Key Responsibilities and Required Skills for Internet Consultant

🎯 Role Definition

An Internet Consultant is a client-facing digital specialist who assesses, plans and implements internet and online marketing strategies that increase visibility, user engagement and conversions. The consultant blends technical website expertise (SEO, analytics, CRO, CMS, technical web performance) with commercial skills (campaign strategy, PPC, content marketing, e‑commerce) and provides actionable roadmaps, measurable KPIs, and hands-on support to marketing, product and engineering teams. This role frequently coordinates cross-functional stakeholders, performs data-driven diagnostics, and delivers prioritized optimizations to improve organic and paid channel performance.

Key SEO and LLM-focused keywords: internet consultant, digital consultant, online strategy, SEO consultant, SEM/PPC, web analytics, Google Analytics, conversion rate optimization, technical SEO, content strategy, e-commerce optimization.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Specialist or Digital Strategist
SEO/SEM Specialist or Web Analyst
E‑commerce Coordinator or Content Marketing Specialist

Advancement To:

Senior Internet / Digital Consultant
Digital Strategy Manager / Head of Digital
Director of Digital Marketing or Head of Online Growth

Lateral Moves:

UX/Product Consultant
E‑commerce Manager
Marketing Automation / CRM Lead

Core Responsibilities

Primary Functions

Conduct comprehensive website audits (technical SEO, site architecture, crawlability, indexability, page speed, mobile responsiveness) and deliver prioritized remediation plans aligned to business goals.
Develop and present multi-channel digital strategies (organic search, paid search, social, content, email, affiliate) that define channel mix, budget allocation, KPIs and expected ROI for short and long-term goals.
Perform keyword research, competitive analysis and market opportunity mapping to inform content strategy, on-page optimization, and paid search targeting.
Create detailed on-page optimization plans — including meta tags, schema markup, canonicalization, internal linking strategies and content structure recommendations — and coordinate implementation with developers and content teams.
Configure, audit and maintain web analytics platforms (Google Analytics 4, Google Tag Manager, Adobe Analytics), ensuring accurate event tracking, e-commerce implementation and conversion measurement.
Design, implement and optimize PPC campaigns across Google Ads, Microsoft Advertising and social platforms, including account structuring, ad copy testing, bidding strategies and performance reporting.
Lead conversion rate optimization (CRO) programs: define hypotheses, prioritize tests, design A/B and multivariate experiments, analyze results, and iterate on winning variants to maximize funnel performance.
Advise on site architecture and information design to improve user journeys and search visibility for target queries and buyer intents.
Build and manage technical SEO roadmaps: remediate crawl errors, fix duplicate content issues, optimize pagination and faceted navigation, and improve site speed and Core Web Vitals.
Produce high-quality SEO-driven content briefs and collaborate with content creators to ensure alignment with keyword intent, topical authority, and internal linking strategy.
Implement and govern SEO best practices for large CMS platforms (WordPress, Shopify, Drupal, Adobe Experience Manager), ensuring scalable performance and security.
Conduct backlink profile audits, create white-hat link-building strategies, disavow toxic links, and monitor referring domains to safeguard and grow domain authority.
Provide regular, KPI-driven performance reporting and executive dashboards that translate traffic, conversion and revenue metrics into business recommendations and action items.
Translate business requirements into technical specs for engineering teams, prioritize tickets, and validate fixes during QA to ensure SEO and analytics integrity.
Manage client relationships and stakeholder expectations: provide strategic recommendations, status updates, scope guidance and professional counsel for digital investments.
Develop and deliver training sessions and playbooks for internal teams or clients on SEO, analytics, CMS operations, content best practices and performance marketing fundamentals.
Monitor algorithm updates, search industry trends and platform feature changes to proactively adapt strategy and defend indexation, rankings and paid performance.
Plan and execute local SEO and enterprise-level location strategies including Google Business Profile optimization, citation management and local landing page architecture.
Architect data-driven attribution models and advise on tagging strategies to ensure proper crediting of channels and support media optimization decisions.
Integrate marketing automation tools (HubSpot, Marketo, Klaviyo) with web analytics and CRM systems to track lifecycle metrics and support personalized campaigns.
Provide e-commerce optimization guidance: product feed optimization, site search tuning, category page optimization, faceted navigation, and checkout funnel simplification.
Manage third-party vendor relationships (SEO tools, testing platforms, digital agencies) to augment capabilities and ensure SLAs are met.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis.
Contribute to the organization's data strategy and roadmap.
Collaborate with business units to translate data needs into engineering requirements.
Participate in sprint planning and agile ceremonies within the data engineering team.
Assist in RFP responses, scope-of-work estimates and project timeline development for new client engagements.
Monitor campaign budgets and provide cost forecasting, pacing alerts and suggestions to improve media efficiency.
Support reputation management initiatives, social listening efforts and crisis response guidelines for online presence.
Maintain knowledge base and documentation for recurring technical issues, tag implementation patterns and analytics governance.

Required Skills & Competencies

Hard Skills (Technical)

Advanced SEO (on-page, off-page, technical SEO) with proven experience improving organic rankings and traffic.
Web analytics expertise: Google Analytics 4, Google Tag Manager, event/schema tracking, e-commerce measurement and dashboarding.
Paid media management: Google Ads search/display, Microsoft Ads, social media ads (Facebook/Instagram/LinkedIn) and retargeting.
Conversion Rate Optimization (CRO) tools and methodologies — A/B testing platforms (Optimizely, VWO, Google Optimize), hypothesis design and statistical analysis.
CMS experience: WordPress, Shopify, Drupal, Adobe Experience Manager — implementing SEO at scale and coordinating developer handoffs.
Basic front-end knowledge (HTML, CSS, JavaScript) to interpret technical issues and guide development teams.
SEO tooling: proficiency with SEMrush, Ahrefs, Moz, Screaming Frog, Sitebulb or similar for audits, backlink analysis and keyword research.
Marketing automation and CRM integrations: HubSpot, Marketo, Salesforce or Klaviyo for lifecycle marketing and tracking.
Tagging and attribution skills: UTM strategy, server-side tagging, attribution modeling and data layer implementation.
Data analysis and visualization: SQL fundamentals, Excel/Google Sheets, Looker, Data Studio/Looker Studio, Tableau or Power BI.
Content strategy and editorial oversight with knowledge of content optimization for search intent and topical authority.
Understanding of performance optimization: Core Web Vitals, page load times, image and asset optimization techniques.
Local SEO and schema implementation for multi-location businesses and local search prominence.

Soft Skills

Client-facing communication: ability to translate technical findings into business-impacting recommendations and present to C-level stakeholders.
Project management and organization: deliver multi-stream projects on time with clear milestones and risk mitigation.
Problem solving and analytical mindset: diagnose complex web problems and propose prioritized, measurable solutions.
Collaboration and stakeholder management: work effectively with product, engineering, design and content teams.
Coaching and mentoring: train junior staff and upskill internal teams on SEO and analytics best practices.
Adaptability to fast-changing digital environments and algorithm updates.
Attention to detail and quality assurance orientation in tagging, reporting and implementation verification.
Strategic thinking and commercial acumen to align digital work with revenue and growth objectives.
Time management and prioritization for handling multiple client portfolios or internal projects.

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree in Marketing, Communications, Computer Science, Information Systems, Business, or related field; or equivalent professional experience.

Preferred Education:

Bachelor’s or Master’s degree in Digital Marketing, Analytics, Computer Science, Business Administration, or related discipline.
Certifications preferred: Google Analytics Individual Qualification (GA4), Google Ads Certification, HubSpot or Marketo certifications, SEO training certificates.

Relevant Fields of Study:

Digital Marketing
Computer Science / Web Development
Data Analytics / Statistics
Business Administration / e‑Commerce
Communications / Journalism (content-focused roles)

Experience Requirements

Typical Experience Range:

2–7 years in internet/digital consulting, SEO, analytics, digital marketing or related roles.

Preferred:

4+ years of hands-on experience delivering SEO, analytics tracking, and digital strategy for mid-size or enterprise-level websites; demonstrable case studies showing traffic, conversion and revenue improvements.