What task does an SEO Manager do? What skills are required and how to pivot to an SEO Manager role? Find out in this article.
Many companies value the skill of understanding what it takes to have a site show up on a Search Engine Results Page (SERPS). For this reason, Search Engine Optimization (SEO) is a highly valued skill in all industries and there are always job opportunities in this field.
If you’re looking to become an SEO manager, learning what it entails and what steps you need to take to become one can be helpful.
So, what exactly is an SEO manager and what do they do? What are the development prospects for an SEO manager? What qualities and skills do you need to become one and how much can you expect to earn?
Let’s dive in for answers to these questions.
What is an SEO manager?
An SEO manager is a skilled search marketing professional who is responsible for developing and overseeing the execution of informed, effective SEO strategies to drive organic traffic and improve the overall online presence of a brand.
The SEO manager role is considered a leadership role. As an SEO manager, you’re responsible for leading a team of SEO specialists, providing training and guidance and delegating tasks. You are also required to work closely with clients to ensure that the marketing activities and business goals are aligned.
What Does an SEO Manager Do?
The role of an SEO manager is to help companies improve organic traffic to their website. This results in more visitors to the site and potential leads which in turn improves the company’s revenue and online presence.
Creating, auditing and optimizing content, implementing technical website improvements and analyzing website traffic form the core duties they handle.
Let’s have a look at some of their responsibilities:
1. Conduct Research
An SEO manager is responsible for improving a company’s online visibility and organic search, driving more traffic and sales to the website. They conduct extensive research across multiple facets, including identifying the target audience, creating engaging and relevant content and selecting and integrating keywords that align with user search queries.
They analyze website traffic, deciphering trends, patterns and user behaviour to optimize content strategies effectively. They also assess and enhance conversion rates, ensuring that the website not only attracts visitors but also converts them into customers or leads.
The SEO manager’s comprehensive research process serves as the bedrock for informed decision-making, strategic planning and the overall success of SEO initiatives.
2. Plan and Oversee SEO Strategy Execution
SEO managers’ main tasks include setting clear goals and targets, understanding what success looks like and developing robust plans based on data, market trends and audience behaviours.
Once the strategies are laid out, they roll up their sleeves and put them into action, optimizing website content and structure, fine-tuning keywords and staying updated with search engine algorithms. They coordinate with various teams, oversee the implementation, and ensure that every move aligns with the overall objectives.
3. Identify and Report on Key Performance Metrics
An SEO manager’s role involves identifying and tracking key performance metrics. They dive into data to uncover insights that reveal how well the strategies in place are working. They keep an eye on website traffic, keyword rankings, conversion rates and user engagement. These numbers tell a story of what’s working, what needs tweaking and where new opportunities lie within a strategy.
The SEO manager then interprets the data and writes reports that speak on the website’s performance. These reports are used to guide decisions, inform strategies and ensure that the SEO efforts are on the right track.
4. Content Production and Website Maintenance
Working hand-in-hand with writers, editors, web developers, marketing pros, and anyone involved in crafting content and maintaining the website, SEO managers communicate ideas, share insights and align strategies to ensure everyone’s on the same page.
They guide writers in crafting SEO-friendly content, collaborate with developers to implement technical optimizations and work in sync with marketing teams to align strategies. They ensure that every element—from content to technical aspects—harmonizes seamlessly to drive a website’s success.
What is the Importance of an SEO Manager?
SEO managers play a pivotal role in driving a website’s success. They’re responsible for strategically optimizing content and developing strategies to improve search engine rankings, drive organic traffic and maximize a website’s credibility.
They have analytical prowess, are strategic planners and continuously adapt to industry shifts, making them indispensable in steering businesses towards sustained online growth and success.
How do you Become an SEO Manager?
The journey of becoming an SEO starts with mastering essential SEO aspects. You need to start by understanding how the search engines work, master keyword research techniques, content optimisation and on-page and off-page SEO techniques.
For you to become a successful SEO manager, you need to learn how to adapt to industry changes continuously. It’s also important to stay updated on algorithms and trends and proactively practice and constant experimentation.
Here is a breakdown of the essential steps you need to become an SEO manager.
1.Understand SEO fundamentals
You need to master the foundation and principles of SEO. This involves understanding how search engines work, the importance of keywords, content optimisation, on-page and off-page SEO and the importance of user experience and the impact it has on search rankings.
2. Familiarise yourself with key SEO tools
Take time to familiarise yourself with SEO tools. Tools like Google Search Console, Google Analytics, SEMrush, Moz, Ahrefs, amongst others. These tools play a role in analysing data, conducting keyword research, tracking SEO performance and optimising websites.
3. Continuous learning and practice
SEO keeps on evolving. Therefore, you should continuously stay updated with algorithm changes. Don’t forget to practice the new techniques you’ve learned to stay ahead.
Take new SEO courses and get certifications to show you have the right skills for the job.
Here are some certifications and courses that you can take to advance your career as an SEO manager.
- Google’s Fundamentals Of Digital Marketing Certification: This a free certification for beginners that covers SEO modules and is suitable for beginners. It provides key learning outcomes in analytics, business strategy, SEO, (Search Engine Marketing)SEM, and content marketing.
- Google Analytics 4: This free course for beginners through advanced users will help you gain a deeper understanding of analytics, which is essential for tracking and measuring the performance of SEO strategies.
- SEO Course by Semrush: This course is suitable for beginner and intermediate SEOs and covers a wide range of SEO topics. It provides a strong foundation for more advanced training.
- BlueArray SEO manager certification: This a paid course and is suitable for experts. It covers a wide range of topics, including technical SEO, content optimisation, link building, and analytics. It’s designed for SEO professionals who want to advance their careers and gain a deeper understanding of SEO management.
4. Build a Portfolio
Having practical experience is invaluable. Work on real projects, whether personal projects or internships. You can also volunteer in organisations to get hands-on experience. Document your successful SEO projects to demonstrate your expertise and capabilities.
Having a well-structured and comprehensive portfolio that showcases the results you achieved in your previous projects significantly increases your credibility and marketability.
How long Does it Take to Become an SEO Manager?
Becoming an SEO manager doesn’t follow a set timeline. It is more about acquiring skills, experience and expertise. The journey involves skills and expertise progression that takes several years to acquire.
If you are new to SEO, you need to understand basic SEO fundamentals, which takes about six months. This stage involves getting to understand how search engines work, understanding the basics of keyword research, and optimisation strategies. Here, you lay the groundwork by familiarising yourself with SEO tools and concepts to gain hands-on experience. At this stage, you can only handle small projects.
After grasping the basics, you now move to the mid-level proficiency stage, which takes about 2 to 4 years. During this stage, you will dive deeper into the complexities of SEO. Here, you can start to handle more complex projects, refine your analytical skills and start handling some technical SEO aspects like site structure and advanced technical techniques.
After sharpening your skills and techniques in the above stages, you can now comfortably handle tasks in the SEO managerial position. This will take you about five or more years of experience. As an SEO manager, It’s not just about being an expert in SEO strategies and techniques. It’s about showcasing leadership abilities, managing teams or campaigns, and aligning SEO initiatives with broader business objectives.
According to Vanda Pókecz, the Team Lead SEO at Ladenzeile GmbH:
“As an SEO Product Manager, your job is to drive business impact through SEO. You will not only shape the SEO strategy but also the roadmap and goals. At the same time, you need to work closely with other teams, including P&E, UX, etc. to ensure execution of the roadmap.”
What Skills Should an SEO Manager Have?
To successfully work as an SEO manager, you should have numerous skills to help you execute your duties. Here are some skills you need as an SEO manager.
- Effective Communication
SEO managers work with teams and work closely with clients to actualise their ideas. You should have good communication skills to express SEO strategies, ideas and plans clearly. This skill involves not just talking but also listening well and collaborating effectively within a team to achieve common goals.
- Critical thinking and data analysis
An SEO manager needs to understand and interpret data from tools like Google Analytics and Google Search Console. This skill will help you in making data-driven decisions and finding solutions to improve website performance. Critical thinking aids in identifying trends, understanding user behaviour, and adapting strategies accordingly.
SEO is always changing, so an SEO manager should stay updated with new trends, techniques, and updates in search engines. This curiosity and ongoing learning will help in adapting strategies to stay ahead in the ever-changing SEO world.
- Time and Task Management
SEO managers balance multiple tasks in their day-to-day activities. It’s therefore important to have time and task management skills. This skill will help you set priorities, manage time well, and delegate tasks efficiently to the right team members. It ensures that important tasks are completed on time, contributing to the overall success of SEO campaigns.
- Technical Skills
SEO managers work with different SEO tools every day and knowing how tools like Google Analytics or Google Analytics work is important. Also, you should understand the basics of website structure, HTML, and how search engines crawl websites is beneficial for implementing effective SEO strategies.
- Team Player
Collaboration is one of the important skills an SEO manager should have. SEO managers need to work seamlessly with various teams, such as content creators, developers, and marketing teams. This ensures that SEO efforts align with broader business objectives and that everyone works seamlessly towards achieving common goals.
SEO keeps on changing and things can change in the blink of an eye. Being able to handle unexpected challenges is a super valuable skill. Not only does it help you get your work done, but it also lets you support and guide your team better.
As an SEO manager, you should be able to thrive in a fast-paced environment and be adept at embracing and navigating changes in algorithms and industry trends.
- Strategic Thinking
SEO managers should be able to build SEO plans that are aligned with broader business objectives and ensure that every move contributes to the overall goals.
Innovating SEO approaches and finding inventive methods to enhance website visibility and user engagement for brands is a must-have quality for SEO managers.
SEO managers should understand that SEO efforts aren’t instant and be patient enough to nurture strategies for long-term success.
- Continuous Learner
Learning never ends for SEO managers. Maintaining an insatiable thirst for learning and keeping up-to-date with industry shifts and emerging technologies is another must-have quality for this job.
What is the Career Development of an SEO Manager?
The career development of SEO managers involves gaining relevant skills, education, starting with entry-level experience and gradually advancing to more advanced roles to gain expertise and experience. If you are an SEO manager who is looking for career growth, you should focus on skill development to stay competitive in the ever-evolving SEO world.
With the right skills, you can progress to more senior roles, such as senior SEO manager, head of SEO, or director of SEO.
You should continuously learn and master advanced techniques and best practices for your skill set to remain relevant in the ever-evolving SEO market. Consider earning advanced SEO certifications or taking specialised technical SEO courses to enhance your knowledge and credentials.
Wrap Up – SEO Manager
Becoming an SEO manager requires more than just understanding the basics of SEO and search engine algorithms. It’s a role that demands a blend of technical expertise, creative strategy and an ever-evolving skill set.
Today, online visibility is a key requirement for businesses and can make or break their visibility online. As an SEO manager, you stand at the forefront of businesses driving impactful change.
The road to becoming a successful SEO manager depends on your effort and your willingness to learn and evolve with the ever-changing industry. The best part is even though it seems like a journey, it’s very rewarding too.
This article was written by Minnie Mururi.
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