What Does an SEO Specialist Do?

Estimated reading time: 9 minutes.

It’s not unusual to hear people say, “I don’t understand what you do.” Many SEO specialists can share stories of trying to explain their work to colleagues, clients, or managers—often leading to moments that highlight just how complex and misunderstood the role can be.

Despite the confusion, SEO specialists are an essential part of digital marketing, helping businesses become more visible in organic search results and improving the experience for visitors to their websites.

Unlike paid search, which has a centralised platform for making quick adjustments, SEO is a multifaceted discipline involving a range of ongoing activities and strategies. Much of the work happens quietly behind the scenes, which can make the results feel almost magical. But there’s no magic involved—just plenty of data, strategic thinking, and hard work.

SEO is about understanding how people search, what search engines prioritise, and how to optimise every element of a website. We wear many hats, from analysing data and crafting content to collaborating with developers and enhancing user experience. Our goal is always the same: to make websites perform better in search results and keep visitors happy.

This guide takes you behind the scenes of what SEO specialists really do, demystifying the role and showing how we help businesses reach new heights in organic search.

Key Takeaways:

1. Data-Driven Decision Making: SEO is heavily reliant on data analysis and reporting. Specialists use insights from audience behaviours, competitor strategies, and website performance metrics to guide SEO activities and set clear, measurable goals. Regular reporting ensures strategies are results-driven and aligned with business objectives.
2. Enhanced User Experience: SEO goes beyond keywords to focus on improving user experience through thoughtful page layouts, effective navigation, and engaging visual content. This involves optimising site architecture, improving readability, and using strategic calls to action to keep visitors engaged.
3. Collaborative and Customised Strategies: SEO requires close collaboration with developers to address technical elements such as site speed and mobile usability, as well as tailoring strategies to meet unique business needs. Specialists often empower businesses with bespoke audits and actionable insights, ensuring long-term, impactful results.

 

Table of Contents

1. Data Analysis and Reporting
2. Copywriting and Content Optimisation
3. User Experience (UX) and Page Layout
4. Imagery and Visual Content
5. Strategic Planning
6. Website Architecture and Navigation
7. Link Management and Building
8. Developer Collaboration
9. Brand Trust and Local SEO
10. The Role Evolution: Agency vs Independent Specialist
11. Final Thoughts

 

 

1. Data Analysis and Reporting

SEO is driven by data. We gather, interpret, and present meaningful insights to guide strategies and measure progress. This involves understanding audience behaviour, monitoring competitors, tracking website performance, and staying up to date with search engine trends. Effective data analysis informs every decision and helps to set and achieve clear goals.

• Audience Insights: Analyse search behaviours and demographics to understand who your audience is, what they’re searching for, and why.
• Competitor Analysis: Evaluate your competitors' strategies to identify gaps, uncover opportunities, and ensure your business stays ahead in the search game.
• Website Performance Metrics: Track site speed, bounce rates, and conversions to ensure the website delivers a seamless, engaging user experience.
• Search Engine Trends: Keep up with search engine updates and algorithm changes, applying insights to your industry to remain competitive.
• Goal Setting and KPIs: Use data to establish meaningful goals and key performance indicators (KPIs) that align with your business objectives.
• Reporting: Present data clearly, turning insights into actionable steps and ensuring everyone understands the SEO progress and next steps.

 

 

2. Copywriting and Content Optimisation

Content is at the heart of SEO. While we may not be traditional copywriters, we craft and refine website content to rank well in search engines. This involves keyword research, strategic integration, and structuring text for readability. We use AI tools to support content expansion and improve page formatting efficiently.

• Keyword Research and Integration: Identify valuable search terms, seamlessly weaving them into your content to improve rankings and user engagement.
• Content Structure: Organise information using headings, subheadings, bullet points, and short paragraphs for clarity and to boost readability.
• AI Assistance: These days, we utilise AI tools to expand content, generate ideas, or restructure text while always ensuring quality and authenticity.

 

 

3. User Experience (UX) and Page Layout

Search engines value user experience. We make sure your website is easy to navigate and enjoyable to use. This means adjusting page layouts, improving readability, adding strategic calls to action, and organising content thoughtfully. Our aim is to keep visitors engaged and guide them to important information.

• CMS Management: Create or update pages using content management systems, ensuring content aligns with SEO and UX best practices.
• Improving Readability: Use techniques like bullet points, images, and proper formatting to make content engaging and easy to digest.
• Page Design: Structure pages thoughtfully, integrating calls to action, buttons, and visual elements to keep users engaged and informed.

 

 

4. Imagery and Visual Content

Visual elements support written content and improve user engagement. We ensure that images are not just eye-catching but also optimised for SEO. This includes compressing file sizes for faster load times, adding alt text for accessibility, and sourcing high-quality visuals that enhance your brand’s message.

• Source and Edit Images: Find or create relevant images, editing them to complement the content and maintain a consistent visual style.
• Optimise Image Attributes: Compress images to improve load times and add descriptive alt text to enhance accessibility and search performance.

 

 

5. Strategic Planning

Every business has unique challenges. We prioritise SEO tasks to get the best results, even with limited resources or budgets. Our approach includes creating action plans, developing content calendars, and working closely with clients to ensure strategies align with business objectives and deliver measurable impact.

• Action Plans: Develop tailored plans outlining priority SEO tasks, focusing on achieving the greatest impact within available resources.
• Content Calendars: Strategically plan when content should be published, updated, or promoted to maintain consistency and boost performance.
• Prioritisation: Make strategic decisions on which SEO activities will deliver the most significant results and optimise resource allocation.

 

 

6. Website Architecture and Navigation

An organised website helps both users and search engines find content easily. We optimise site structure, create intuitive navigation, and link related pages. These efforts ensure that your website is user-friendly and search-engine friendly, enhancing your chances of ranking higher and improving user experience.

• Navigation Improvements: Streamline how users navigate your site, making it easy for them to find the content they need.
• Internal Linking Strategies: Connect relevant pages within your site, guiding search engines and helping users discover more content.
• Site Structure Audits: Regularly review and adjust your website’s hierarchy, ensuring pages are well-organised and easy to crawl.

 

 

7. Link Management and Building

Links are essential for building your site’s authority. We repair broken links, manage redirects, and develop strategies to earn high-quality backlinks. These activities strengthen your website’s overall link profile, improve search engine rankings, and ensure users don’t encounter frustrating errors or dead ends.

• Fixing Broken Links: Identify and resolve broken links to enhance user experience and maintain your site’s search engine reputation.
• Managing Redirects: Set up redirects for outdated URLs, ensuring users and search engines land on the correct content.
• Earning Backlinks: Develop campaigns to earn authoritative backlinks from reputable websites, boosting your site’s credibility and ranking potential.

 

 

8. Developer Collaboration

SEO specialists work hand-in-hand with web developers. We explain technical requirements, offer solutions, and support implementation. This partnership ensures that crucial elements like site speed, mobile usability, and schema markup are addressed effectively. Building strong relationships with developers is key to implementing SEO strategies successfully.

• Technical SEO: Collaborate on tasks like optimising site speed, improving mobile performance, and ensuring proper use of structured data.
• Problem-Solving: Work together to troubleshoot and resolve technical issues, ensuring the website performs well for users and search engines.
• Alliances: Foster strong working relationships with developers, ensuring SEO recommendations are clearly understood and effectively implemented.

 

 

9. Brand Trust and Local SEO

We focus on strengthening your brand’s presence in search results. From consistent contact details and engaging with customer reviews to optimising for local searches, we boost trust signals. These efforts make your brand more reliable in the eyes of both search engines and potential customers.

• Consistent NAP Information: Ensure your business name, address, and phone number are accurate and consistent across online directories.
• Optimising for Local Searches: Use local SEO tactics, like enhancing your Google Business Profile, to attract nearby customers.
• Trust Signals: Build credibility with consistent branding, positive reviews, and a strong reputation in your industry and community.

 

 

The Role Evolution: From Agency to Independent Specialist

Head of Department Experience

In an agency environment, SEO leadership roles involve more than optimising websites. Responsibilities include supporting team growth, creating efficient workflows, and collaborating with sales teams. By standardising processes and training colleagues, we elevate the department’s overall performance and ensure everyone understands the value and impact of SEO.

• Training and Support: Develop and mentor SEO team members, equipping them with the skills to excel and grow.
• Process Development: Create and document standardised SEO processes to improve efficiency and maintain consistent quality.
• Sales Collaboration: Guide sales teams to understand SEO services better, leading to improved client acquisition and project success.

Independent Specialist Experience

Working as an independent SEO specialist brings additional responsibilities, such as client education and creating robust, standalone SEO strategies. We focus on empowering clients with knowledge, offering bespoke audits that provide lasting value, and adapting to each business’s needs. Our flexible approach ensures strategies remain effective and results-driven.

• Client Education: Explain complex SEO concepts in simple terms, helping clients understand and appreciate the impact of our work.
• Standalone Audits: Conduct in-depth audits that clients can implement independently, ensuring all recommendations are clear and actionable.
• Bespoke Strategies: Develop custom SEO strategies tailored to each client’s business goals and unique industry challenges. 

 

 

Final Thoughts

From analysing data and crafting content to fine-tuning technical elements and collaborating with developers, being an SEO specialist means embracing a blend of data analysis, content strategy, technical know-how, and teamwork.

It’s a role that requires strategic thinking, creativity, and plenty of hard work—all aimed at helping websites perform better in search results and providing a great experience for visitors.

While SEO can seem complex, it’s really about understanding search behaviour and making thoughtful improvements. At its core, the role is about boosting online visibility and creating better user experiences.

Hopefully, this guide has shed some light on the many ways SEO specialists contribute to a business’s digital success and given you a clearer idea of the skills and dedication involved. If you have any questions or want to explore SEO further, we’re always happy to chat!

Curious about how an SEO specialist can transform your digital presence? Reach out to learn more and get started.