Search engine optimization specialists are masters of online marketing and promotions. They meet with clients to gain an understanding of the company's needs, develop online marketing strategies and launch promotional programs that drive traffic to their sites. For example, specialists may create pay-per-click campaigns or recommend that clients delete, rephrase, restructure or otherwise update pages on their sites. Many SEO specialists work for the government or in professional, scientific and technical services industries.
Understanding the Internet
Employers have varying requirements for SEO specialists, such as a minimum of an associate or bachelor's degree, but they generally seek those who have experience in SEO, PPC, online marketing or sales. SEO specialists are skilled in analyzing keywords and sites, utilizing technological platforms and copywriting. They're familiar with link-building strategies, Microsoft Office software and MSN AdCenter. Specialists excel in customer service, written and oral communication, organization, decision making and problem solving.
Picking Out the Details
SEO specialists are experts in creating, altering and promoting websites. They conduct conversion, creative, spending and click-through rate analyses to highlight optimization or promotional opportunities. For example, evaluations help specialists identify the most effective keywords by analyzing data on site traffic, design, content, security, shipping and payment options, product offers and landing page quality. Specialists may write the copy, titles or headlines for websites and work keywords into the content to gain maximum traffic from search engines.
Collaborating on Changes
SEO specialists handle off-page SEO content as well, including coding. They work with merchants, bloggers, online editors or webmasters to place hyperlinks in desirable locations. Specialists work with developers to streamline page layouts and server configurations. They may enlist the help of independent Web designers to improve a site's navigation. Specialists provide consistent support in all SEO activities by tracking performances, evaluating results, preparing initiatives, reporting findings and optimizing sites to maintain desired search engine rankings.
Evolving With the Industry
ONet OnLine includes SEO specialists under the broader title of search marketing strategists, who earned a median annual income of $82,340 in 2013. According to the Search Engine Marketing Professional Organization, the value of the search industry grew from $4.1 billion in 2004 to $22.9 billion in 2012 and should continue to grow. The University of San Francisco notes that SEO specialists who change with the industry, keep up with modern technology and have experience increasing website traffic should have the best prospects.
- America's Job Exchange: SEO Specialist Job Decription
- MGI Communications: SEO/SEM and Social Media Expert
- Search Engine Experts: Job Description : SEO PPC Specialist
- Victoria James Executive Search: Position Description : SEO Specialist
- University of San Francisco: Search Engine Optimization Specialist Job Outlook
- O*Net OnLine: Details Report for Search Marketing Strategists
- Search Engine Marketing Professional Organization: State of Search Marketing Report 2012
- Photo Credit Ivelin Radkov/iStock/Getty Images
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