Last updated on 13th June 2023 at 21:22 by Alex Nicholas

SEO is a valuable service for any company. Whether you're looking to rank higher on Google, increase traffic to your site or boost sales, an SEO specialist can help you achieve those goals. But what is an SEO specialist? And what exactly does an SEO specialist do? This article will answer those questions and more to provide you with all you need to know about SEO specialists.

An SEO specialist's job is never done. That's because search engine optimization is constantly evolving and changing – just like the internet itself. So while an SEO consultant might've been able to get away with doing nothing more than creating content in recent years, that won't suffice today.

Today's SEO specialists must be proactive and always be on the lookout for new trends and changes to stay ahead of the curve. They also need to be able to adapt their strategies quickly to respond to algorithm updates from Google or other major search engines.

Let's dive in on what an SEO specialist is so you're better able to understand what their purpose is in today's online business landscape.

Defining an SEO Specialist

A Search Engine Optimization specialist, often known as an SEO professional, checks, analyzes and modifies a website to make it search engine compatible.

Search engine compatibility means that a website is designed such that it can be ranked higher on SERPs or search engine result pages. This is a crucial result for an SEO marketing specialist to achieve, as it can directly impact a website's traffic and conversions. It's the difference between being a successful or unsuccessful SEO specialist.

A website's optimization is performed by an SEO specialist to guarantee that search results are relevant and that the user experience on the site is positive, resulting in increased traffic, and in turn, conversions.

An SEO specialist, for example, is simply another digital marketing or conventional marketing expert; they're all attempting to improve company sales. The only difference is that they specialise in doing so by improving a website's ranking on search engine result pages.

An SEO expert can improve a website's exposure on Google by doing keyword research and using and analysing SEO tools like Google Analytics and Google Search Console. This has significant benefits for any business, as it can increase traffic and leads, and eventually, customers and sales.

How to Be a Successful SEO Specialist

To be a successful SEO specialist, one must understand how search engines work. They need to be able to identify what users are searching for (i.e., their needs and wants), and they need to be able to craft content that's optimised for those searches.

Successful SEO professionals will also need to understand how to track and measure their progress. After all, what good is all their hard work if they're not able to see the impact it's having on their website's traffic and ranking?

The best SEO specialists use a combination of analytical and creative thinking to figure out how to improve their website's ranking on SERPs. They're also always keeping an eye on the latest trends and changes so they can adjust their strategies accordingly.

If you're looking to hire an SEO specialist or become one yourself, keep these things in mind. And if you need help getting started, there are plenty of resources out there – like books, blog posts, and even online courses – that can teach you the ins and outs of search engine optimization and how you can become a successful SEO specialist.

What Does an SEO Consultant Do?

Job duties of an SEO specialist vary depending on whether they are employed by a digital marketing firm, a company's digital marketing department, or freelance for a variety of clients. However, their ultimate goal is always the same: to improve a website's ranking on SERPs.

An SEO consultant working in a digital marketing firm will typically be responsible for managing the SEO campaigns of multiple clients. This can include:

  • Performing keyword research
  • Auditing website content
  • Creating on-page optimization strategies
  • Track their progress and report their findings to their clients
  • Off-page optimisation (link building)
  • Organise SEO campaigns' expenditures
  • Be accountable for your SEO rankings

These are just a few of the things that an SEO consultant working in a digital marketing agency might do. The day-to-day duties of an SEO specialist can also vary depending on their employer.

For example, an SEO specialist working in a company's marketing department will likely have more responsibilities than someone working in an agency. They might be responsible for managing the SEO of the company's website from head to toe, as well as any other websites that the company owns or operates.

And if they're working freelance, their responsibilities will depend on the needs and wants of their clients. But regardless of who they're working for, their ultimate goal is always the same: to improve a website's ranking on SERPs.

Where Do SEO Specialists Start?

Most SEO experts along with various other SEO professionals begin their careers in another sector before moving to SEO. This is likely because, while there are a few college programs that offer classes in SEO or related topics, there is no one specific degree or certification that will guarantee you a job as an SEO specialist.

An SEO professional should seek a Google Analytics and/or AdWords certification to show employers. This will give them a basic foundation of knowledge in how search engine algorithms work and how to use Google tools to track progress. However, these certifications are not necessarily required to find employment as an SEO specialist.

Even if you have all the qualifications, upskilling with a certification course or another online program might be necessary to demonstrate that you are current with industry trends and best practices such as how backlinks work and why they're important to rank in competitive niches.

Expectations of the SEO Specialist

You'll need to keep your SEO skills up to date as the internet evolves and trends change. This can be accomplished by reading SEO and internet marketing blogs, as well as by taking courses and attending conferences regularly.

As an SEO specialist, you can expect to work with a variety of clients, each with its own unique needs and wants. And because no two SEO campaigns are alike, you'll need to be able to think creatively and come up with new strategies and tactics on the fly.

Deadlines will often be tight so you should also be prepared to work long hours, as SEO is a 24/7 job. This is especially true if you're working in an agency, as you'll likely be expected to work on multiple campaigns at the same time.

You'll also need to put in the effort and time necessary for link-building. This can be a tedious and time-consuming process, but it's essential if you want to improve your website's ranking on SERPs.

You'll need to be adaptable because your workload is likely to vary, and you may do programming one day and create original online content the next.

Although there is a lot of rivalry in the general SEO market, it is expanding and thriving. SEO specialists are expected to be in high demand throughout the coming decade as businesses around the world continue to invest in digital marketing.

Smaller cities tend to have fewer SEO specialists, and they are typically employed in media or internet marketing companies. Agencies that operate globally are more likely to have SEO positions open in a variety of locations, and often in larger cities where they can attract a wider pool of talent.

And although you can work from anywhere as an SEO, including a significant amount of time at home, you still may be expected to travel since business and agency employees are often required to visit clients and attend office meetings.

What Techniques Should a Good SEO Consultant Master?

A good SEO consultant should aim to master these 7 key areas:

  1. Have a strong understanding of how the internet and search engines work
  2. Be up to date with the latest trends and changes in the SEO industry
  3. Be able to think creatively and come up with new strategies and tactics
  4. Be able to work long hours, as SEO is a 24/7 job
  5. Be prepared to work with a variety of clients in a broad range of industries, each with its own unique needs and wants
  6. Be adaptable, as your workload is likely to vary
  7. Be willing to put in the effort and time necessary for link-building

Who Do SEO Specialists Work With?

SEO specialists typically work as part of a larger marketing or digital marketing department, so they would interact with social media marketing teams, search engine marketers, and email marketing departments. However, they may also work with web development and website design teams to ensure that the technical aspects of SEO are being implemented correctly on the client's website.

In addition to working with other marketing team members, SEO specialists also need to be in communication with the client's stakeholders. This could include the client's marketing director, website manager, or even the CEO.

Not only does an SEO expert often work with a variety of teams, but she must also be capable of working across several departments. For example, an SEO strategist working in an eCommerce company would need to be able to understand the nuances of both search engine marketing and website design and how they impact one another.

Why Become an SEO Specialist

Given that it is a fast-growing profession with applications in many other fields, there are several compelling reasons to pursue a career as an SEO specialist. Here are our 3 main reasons:

1. Job Security

In recent years businesses have woken up to the importance of SEO and SEM. As a result, there is still a lot of catch-up work to be done and a huge demand for qualified specialists.

Exacerbating this situation is the fact that SEO-focused professionals now have a plethora of opportunities at their disposal to capture consumer attention and convert it to sales. The Covid pandemic has super-charged the need for online visibility as more and more businesses are turning to the internet to make up for lost brick-and-mortar sales.

This perfect storm of conditions is likely to result in strong job security for SEO specialists for the foreseeable future.

2. SEO Skills Are Adaptable

Once you've built an SEO skill set and mastered SEO tools, you'll be a strong candidate for a range of other professions in many sectors and companies.

A non-SEO expert may not have an SEO background; nevertheless, SEO knowledge is often included in job descriptions in areas such as communications, content writing, digital marketing, and product management.

The skills you learn as an SEO specialist will give you a competitive advantage when applying for these jobs and make the transition to a new field much smoother. You will be an invaluable asset to any team you work on because you'll be able to help them strategize and execute an effective digital marketing campaign from start to finish.

3. Enhancing Consumer Confidence

People trust what they can find easily on the internet. If your company's website is ranking high on SERPs, potential customers will view your business as more credible and trustworthy.

SEO specialists play a crucial role in enhancing consumer confidence and influencing buying decisions. By optimising a website and making it easy for users to find the information they need, you're indirectly helping the company make more sales and revenue.

An SEO specialist is key in making a website easy to find and navigate for potential customers, which makes the company more money, and the customers more satisfied when they find what they've been looking for.

Can an SEO Consultant Drive New Business?

SEO specialists are skilled at boosting a website's ranking on SERPs, but they can also do much more. They can drive new business growth by making sure the site is visible to the right people at the right time in their buyer's journey.

SEO consultants can also help you create content that is not only optimised for search engines but is also relevant to your target audience. By producing high-quality, keyword-rich content, you can attract new visitors to your site and convert them into leads and customers.


SEO specialists are skilled professionals who can drive business, build credibility and promote top-of-the-line customer service. If you're looking for an opportunity that will provide your career or business a boost in this fast-growing field, contact us today!