A Search Engine Optimisation (SEO) Specialist’s primary role is to review and implement changes to websites to ensure that they are suitably optimised for search engines. These custom optimisations should maximise organic traffic to a website through improving the website rank within the Search Engine Results Page (SERP).
An SEO Specialist is required to engage with other team members and contribute strategic insight into campaigns. An SEO specialist is expected to work alongside the social media, content and paid advertising teams.
Senior SEO’ers need a deep understanding of Google’s algorithm updates which include, but are not limited to:
An SEO Specialist will develop strategies to create original and engaging content that includes keywords or phrases which will increase search engine traffic to a website. The main objective of an SEO’er is to ensure organic traffic is continuously improving and more importantly creating new business from the website.
- Google analytics
- Keyword research
- On-page analysis & optimisation
- Content strategy (not necessarily content creation)
- HTML/ coding
- Reporting on business objectives
Online Tools SEO Specialists need to know
- Google Analytics
- WebCEO / Moz
- Screaming Frog
- Google’s Keyword Planner
- Buzzsumo / Ahrefs
“Don’t just learn by reading what other people write. Learn by doing – test tactics out on your domain; test new things, not just what people are talking about. Try to take a tactic and do it better or try to scale it. Have test domains to try out tactics that may have an adverse affect on your site.”
-Geoff Kenyon, SEO for Distilled.
“Never stop learning. Data visualization, language processing, search in general, writing skills and your general marketing savvy have to continuously mature and improve. The best SEOs I know are mental sponges – they soak up information, all the time.”
-Ian Lurie, Founder and CEO of Portent.
An SEO’er with over 2 years of experience should be able to present at least 3 successful previous case studies in which he or she has improved a website’s organic traffic and generated new business leads from the website.
Expected Career Growth (dependant on location)
0-2 years: R8 000 – R15 000
2-5 years: R15 000 – R25 000
5-9 years: R25 000 – R35 000+