SEO Specialist: Role, Skills & Career Guide

Discover what an SEO specialist does and how to start a career in SEO. 

An SEO specialist doesn’t just optimise a website; they craft a digital masterpiece to boost its visibility in search results. They research keywords, enhance on-page content and site structure, and build backlinks to attract organic traffic. SEO specialists combine technical expertise with creativity, crafting a distinctive online presence for each site.

What Does an SEO Specialist Do?

An SEO specialist, a pivotal member of any marketing team, plays a crucial role in enhancing a website’s performance in search results. Their daily tasks are instrumental in achieving this goal.

• Research Keywords and Topics: Identify relevant search terms that potential customers use and optimise site content around those keywords
• Monitor Analytics: Track website traffic, user behaviour, and rankings using tools like Google Analytics to identify trends and opportunities.
• Optimise On-Page Content: Write or update page content, titles, and meta descriptions to match what users are searching for.
• Improve Technical SEO: Work with web developers to ensure the site is fast, mobile-friendly, crawlable, and free of errors
• Build Backlinks: Create a link-building strategy by earning links from reputable sites to boost the site’s authority
• Collaborate with Teams: Effective coordination with designers, developers, and content creators is essential to ensure that SEO best practices are seamlessly integrated across the website.

Each of these tasks is designed to enhance a website’s organic search visibility and user experience.

Core SEO Tasks: Keyword Research, On-Page Optimisation & Link Building

SEO specialists engage in several key activities to enhance rankings and increase traffic. These include:

• Keyword Research: Understanding what queries users type into search engines and selecting the right keywords to target. Keyword research tools reveal how often people search for terms and help guide content strategy
• On-Page Optimisation: Refining the content and HTML tags on each page (titles, headers, meta descriptions) so it’s relevant to the target keywords and user intent. This also involves making the page user-friendly and engaging to encourage clicks and shares.
• Technical SEO: Ensuring the website runs smoothly behind the scenes, such as improving page load speed, fixing broken links, and making sure search engines can crawl and index all crucial pages
• Link Building: Earning high-quality backlinks from other sites. Backlinks signal to search engines that your content is strong, relevant, and reputable
• Content Creation: Producing or overseeing the creation of valuable content (blog posts, articles, product descriptions) that attracts users and earns organic links
• Analytics & Reporting: Regularly reviewing performance data, reporting on SEO progress, and using insights to refine strategies

Combining these efforts helps websites climb higher in search results and attract more visitors.

Essential SEO Skills You Need to Know

To succeed as an SEO specialist, it’s not just about learning tools; you need a mix of technical, analytical, and creative skills. Mastering these core abilities will help you improve website rankings, drive traffic, and deliver measurable results.

• Technical SEO Skills: Know how to optimise on-page elements (keywords, content, HTML tags) and understand site architecture. Familiarity with analytics tools (like Google Analytics and Search Console) is crucial for monitoring performance
• Analytical Skills: Be comfortable analysing data. SEO specialists must interpret traffic trends and user behaviour to make data-driven decisions
• Content & Writing Ability: Good writing and editing skills help you create explicit, engaging content that ranks well. Crafting effective titles and informative blog posts is often part of the job
• Keyword Research: Proficiency with keyword research tools e.g. Google Keyword Planner, SEMrush) to find search opportunities and understand competition
• Communication & Collaboration: SEO specialists frequently explain strategies to marketers, developers, and clients. Clear verbal and written communication helps ensure everyone understands the plan
• Adaptability & Curiosity: Search engine algorithms change often. Successful SEOs stay curious and adaptable, constantly learning new trends and testing tactics
• Problem-Solving: Each site is a puzzle waiting to be solved, and SEOs are the detectives. They must troubleshoot issues (like drops in rankings) and find creative solutions, keeping the job engaging and the mind sharp.
• Continuous Learning: The SEO field is dynamic and constantly evolving. Staying updated with industry blogs and changes is crucial to remaining effective in this field.

 

How to Get Started as an SEO Specialist

Starting your SEO career doesn’t require a single “right” path. Here’s how beginners can lay a strong foundation:

• Learn the Basics: Understand how search engines work and the fundamentals of SEO. Google’s SEO Starter Guide is a free, beginner-friendly resource. Online tutorials and beginner courses also help solidify your understanding.

• Practice with SEO Tools: Experiment with tools like Google Analytics, Google Search Console, and keyword planners. Apply your learning on your own website or blog to gain hands-on experience.

• Take Courses and Get Certifications: Consider SEO or digital marketing courses from platforms like Coursera, HubSpot, or bootcamps. Certifications show employers your commitment to learning.

• Build a Portfolio: Optimise a personal website, blog, or volunteer to help a non-profit or small business. Document real results, such as traffic growth or improved rankings, to showcase your skills.

Growing Your SEO Career: Experience, Networking, and Advancement

Once you’ve built foundational skills, focus on gaining experience and expanding your career opportunities:

• Gain Practical Experience: Pursue internships, entry-level digital marketing roles, or freelance projects. Real-world experience strengthens your skills and portfolio.

• Network and Learn: Join SEO communities, attend webinars, and follow industry experts. Mentorship and online forums provide valuable guidance and job leads.

• Advance Your Career: With experience, you can move into senior roles such as Senior SEO Specialist, SEO Manager, or Consultant. You can also specialise further, for example as a Local SEO Specialist or an E-commerce SEO Specialist.

Tip: While many SEOs hold a degree in marketing, communications, or a related field, practical results, continuous learning, and a strong portfolio are often more important for career progression.

How to Learn SEO: Tips & Resources

Getting started with SEO can be overwhelming, but many free resources can help beginners:

• Google’s SEO Starter Guide: This official guide explains how search engines find and rank content. developers.google.com. It covers basics such as making pages indexable and creating high-quality content.
• Online Courses & Certifications: Platforms like Coursera, Moz Academy, or HubSpot Academy offer free and paid SEO courses. A structured course can teach concepts such as keyword research and link building.
• SEO Blogs & Communities: Follow reputable blogs (e.g., Search Engine Land, Moz Blog) and podcasts (like Authority Hacker). These keep you updated on algorithm changes and new tactics at brainstation.io.
• Practice Projects: Start a simple website or blog to apply what you learn. Try optimising its content, monitor the results, and iterate. This practical experience is invaluable.
• Forums & Groups: Sites like Reddit’s r/SEO or industry Slack channels are great places to ask questions and see real-world discussions about SEO challenges.

By combining study and hands-on practice, you’ll gradually build confidence. Stay patient and persistent – every SEO expert was once a beginner!

Have more SEO questions?   If you aim to become an SEO specialist or just want to acquire the skills to manage your own website, remember, the key is to start learning and experimenting.

Let us know how you’re diving into SEO in the comments below, and feel free to share this guide if you found it helpful!