SEO Manager Job Description & Skills

Thinking about stepping into digital marketing and focusing on search engine optimization (SEO)? You’re eyeing a pivotal role: the SEO manager. 

This position is at the heart of driving organic traffic, leads, and ultimately, revenue by mastering the art of visibility in search engines. It’s a role that’s becoming increasingly vital as businesses shift their advertising spend from traditional mediums to digital platforms.

To excel as an SEO manager, you’ll need a specific set of skills that go beyond just understanding algorithms or keywords. It’s about weaving together various marketing disciplines, ensuring your strategies align with broader business objectives, and keeping the digital gears turning smoothly. 

If you’re curious about what it takes to succeed in this dynamic role, you’re in the right place. Let’s dive into the essential skills you’ll need to master.

Overview of an SEO Manager’s Role

As an SEO manager, you develop and execute a robust SEO strategy to drive organic traffic to an organisation’s website. In other words, you are the cornerstone in maintaining and improving a website’s visibility and increasing sales and client satisfaction, solidifying your company’s authority and credibility in its respective industry.

This role is pivotal within digital marketing, as it directly impacts a company’s visibility online. Tailoring SEO strategies to fit within the broader marketing strategy of your company or clients is a daily expectation. You’re the bridge connecting various aspects of digital marketing, continuously seeking out new opportunities to optimize and improve. 

Core Responsibilities

As mentioned, you craft an SEO strategy that aligns with your company’s business objectives. This strategy isn’t just about improving rankings on search engines; it’s about understanding the intricacies of search engine algorithms and leveraging this knowledge to enhance the visibility of web pages on Google and other search engines. 

The strategy involves keyword research and targeting as they form the basis of content creation and distribution, ensuring the content meets the queries of your target audience. After researching the keywords, your team can create new content and optimise existing web pages to drive more traffic and improve engagement. Regular audits of the content to identify areas for improvement are vital. 

Beyond content, your responsibilities extend into the technical realm. From improving site architecture to enhancing user experience and ensuring the website is mobile-friendly, your technical skills come into play. 

Developing link building opportunities is another core duty. Identify link prospects and determine the best ways to acquire backlinks from these authoritative sites.

After building your strategy, let your team execute the tactics for you. Each SEO specialist assigned to each task must perform to the best of their abilities to ensure the campaign’s success. It’s also your job to motivate SEO professionals to fulfil their tasks by providing them guidance and resources so they can seamlessly commit to their role.

Lastly, your success as an SEO manager depends on your proficiency in data analysis using tools like Google Analytics. It allows you to report on key performance metrics and adjust strategies as needed.

Other Essential Skills and Qualifications

The qualifications for an SEO marketing manager vary widely due to SEO being a dynamic field. That being said, you must also possess other skillsets and qualifications to make you attractive to a company or organisation, as well as SEO recruitment.

One of the first things you must have is experience. To be an SEO manager is to have years under your belt of working with an SEO team running various successful campaigns. 

You can show your portfolio and sample works to prove this to employers. These should show you the website before and after they implemented their SEO strategy and the improvements that took place.

If you lack experience, a bachelor’s degree in IT, business, technology, or marketing can be as useful as an alternative. To be clear, substantial experience and technical skills can sometimes offset the need for specific academic qualifications. However. additional training and certification, such as those offered by the Chartered Institute of Marketing (CIM) or the Institute of Data & Marketing (IDM), can further bolster your skills and qualifications.

SEO managers with strong planning and time management skills are other critical traits you must seek out from candidates. You must prioritise tasks effectively and collaborate with various team members, including writers, web developers, and marketing professionals. Your role involves not just the hands-on SEO work but also strategising and implementing improvements across the board.

Finally, you need to have people skills as a manager, arguably the most important and toughest skill to attain among SEO manager roles.

You must balance motivating your SEO specialists and understanding their needs to get the best out of them. You also need to mediate between parties in your team involved in a conflict and get them back on the same page. 

How to Become an SEO Manager

To become an SEO manager, you typically need to follow a career path that begins with education. Obtaining a bachelor’s degree in marketing, business, information technology, or a related field is the way to go. Some positions may require a master’s degree or specialized digital marketing or SEO training.


You can possibly trade in education with hands-on experience, which is arguably more valuable than any diploma or certification can give you. Here, you can develop a broad skill set in SEO (content marketing, keyword targeting, and others) and leadership. They will pave the way for your becoming an SEO manager. 

However, expect to start at the bottom of the totem pole, possibly an SEO internship, before you can reach the managerial level. This can take years for you to reach, so you must grind and soak up as much knowledge and experience as possible.

Your SEO managerial skills will also be measured by your ability to stay updated with SEO trends, algorithm updates, and industry best practices by reading industry blogs, attending webinars, and participating in SEO forums or communities. This shows your willingness to adapt and bend to search engines’ will. 


The role of an SEO Manager is multifaceted and dynamic, requiring a unique blend of technical expertise, strategic thinking, and strong communication abilities.

Becoming one means you must not only stay abreast of the latest industry trends and algorithm updates but also possess the analytical skills to measure and report on the performance of SEO strategies, among countless other things.

If you have the skills to become an SEO manager, let SEO.Careers help you. We can display your resume and CV to companies and organisations looking for SEO talents who can increase their site’s traffic and guide their team to success.

Visit our site and send in your application to start your career right!

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