Growing competition on the internet, constant changes in search engine algorithms, and users' tendency to ignore ads make SEO optimization critically important for businesses. This effective tool will improve the website's visibility online, increase its pages' relevance to user queries, and boost the number of targeted actions on the site (purchases, inquiries, calls).
All related tasks are within the power of a person who understands how search algorithms function, can analyze information, predict results, and use promotion tools successfully. SEO specialist is exactly such a professional. This profession is highly relevant today as search engine requirements become more complex and competition continues to rise.
Who is SEO specialist
SEO specialist is an expert in search engine optimization, whose task is to promote a website to the TOP of search engine results. His work includes improving the site's position in search, attracting traffic, increasing the number of potential customers, and promoting brand popularity.
To carry out effective SEO promotion, a specialist must possess a variety of skills. These can be divided into two groups: professional (hard skills) and personal (soft skills). Let's look at their differences in the table below:
| Hard skills | Soft skills |
| deep understanding of how search engines work and ranking factors | logical thinking and analytical mind |
| knowledge of Google algorithms, ability to remove sites from filters | ability to manage time and coordinate a team |
| understanding on-page and off-page website optimization | responsibility and adherence to deadlines |
| proficiency in usability basics for assessing convenience and improving website structure | marketing vision and awareness of business objectives |
| skills in creating technical specifications for copywriters and developers | willingness to continually learn – algorithms and SEO approaches change daily, so it's essential to stay up-to-date and “keep a finger on the pulse” |
| SEO copywriting skills – it's good if SEO specialist can write the text himself | |
| basic knowledge of programming (HTML, CSS, JavaScript) and micro-markup – for configuring the display of site elements in search results | |
| knowledge of various tools: • for collecting keywords — Google Planner; • for analyzing competitors' semantics — Keys.so, Serpstat; • for site audit — Google Search Console; • for statistics and analytics — Google Analytics; • for tag management — Google Tag Manager. | |
| proficiency in Excel – for working with data and reports | |
| internet marketing competencies – content marketing, SMM, contextual advertising, etc. |
If we compare SEO specialists with SEO analysts and SEO copywriters, the former perform a more comprehensive role. SEO specialist analyzes, optimizes, and develops the promotion strategy. SEO analyst focuses on data collection, tracking website rankings, and analyzing the effectiveness of actions. SEO copywriter writes content taking into account search engine requirements for keyword usage and producing original material. Each of these specialists contributes to website promotion in their own way. However, it is the SEO manager who coordinates all the work, combining some of the competencies of both the analyst and the copywriter.
Main responsibilities of SEO specialist
A website promotion specialist performs a wide range of tasks. The work covers technical aspects and strategic planning.
1. Website SEO audit and internal optimization
Before starting work, SEO expert analyzes the state of the website. Technical audit helps identify and resolve issues that affect resource visibility and performance. Key aspects of the check:
✓ presence of a sitemap;
✓ working and non-working links;
✓ absence of duplicate pages, texts, and images;
✓ correctness of meta tags and URLs;
✓ setup of redirects;
✓ page load speed;
✓ mobile device optimization;
✓ proper indexing of pages.
Tools such as Screaming Frog, Serpstat, Ahrefs, and Moz are used for auditing. Internal optimization should be carried out not only before the start of promotion. It’s important to regularly check the site for new errors.
2. Working with the semantic core
Gathering and analyzing the semantic core is a step in the optimization process. A website promotion specialist selects keywords that describe the client's product or services using Google Planner and its tips, Serpstat (which allows SEO analysis of competitors), and other services.
After collecting keywords, query clustering takes place – segmentation into categories that can be applied to specific website pages. This enables efficient content planning and selection of relevant keywords. Clustering can be performed either manually or by utilizing online services and clustering tools. The best option is a semi-automatic process, where queries are divided into groups using assistants and then manually adjusted.
3. Competitor analysis
Competitor analysis provides an understanding of which strategies and tools work in a specific niche. The expert evaluates keywords, content approaches, link-building tactics, and technical aspects of competing websites. This helps identify the strengths and weaknesses of their strategy.
4. Drawing up technical specifications
Based on the collected semantic core, the SEO specialist creates technical assignments (TA) for copywriters. They specify keywords, requirements for the text structure, as well as recommendations for using H1-H6 headings, images, and other elements.
5. Link building and external optimization
SEO specialist is responsible for building a high-quality link profile by placing external links on trusted resources. This increases the site's authority and improves its ranking in search engine results. External optimization also includes:
✓ work with social media;
✓ local SEO (Local SEO);
✓ collaboration with influencers and PR.
The expert develops an individualized promotion strategy for each project.
6. Tracking new trends
SEO is constantly evolving, so the specialist must stay updated on changes in search algorithms and new trends. This allows for the creation of relevant promotion strategies.
7. Analyzing strategy success
Regular analytics is key to successful SEO. The expert assesses the outcomes of each stage by employing tools such as Google Analytics, Search Console, etc. Adjustments to the SEO strategy are usually made based on the data obtained to attain optimal results.
8. Reporting
SEO specialist generates detailed reports for the client, which reflect:
✓ completed technical work;
✓ content changes;
✓ key performance indicators (KPIs), such as traffic growth, search engine rankings, and the number of requests.
These tasks help the SEO expert improve the site's position and achieve the client's business objectives.
Career path and development in SEO
Universities do not issue diplomas in the specialty “SEO specialist”. Therefore, considering the high demand for this profession, one can start working in this field with an education in marketing or related to Internet technologies. It is also possible to gain an education by completing specialized courses and independently reading search engine optimization guides from Google, attending seminars, etc. A specialist in SEO website promotion can climb the career ladder.
Entry level: SEO assistant, junior SEO
The expert's tasks at the start of a career include competitor analysis, collecting a semantic core, technical audit of websites, and assisting senior colleagues with their responsibilities. A popular option for beginners is working in an agency. Despite the relatively small salary, you receive mentoring support, practical experience, and the opportunity to make useful contacts. Freelance SEO is an alternative. Working "for yourself" lets you independently regulate the workload and choose projects. However, a successful start requires case studies, reviews, and effective positioning. Without experience, you'll need to invest time in finding clients and building your reputation.
Intermediate level: SEO specialist, SEO analyst
Having reached the intermediate level, SEO specialist in website promotion takes on full-fledged projects: from developing a strategy to implementing it. Has a portfolio of successful cases, deep knowledge of SEO tools, and an understanding of how search engine algorithms work. Experts at this level can already delegate some of their responsibilities to assistants. This helps them focus on strategically important aspects, such as analytics and the development of promotion plans.
Top level: Head of SEO, SEO director
A top-level SEO specialist is a master of his craft. This person is responsible for the promotion strategy of large companies or supervises entire departments in agencies. At this stage, not only professional skills are important, but also leadership qualities. Holding a high position, the specialist must also develop skills in management and business processes. Success in this field depends on the desire to grow, adapt to changes, and strive for professional excellence. Working with different formats (agency, freelance, or corporate projects) provides a unique experience.
How much does SEO specialist earn?
The income of SEO specialist depends on several factors, including experience, project complexity, knowledge of additional tools, languages, and even geography. This profession offers a wide range of opportunities for financial growth. The approximate salary levels are as follows:
➤ intern or specialist with little experience — $400 per month;
➤ experienced specialist capable of handling medium complexity projects — from $700;
➤ highly qualified expert with extensive experience — from $1300–1500.
For managers and team leaders, the salary is calculated individually and can significantly exceed the income of qualified specialists.
Final notes
SEO plays a crucial role in digital marketing since it can draw in organic traffic and enhance brand visibility. To start a successful career as an SEO specialist, it's important to master the basics of content optimization. Begin with small projects or internships, regularly staying updated on current trends. Develop your skills and stay up to date with search engine algorithm changes — this will help you build a stellar career in the ever-evolving SEO industry.
