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Infocomm TechnologyISCO 2513

Search engine optimisation expert

A search engine optimisation expert is a person who improves where a company's web pages stand in search results for the queries that matter to it.

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Rate 5 of the 14 essential skills of this occupation (European ESCO data). No account needed.

perform online data analysis

develop digital content

apply social media marketing

use customer relationship management software

conduct search engine optimisation

About search engine optimisation expert

A search engine optimisation specialist starts from what people are actually searching for. Keywords are chosen in the context of digital content, which means checking the wording someone uses to describe a problem and setting it against what the site has to say. Website visibility is then improved: the heading structure, titles, descriptions, the shape of the addresses, loading speed and readability on a phone.

The work covers building and running SEO campaigns and pointing out the areas that need attention. The expert manages content development projects and sets a content marketing strategy. Content is integrated into the output media — site, blog, product page, video — and social media marketing techniques come in to bring new content to its audience.

The specialist uses web analytics to check whether a change worked: reads search console and analytics reports, watches impressions, positions and clicks, and turns the findings into the next round of edits. Pay-per-click campaigns may run alongside, and customer relationship management software shows which visits turned into an enquiry.

Key Work Functions

Core areas of responsibility for a search engine optimisation expert.

1

Keyword Research and Strategy

  • Conduct comprehensive keyword research to identify high-value search terms relevant to business objectives
  • Analyze search volume, keyword difficulty, and competitive landscape for target queries
  • Develop keyword strategies aligned with content marketing and business goals
2

On-Page and Technical SEO Implementation

  • Optimize meta tags, headings, and content structure for improved search engine visibility
  • Identify and fix technical SEO issues such as site speed, mobile responsiveness, and crawlability
  • Manage internal linking strategies and URL structure optimization
3

Analytics and Performance Monitoring

  • Track SEO performance metrics using web analytics tools and generate actionable insights
  • Monitor keyword rankings, organic traffic trends, and conversion metrics
  • Prepare detailed reports on SEO campaign performance and ROI for stakeholders
4

Content Optimization and Creation

  • Develop and optimize content strategies that align with target keywords and user intent
  • Collaborate with content creators to ensure SEO best practices are applied across all digital assets
  • Optimize existing content for better search engine rankings and user engagement
5

Link Building and Off-Page SEO

  • Develop and execute link building campaigns to improve domain authority and backlink profile
  • Identify high-quality link opportunities and manage outreach to relevant websites
  • Monitor and manage brand reputation and citations across the web

European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (14)

keywords in digital contentkeywords in digital contentThe digital tools to conduct keyword research. The information retrieval systems identify the content of a document guided by keywords and metadata.web analyticsweb analyticsThe characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users' behaviour and to improve the performance of a website.social media marketing techniquessocial media marketing techniquesThe marketing methods and strategies used to increase attention and website traffic through social media channels.content marketing strategycontent marketing strategyThe process of creation and share of media and publishing content in order to acquire customers.sales strategiessales strategiesThe principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.perform online data analysisperform online data analysisAnalyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.develop digital contentdevelop digital contentCreate and edit digital content in different formats, express oneself through digital means.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...use customer relationship management softwareuse customer relationship management softwareUse specialised software to manage company’s interactions with current and future customers. Organise, automate and synchronise sales, marketing, customer service, and technical support, to increase t...conduct search engine optimisationconduct search engine optimisationExecute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.manage content development projectsmanage content development projectsPlan and implement the creation, delivery and management of digital or printed content, develop a system that describes the entire editorial content development and publishing process and use ICT tool...provide written contentprovide written contentCommunicate information in written form via digital or print media according to the needs of the target group. Structure the content according to specifications and standards. Apply grammar and spelli...integrate content into output mediaintegrate content into output mediaCompile and integrate media and text content into online and offline systems, such as websites, platforms, applications and social media, for publishing and distribution.enhance website visibilityenhance website visibilityPromote the website to users, business partners and search engines. Optimise the website exposure to search engines, send out emails, determine pricing and policies and conduct marketing actions.
Optional (13) — show
behavioural sciencebehavioural scienceThe investigation and analysis of subject behaviour through regulated and lifelike observations and disciplined scientific experiments.digital marketing techniquesdigital marketing techniquesThe marketing techniques used on the web to reach and engage with stakeholders, customers and clients.mobile marketingmobile marketingThe study of marketing which uses mobile devices as a communication channel. This approach can provide potential customers with personalised information (using location or time context) which promotes...translate requirements into visual designtranslate requirements into visual designDevelop visual design from given specifications and requirements, based on the analysis of the scope and target audience. Create a visual representation of ideas such as logos, website graphics, digit...execute email marketingexecute email marketingConceptualise and write targeted customer emails, manage customer emails for the brand email marketing programmes in order to ensure enhanced profit and improved customer communication and prospection...use different communication channelsuse different communication channelsMake use of various types of communication channels such as verbal, handwritten, digital and telephonic communication with the purpose of constructing and sharing ideas or information.provide cost benefit analysis reportsprovide cost benefit analysis reportsPrepare, compile and communicate reports with broken down cost analysis on the proposal and budget plans of the company. Analyse the financial or social costs and benefits of a project or investment i...use content management system softwareuse content management system softwareUse software that allows publishing, editing and modifying content as well as maintenance from a central interface.study website behaviour patternsstudy website behaviour patternsResearch, analyse and optimise business results and user experience online through the use of tracking website metric tools.plan digital marketingplan digital marketingDevelop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.identify ICT user needsidentify ICT user needsDetermine the needs and requirements of ICT users of a specific system by applying analytical methods, such as target group analysis.create content titlecreate content titleCome up with an appealing title that draws people's attention to the content of your article, story or publication.perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.

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Frequently asked questions

What does a search engine optimisation expert do?

Search engine optimisation experts increase the ranking of a company's web pages with regard to target queries in a search engine. They create and launch SEO campaigns and identify areas of improvement. Search engine optimisation experts may conduct pay per click (PPC) campaigns.

What skills does a search engine optimisation expert need?

A search engine optimisation expert needs 14 essential skills, including keywords in digital content, web analytics, social media marketing techniques, content marketing strategy, sales strategies.

Will AI replace search engine optimisation expert jobs?

The AI disruption score for search engine optimisation expert is 75/100 (very high risk). Skills most exposed to automation: create content title, keywords in digital content, provide cost benefit analysis reports. Most resilient: behavioural science, content marketing strategy, manage content development projects.

AI Replacement Risk

75/ 100
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Quick Facts

SectorInfocomm Technology
ISCO GroupInformation and communications technology professionals
Essential Skills14

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