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1. BECOME A SEO SPECIALIST &
JOB PROFILE
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2. WHAT IS SEO
 Search Engine Optimization (SEO) can be defined as the
process of affecting the visibility of a website or a web
page in a search engine's natural or un-paid
(organic) search results.
 An SEO specialist will play a crucial role in improving a
company’s organic search results.
 The professionals target different kinds of search,
including image search, local search, video
search, academic search, news search and industryspecific vertical search engines.

3. ROLES OF SEO SPECIALIST
 Search Engine Optimization (SEO) marketing specialist
plays a variety of roles.
 Researchers - identify relevant key words.
 Writer
- drafts optimized copy.
 Analysts
- study algorithms and recommend best
practices for improved search engine rankings.

4. SEO TASKS
 Manage search engine marketing (SEM) campaigns on
Google, Yahoo and Bing.
 Maximize return on investment and analyze data to
identify trends.
 Make recommendations to optimize the trends.
 Monitor industry changes, manage and refine SEO
strategies.
 Execute optimization tactics, improve website structure,
page construction, keyword lists and SEO copywriting.
 Translate data such as web analytics into
recommendations and act on them.

5. RESPONSIBILITIES
 Manage and measure the success of SEO campaigns.
 Prepare reports, perform site audits and compile best
practices documentation, eliminate duplicate content.
 Develop keyword strategy, baiting and link building.
 Architecture improvement, usability and website design,
website ranking analysis.
 Expertise in in both online and offline SEO techniques.

6. SEO TECHNIQUES
White Hat SEO
Black Hat SEO
 Search engines recommend
 Search engines doesn’t
as part of good design
 Conforms to search engines’
guidelines
 Produce results that last a
long time
 Content indexed and ranked
by a search engine similar to
what is provided by user
 Makes content easily
accessible to the spiders
approve
 Attempts to improve
rankings in unapproved ways
 Eventually lands in either
temporarily/permanent ban.
 Uses text hidden, either as
text colored similar to the
background, in an invisible
div, or positioned off screen.
 Cloaking- gives a different
page.

7. SKILLS REQUIRED
 Effective data analysis and application of critical-thinking.
 Understanding of e-commerce systems.
 Comparing and recommending software systems for
specific tasks.
 Evaluate traffic, product offering, content, design, landing
page quality, security.
 Payment options, shipping options and demographics of
prospective customers when determining keywords and
campaigns.

8. NEED EXPERTISE IN
 Working with keyword tools such as Google, Word
Tracker, Keyword Discovery, etc
 Knowledge of HTML/CSS and website administration.
 Proficiency in MS Excel, PowerPoint, and Word.
 Website analysis using a variety of analytics tools
including Google Analytics besides internal reporting
tools.
 Knowledge of pay per click (PPC) programs.
 Optimizing data gathered from both organic and paid
sources.

9. SEO AS CAREER
 Education in computer information systems (CIS),
business or marketing is required.
 An associate’s degree in CIS is needed in case of
interest in coding and designing optimized websites.
 Demand for SEO professionals is expected grow rapidly,
as these marketing specialists are required by the firms
to continue to generate awareness and attract new
customers.
 Web development companies, advertising agencies and
new media firms besides corporations ranging from
consumer goods manufacturers to business service
providers all employ SEO specialists.

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