Have you ever wondered who’s behind the content that shows up when you search something online—and how it gets there in the first place?
That’s where SEO specialists come in. These digital professionals quietly shape the search results that most of us rely on every day. But despite their growing importance in business and marketing, their work is still widely misunderstood.
At Search Engine Ascend, we speak with businesses every day who are trying to work out when they need SEO support—and what that support should look like. This post offers a clear and realistic look at what SEO specialists actually do, how they work, and what you need to know whether you’re hiring one or looking to become one.
What Is an SEO Specialist?
An SEO specialist is a digital marketing professional focused on improving how websites perform in organic search results—that is, the unpaid listings on platforms like Google and Microsoft Bing.
Rather than trying to game the system, modern SEO specialists work with search engines to make websites more understandable, usable, and relevant. Their work is strategic, technical, and analytical—and done well, it can lead to more traffic, better engagement, and stronger brand visibility.
Core Responsibilities of an SEO Specialist
SEO isn’t a single task. It’s a blend of planning, implementation, and ongoing analysis. Here’s what a typical SEO specialist might be responsible for:
SEO Strategy and Planning
Every successful SEO campaign starts with a clear plan. An SEO specialist will usually begin by auditing the website—looking at everything from technical issues to missed content opportunities. From there, they set realistic goals and work closely with teams across content, development, and marketing to prioritise actions that align with wider business aims.
Keyword Research
Keyword research is about understanding how people search—and making sure your website reflects that. SEO specialists look for keywords that match what users want, balancing factors like search volume, competitiveness, and relevance.
Their findings influence everything from how the site is structured to how its pages are written. At its core, this process helps businesses speak the same language as their customers.
On-Page SEO
This involves making sure the content on the website is well-structured and easy for both users and search engines to understand. Key activities include:
- Writing clear title tags and meta descriptions
- Improving headers (H1s, H2s, and beyond)
- Using readable URLs
- Managing internal links
- Adding image alt attributes
- Implementing schema markup
- Checking mobile responsiveness
These elements may seem small on their own, but together they shape how pages perform in search—and how people experience them.
Technical SEO
Search engines need to crawl and index a website before it can rank. SEO specialists handle the behind-the-scenes tasks that make this possible. They work on:
- Improving page load speeds
- Fixing broken links and redirect chains
- Managing XML sitemaps and canonical tags
- Ensuring robots.txt files are correctly set up
Some of this work overlaps with web development, and collaboration is key—especially when handling complex or large-scale websites.
Off-Page SEO and Link Building
External links still play a role in helping search engines assess trust and authority. SEO specialists may help secure these through:
- Guest posting or outreach
- Monitoring backlink quality
- Disavowing harmful links
- Managing citations and directory listings
It’s not just about volume—relevance and quality matter more than ever.
Monitoring and Analysis
SEO is rarely a one-off project. Regular tracking and analysis are part of the job, using tools like Google Search Console, Ahrefs, and SEMrush to monitor:
- Keyword rankings
- Organic traffic levels
- Click-through rates
- Bounce rates and engagement
- Conversion performance
Data helps inform decisions, prove outcomes, and refine future activity.
What’s the Difference Between an SEO Specialist and an Analyst?
The titles are sometimes used interchangeably, but there’s a subtle distinction.
An SEO analyst tends to focus more on performance data, competitor research, and producing detailed reports. They’re often more numbers-driven, and their role may suit someone with a background in analytics or marketing performance.
An SEO specialist typically balances strategy, execution, and communication. They often work across multiple disciplines and are more involved in implementation.
Skills SEO Professionals Need in 2025
The SEO role has evolved. It’s no longer just about keywords and code. Professionals now need to blend creativity, technical ability, and analytical thinking.
Here are some key skills for 2025:
- Analytical thinking: Using tools to find insights in traffic, content, and rankings
- Research skills: Understanding what people search for—and why
- Technical understanding: Basics of HTML, indexing, site speed, Core Web Vitals
- Content awareness: Knowing what makes content useful and discoverable
- Communication: Explaining recommendations clearly to clients or team members
- Adaptability: Responding to algorithm updates and search behaviour changes
- CMS experience: Working with WordPress, Shopify, Webflow, or custom platforms
Some also bring skills in paid search, UX, or conversion optimisation—areas that increasingly overlap with SEO.
What Do SEO Specialists Earn?
Salaries vary depending on location, experience, and whether someone works in-house, agency-side, or freelance.
Average salaries in 2025 include:
- UK: £33,000–£45,000 (mid-level)
- USA: $61,000–$70,000
- Canada: C$50,000–C$70,000
- Australia: A$60,000–A$80,000
- India: ₹25,000–₹40,000/month
- South Africa: R20,000–R30,000/month
Freelancers may charge between $50–$300 per hour depending on their experience and niche.
When Should a Business Hire an SEO Specialist?
You might not need an SEO specialist full-time—but there are moments when bringing one in can make a real difference:
- Launching a new website
- Recovering from a drop in rankings
- Expanding into new countries or languages
- Entering a highly competitive market
- Lacking internal expertise
If you’re a smaller business, working with an SEO freelancer or agency may offer more flexibility and access to broader skills without the long-term commitment.
Specialist vs Consultant: What’s the Difference?
An SEO specialist is usually hands-on, often working as part of an internal team and managing day-to-day execution.
An SEO consultant tends to work independently, often on a project basis. They offer advice, strategy, audits, or high-level direction—sometimes without doing the implementation themselves.
Both roles can be valuable. It depends on your current setup, goals, and resources.
How to Get Started in SEO
You don’t need a university degree to work in SEO—though a background in marketing, communications, or development can help.
If you’re just starting out, here are a few practical ways to build experience:
- Take free or low-cost online courses (e.g. from Google, Moz, Ahrefs)
- Practise with your own website or blog
- Learn by reading industry blogs and following experts on social media
- Reverse-engineer sites that perform well
- Attend webinars or local meetups
A curious mindset and willingness to learn often matter more than qualifications.
Common Tools Used by SEO Professionals
Different specialists have different toolkits, but some widely used tools include:
- Keyword research: SEMrush, Ahrefs, Surfer SEO
- Technical audits: Screaming Frog, Sitebulb
- Analytics: Google Analytics, Microsoft Clarity
- Performance monitoring: Google Search Console, Bing Webmaster Tools
- Content planning: Clearscope, Frase
- Rank tracking: AccuRanker, SE Ranking
Knowing how to use the right tools effectively is a big part of working efficiently and getting meaningful results.
SEO’s Role in Wider Digital Strategy
SEO connects with almost every area of digital marketing. It supports:
- Content marketing: Helping blogs, landing pages, and guides reach the right audience
- Social media: Shaping content that earns traffic and links
- Paid media: Informing bidding strategy and keyword targeting
- Web development: Ensuring the site is accessible, fast, and indexable
A well-rounded SEO specialist understands how their work fits into the bigger picture—and how to work with others to get results.
Final Thoughts
SEO specialists are often the unsung contributors to digital growth. Their work is practical, methodical, and rooted in how people search and engage online.
For businesses, having the right SEO support—whether in-house, freelance, or through an agency like Search Engine Ascend—can make a genuine difference to visibility and performance.
For individuals, it’s a rewarding and ever-changing career path that values curiosity, communication, and evidence over hype.
