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Key Responsibilities and Required Skills for an SEO Campaign Manager

💰 $75,000 - $115,000

MarketingDigital MarketingSEOCampaign Management

🎯 Role Definition

The SEO Campaign Manager is the strategic and tactical leader responsible for the planning, execution, and optimization of all search engine optimization initiatives. This role is the driving force behind a company's organic search visibility, traffic growth, and lead generation from search engines. You are part architect, part analyst, and part strategist, tasked with understanding search engine algorithms, user intent, and the competitive landscape to build and sustain a powerful online presence. This position bridges the gap between technical SEO, content strategy, and business objectives, ensuring that all SEO efforts deliver measurable results and contribute directly to the company's bottom line.

📈 Career Progression

Typical Career Path

Entry Point From:

  • SEO Analyst / SEO Specialist
  • Digital Marketing Coordinator / Specialist
  • Content Strategist / Content Manager

Advancement To:

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

Lateral Moves:

  • Content Marketing Manager
  • Digital Analytics Manager
  • PPC (Pay-Per-Click) Manager

Core Responsibilities

Primary Functions

  • Develop and Execute Comprehensive SEO Strategies: You will design, own, and implement holistic SEO strategies that encompass technical SEO, on-page optimization, content strategy, and off-page link acquisition to achieve aggressive organic growth targets.
  • Conduct In-depth Keyword Research and Analysis: Perform extensive keyword research to identify high-value search terms, analyze user intent, and map keywords to different stages of the marketing funnel to guide content creation and optimization efforts.
  • Manage On-Page and Technical SEO Audits: Regularly conduct thorough technical SEO audits of the website to identify and address issues related to crawlability, indexing, site speed, mobile-friendliness, schema markup, and site architecture.
  • Oversee Off-Page SEO and Link Building Initiatives: Strategize, coordinate, and execute effective link-building campaigns and digital PR efforts to build domain authority and acquire high-quality, relevant backlinks.
  • Lead Content Optimization and Strategy Collaboration: Work closely with content creators, copywriters, and marketing teams to ensure all new and existing content is optimized for search engines and aligned with the overall SEO content strategy.
  • Monitor, Analyze, and Report on SEO Performance: Utilize tools like Google Analytics 4, Google Search Console, SEMrush, and Ahrefs to continuously monitor SEO KPIs, analyze performance data, and create insightful, actionable reports for stakeholders.
  • Perform In-depth Competitive Analysis: Regularly analyze the SEO strategies, content, and backlink profiles of key competitors to identify opportunities, threats, and areas for strategic differentiation.
  • Stay Ahead of SEO Trends and Algorithm Updates: Proactively stay informed about the latest search engine algorithm updates, industry trends, and best practices to ensure the company’s SEO strategy remains effective and innovative.
  • Manage Project Timelines and Resources: Effectively manage SEO projects from conception to completion, ensuring they are delivered on time, within scope, and aligned with business priorities.
  • Optimize for User Experience (UX) and Conversion: Champion improvements to website usability, navigation, and on-page experience that not only improve search rankings but also enhance user engagement and conversion rates.
  • Direct Technical Implementation with Development Teams: Act as the primary SEO point of contact for web developers, translating SEO requirements into actionable development tickets and overseeing the implementation of technical fixes.
  • Manage Local and International SEO Efforts: Develop and execute strategies for local search optimization (including Google Business Profile management) and, where applicable, manage the complexities of international SEO.
  • Conduct Content Gap Analysis: Systematically identify gaps in our content portfolio compared to competitors and market demand, providing data-driven recommendations for the editorial calendar.
  • Develop and Implement A/B Testing Plans: Formulate hypotheses and run controlled A/B tests on titles, meta descriptions, page layouts, and other on-page elements to improve click-through rates and rankings.

Secondary Functions

  • Provide SEO Training and Evangelism: Educate and empower other teams (e.g., Content, PR, Social Media) on SEO best practices to foster a company-wide culture of SEO.
  • Integrate SEO with Other Marketing Channels: Collaborate with PPC, social media, and email marketing managers to create synergistic, multi-channel campaigns that amplify overall marketing impact.
  • Manage Budgets and Vendor Relationships: Oversee the SEO budget, including allocations for tools, freelancers, or agency partners, and manage those external relationships to ensure maximum ROI.
  • Perform Backlink Profile Audits and Maintenance: Conduct regular audits of the website's backlink profile to identify and disavow toxic or low-quality links that could harm search rankings.
  • Contribute to Conversion Rate Optimization (CRO): Use SEO data and insights to inform broader CRO initiatives aimed at improving the performance of the entire website.
  • Optimize for Emerging Search Verticals: Explore and develop strategies for emerging search formats such as voice search, image search, and video optimization to capture new sources of organic traffic.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced Proficiency with SEO Tools: Deep, hands-on experience with industry-standard tools such as SEMrush, Ahrefs, Moz Pro, and Screaming Frog.
  • Expertise in Google's Ecosystem: Mastery of Google Analytics 4 (GA4), Google Search Console (GSC), and Google Tag Manager.
  • Strong Technical SEO Knowledge: A solid understanding of HTML, CSS, and JavaScript (as they relate to SEO), as well as schema markup, site speed optimization, and log file analysis.
  • Data Analysis and Reporting: The ability to pull, manipulate, and visualize data from various sources to create compelling performance reports and dashboards using Excel, Google Sheets, or Looker Studio.
  • Content Management System (CMS) Experience: Familiarity and hands-on experience with popular CMS platforms like WordPress, Shopify, or similar enterprise-level systems.
  • Keyword Research and SERP Analysis: A proven methodology for conducting deep keyword research and analyzing Search Engine Results Pages (SERPs) to uncover strategic insights.

Soft Skills

  • Strategic and Analytical Mindset: The ability to see the big picture, translate business goals into an actionable SEO plan, and use data to make informed decisions.
  • Exceptional Communication and Presentation Skills: Capable of clearly articulating complex SEO concepts, strategies, and results to both technical and non-technical stakeholders.
  • Proactive Problem-Solving: A natural curiosity and drive to identify problems, diagnose root causes, and independently develop and implement effective solutions.
  • Strong Project Management: Excellent organizational skills with the ability to manage multiple projects, prioritize tasks effectively, and meet deadlines in a fast-paced environment.
  • Collaborative Spirit: A team player who can work effectively across different departments (Content, Development, Product, PR) to achieve shared goals.
  • Adaptability and Resilience: The capacity to adapt quickly to the ever-changing landscape of search engine algorithms and maintain a positive, results-oriented approach.

Education & Experience

Educational Background

Minimum Education:

  • A Bachelor's degree or equivalent practical experience in a relevant field.

Preferred Education:

  • A Bachelor's or Master's degree in Marketing, Business, Information Systems, or a related discipline.

Relevant Fields of Study:

  • Marketing & Communications
  • Business Analytics
  • Computer Science / Information Technology

Experience Requirements

Typical Experience Range:

  • 3-7 years of dedicated, hands-on experience in search engine optimization, with a proven track record of managing successful SEO campaigns and driving organic growth.

Preferred:

  • Experience in both in-house and agency environments is highly valued.
  • Experience managing SEO for large, complex websites (e.g., e-commerce, lead generation, or publisher sites) is a significant plus.
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