The SEO Manager in a business is primarily tasked with understanding, communicating, and executing all activities related to organic search in key search engines such as Google. The SEO Manager works closely with the marketing team and is responsible for the quality and growth of on and off-site factors of SEO that drive organic growth.
The SEO Manager also works closely with the Design, Communications, Product Marketing, and Sales teams to drive the business’s marketing campaigns and branding goals by enabling higher search rankings on major search engines.
Objectives and Responsibilities of SEO Manager
Technical/Analytical Role: For starters, the SEO Manager analyses and creates strategic recommendations for online content architecture and promotion. He monitors SEO performance by using tools such as Google Analytics, Google Search Console, crawlers, Moz, Ahrefs, Authority Labs and so forth. At this capacity, the SEO Manager also stays abreast with industry trends and applies these trends in informing the team’s strategies.
At this capacity, the SEO Manager tracks, analyzes, and report on key metrics regarding the business’s online audience through data analysis from which he is able to build and continuously enhance the business’s search rankings on major search engines. This achieved by forwarding keywords and imparting useful online practices on the content creation and editing teams. In other words, the SEO Manager uses the findings of his analyses to articulate and drive editorial SEO strategies.
Strategy: In his strategic role, the SEO Manager conducts research and creates a portfolio of target keywords and develops a roadmap strategy for improving the business’s rank in search engines and online traffic. Through his research on online behaviors and trends of the target audience, the SEO Manager is able to make content marketing strategies for the creation and repurposing of suitable content in order to grow the business’s audience, consumer engagement, and awareness across multiple online platforms.
At this capacity he also develops and performs regular SEO reporting to senior SEO Management, which ties SEO Management directly to the business’s goals. The SEO Manager also plays the role of enhancing the current approaches, strategies, and tools supporting the SEO program and additionally develops new approaches that will drive even greater program efficiency.
Team Management: The SEO Manager does not work alone and usually has a small team of three to five analysts working with him on a daily basis. As such, the SEO Manager is responsible for growing the skill sets of these members and constantly improving the effectiveness and performance of this junior SEO team. At this capacity, it is the SEO Manager’s duty to stay informed and at par with the latest SEO trends, impart those practices on the team, and adapt a program that is in line with them.
Collaboration: The role of the SEO Manager is not independent of cross-functional interactions. The SEO Manager works and provides support for the Content Editing and Content Marketing departments by providing them with informed advice and approaches for tailoring web content. He also prioritizes and coordinates tasks with the marketing team, in order to ensure maximum impact of these initiatives. The SEO Manager will also work closely with the SEM Manager in order to ensure a holistic approach towards search marketing.
Other Duties: The SEO Manager performs other duties as he deems fit for the proper execution of his duties or other duties delegated by the Senior SEO Manager, Head of SEO, Director of Search Marketing, or the Employer.
Required Qualifications of the SEO Manager
Education: The SEO Manager must have a Bachelor’s degree in Marketing, Information Technology, Computer Science, Business Administration, or any other related field. An equivalent of the same in working experience is also acceptable.
Experience: A suitable candidate for this position has to have had at least 4 years experience working withsocial and digital content space coupled with some experience working in a marketing position.He will also have experience with SEO and SEM and web analytics on platforms such as Google Analytics, Tweetreach, and Facebook Insights. The candidate will also have proven experience working with or managing a brand’s page on key social platforms. A candidate for the position must also have a basic understanding of HTML and CSS and has had a proven and successful history of publishing content for a businessand delivering rank and traffic improvements through the application of SEO techniques.
Communication Skills: Seeing as the SEO Manager plays the roles of optimizing the business’s online content, interacting with key departments personnel in cross-functional settings, creating reports and presentations for senior SEO Management, and even personally tailoring the business’s content, a candidate for the position must demonstrate exceptional written and verbal communication skills. This will facilitate clear and concise communications between collaborating personnel and clear and concise messages in the business’s content. He will also possess an ability to convey technical content to non-technical audiences in a way that is easily digestible to them; he will have an ability to tailor content based on the audience at hand.
Ms Office/Software: A candidate for the SEO Manager position must be extremely proficient in Ms Word and PowerPoint, which he will regularly apply in tailoring SEO optimized content for online platforms as well as the creation of not only verbally but visually engaging content for reports and presentations directed to senior SEO Management. Additionally, the SEO manager needs to be proficient in the workings of blog site hosts such as WordPress.
Analytical/Technological Skills: A candidate for this position must also have a genuine interest and passion for research and analysis and must demonstrate rigorous strategic, quantitative, analytical, and reporting skills. The SEO Manager has to be knowledgeable in the use of major SEO tools such as Google Analytics, BuzzSumo, SEMrush, Moz, Majestic and others. The SEO Manager will also need an equally deep interest in technology, technological appliances, and softwares, always keeping up with developing technologies and SEO trends, which will ensure that the business is not left behind in this constantly evolving sector.
Interpersonal Skills: The SEO Manager must also possess certain personal qualities that will ensure smooth, consistent, and efficient execution of his functions. He will have the ability to work comfortably in a fast-paced environment and be able to work efficiently in a collaborative and cross-functional setting. In addition, the SEO Manager will be flexible and agile, staying ahead of trends and platform evolutions as they occur. He will also have a strong judgment online etiquette, trends, and moderation skills. The SEO Manager will also be a deeply creative individual with effective approaches to challenging or uncertain situations.