DIGITAL JOBS: HOW TO BECOME AN SEO MANAGER

DIGITAL JOBS: HOW TO BECOME AN SEO MANAGER

What does an SEO manager actually do?

Although search engine optimization is “only” a part of online marketing, the areas of responsibility are quite diverse. In addition, SEO is constantly evolving, which always brings with it new tasks and requirements. The tasks of the SEO manager can be divided into the following areas:

  • Analytics: As an SEO manager, you take a close look at websites. In the on-page analysis, the content, the structure and the technical conditions of a website are examined and optimization recommendations are developed. In the off-page analysis, external factors of a website are checked. This area often refers to backlinks and other references such as B. Mentions. In addition, SEO managers shed light on the SEO performance of their competitors in competitor analyses.
  • Content: The content of your website contributes significantly to its success. As an SEO manager, you plan and are responsible for the content together with the content manager. The starting point is usually an extensive keyword analysis and the development of a keyword strategy for individual texts, a blog, a magazine or even the entire website. The tasks of an SEO manager not only include the SEO optimization of texts, but also of images, videos or documents (e.g. PDF).
  • Control: No matter whether you are an SEO manager in a company, an agency or as a freelancer – the control of internal or external stakeholders is usually part of the daily work. In a company, you are usually responsible for selecting the content, briefing and managing employees and external service providers. In an agency, on the other hand, the SEO expert works with different customers and coordinates several projects at the same time. Freelancers in the SEO field, on the other hand, usually work together with agencies and companies on a project basis. Regular coordination with partners is also part of the daily work here.
  • Control: As an SEO manager, you should continuously control your measures using key figures in order to measure success and realign the measures if necessary. Google Analytics is essential for this, but other SEO tools such as B. SISTRIX , Searchmetrics , Screaming Frog and the Google Search Console belong in the toolbox of the SEO manager.

Where do SEO managers work?

In companies, in agencies or as a freelancer. The advantages of working in-house can e.g. B. clear structures and expertise in a specific industry. Agency work, on the other hand, is characterized by a high learning curve, more training opportunities and more dynamic and varied work. Freelancers have the opportunity to work very flexibly.

I’m also increasingly observing that jobs in the industry are becoming more and more flexible. At artaxo, the SEO managers can e.g. For example, they are relatively free to choose their working hours and place of work. Many of the colleagues work from home again and again, because they work very concentrated there and can therefore better combine their private life with their job. In addition, we are currently running a pilot project in which a permanent employee from abroad is working. Home office can also work on the beach . The prerequisites for this are clear agreements and trust.

What does the day-to-day work of SEO managers look like?

The everyday life of SEO managers is very diverse. You deal with websites every day – be it your own, that of a customer or that of a competitor. Weaknesses and potentials of websites are revealed on the basis of analyzes and a strategy is developed as to how the website can be optimized.

In addition, based on their know-how in the field of optimization and their understanding of user needs, SEO managers develop specific measures that they then carry out themselves or pass on to colleagues or an agency. The measures relate to various areas, such as e.g. B. the technical optimization of websites, content planning and optimization as well as the construction of backlinks. As an SEO manager, you coordinate them and regularly analyze their progress and success.

At best, SEO managers also work in cross-departmental teams (e.g. with IT, sales, PR) and have the daily task of communicating the relevance of SEO throughout the company.

How do I become an SEO manager?

There is no one way to become an SEO manager, there are different ways.

  • Degree: There is still no SEO degree that can be taken full-time at a university. But there are some courses that serve as a good prerequisite for the job as an SEO manager. At the forefront are: media/communication sciences, media/business informatics, information science, humanities and business administration. In addition, first practical experience in the form of an internship or a working student position usually helps to immerse yourself in the world of SEO while studying.
  • Traineeship: For traineeships, companies are usually looking for university graduates or people who have completed their training. In 12-18 months, the trainees then learn everything that is important in the SEO industry based on a fixed training plan. In May 2010, artaxo was the first agency to offer a structured traineeship with a focus on SEO. In the meantime, the traineeship and the associated blog SEO-Trainee.de have been established in the industry. But other agencies are now also training SEO trainees.
  • Further training: Are you already working in the online industry and would like to continue your training as an SEO manager? Then there are some recommended seminars, advanced training courses and extra-occupational courses. Be sure to compare the various providers in advance and take a close look at the experiences of the speakers. Above all, I can recommend the seminars of 121WATT , the further training opportunities of the Online Marketing Rockstars and the Hamburg Media School (e.g. Online Marketing Camp and OMR Deep Dive ) as well as the SEO studies of the afs Academy . Continuing education should also be on the agenda for SEO managers.
  • Experience: SEO managers should have a lot of self-motivation and ideally have already applied and tried out their knowledge directly on their own web projects.

What skills and knowledge does an SEO manager need?

  • Independent work: Work independently on your own projects, carry out analyzes and make recommendations. Have the courage to think independently and take on responsibility.
  • Organizational talent: Keeping track of multiple projects and being able to distribute tasks to team members.
  • Analysis skills: Being able to carry out complex analyses, know, understand and interpret important key figures. For monitoring purposes, SEO managers should at best be proficient in Google Analytics.
  • Strategic thinking: Working out SEO strategies based on analyzes and being able to develop measures to achieve this strategy.
  • SEO expertise: Knowledge of on-page (e.g. website architecture, internal links), off-page (e.g. creative link building), usability and content marketing and the linking of content marketing and SEO is required.
  • Understand SEO in the corporate mix: Understand SEO not as an isolated discipline, but as a cross-departmental discipline (IT, marketing, sales, PR, etc.) and establish it in the company.
  • Basic technical knowledge: Technical understanding and basic knowledge of HTML, CSS, JavaScript and PHP are highly recommended.
  • Tool knowledge: Knowing and being able to work with the most important SEO tools such as SISTRIX , Searchmetrics , Screaming Frog and the Google Search Console . KPI knowledge and the evaluation of the most important key figures. Enjoy learning more tools.
  • Thinking outside the box: SEO for search engines other than Google, such as B. YouTube , Amazon, Jameda or Pinterest is becoming increasingly important.

Where can I find SEO jobs?

At best via your own network, e.g. B. on XING and LinkedIn. In addition, of course, via the Google search and company websites, common job exchanges such as Stepstone or Monster or the offer at onlinemarketingjobs.de .

How do I keep up to date as an SEO manager?

The exchange both internally among colleagues and with the industry is extremely important: Go e.g. B. at regulars’ tables and at conferences. Build a network with which you can exchange ideas. In addition, read blogs regularly, I can recommend e.g. B. the MOZ Blog , the Google Webmaster Blog and of course SEO-Trainee.de . I also find the Webmaster YouTube Channel very helpful. Also listen to podcasts like the OMR podcast or TermFrequency .

Keep up to date with the latest trends and developments and learn from others in the industry. Go for further training and also support your team in this project.

What are your personal tips for all future SEO managers?

  • SEO is no longer just about Google. Look left and right and get to know the properties and optimization possibilities of alternative search systems.
  • With your expertise, ensure a better understanding of SEO and modern, barrier-free websites on the corporate side.
  • Contemporary websites based on an excellent information architecture will beat every other paid media channel with their ever-increasing reach: owned and earned media.

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