An search engine optimization (SEO) specialist\u2019s primary goal is to to improve a website\u2019s organic rankings.<\/p>\n
Whether you want to start a career as an SEO specialist or work for a company looking to hire one, this guide will provide answers.<\/p>\n
SEO specialists (also called SEOs, or search engine optimizers) use keyword research, content creation, link building, technical audits, and more to improve organic search results. It\u2019s their job to identify search-related strategies and tactics that generate more leads and drive more revenue for your business.<\/p>\n
Other roles, such as\u00a0SEO experts<\/a>\u00a0and SEO managers, have extensive SEO knowledge and experience. SEO specialists are entry- to mid-level professionals developing their expertise.<\/p>\n SEO is an in-demand and lucrative field. According to BrightEdge,\u00a053% of all site traffic<\/a>\u00a0comes from organic search. And around\u00a070% of online marketers<\/a>\u00a0think SEO is better than PPC (pay-per-click) for generating leads.<\/p>\n A recent B2B\u00a0marketing report<\/a>\u00a0found that 49% of respondents use search engine optimization tactics at their company, and CMOs and Senior Executives plan to allocate\u00a023.5% of their marketing budgets<\/a>\u00a0to SEO in 2023.<\/p>\n SEO specialists are in high demand as businesses spend money to generate leads through organic search traffic.<\/p>\n Another advantage of SEO is the low cost and entry barrier compared with other digital marketing types such as PPC advertising or social media marketing.<\/p>\n Aspiring SEO specialists can start by taking a simple SEO certification class, such as\u00a0Greg Gifford\u2019s SEO Fundamentals course<\/a>\u00a0through\u00a0Semrush Academy,<\/a>\u00a0which provides a solid foundation for more advanced SEO training.<\/p>\n Additionally, there are numerous free and low-cost resources available including:<\/p>\n Becoming a search engine optimization expert is also financially rewarding.<\/p>\n According to Glassdoor, SEO professionals can expect to earn at least $56,653\u2014higher than the U.S. median.<\/p>\n According to a 2022 report published by Search Engine Journal, freelancers reported the highest earnings, with\u00a044.5% of freelance<\/a>, founder, and contract respondents earning between $75-149,000 per year.<\/p>\n Starting as an SEO specialist can open doors to other high-paying career opportunities like:<\/p>\n Let’s explore the job responsibilities of an SEO specialist.<\/p>\n An SEO specialist\u2019s responsibilities may vary depending on their employer and employment type (e.g., freelance, in-house, full-time, contract, or agency).<\/p>\n Most SEO positions require daily tasks such as:<\/p>\n Learn more about the day-to-day responsibilities of an SEO specialist from Ophyr Hanan, an SEO Outreach Specialist at Wix:<\/p>\n With these aspects addressed, let\u2019s discuss the traits top-performing SEO professionals share.<\/p>\n An SEO specialist needs to understand the ins and outs of search engines in order to help businesses achieve their inbound marketing goals.<\/p>\n Here are some traits a successful SEO specialist should possess:<\/p>\n An SEO specialist needs to know how to analyze and interpret data, such as website traffic, keyword rankings, and user behavior to identify improvement areas and devise appropriate SEO marketing strategies.<\/p>\n In an article for SearchEngineJournal, Ryan Jones, vice president of SEO at Razorfish, shared that when hiring an SEO specialist, he wants an SEO who can interpret data through the \u201c3 What\u2019s\u201d:<\/p>\n SEO professionals should be able to understand the problem from different angles and use data and logic to inform decisions.<\/p>\n For SEO specialists to communicate effectively with developers and offer valuable insights rather than just demands, they need technical skills.<\/p>\n SEO specialists make decisions about:<\/p>\n Proficiency in Google Analytics, link building, Python, CSS, Javascript, and HTML gives SEOs an invaluable advantage.<\/p>\n Although SEO requires technical expertise, SEO specialists work with various stakeholders: clients, team members, managers, and more to convey ideas, provide updates, and resolve issues.<\/p>\n Communication is among the\u00a0five top-rated skills<\/a>\u00a0employers seek in candidates, as the graph below from NACE demonstrates:<\/p>\n \u200bAs SEO constantly evolves, staying up-to-date with the latest trends and updates is vital. Networking with other SEO professionals can help specialists stay informed while building valuable relationships.<\/p>\n SEO is rapidly changing, and specialists need to adapt constantly.<\/p>\n For instance, in 2010, Google\u2019s Matt Cutts revealed that \u201con average, [Google] tends to roll out\u00a0350-400 Google algorithm updates per year<\/a>.\u201d In 2020, it made around\u00a04,500 Google search engine changes<\/a>.<\/p>\n Specialists need to be aware of and adapt to things like:<\/p>\n Adaptability helps you grow organic rankings and traffic, maintain market share and revenue, and meet client needs.<\/p>\n To cultivate and maintain the skills they need, SEO specialists must have a desire to learn.<\/p>\n Here\u2019s how Google\u2019s John Mueller, puts it:<\/p>\n The SEO industry can be\u00a0highly competitive<\/a>, so specialists can demonstrate their industry commitment by continually learning and developing their skills.<\/p>\n Although no universal qualification guarantees an SEO job, having a degree in marketing, computer science, or a related field is an optional advantage.<\/p>\n The DIY approach involves learning and practicing SEO skills on your own. Many successful SEO professionals become experts through self-study, hands-on experience, and trial and error.<\/p>\n Here are some steps you can take to become an SEO specialist through this approach:<\/p>\n SEO<\/a>\u00a0is the practice of improving your website\u2019s visibility in search engines.<\/p>\n SEO satisfies users\u2019 search needs by providing the best possible user experience and creating relevant, high-quality content.<\/p>\n There are four main SEO categories:<\/p>\n All four types help websites achieve higher search engine rankings and increase organic traffic.<\/p>\n Familiarize yourself with popular SEO tools such as GA4 (Google Analytics 4) and Semrush.<\/p>\n Google Analytics<\/a>\u00a0(GA) is a web-based analytics tool that tracks website and app traffic, providing insights into user behavior and website performance. GA also offers a certification course, which we\u2019ll review in the next section.<\/p>\n GA4 replaced Google\u2019s Universal Analytics (UA) in June 2023. It offers a new-look interface, with a focus on events and parameters over UA\u2019s focus on pageviews and sessions.<\/p>\n Learn how to use\u00a0Semrush<\/a>\u00a0to help you analyze and optimize your website’s SEO, track keyword rankings, conduct keyword research, manage your social media presence, perform competitor analysis, and monitor your overall online visibility and performance.<\/p>\n Our introductory\u00a0SEO guide and roadmap<\/a>\u00a0will teach you more about the basic elements of SEO.<\/p>\n The quickest way to gain SEO knowledge is through a formal course. Choose a course that aligns with your experience level.<\/p>\n For example, you can start with\u00a0Google\u2019s SEO Starter Guide, then follow up with its<\/a>GA4 training guide<\/a>\u00a0and support.<\/p>\n You can also read our\u00a0Google Analytics for Beginners<\/a>\u00a0guide, which explains how to set up and get the most from it.<\/p>\n As you move from beginner to expert level, you can sign up for advanced courses like\u00a0Google\u2019s GA4 course<\/a>\u00a0to develop skills for SEO-related data analysis.<\/p>\n Although certifications aren\u2019t obligatory, they always look good on a LinkedIn profile and your resume.<\/p>\n To stay ahead of the constantly evolving algorithms and industry trends, you can read about them through industry-leading blogs covering SEO and marketing topics.<\/p>\n Some thought leaders include:<\/p>\n You can find guides, the latest news, tips, industry trends, and more on these sites. We also recommend signing up for website newsletters so you can have the latest industry updates delivered to your inbox.<\/p>\n When you don\u2019t have time to sit down and read, podcasts provide an excellent educational format.<\/p>\n There are many podcasts to choose from, like the\u00a0Authority Hacker Podcast<\/a>\u00a0(from the creators of the SEO course,\u00a0Authority Hacker Pro<\/a>).<\/p>\n Search Engine Journal<\/a>\u00a0has a podcast about SEO, PPC, social media, content, and digital marketing featuring industry experts from many industries.<\/p>\n You can spend hundreds of hours listening to SEO podcasts, reading blogs, and taking courses, but the best way to learn SEO is by doing it.<\/p>\n Many self-taught SEO experts developed by applying what they learned from courses to their own or a friend\u2019s website.<\/p>\n Having your own website works as a portfolio, demonstrating your SEO skills to potential clients or employers. It\u2019s also a good place to experiment with new strategies and tactics.<\/p>\n Semrush\u2019s free trial<\/a>\u00a0allows you to perform keyword research, analyze competitors, track keyword rankings, audit your website, and more.<\/p>\n Access Everything You Need<\/p>\n in One Platform with Semrush<\/p>\n<\/div>\n Google Keyword Planner<\/a>, a\u00a0free tool<\/a>, can also help you search for words or phrases related to your products or services.<\/p>\nBenefits of Becoming an SEO Specialist<\/h3>\n
\n
\n
What Does an SEO Specialist Do?<\/h2>\n
\n
What Are The Traits of a Successful SEO Specialist?<\/h2>\n
1. Analytical Mindset<\/h3>\n
\n
2. Technical Proficiency<\/h3>\n
\n
3. Communication Skills<\/h3>\n
4. Adaptability<\/h3>\n
\n
5. Curiosity<\/h3>\n
How to Become an SEO Specialist<\/h2>\n
1. Learn What SEO Is<\/h3>\n
\n
2. Take SEO Courses<\/h3>\n
Tips for Learning About SEO:<\/h4>\n
\n
3. Read Authoritative Blogs and Industry Publications<\/h3>\n
\n
4. Listen to SEO-Related Podcasts<\/h3>\n
5. Learn Through Trial and Error<\/h3>\n