, this isn’t the case for someone who’d like to become an SEO specialist.
But this doesn’t mean there aren’t steps you can follow if you’re serious about setting yourself up for success in the field. Here are a few to keep in mind.
1. Work on honing your skills
Many people initially discovered they had a knack for SEO while working in a related field like copywriting or web design, so they’re already starting from a good place.
But it’s still wise to further develop skills that make someone an exceptional SEO specialist. Examples include hard and soft skills like:
- Content creation
- Competitive analysis
- Keyword research
- Trendspotting
- Communication
- Time management
2. Consider getting certified
Although it’s definitely possible to break into the SEO field without formal training, obtaining a certificate is still worthwhile.
Getting certified not only gives you an opportunity to polish key skills but shows potential clients that you take what you’re doing seriously.
It’s also possible to earn your certification online while you focus on your current job. Here are some options to consider:
3. Brush up on your search engine knowledge
Understanding how Google and the rest of the search engines assess and rank content is essential if you’re serious about becoming a professional SEO specialist.
Start by studying and mastering the basics of what might help one website rank over another. Examples include:
- Website authority
- User experience
- Relevance to search intent
- Trustworthiness
You’ll need to study how to crawl bots to explore a website, as well as how Google and other search engines index and rank content using bot data.
Here are some great additional resources for starting your learning journey:
- Moz: How Search Engines Work
- Search Engine Journal: The Three Pillars of SEO
- Google: How Google Search Works
4. Learn about different types of SEO strategies
The best SEO strategies are always reflective of Google’s current ranking factors as well as various authority signals. But there are several major types of strategies, and a genuinely excellent SEO specialist will want to master them all.
- Keyword Research: Analyzing data related to keywords and current search trends is a crucial part of making a site and its content search-friendly.
- On-Page SEO: This is the practice of using SEO to make individual web pages and pieces of content valuable and engaging. The more helpful a page is, the higher it’s likely to rank.
- Technical SEO: This sector of SEO is often overlooked, but it really shouldn’t be. It’s what ensures your site is crawlable by Google bots and user-friendly for your visitors.
- Link Building: A site’s internal and external link-building strategy is an important ranking factor to understand. Quality and relevance are essential.
5. Stay up to date on industry trends
As with many valuable professional skills, SEO isn’t the type of thing you learn just once.
The industry is constantly changing and evolving, as are search engine algorithms, consumer tastes, and social trends.
A smart SEO specialist knows how to keep their understanding of these factors up to date.
Read voraciously about trends in the field. Follow blogs that specialize in keeping professionals up to speed, subscribe to expert newsletters like The Beat, and embrace new opportunities to hone your skills further.
6. Apply your knowledge as often as possible
Learning about SEO, search engine algorithms, and all the rest of it is a great start for those interested in becoming SEO specialists, but it’s not the whole picture.
You also need to sharpen your skill set through hands-on experience.
Start by applying what you know to your own website or blog. See how high you can get your SERP rankings to climb. When you’re ready, you can start growing your network.
LinkedIn is a great place to get started as well as continue to build your industry authority.
SEO Specialist Job Description Examples
At this point, you’re ready to start looking for your first SEO clients. Of course, you can do this on a freelance basis if you like.
But there are plenty of traditional employment opportunities out there to consider, too, especially if you’re certified.
Here are some examples to check out so that you can get a feel for what companies hiring SEO specialists are looking for:
As you can see, job requirements vary from one position to the next, but many key responsibilities involve SEO-specific tasks, data analysis, communication with other team members, brief development, and organization.
While you peruse your options, work on polishing and acquiring additional skills that might make you a better fit than someone else.
SEO Specialist Salary in the US and the Cost of Hiring
The current median salary for a professional SEO specialist in the United States is about $50,000, so it’s definitely a viable career choice for a creative person who loves helping digital-age companies succeed.
It’s also a growing industry, so there are plenty of opportunities out there for those interested in becoming part of it.
And if you’re looking to secure SEO assistance for your company, the average cost of hiring an SEO agency in the United States is about $100-250 per hour.
However, many agencies offer tiered payment options. According to Upwork, the average cost to hire a freelance SEO specialist is $15-35 per hour.
Wrap Up
Whether you’re presently an SEO specialist looking to further hone your skill set or a newcomer trying to break into the industry, staying current with industry knowledge and trends is a must.
Start by downloading our comprehensive guide to SEO for a complete crash course on what SEO is all about, how to kick-start a winning SEO strategy, how various types of SEO work, and more.
Then subscribe to The Beat for all the latest news and trends in digital marketing, SEO, and content marketing.
