SEO Specialist - Interactive Media
The role of the SEO (Search Engine Optimisation) Specialist1 is to optimise a web site or pages to make them as visible as possible to Internet search engines, in order to maximise traffic to them.
They may work closely with Web Editors2 and Developers3 and liaise with, or report to, the client or an Account Manager4.
SEO Specialists may work in permanent positions either within web agencies or specialist SEO consultancies, or they may work freelance.
What is the job?
SEO Specialists analyse a web site’s business objectives, content and intended audiences in order to devise strategies for obtaining prominent listings in the results pages of search engines.
At minimum, this usually involves selecting specific words and phrases for which the site – or individual pages – should be optimised; the aim is to get the web site listed as close as possible to the top of the results shown to anyone who searches for those words or phrases.
The SEO Specialist will usually use online tools to conduct ‘keyword analysis’ to identify which words are likely to be most effective for their purposes.
He or she may then make written or verbal recommendations and may need to liaise with the Web Editor or other writers to ensure key words and phrases are incorporated into the site content.
He or she may also need to liaise with the Developer to make technical adjustments to web pages to ensure they are constructed in a way that does not prevent search engines from indexing them.
The SEO Specialist is usually also responsible for deciding which search engines to target, and registering the site with them.
Thereafter he or she will usually be responsible for analysing web site traffic statistics in order to monitor the effectiveness of their search engine optimisation and make adjustments as necessary.
SEO techniques change frequently, so a large part of the SEO Specialist’s job involves research, self-study and reading in order to stay abreast of developments.
Typical career routes
There are no typical career routes but most SEO Specialists will have gained their expertise through experience. They will often have previously worked in more hands-on roles within the interactive media industry, for example, as a Designer5, Developer, Web Editor or Writer. The role can start at fairly junior levels and extend to very senior positions.
Essential knowledge and skills
SEO Specialists require extensive in-depth knowledge of the different search engines and their indexing policies; self-study and research skills are important for keeping abreast of changes.
An understanding of web technology and the ability to analyse a web site and identify search engine optimisation issues are essential. Good language skills – especially spelling - are also important and marketing awareness is often useful.
Key Skills include:
- research and analysis;
- written and verbal communication;
- attention to detail;
- ability to work independently or as part of a team;
- ability to manage time, prioritise tasks and work under pressure;
- knowledge of the requirements of the relevant Health and Safety legislation and procedures.
There are few, if any, formal qualifications in Search Engine Optimisation, although short courses are emerging and there is a wealth of information available on the Internet.
Most SEO Specialists are likely to have at least a Bachelor’s Degree, although the subject is generally unimportant – a good academic foundation and demonstrable analytical ability is key.
Glossary
Indexing: the process whereby a search engine examines a site and stores information about its content.
Registering: the process of informing a search engine that a site or page needs to be indexed.
Traffic: the number of visitors to a web site.
Traffic statistics: information about web site visitor activity, such as the number of visitors, the number of pages they viewed, how they arrived at the site and what, if any, search phrase they used.
Where to go for more information
Skillset is the Sector Skills Council for the audio visual industries. The first sources of information for all jobs in the industry are the National Occupational Standards. Browse Skillset’s website for links to our network of training partners, information about training and access to the comprehensive Skillset/BFI course database. Finally, Skillset Careers is the UK’s only specialist media careers advice service; for detailed media careers information and advice, visit www.skillset.org/careers.
Websites
Search Marketing Association: www.sma-uk.org
Wordtracker: www.wordtracker.co.uk
SEOmoz.org: www.seomoz.org
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SEO Specialist - Interactive Media
1 As with most roles in interactive media, actual job titles tend to vary considerably. Examples of titles that are sometimes used with this role include SEO Professional, Search Engine Consultant, and Internet Marketing Consultant.
2 The Web Editor role is about managing the on-going publication of content to a web site – this typically involves writing and editing, coordinating contributions, maintaining navigation and architecture, and either using a Content Management System or building web pages manually.
3 The Developer role is about building the product, typically using authoring tools (e.g. Director, Flash etc.) and/or scripting or mark-up languages (e.g. JavaScript, ActionScript, Lingo, HTML, CSS etc.); by contrast, the Programmer role tends to be more concerned with higher-level coding.
4 The Account Manager role is about maintaining relationships with existing customers, obtaining new business from them and ensuring they receive a high quality of service; by contrast the New Business Developer role is more concerned with generating business from new customers.
5 The Designer role is about designing the overall look and feel of the product – at it’s simplest this is a case of visually ‘skinning’ a wire-frame design produced by the Information Architect; in more senior roles, or in smaller teams, the Designer is more likely to be involved with devising interactivity and information flow, hence the roles often overlap or are merged.
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