A search engine optimisation specialist (SEO) uses digital analytics and marketing skills to transform a company's online presence

As an SEO specialist you'll identify strategies, techniques and tactics to increase the number of visitors to a website and obtain a high-ranking placement in the results page of search engines. By generating more leads for the business you'll open up new opportunities for driving growth and profit.

This type of work may be referred to as content marketing or conversion rate optimisation work and you may instead have the job title of online marketer or digital account executive.

Responsibilities

As an SEO specialist, you'll need to:

• program in HTML, CSS and JavaScript to ensure the site is accessible and easy to follow and for increased interaction with visitors - this may involve working on video and PDFs
• run pay-per-click (PPC) campaigns to increase revenue through sponsored online advertising
• write original content for webpages - tailored for the target audience
• make technical recommendations to developers
• constantly check search terms, rankings and analytics to monitor performance of client websites and make recommendations for improvement
• engage with other businesses (affiliates) over link-building opportunities, to bring in paid commission for driving customers to their websites
• employ user experience (UX) and conversion rate optimisation methods to turn visitors into more active users and to help improve website performance
• drive targeted and loyal traffic to a website by community building
• use social media to distribute content and encourage more external sites to link to your content - giving you more authority
• develop and integrate content marketing strategies
• monitor the algorithms set by the search engines to keep up to date with changes.