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SEO specialist

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An SEO, or search engine optimisation, specialist uses digital analytics and marketing skills to improve a company's online presence, across their website and social media channels

As an SEO specialist, you'll use your analytical skills to optimise a website, increasing traffic on search engines and growing online engagement.

After an initial assessment of current performance, you'll create an SEO and/or content strategy, with the aim of providing a positive user experience and appropriate written copy to satisfy user queries and showcase the client as an expert in their industry.

The general purpose is to generate leads by reaching more potential customers on powerful sites like Google, achieving profit growth for your client or employer.

Adhering to best practices and working to ever-evolving search engine algorithms, you'll use a variety of SEO tools and techniques, including in-depth keyword research and data analysis, to improve rankings and drive more visitors to clients' websites and social media profiles.

Through regular monitoring and review of performance, you'll determine which SEO activities are working most effectively. You’ll report this to your client and will use it to tailor marketing practices and inform future strategies.

You may also be known as an SEO analyst, digital marketer, digital marketing executive, content specialist, social media manager, digital marketing specialist, or digital marketing manager.

Types of SEO specialist

You could specialise in specific areas of SEO, such as:

technical
on-page - the content and optimised elements of a website
off-page - what exists outside the client's main website, such as a social media profile
e-commerce
content - such as blog posts
mobile
voice search
enterprise
healthcare
legal
financial.

Responsibilities

As an SEO specialist, you'll need to:

have a basic understanding of HTML, CSS, and JavaScript, though you won’t necessarily be coding or building websites
understand a company's online presence and current marketing performance
create and implement a content strategy that will maximise brand visibility by increasing organic and paid search traffic to a website, encouraging users to engage and take positive action, such as purchasing from the client's site
carry out keyword research and analysis to identify valuable search terms and trends relating to your client or employer's business
employ, monitor, and maintain keyword strategies, based on research, to ensure optimal content ranking
collaborate with any social and content colleagues/teams over optimisation, drawing on user intent research to inform strategies and develop appropriate content
carry out a range of SEO activities to improve a website's performance, in accordance with the content strategy, using tools and optimisation methods, such as Google Analytics, Ahrefs, and Semrush for web analytics, strategic marketing, search engine marketing (SEM) to improve organic search traffic, as well as paid advertising, such as PPC (pay-per-click)
analyse and monitor competitors' SEO strategies to identify ways to improve your clients' position in the marketplace
continually monitor and refine SEO performance strategies
look at KPIs (key performance indicators), such as organic traffic, search engine results page (SERP) rankings, brand vs. non-brand keyword clicks, and SEO leads, presenting your findings in a clear and relatable way
conduct technical and on-page audits, checking for things like URL structure changes, fixing broken links, correcting heading hierarchies, adding missing metadata, checking how fast the website loads, etc.
write original content for webpages, such as on-brand blog posts, tailoring for the target audience
provide SEO advice and support to clients, signposting or actioning as necessary
employ user experience (UX) and conversion rate optimisation methods to turn visitors into active users, and to help improve website performance
develop and integrate content marketing strategies
understand emerging technologies and the evolving ways people search online, such as via AI chatbots - this is known as generative engine optimisation, or GEO
monitor search engine algorithms to keep up-to-date with changes.

Salary

Starting salaries for SEO specialists in the UK range from £24,000 to £26,000 for junior roles at an agency.
Experienced specialists and SEO leads with technical or conversion rate optimisation expertise can earn between £32,000 and £55,000, depending on the specific role.
For an SEO manager, senior SEO manager, or head of SEO, salaries are typically between £38,000 and £56,000 but can be upwards of £100,000. Again, this will depend on the job title.

Freelance day rates average £240 to £320 per day but can be much higher depending on your skill level and the technical aspect of the task. For example, mid-level freelancers doing technical audits and content may be able to charge up to £800 a day.

Employee benefits can include hybrid and remote working, gym membership, pension, and health insurance.

Income figures are intended as a guide only.

Working hours

Working hours are usually 9am to 5pm. You may need to work the occasional evening or weekend if you're involved in analysing traffic for a large marketing campaign. Part-time work is possible.

Short-term contracts from six months are also available, typically through recruitment agencies. Hybrid working is common, with some roles being fully remote. Working as a self-employed freelance consultant is possible for experienced SEO specialists.

What to expect

SEO forms a crucial part of online marketing, and skilled specialists are in high demand. The work is mentally stimulating due to the ever-changing nature of advancing technologies, trends, and search algorithms, so keeping up-to-date is vital to the role.
While quite analytical and technical, search engine optimisation work can also be quite creative, with content creation, link-building, strategic thinking, and problem solving. As such, it can be rewarding seeing your efforts translate into increased website traffic and client business growth.
The role of an SEO specialist is valued due to its ability to bring good return on investment (ROI). You can expect to find roles in large companies and media agencies with marketing departments, but they exist in smaller enterprises too.
Travel is usually limited to client meetings or industry events, depending on the role. You may be required to travel, especially in freelance and agency roles where visits to clients are an essential part of the job.
The SEO industry is actively working to improve diversity and inclusion, with initiatives to encourage women, minorities, and other underrepresented groups being present. Women in Tech SEO, for example, offers resources and support.

Qualifications

A degree is not essential as technical expertise and knowledge of SEO is more important. Being able to showcase evidence of work and results is also very useful.

However, the digital marketing industry is open to all graduates, and a degree in computer science/IT, marketing, communications, psychology, business and technology, or data analytics may be particularly useful. The Chartered Institute of Marketing provides details of accredited degree programmes.

Entry into SEO or digital marketing roles with an HND or foundation degree is also possible, but you'll need at least two to three years of relevant experience and technical skills. Some companies do prefer candidates with formal qualifications in digital marketing, optimisation, data analytics, web development, or similar fields.

Postgraduate qualifications in digital marketing are offered by an increasing number of UK universities. While it’s not essential, it may be helpful for expanding your skills and knowledge, particularly if you have a non-related first degree. Search for postgraduate courses in digital marketing.

A degree apprenticeship is also possible and are available in the following areas:

Although not necessarily a requirement, industry-recognised certifications like Google Analytics Individual Qualification (IQ), Google Digital Garage SEO Fundamentals course, Moz SEO Essentials Certification, and SEMrush SEO Toolkit Certification can be a strong indicator of your knowledge, expertise, and commitment to SEO.

Specific courses and bootcamps, both online and offline, for intensive training in SEO fundamentals and tools can be taken with sites like Udemy, Future Learn, and General Assembly. You can also search for a digital marketing skills bootcamp in the UK.

A range of qualifications in SEO and digital marketing are offered by:

Other training providers offer short, certified courses, including:

Skills

You'll need to show:

a genuine interest in SEO and digital marketing in general
evidence of a strong online profile, e.g. a blog, website, or connections and interactions on various social media platforms
an ongoing commitment to keeping your technical skills and knowledge current
an inquisitive mind which drives you to understand Google's evolving algorithms and predict what changes might be coming
a good understanding of search engines and how they rank websites
an ability to understand social media platforms and how to use them to distribute content, gain more links, and build successful campaigns
a good understanding of PR and how to get the right messages out there
an understanding of how customers search, where they search, and why they purchase something online or otherwise engage with a business
a good understanding of the wider marketing context
strong analytical skills for understanding ranking algorithms
excellent communication skills to educate, inform, manipulate, and mediate across a number of stakeholders in an organisation
an understanding of, or experience in, HTML coding, preferably Javascript and PHP (PHP: Hypertext Preprocessor)
proficiency in Microsoft Office or other office software and an excellent knowledge of Excel spreadsheets
knowledge of important SEO and auditing tools, such as the ones offered by Ahrefs, Semrush, and Screaming Frog.
an ability to work collaboratively on team projects or campaigns
a positive attitude and resilience to maintain good working relationships with clients
some experience and knowledge of web hosting.

Work experience

One of the best ways to gain experience in search engine optimisation is to undertake an SEO or digital marketing placement or internship within a large graduate recruiter.

Consider applying for internships with agencies, SEO consultancies, or large companies with in-house SEO teams. There's a lot of competition for places, so apply to as many as you can find.

If you'd like to get work experience locally, try speculatively contacting digital marketing agencies, charities, and the marketing departments of smaller companies in your area. Consider shadowing opportunities to learn what SEO specialists do. Any experience where you're helping to improve an organisation's website will be beneficial.

You can also get involved in student society websites or social media channels, or you can start your own blog, social media channel, or website, which will help you develop and demonstrate your SEO technical skills and knowledge.

You can find information and advice about how to get into SEO work, including details about various digital marketing career paths, from relevant professional organisations and marketing companies.

Find out more about the different kinds of work experience and internships that are available.

Employers

Digital marketing agencies are major employers of SEO specialists, as are online retail stores, which rely heavily on search engine optimisation success. Specialists are also in demand at start-up and local businesses who want to grow their brand presence online.

Most companies and organisations with an online presence, especially those selling products and services, will require some level of help with their SEO. However, you'll need to be creative in your job search.

When searching for roles, remember that employers may use different job titles, including SEO marketing executive, SEO analyst, content marketing executive, digital marketing executive, social media manager, and search engine marketing (SEM) specialist.

Many companies across various industries, such as finance, retail, and technology have their own marketing teams with dedicated SEO specialists. Small to medium size enterprises (SME's) are also likely to employ specialists, but you may have a wider marketing remit.

Working freelance or for a small consultancy are popular options but are more prone to uncertainties than employed positions.

Look for job vacancies at:

Details of marketing work placements and graduate jobs are also available at the Chartered Institute of Marketing's qualifications resource.

Specialist recruitment agencies advertise SEO vacancies, but you'll usually need to prove that you have some knowledge and experience:

Ignite.Digital
Blu.Digital
Humankind - covers the North of England.

Professional development

Once in the role, you'll usually receive on-the-job training in the digital marketing tools used by the company. These vary, but may include:

Google Ads Search
Google Marketing Platform certifications
Google Ad Manager certifications
Google Analytics and Meta Business Suite for web analytics reporting.

Many companies provide financial support to undertake professional qualifications such as those offered by the CIM. These include:

Level 3 Foundation Certificate in Professional Digital Marketing
Level 4 Certificate in Professional Digital Marketing
Level 6 Diploma in Professional Digital Marketing.

You may be exempt if you've studied the relevant programme at one of the CIM's Accredited Degree universities.

The DMA also has professional qualifications, including:

Professional Diploma in Digital Marketing
Professional Diploma in Data-Driven Marketing.

For a full list of available qualifications see the DMA Marketing Qualifications.

The IDM also has professional qualifications, including:

Professional Diploma in Digital Marketing
Professional Diploma in Data-Driven Marketing.

For a full list of available qualifications see the IDM Professional Qualifications.

The training offered in a smaller organisation is likely to be practical and intensive with more wide-ranging responsibilities early on. This may suit some graduates better than working for a larger company on a graduate training scheme.

Continuing professional development (CPD) is important in SEO work due to the fast-moving developments in emerging technologies, including search engine algorithm updates and generative-AI. It's possible to take a range of short courses to help with this, such those offered by CIM, DMA, Emarketeers, and JellyFish Training.

Career prospects

As an SEO specialist, you have various career paths open to you. You'll generally start in a junior role on an internship and then move to executive. As your career progresses, you may become an SEO manager or account manager, then head of SEO to head of digital. However, you could equally move from SEO executive to a copywriter or content marketing manager role and move into a broader digital marketing route earlier on.

Some professionals work independently as freelance consultants, trainers/speakers, and journalists/bloggers. While possible, it's less common for SEO specialists to switch fields due to the specialized nature of their skills. However, some might transition to related areas like web development or data analysis.

If you reach digital account director level, you'll have overall responsibility for managing accounts, strategy, and marketing campaigns. You'll take on additional responsibilities, such as budgets and training, as well as mentoring junior members of the team.

Once you have experience and can show you meet the specified criteria, which includes a certain level of CPD, you can achieve chartered status with the CIM. This can help with career progression. Further information is available at the CIM's CPD resource.