A search engine optimization (SEO) analyst is responsible for ensuring that a business' online content can be found and viewed by potential and current customers. This analyst is part of a marketing team and is an important part in the planning of the business' marketing campaign. With their technical expertise, search engine optimization analysts are able to provide insight into search engine optimization and the user experience with digital content; they are able to relate this information to marketing managers to help shape the marketing campaign to be more successful.
After the parameters of a marketing campaign have been established, the search engine optimization analyst gathers data about the business' websites, blogs, social media, and e-commerce webpages to determine how visible they are to the target customer and how useful the digital resources are. If digital content is found to be lacking for the target customer, the SEO analyst alters the content of the webpage to increase customer utility; if a webpage has low visibility, the SEO analyst reorganizes and/or changes the content of the page to make the page more visible in search engine results.
Search engine optimization analyst usually must have a bachelor's degree in marketing or a relevant technical discipline. Further, to ensure that the business' digital content is easily found through customer use of search engines, the SEO analyst must keep abreast of changes in the search engine optimization field and stay educated on best practices.
Search Engine Optimization (SEO) Analyst Tasks
- Create, automate, and track search and traffic metrics.
- Assess websites and tools to recommend keywords, link strategies, and web analytics.
- Define and implement search marketing strategies and activities.