What does an SEO manager actually do?
Although search engine optimization is "only" part of online marketing, the tasks are quite diverse. In addition, SEO is constantly evolving, which always brings new tasks and requirements with it. The tasks of the SEO manager can be divided into the following areas:
- Analyzes: As an SEO manager, you take a close look at websites. The OnPage analysis examines the content, structure and technical features of a website and develops optimization recommendations. The OffPage analysis examines external factors of a website. Often this area refers to backlinks and other references such as: B. mentions. In addition, SEO managers highlight the SEO performance of their competitors in competitor analysis.
- Content: The content of your website contributes significantly to their success. As an SEO manager, you therefore plan and be responsible for the content together with the content manager. Starting point is usually an extensive keyword analysis as well as the development of a keyword strategy for individual texts, a blog, a magazine or even the entire website. It is not only the SEO optimization of texts, but also of images, videos or documents (eg PDF) to the tasks of an SEO manager.
- Control: Whether as an SEO manager in a company, an agency or as a freelancer - the control of internal or external stakeholders usually belongs to the daily work. In a company, you are mostly responsible for content selection, briefing, and controlling employees and external service providers. In an agency, the SEO expert works with different clients and coordinates several projects at the same time. Freelancers in the SEO area, however, work mostly project-based with agency and business together. Regular coordination with partners is also part of the daily work here.
- Control: As an SEO manager, you should continually monitor your actions against metrics to measure success and reorientate actions if necessary. For this Google Analytics is indispensable, but also other SEO tools such. For example, SISTRIX , Searchmetrics , Screaming Frog, and the Google Search Console are part of the SEO Manager Toolbox.
Where do SEO managers work?
In companies, in agencies or as a freelancer. The advantages of in-house work can, for. For example, there should be clear structures and expertise in a particular industry. By contrast, agency work is characterized, for example, by a high learning curve, more training opportunities and a more dynamic and diversified work. Freelancers have the opportunity to work very flexibly.
In addition, I increasingly observe that jobs in the industry are becoming increasingly flexible. At artaxo, the SEO managers can B. choose their working hours and their place of work relatively freely. Many of our colleagues are always working from home because they work very concentratedly there and can better combine their private lives with the job. In addition, we are currently running a pilot project in which a permanent employee from abroad works. Home Office can also work on the beach. The prerequisite for this are clear agreements and trust.
What does the professional life of SEO managers look like?
The everyday life of SEO managers is very diverse. They deal with websites on a daily basis - be it one's own, that of a customer or that of a competitor. Analyzes reveal weaknesses and potentials of websites and develop a strategy for optimizing the website.
In addition, SEO managers develop concrete measures on the basis of their know-how in the area of optimization and understanding of user needs, which they then carry out themselves or hand over to colleagues or an agency. The measures relate to different areas, such. For example, the technical optimization of websites, content planning and optimization and the construction of backlinks. As an SEO manager, you coordinate them and regularly analyze their progress and success.
In addition, SEO managers at best work in cross-departmental teams (eg, IT, Sales, PR) and have the day-to-day task of communicating the relevance of SEO across the enterprise.
How do I become an SEO manager?
To become an SEO manager, there is not one way, but different possibilities.
- Studies: There is still no SEO degree program that can be taken full-time at a university. But there are some study programs that act as a good basis for the job as an SEO Manager. At the forefront are: Media / Communication Sciences, Media / Business Informatics, Information Science, Humanities and Business Administration. In addition, first practical experience in the form of an internship or a working student job usually helps to immerse yourself in the SEO world next to your studies.
- Traineeship: For traineeships, companies usually look for university graduates or persons with a completed education. In 12-18 months, the trainees then learn everything that matters in the SEO industry based on a solid training plan. In May 2010, artaxo was the first agency to offer a structured traineeship with a focus on SEO. Meanwhile, the traineeship and the associated blog SEO-Trainee.de is established in the industry. But other agencies are now training SEO trainees.
- Further education: If you are already active in the online industry and would like to become an SEO manager, there are some recommendable seminars, advanced training and extra-occupational programs. It is essential to compare the various providers in advance and have a close look at the experiences of the speakers. Above all I can recommend the seminars of 121WATT , the further education possibilities of the Online Marketing Rockstars and the Hamburg Media School (eg Online Marketing Camp and OMR Deep Dive ) as well as the SEO study of the afs Academy . Continuing education should also be on the agenda of SEO managers.
- Experience: SEO managers should bring a lot of self-motivation and have already applied and tried their knowledge directly on their own web projects.
What skills and knowledge does an SEO manager need?
- Independent work: working independently on own projects, carry out analyzes and make recommendations. Have courage to think independently and take responsibility.
- Organizational talent: Keep track of multiple projects and distribute tasks to team members.
- Analytical capability: perform complex analyzes, know, understand and interpret key metrics. For monitoring, SEO managers should at best master Google Analytics.
- Strategic thinking: Based on analysis, you can develop SEO strategies and develop measures to achieve this strategy.
- SEO skills: OnPage skills (eg website architecture, internal links), OffPage (eg creative link building), usability and content marketing and the linking of content marketing and SEO are required.
- Understanding SEO in the corporate mix: Understanding SEO not as isolated, but as a cross-departmental discipline (IT, marketing, sales, PR, etc.) and establishing it in the company.
- Basic technical knowledge: Technical understanding and basic knowledge of HTML, CSS, JavaScript and PHP are highly recommended.
- Tool knowledge: Know and work with the most important SEO tools like SISTRIX , Searchmetrics , Screaming Frog and the Google Search Console . KPI knowledge and evaluation of key metrics. Enjoy learning more tools.
- Think outside the box: SEO for search engines other than Google, such as Google. As YouTube , Amazon, or Jameda Pinterest is becoming increasingly important.
Where can I find SEO Jobs?
At best, via your own network, such. At XING and LinkedIn. In addition, of course, via the Google search and websites of companies, popular job sites such as Stepstone or Monster or the offer at onlinemarketingjobs.de .
How do I keep up to date as an SEO manager?
The exchange, both internally among colleagues and with the industry, is extremely important. For example, at round tables and at conferences. Build a network that you can talk to. In addition, regularly read blogs, I recommend z. Eg the MOZ Blog , the Google Webmaster Blog. In addition, I find the webmaster YouTube Channel and Hangouts by John Mueller very helpful. Also, listen to podcasts like the OMR Podcast or Term Frequency.
Stay up to date on the latest trends and developments and learn from others in the industry. Start a training course and support them as well as your team in this project.
What are your personal tips for all future SEO managers?
SEO is not just about Google anymore. Look left and right, get to know the features and optimization possibilities of alternative search systems.
Bring on your expertise for better SEO understanding and up-to-date barrier-free websites on the corporate side.
Contemporary websites based on an excellent information architecture will beat every other paid-media channel with their ever increasing reach: Owned and Earned Media.
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