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Key Responsibilities and Required Skills for SEO Manager

💰 $70,000 - $120,000

MarketingDigital MarketingSEOOnline Marketing

🎯 Role Definition

An SEO Manager is responsible for developing, implementing, and managing strategies that improve a company’s organic search visibility and drive qualified traffic to digital platforms. This role involves keyword research, on-page and off-page optimization, technical SEO, content strategy, analytics, and collaboration with marketing and development teams to achieve measurable SEO goals.

📈 Career Progression

Typical Career Path

Entry Point From:

  • SEO Specialist
  • Digital Marketing Coordinator
  • Content Marketing Specialist

Advancement To:

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

Lateral Moves:

  • SEM Manager
  • Digital Analytics Manager

Core Responsibilities

Primary Functions

  • Develop and implement comprehensive SEO strategies to improve organic search performance.
  • Conduct in-depth keyword research, competitive analysis, and market research to identify growth opportunities.
  • Optimize website content, structure, and metadata for search engine visibility.
  • Manage on-page and off-page SEO tactics, including link building, content optimization, and technical improvements.
  • Monitor website performance, search engine rankings, and organic traffic using analytics and SEO tools.
  • Conduct regular SEO audits to identify issues and opportunities for optimization.
  • Collaborate with content teams to create SEO-friendly copy, blog posts, and multimedia content.
  • Work with web developers to ensure technical SEO best practices are implemented, including site speed, crawlability, and mobile optimization.
  • Track, measure, and report on SEO performance, including ROI and KPIs, using Google Analytics, Search Console, and other tools.
  • Implement schema markup, structured data, and rich snippets to enhance SERP visibility.
  • Stay up-to-date with search engine algorithm updates, trends, and emerging SEO techniques.
  • Optimize internal linking structures and URL hierarchies to improve site navigation and authority.
  • Manage local SEO initiatives, including Google Business Profiles and local citations.
  • Collaborate with paid search and marketing teams to ensure integrated strategies.
  • Provide SEO recommendations for new website designs, migrations, or redesigns.
  • Develop and oversee content marketing strategies aligned with SEO goals.
  • Conduct A/B testing and conversion rate optimization initiatives to enhance organic traffic performance.
  • Mentor and manage junior SEO staff or external consultants.
  • Identify technical issues such as crawl errors, broken links, or duplicate content and implement corrective actions.
  • Collaborate with UX/UI designers to enhance user experience and SEO effectiveness.

Secondary Functions

  • Support ad-hoc data requests and exploratory SEO performance analysis.
  • Contribute to the organization's digital marketing strategy and roadmap.
  • Collaborate with cross-functional teams to align SEO initiatives with business goals.
  • Participate in project planning and agile sprints related to website and marketing initiatives.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced knowledge of SEO best practices, tools, and strategies (e.g., SEMrush, Ahrefs, Moz).
  • Proficiency in Google Analytics, Google Search Console, and other web analytics tools.
  • Technical SEO expertise including site architecture, schema, and page speed optimization.
  • Keyword research, competitive analysis, and content strategy skills.
  • Experience with CMS platforms (WordPress, Shopify, Drupal) and HTML/CSS basics.
  • Understanding of link building, outreach, and authority-building tactics.
  • Knowledge of local SEO and Google Business Profile optimization.
  • Competence in tracking SEO KPIs and reporting ROI.
  • Familiarity with UX, CRO, and website usability principles for SEO.
  • Ability to manage SEO projects, workflows, and cross-team collaboration.

Soft Skills

  • Strong analytical and problem-solving abilities.
  • Excellent communication and presentation skills.
  • Project management and organizational skills.
  • Attention to detail and ability to prioritize multiple projects.
  • Adaptability to evolving SEO trends and search engine updates.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Communications, Business, or related field.

Preferred Education:

  • Advanced certifications in SEO, Digital Marketing, or Analytics (e.g., Google Analytics, HubSpot, SEMrush Academy).

Relevant Fields of Study:

  • Marketing
  • Digital Marketing
  • Communications
  • Business Administration

Experience Requirements

Typical Experience Range:

  • 3–5 years of experience in SEO, digital marketing, or web analytics roles.

Preferred:

  • Prior experience managing SEO strategies for mid-to-large websites with measurable results, leading teams, or coordinating cross-functional digital marketing campaigns.
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