SEO specialist
Use various techniques to improve search engine rankings for your organisation's website.
About the job
What it's like
We use search engines every day. You type what you’re looking for into a search engine, like Google or Yahoo, and it returns a list of web pages to answer your question. But have you ever thought about what's behind those lists of links? How did they get there?
SEO or search engine optimisation is the name given to activity that helps to improve search engine rankings.
An SEO specialist uses various techniques and tactics to get a website as close to the top of the list as possible. They decide on the best techniques and monitor the results.
What you might do:
Carry out keyword research to find out what words people search for
Check rankings and analytics to monitor performance of websites and present ideas for improvement
Write content for websites, using keywords tailored for the target audience
Build backlinks (links from other websites to yours) to improve search engine rankings
Run pay-per-click (PPC) campaigns
Program with HTML, CSS and languages such as JavaScript to ensure the website is accessible, user friendly and SEO optimised
use social media to push users to the website
keep up to date with search engine algorithm changes and SEO techniques
Hours
You'd generally work office hours from Monday to Friday, but depending on your role and deadlines you might have to work longer hours or weekends.
Environment
You're likely to be officed based and working as part of a marketing team.
Explore more information about this job
Here are some useful links to learn more about this career:
Like the sound of this career?
Browse courses in Scotland related to 'SEO specialist'
Select qualification level(s)
Other careers that you might like
Advertising account executive Advertising account planner Advertising copywriter Charity fundraiser Market research data analyst Market research executive Digital strategist
Related industries
Many jobs can be done in lots of different industries. We've highlighted the ones we think are most important for this job.
Financial and professional services Engineering and manufacturing Digital technologies
Top skills
Skills are things you're good at. Whether you know what yours are or not, everyone has them!
It's useful to learn which ones are important in a job so you know the areas you need to brush up on. It can also help you work out if you're suited to a career.
Top specialised skills
These are the top specialised skills that have been found in job vacancies across Scotland. From March 2024 to March 2025.
- ahrefs site explorer
- organic search
- moz (seo software)
- link building
- buzzsumo (software)
- seo audit
- seo strategy
- google tag manager
- off-page optimization (seo)
- google search console
Meta skills
Here are some of the meta skills you'll need to do this job.
- analysing
- developing a plan
- attention to detail
- researching
- problem solving
- evaluating
- creative
- working with technology
Your skills are important
Our unique skillsets are what make us stand out from the crowd. Learn about each skill in depth and discover what employers look for in your applications and interviews.
Getting in
Explore each section to find more information about getting into this career.
Colleges and universities will list subjects you'll need for entry to a course. Some useful subjects include:
Computing Science
Maths (Mathematics)
Statistics
Entry requirements for courses can change. Always contact the college, university or training provider to check exactly what you’ll need.
There are a number of ways to get qualified for this job, via college / university study or through work-based qualifications, such as Apprenticeships.
SEO Specialists will often have a Higher National Diploma, a degree or a postgraduate qualification in the following subjects:
IT
Business
Digital Marketing/Marketing
Employers may consider Graduates from non-computing subjects if they are able to demonstrate essential technical knowledge. There are also postgraduate IT conversion courses available to Graduates who need to strengthen their technical skills.
As technology is ever changing, it is necessary to keep up with these advances throughout your career.
While not all employers list specific qualification requirements they do ask for relevant experience, usually work based, that demonstrates a range of transferable skills.
Find the right course for you
Browse courses in Scotland related to 'SEO specialist'
