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Key Responsibilities and Required Skills for Search Engine Optimization Specialist

💰 $65,000 - $95,000

MarketingDigital MarketingSEOE-commerce

🎯 Role Definition

As our Search Engine Optimization (SEO) Specialist, you will be the driving force behind our organic growth engine. Your mission is to own the entire SEO channel, from high-level strategy and technical auditing to hands-on content optimization and performance analysis. You will act as the go-to expert for all things search, collaborating cross-functionally with our content, web development, and product marketing teams to ensure SEO best practices are woven into the fabric of our digital presence. This role is perfect for a strategic thinker with a tactical mindset who thrives on using data to uncover opportunities and deliver measurable business impact.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Coordinator
  • Content Writer / Content Specialist
  • Junior SEO Analyst

Advancement To:

  • SEO Manager
  • Senior SEO Strategist
  • Head of Growth / Head of Digital Marketing

Lateral Moves:

  • Content Strategist
  • PPC / SEM Manager
  • Digital Analytics Manager

Core Responsibilities

Primary Functions

  • Develop, implement, and manage a comprehensive SEO strategy that aligns with business objectives, focusing on technical, on-page, and off-page optimization.
  • Conduct in-depth keyword research and competitive analysis to identify high-impact opportunities for content creation and SERP dominance.
  • Perform regular, extensive technical SEO audits to discover and rectify issues related to site architecture, crawlability, indexing, mobile-friendliness, and page speed.
  • Monitor, analyze, and report on key SEO performance indicators (KPIs) such as organic traffic, keyword rankings, click-through rates, and conversions using tools like Google Analytics and Google Search Console.
  • Collaborate closely with content creators and marketers to produce high-quality, SEO-driven content that resonates with our target audience and satisfies user intent.
  • Optimize website content and on-page elements, including meta tags, headers, URL structures, internal linking, and schema markup to improve search engine relevance.
  • Devise and execute a robust link-building strategy through ethical outreach, digital PR, and relationship-building to grow our domain authority and backlink profile.
  • Stay at the forefront of search engine algorithm updates, industry trends, and emerging best practices to ensure our strategy remains agile and effective.
  • Translate complex SEO data into actionable insights and compelling performance reports for key stakeholders, clearly communicating progress and strategic recommendations.
  • Manage and optimize our local SEO presence, including Google Business Profile listings and local citations, to capture geographically relevant search traffic.
  • Lead SEO efforts for website migrations, redesigns, and new feature launches to ensure a seamless transition that preserves and enhances organic search performance.
  • Analyze SERP features (e.g., featured snippets, PAA boxes, video carousels) and develop targeted strategies to increase our visibility within them.

Secondary Functions

  • Partner with the paid search (PPC) team to create a holistic search marketing strategy, sharing keyword data and insights to maximize overall search visibility.
  • Conduct comprehensive content gap analyses to identify new topic areas and keyword opportunities that will attract and engage new audience segments.
  • Provide SEO training and guidance to internal teams, including content writers and developers, to foster a company-wide culture of search optimization.
  • Assist in defining the user experience (UX) from an SEO perspective, providing recommendations on site navigation, content hierarchy, and information architecture.
  • Monitor online brand mentions and manage the brand's reputation as it relates to search engine results.
  • Perform A/B tests on on-page elements like titles and meta descriptions to optimize for click-through rate (CTR) from SERPs.
  • Support the broader marketing team with ad-hoc data requests and exploratory analysis related to organic performance and user behavior.
  • Contribute to the evolution of our analytics and reporting infrastructure by recommending new tools or tracking methodologies.
  • Analyze log files to understand how search engine crawlers are interacting with the website and identify potential crawling inefficiencies.
  • Develop and maintain comprehensive documentation for SEO processes, guidelines, and best practices.

Required Skills & Competencies

Hard Skills (Technical)

  • Deep proficiency with industry-standard SEO platforms such as Ahrefs, SEMrush, Moz, and Screaming Frog.
  • Expert-level command of Google Analytics (GA4) and Google Search Console for performance measurement and issue diagnosis.
  • Strong technical SEO knowledge, including crawling, indexing, rendering, schema markup, site speed optimization, and international SEO.
  • Hands-on experience with various Content Management Systems (CMS), particularly WordPress, Shopify, or similar enterprise-level platforms.
  • A solid working knowledge of HTML, CSS, and how JavaScript impacts SEO.
  • Proven experience in developing and executing successful content and link-building strategies.
  • Competency in using data visualization tools like Looker Studio (formerly Google Data Studio) or Tableau to create insightful reports.
  • Advanced skills in keyword research, user intent analysis, and competitive landscape assessment.

Soft Skills

  • Exceptional analytical, critical thinking, and problem-solving abilities with a highly data-driven approach.
  • Outstanding written and verbal communication skills, capable of articulating complex SEO concepts to both technical and non-technical audiences.
  • Strong project management and organizational skills, with the ability to manage multiple initiatives simultaneously in a fast-paced environment.
  • A proactive, curious, and collaborative mindset with a passion for continuous learning and staying ahead of industry changes.
  • High attention to detail and a commitment to delivering high-quality, accurate work.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.

Preferred Education:

  • Bachelor's or Master's degree with a focus on digital marketing or data analysis. Certifications from Google, HubSpot, or other digital marketing authorities are a plus.

Relevant Fields of Study:

  • Marketing & Communications
  • Business Analytics & Information Systems
  • Computer Science

Experience Requirements

Typical Experience Range: 3-5+ years of dedicated, hands-on experience in a Search Engine Optimization role.

Preferred: Experience working in a competitive e-commerce or SaaS environment, with a demonstrable portfolio of successful organic growth projects.

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