The SEO manager role exists in the grey area between content marketing and the technical side of running a website. SEO managers are typically marketers who can optimize the technical side of a website for Google and other search engines. If the SEO manager possesses viral, mobile, social media and other digital marketing skills, the better.
In other words, SEO management is a cocktail of different skills; all of which must come together to drive relevant organic traffic, hence sales.
If you’re looking to grow your SEO career and/or achieve the revered
post of SEO manager, we offer you a couple of tips on how to win without
breaking a sweat.
Without further ado, let’s get down to business.
SEO is an ever-changing landscape, and the steadfast SEO manager must adapt to thrive. The tips in the following section come in handy whether you’re a beginner or an experienced player.
Read on to learn how you can reap the best results as an SEO manager.
A Clear Understanding of SEO Best Practices
As an SEO manager, having a good grasp of the latest SEO best practices
is an absolute must. It’s crucial to understand what works and what Google
permits in, say, the official Google SEO Starter Guide.
Keep in mind what worked in the past can land you in trouble today, so it’s best to stay ahead of the curve at all times. Learn as much as you can about SEO best practices of the modern-day world, and practical applications proving the theory does actually work.
Beware, building an SEO campaign on black hat SEO trickery lands you in hot soup all the time. It’s not worth your time and hard-earned money. No matter how tempting, avoid it like the plague in favor of white hat SEO tactics.
Additionally, an SEO manager worth their weight in salt must have a good
command of both on-page and off-page SEO. Further, you should cover your
technical SEO bases as well, so you can offer an all-rounded perspective to
lead successful SEO campaigns.
Data is the new oil, they say, and I tend to agree 100%. There are
documented case studies of companies taking advantage of insights to triple
revenues like clockwork. And we are yet to talk about how you can use big data
to feed your SEO machinery, and do exploits.
In a world of data analysis tools, mining data is as easy as
Abracadabra. But perhaps you don’t care about magic; you want to learn how you
can make the best out of your insight reports. Here is where data analysis
skills come in.
Favorite tools for many SEO managers include Google Analytics, Moz, and SEMRush among others. In your spare time, feel free to check out 25 Best Website Analytics Tools for 2019. But whichever tool you use, deriving solutions from complex data is an invaluable digital marketing skill to learn.
Analysing data is a great skill to master. You can easily use insights
to plan a future course of action that aligns without goals. Learn how to use
data analytics tools to make deductions that drive your SEO campaigns forward.
Digital Marketing Skills
There is a reason many companies spend heavily on SEO marketing
campaigns. In other words, no web property can thrive without traffic, and the
more you drive, the better your prospects. There is a huge demand for SEO
managers with other digital marketing skills.
Or as Maryville University puts it:
Digital advertising has transformed the world of marketing — and created immense career opportunities for trained professionals. Organizations now seek multifaceted marketers who can blend strategy with advanced technology. It’s a skill set that can qualify you for 19,700 new careers in advertising, promotions, and marketing management from 2014 to 2024, according to the U.S. Bureau of Labor Statistics.
Are you familiar with paid social media marketing? Can you hack viral
marketing? Does the phrase visual marketing mean anything to you? Strive to
become an SEO manager who leverages other digital marketing skills to drive
In other words, can you mix SEO and new digital marketing channels to
improve your results? If that’s a yes, clap for yourself; you’re doing well.
Otherwise, brush up on your digital marketing skills and welcome to the new
No matter what, content is and always will be the foundation of any SEO
campaign. Without content, you’re like a Humvee without fuel, trapped in the
middle of the desert. Content is the lifeblood of any website.
As such, it goes without saying that a great SEO manager needs content marketing skills to stand out from the crowd. Content marketing is all about creating long-term value from content that generates better SEO results and conversion rates.
Moreover, content marketing allows you to create a keyword profile, and
create targeted offers relevant to your audience. On top of that, it offers you
the chance to create authority, and generate buzz.
You don’t have to be a stellar writer to hack content marketing. Provided
you research your target audience effectively, you can drive the point home
with little effort. If you must, feel free to hire an SEO content marketer.
Strategy is the name of the game, and employers actively seek SEO
managers who can align SEO campaigns to business goals. Optimizing websites to
shine in search engines is one thing, but generating traffic that doesn’t align
to business goals is a no-go zone.
An SEO manager needs strategic vision to create SEO campaigns that
generate traffic that drives the business forward. For instance, driving people
looking for “free movie torrent downloads” to a product page about dog clothes
As an SEO manager, it’s your responsibility to study the business, competition, and trends. The info you gain helps you to develop a clear vision on how to achieve the best results with your SEO campaigns.
Incorporate strategic planning by taking advantage of data, and chart
plans that lead to tangible results. The ability to strategize and align
available resources with business goals will help you to save your job over and
Isolation is not alien to many SEO managers. A good chunk of SEO
managers work alone as independent contractors or the only expert within the
company. However, other SEO managers run teams or plan to manage teams in the
Whether you work alone or manage a team of creatives, soft skills go a
long way in helping you to create a great SEO career. For starters, nobody
wants to work with a rude know-it-all SEO manager.
Secondly, no creative enjoys working with an SEO manager who barks
orders from a high horse. If you run a team, you must be ready to motivate
members to carry out your strategic SEO plan.
You should be comfortable with the idea of letting others execute tasks without your supervision, more so if you’ve been a lone wolf all along. At the end of the day, along with digital marketing skills, mastering people skills also helps you to grow in your managerial role day after day.
Drive & Flexibility
Search engine optimization is a long term endeavor. The SEO managers who
thrive have thick skin and the inherent ability to adapt to changes quickly.
You must easily let your clients know when algorithm changes mean their SEO
ranking dropped, and old tactics no longer work.
Other than that, you must have the drive to soldier on in the midst of
SEO challenges. More importantly, you must yearn to keep learning given that
SEO is a fast-paced field. Whether it’s a new SEO technique, ranking factor,
platform and so on, you have to keep learning.
Don’t shy away from the idea of running personal side projects that help
you to internalize specialized SEO skills. If you had no idea, employers pine
for SEO managers who can demonstrate their expertise.
If you can create a tool to solve a particular SEO problem, employers
love that. Who knows? As a freelancer, perhaps you can offer the tool to other
SEO professionals at a fee, which can only mean good things for your SEO
Becoming a great SEO manager everybody loves, you have to put the
client’s goals first at all times. Study the business to put a finger on their
target audience and relevant keywords that drive results.
Therefore, an SEO manager needs to develop a slew of varying technical
and soft skills to thrive in one of the most competitive SEO careers. Oh, and
please never forget that content is still the king.
What are your views? Do you have suggestions for the next SEO manager? Please share in the comments.