Search engine optimization (SEO) specialists help develop and/or implement an SEO strategy for their organization. They ensure their company appears early in the search results for relevant keywords within a wide variety of search engines. This may happen, for example, through the use of important keywords throughout their company's website, including paragraphs that the viewer reads and the "meta tags" within the website's "head tags"; cross-linking between a website's pages is another SEO strategy. SEO specialists may focus on one or more types of searches, such as image, video, academic and local searches. These specialists must continuously stay up to date on new and improved methods of improving their company's online visibility, integrating improvements into their company's strategy as needed. They also need to collaborate with other professionals within their company related to the design and content of their company's website to ensure SEO strategies are used effectively.

A bachelor's degree may be required or preferred for SEO specialist positions, and relevant SEO experience is generally needed as well. SEO specialists must fully understand coding languages such as HTML and CSS, as well as best practices across search engines. An understanding of Google Analytics and the Google Webmaster Tools may be needed as well. (Copyright 2018 PayScale.com)

Search Engine Optimization (SEO) Specialist Tasks

• Implement SEO strategies with target goals in mind.
• Analyze the success of SEO campaigns and communicate the results to stakeholders.
• Conduct competitive analysis and content optimization.
• Write web content and design online campaigns for clients.

For Entry-Level Search Engine Optimization Specialists, busy New York offers a higher-than-average pay rate, 47 percent above the national average. Entry-Level Search Engine Optimization Specialists can also look forward to large paychecks in cities like San Francisco (+35 percent), Boston (+25 percent), Salt Lake City (+19 percent), and Seattle (+19 percent). Location significantly influences compensation, with Dallas Entry-Level Search Engine Optimization Specialists earning much less — 24 percent less — than the national average. Employers in Portland and Phoenix also lean toward paying below-median salaries (18 percent lower and 4 percent lower, respectively).