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Glossary – SEO specialist

SEO specialist

Nikiforov Alexander
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Who is an SEO Specialist?

An SEO specialist is a professional who focuses on optimizing and promoting websites in search engines. Their main goal is to increase the visibility of a site in search results based on relevant queries, which in turn helps attract more visitors to the resource. Since the emergence of search engines like WebCrawler in 1994, the SEO profession has been actively developing, and since the mid-90s, it has become an integral part of digital marketing.

Main Responsibilities of an SEO Specialist

The responsibilities of an SEO specialist are diverse and may vary slightly depending on whether they work in an agency, a company, or as a freelancer. The general list of tasks includes:

  • Conducting a website SEO audit: analyzing technical errors, site structure, and page loading speed.
  • Competitor analysis: studying competitors to develop a promotion strategy.
  • Creating a semantic core: determining keywords based on user queries.
  • Internal optimization: fixing errors and optimizing site elements to meet search engine requirements.
  • Content creation for the site: creating assignments for copywriters based on the semantic core.
  • External optimization: working on the site's link profile.
  • Monitoring and analyzing results: using tools to track changes in traffic and site positions.
  • Recovering the site from a ban: working to eliminate the causes of the site's blocking in search engines.

Key Skills of an SEO Specialist

An SEO specialist needs both universal and professional skills:

Universal Skills (soft skills)

  • Analytical mindset: the ability to work with data and identify patterns.
  • Perseverance and attention to detail: the ability to focus on details while working.
  • Ability to learn quickly: the necessity to adapt to changes in search engine algorithms.
  • Teamwork skills: interacting with other specialists and clients.
  • Multitasking: managing multiple projects simultaneously.

Professional Skills (hard skills)

  • Understanding how search engines work: knowledge of ranking factors and penalties.
  • Knowledge of HTML and CSS: basic knowledge for working with technical elements of the site.
  • Skills in analytics tools: using Yandex Webmaster and Google Search Console.
  • Ability to work with keywords: selecting the right keywords for the SEO strategy.
  • Content optimization: creating texts with the correct structure and keywords.
  • Understanding usability: assessing the site's user-friendliness.
  • Knowledge of internet marketing: linking SEO with other promotion channels.

How to Evaluate the Work of an SEO Specialist

The effectiveness of an SEO specialist's work can be evaluated using the following key performance indicators (KPIs):

  • Traffic growth: an increase in the number of visitors from search engines.
  • Site position growth: an improvement in the page's rank in search results for key queries.
  • Conversion growth: the quality of traffic and the completion of desired actions by visitors.

How Much Does an SEO Specialist Earn?

The earnings of an SEO specialist vary depending on experience level and workplace:

  • Beginners: 30-40 thousand rubles in an agency, with the opportunity to learn on the job.
  • Experienced specialists (3-6 years): 80-100 thousand rubles.
  • Experienced professionals: over 120 thousand rubles.
  • Freelancers: income depends on clients and the volume of work.

Advantages and Disadvantages of the Profession

Like any profession, the work of an SEO specialist has its pros and cons:

Pros

  • High demand in the market.
  • Opportunity for remote work.
  • Diversity of projects.

Cons

  • Lack of quick results.
  • The necessity to constantly track changes.
  • Monotony of the work.

Demand for the Profession

The profession of SEO specialist continues to be relevant. There are numerous job vacancies on platforms like hh.ru. Specialists can advance in their careers by taking on leadership positions or starting their own agencies. The profession offers flexibility in work and a high degree of freedom.

How to Become an SEO Specialist

There are no specialized SEO programs in Russian universities, but one can take courses or intern at agencies. Additionally, self-study through books and videos is also possible. Practical experience, such as promoting one’s own website or working freelance, helps develop the necessary skills. Despite myths that SEO is dying, this field continues to evolve and requires constant learning and adaptation to new requirements.