SEO Manager Career Guide

What is an SEO manager?

An SEO manager is responsible for search engine optimization at a company or digital agency. They focus on improving a website or blog’s rank in search engines such as Google, Bing, or DuckDuckGo.

While the job requires a deep understanding of search engine algorithms and the ability to test hypothesis, SEO consultants will spend a considerable amount of their time creating a strategic plan, executing tasks, and making sure the company adheres to the implementation of SEO best practices.

In a world where search engines often serve as the primary path to information, products, and services, their work is incredibly important to a company’s ability to compete online, obtain website traffic, and convert visitors into revenue.

Duties and responsibilities

The duties and responsibilities of an SEO manager encompass a wide array of tasks aimed at maximizing search engine performance.

While these tasks will vary slightly based on industry and target market, most SEO pros work through the following core tasks:

• Website audits: This is an ongoing process that includes reviewing the website’s current state, identifying areas of concerns, and correcting known issues.
• Persona development and research: Research the company’s target market to document their pain points, required solution, and decision criteria.
• Competitive research: Review competitor websites, search activity, and tactics to better understand the current landscape in search.
• Keyword research: Conduct keyword research to understand what terms their target audience is using in search and how they can align content to meet those search needs.
• Architecture planning: Also referred to as site mapping, this step assigns a given keyword, phrase, or topic to a specific piece of content and maps where this content should be in the overall website structure. This process defines content silos and creates a roadmap of existing and future content needs.
• On-page optimization: The process of on-page optimization includes creating and editing meta tags, headers, content, images, and internal links.
• Structured data creation: Structured data utilizes schema markup to communicate details to search engines. This is an advanced technique that is visible to search engines, but not present for the average website visitor.
• Technical optimization: Technical SEO includes topics like crawling, indexing, canonical links, 301 redirects, XML sitemaps, website security, website page speed and performance, hreflang attributes, and HTML5 semantic markup.
• Off-page optimization: Off-page SEO focuses on digital PR efforts, backlinking, and social media promotion. For locally focused companies it will include the creation and optimization of local SEO profiles in Google, Bing, and Yelp. For product based companies it will heavily focus on the creation and optimization of Google Merchant Center listings.

SEO professionals often collaborate with content creators, web developers, and other digital marketing pros to ensure that SEO best practices are integrated across all online activities. They monitor and analyze performance using tools like Google Search Console, Bing Webmaster Tools, and Google Analytics to identify trends, search shifts, and issues.

While an SEO consultant spends a lot of their time on strategy and execution, they must also allocate a sufficient block of their day to staying current on digital marketing shifts. The digital marketing industry is in constant flux and it changes rapidly, which means time must be allocated to reading articles, watching videos, and testing.

Work environment

SEO managers primarily work in an office or remote environment, as their tasks are heavily computer-based. They may be part of an in-house marketing team or work for a specialized digital marketing agency. Collaboration with other departments, such as content development, web design, public relations, sales, and advertising, is common.

Attention to detail, analytical thinking, and creativity are essential traits for these professionals. The dynamic nature of search engine algorithms requires continuous learning and adaptation, making this job suitable for those who enjoy challenges and constant evolution.

Typical work hours

Typical work hours for an SEO manager are usually full-time, with standard business hours. However, flexibility may be required due to the fast-paced nature of the digital world, where updates, changes, or urgent tasks may arise outside of regular hours.

Ongoing professional development, such as attending workshops, webinars, or conferences, might also be part of the role, contributing to the ongoing effort to stay ahead of industry changes and innovations. This role offers a rewarding career path for individuals interested in the intersection of technology, marketing, and user experience. With opportunities for specialization and growth, it is a field that continues to expand as businesses seek to leverage the power of search engines in an increasingly connected world.

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How to become an SEO manager

This career guide section outlines how to become an SEO manager. The journey involves acquiring specific SEO skills, getting the right education, gaining relevant experience, and keeping up to date with industry trends.

Step 1: Earn a bachelor’s degree

Most SEO management positions require a bachelor’s degree in marketing, business, communications, or a related field. The courses often cover key topics, including business strategies, consumer behavior, market research, sales, and digital marketing. Psychology classes are also beneficial as they provide detailed information relative to the mind and human behavior. This info will help SEO consultants understand not just how a human searches online, but also why they search and make purchases.

Step 2: Gain knowledge in SEO and digital marketing

Building expertise in SEO is critical. Familiarizing yourself with keyword research, on-page and off-page optimization, link building, and SEO-friendly content creation is imperative. A strong understanding of digital marketing, including social media, pay-per-click advertising, and email marketing, can be beneficial as well.

The internet is full of information about SEO and there are a lot of places one can go to learn SEO online. The caveat to this is a lot of information is inaccurate or outdated.

The best places online to learn SEO include:

• Google’s Search Engine Optimization Starter Guide
• Google Search Essentials
• Aleyda Solia’ SEO Roadmap
• Moz’s The Beginner’s Guide to SEO
• Ahref’s SEO Basics: Beginner’s Guide to SEO Success
• Mangool’s The Complete SEO Guide for Beginners
• SEMrush’s SEO Fundamentals Course with Greg Gifford

As you continue your journey in SEO education, only consume information from trusted sources. This will keep you up to date with trends and industry advancements, while also keeping you out of trouble with search engines.

Step 3: Gain practical experience

Securing an internship or entry–level job in digital marketing or SEO will offer hands-on experience, however, it can never replace building your own website and testing your theories.

To truly gain the SEO knowledge and experience needed, consider these options:

• Work for an SEO agency: This will expose you to lots of industries and web properties and will be a fire hose of information. It will be fast-paced work, but the experience will be invaluable to your future efforts.
• Create your own website and test everything: Testing is at the heart of SEO and you need a safe place to try things out without hurting the revenue of a client.
• Offer to work on a friend or family member’s website for free: No one likes to work for free, but when you’re first starting out, you need exposure to lots of websites so you can gain the experience and credibility. Digging into someone else’s messy website will help you craft your skills and build a portfolio of successful outcomes to share with future clients or employers.

Step 4: Learn to use SEO tools

In-depth knowledge of SEO tools and analytics programs is essential. These tools help monitor website traffic, recognize patterns, and generate insights to improve website ranking.

Some of the most popular SEO tools include:

• Ahrefs
• Bing Webmaster Tools
• Google GA4
• Google Page Speed Insights
• Google Search Console
• Mongools
• Moz
• Screaming Frog
• SEMrush
• Sitebulb
• SpyFu

Step 5: Stay updated on SEO trends and search engine updates

The digital marketing landscape, including SEO, changes regularly. Search engines update their algorithms often, so it’s important to stay informed about these changes and adapt your strategies accordingly.

Some excellent publications, podcasts, and newsletters include:

• Crawling Mondays podcast
• Google Search Central Blog
• Microsoft Bing Blog
• Search Engine Journal
• Search Engine Land
• Search Engine Roundtable
• SEOFOMO newsletter
• SparkToro Trending
• The Recipe for SEO Success Show
• #WTSNewsletter from the Women in Tech SEO

Step 6: Obtain certification

While not always required, SEO certifications can set you apart from the competition. Certifications demonstrate a proven level of expertise and dedication to staying updated in this ever-evolving field. Consider certifications from Google, SEMRush, or other recognized organizations.

Step 7: Apply for jobs

After gaining relevant experience and knowledge, it’s time to start applying for SEO manager positions.

Some tips for perfecting your job search:

• Tailor your resume and cover letter to the job in question and pay close attention to the positions with SEO focus, which could include things like technical SEO, e-commerce SEO, international SEO, or enterprise SEO.
• Highlight your SEO and managerial skills and experience.
• List software tools you are familiar with such as SEMrush, Ahrefs, Google Search Console, etc.
• Document and share your SEO wins by providing KPIs and outcomes.
• Be prepared to discuss your experience with successful SEO campaigns during job interviews.

Remember that you will never know everything about SEO and that’s okay. If presented with an element of SEO that is unknown, acknowledge this fact and state your eagerness to explore this topic and learn about it in depth.

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How much do SEO managers make?

SEO manager salaries will vary by experience, industry, education, location, and organization size. The compensation is uniquely impacted by their ability to drive organic traffic, expertise in keyword research, and familiarity with SEO tools and software.

Highest paying industries

• E-Commerce: $108,000
• Online Advertising: $102,500
• IT Services: $100,300
• Enterprise Software: $98,000
• Marketing Consulting: $97,500

Browse SEO manager salary data by market

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Types of SEO managers

This career guide section highlights the various career types and areas of specialization for SEO managers. Below, we explore the unique attributes and responsibilities of each job specialty.

In-house SEO manager

An in-house SEO managers will be responsible for overseeing virtually all aspects of a website’s (or websites’) SEO. This will include site audits, creating and implementing SEO strategies, perfecting on-page elements, and working to build Google E-E-A-R and off-page branding. These pros need a good grasp of web design and a solid understanding of SEO best practices related to content and site architecture.

E-commerce SEO manager

E-commerce SEO is the process of optimizing an online store in WooCommerce, Shopify, or BigCommerce. This role will require a strong focus on product and category pages, as well as a deep understanding of the buyer journey, schema, and off-site tools like Google Merchant Center.

Local SEO manager

A local SEO manager can be a key player for businesses with a physical location or those that serve a specific geographic area. The job involves optimizing page elements and managing online business listings and customer reviews. Knowledge of local search ranking factors, map listing optimization, and Google Business Profile is essential.

Technical SEO manager

Technical SEO managers dive deep into the code-level aspects of a website to enhance its compatibility with search engine guidelines. They deal with issues related to site algorithms, indexing, rendering, site speed, and mobile-friendliness. Professionals in this role need strong coding skills, deeper knowledge of website architecture, and a solid grasp of how search engines crawl and index websites.

SEO analytics manager

This role involves extensive work with SEO data and analytics. SEO analytics managers track and analyze the effectiveness of SEO strategies, perform competitor analysis, and make data-driven suggestions for improvement. Proficiency with tools like Google Analytics, Google Search Console, and other SEO software and data analysis skills are key to succeeding in this role.

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Top skills for SEO managers

This section outlines the primary skills and traits needed for career success as an SEO manager.

Understanding of SEO principles

Being knowledgeable about search engine optimization principles, the latest tactics, and industry trends is vital for an SEO manager. This would include understanding all aspects of on-page, off-page, and technical SEO.

Analytical skills

The ability to analyze, interpret, and leverage data is a key skill. It helps optimize website performance, traffic, and ranking. Proficiency in analytics tools such as Google Analytics is typically required.

Content development and management

Developing content strategies that can improve organic search results forms an essential part of their job description. The ability to create, manage, and refresh engaging content will provide a competitive edge.

Technical knowledge

Sound knowledge of technical facets of SEO, from site speed optimization to schema markup, is fundamental. Being familiar with HTML, CSS, JavaScript, and web coding is also beneficial.

Project management skills

Coordinating various aspects of SEO, from keyword research to content creation, requires good project management skills. This includes time management and the ability to handle multiple tasks efficiently.

Strategic thinking and planning abilities

Effective SEO strategy development entails long-term planning and strategic thinking. This aids in managing resources, predicting future trends, and keeping up with ever-changing search engine algorithms.

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SEO manager career path

As an SEO manager, your career can take several exciting paths due to your skills in search engine optimization, analytics, and strategy development. Here’s a look at potential career advancements:

Senior SEO manager or SEO director

After proving your skills as an SEO manager, you might advance to a senior SEO manager or SEO director role. In these positions, you’ll oversee multiple SEO teams, develop strategies for various products, and work closely with top execs. This role involves making significant decisions and gaining a comprehensive understanding of the company’s overall strategy.

SEO consultant

Becoming an SEO consultant is another viable path. Using your in-depth SEO knowledge, you can assist various clients or companies in optimizing their websites. This role focuses on planning, executing, and managing customized SEO strategies to boost clients’ website performance and reach.

Digital marketing manager

With a strong foundation in SEO, moving into a digital marketing manager role is a natural progression. This position allows you to integrate your SEO expertise with broader digital marketing strategies, enhancing your ability to understand online consumer behavior, refine content tactics, and develop comprehensive digital marketing plans.

Start your own agency

If you’re entrepreneurial, starting your own SEO agency could be a rewarding journey. This transition from working as an individual to managing a team of SEO pros allows you to offer expert services while also tackling the challenges of business ownership.

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Similar job titles

• Digital Marketing Manager
• SEM Strategist
• Marketing Manager
• Marketing Coordinator
• Marketing Specialist
• Email Marketing Specialist
• Web Analytics Manager
• Marketing Analyst
• Brand Manager
• Social Media Manager

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Position trends and outlook for SEO managers

In the world of digital marketing, this role continues to evolve as search engines like Google and Bing continually update their ranking algorithms. Staying up-to-date with these changes is key for SEO managers to ensure the brands they serve maintain or improve their visibility in search results.

Tech enhancements also directly influence the scope of their work. For instance, the emergence of voice search technology and mobile-first indexing are trends reshaping the focus of SEO strategies. Additionally, the growing use of artificial intelligence in search algorithms is driving a move toward more organic, high-quality content and user experience. In light of these trends, SEO pros must be well-versed in understanding both technical SEO and content strategy.

Employment projections

According to the U.S Bureau of Labor Statistics, advertising, promotions, and marketing managers, under which SEO managers are categorized, are projected to grow by 10% through 2031. This is faster than the average for all occupations. The demand is driven by the need for organizations to maintain their digital presence and ensure their products and services are effectively reaching an ever-expanding online audience.

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SEO manager career tips

Understand SEO algorithms

An important aspect of being an SEO manager is to possess in-depth knowledge about search engine algorithms and their fluctuations. These algorithms change regularly, which affects the visibility of websites on the internet. An understanding of these algorithmic changes can help create strategies to boost a website’s ranking, page views, and overall discoverability.

Master analytical tools

They must be proficient in using analytical tools such as Google Analytics, Moz, and SEMRush. These tools can assist in tracking the performance of SEO strategies and give crucial insights into user behavior, website traffic, keyword ranking, and many other factors. Understanding these tools can help make necessary adjustments to improve the website’s performance over time.

Build a professional network

Networking is vital in this profession as it provides opportunities for learning about new SEO strategies, tools, and industry updates.

Consider attending conferences and events:

• Ahrefs Evolve
• Brighton SEO
• Content Marketing World
• INBOUND
• Local Meetups
• MozCon
• Pubcon
• Search Love
• SEO on the Beach
• SEO Mastery Summit
• SMX Advanced
• State of Search
• WordCamps
• WTSFest
• YoastCon

Stay updated with SEO trends

SEO is always changing. New techniques, tools, platform updates, and best practices emerge frequently. Staying updated with these changes is not just beneficial; it’s vital. This can be done through continuously following SEO-related blogs, attending webinars, participating in online forums, and doing short online courses.

Pursue continuous learning

Continuous learning is essential to stay ahead in the SEO field. Here are some suggestions:

• Enroll in advanced SEO training and certification programs such as Yoast SEO Academy, Moz SEO Essentials Certification, etc.
• Attend SEO conferences and workshops to learn about the latest SEO strategies
• Take online courses on topics like local SEO, technical SEO, etc.
• Follow SEO experts on LinkedIn and X

Acquire relevant certifications

Though not mandatory, possessing relevant certifications can display your competency in SEO to employers. Some popular SEO certifications that could boost your profile include Google Analytics Certification, Google Ads Certification, and Bing Ads Accredited Professional Certification. These demonstrate your familiarity with important tools and platforms used in SEO management.

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FAQs