SEO managers are responsible for developing the strategy to improve a website’s search visibility and organic traffic. But what exactly do they do? What skills and qualifications do they need? And how can you become one?
To find out, I looked through 52 SEO manager job listings on LinkedIn and asked a few actual SEO managers. I only focused on job descriptions that asked for “SEO manager.” That means no “SEO account manager,” “technical SEO manager,” and the like. What do SEO managers do?
The most common responsibilities I found were developing SEO strategy, collaborating with other teams, identifying new SEO opportunities, making SEO recommendations, reporting to stakeholders or creating reports, keeping up-to-date on SEO trends and updates, and developing SEO tests. It seems that an SEO manager’s job largely revolves around management. They might have some responsibility for implementing changes, writing content, or building links themselves, but it’s not their primary thing. They tend to collaborate with and rely on other teams to get things done.
When I asked a few SEO managers about their responsibilities, they mostly echoed the idea of collaborating with other teams and providing strategic direction and recommendations to clients. The majority of their time is spent identifying SEO opportunities and developing recommendations to achieve them. What skills do SEO managers need?
Common skills I found were data analysis and interpretation, strong communication skills, experience with SEO tools, programming, project management, and an entrepreneurial, self-starting spirit. Some SEO managers emphasized the importance of bigger picture thinking, inquisitiveness, clear communication, empathy, emotional intelligence, resilience, analytical mindset, and attention to detail. It was also interesting to note that some job listings asked for knowledge of AI tools like ChatGPT.
Do SEO managers need any qualifications?
There was a pretty even split, with just over half of listings requiring applicants to have a degree. However, none of those who required a degree asked for anything higher than a bachelor’s degree. Most asked for a degree in a related field like marketing, business, advertising, or computer science. Some SEO managers mentioned that while a degree can be helpful, hands-on experience and industry knowledge are more important in the fast-paced and ever-changing field of SEO.
Who hires SEO managers?
Both agencies and companies hire SEO managers, but the data suggests that it’s most commonly an in-house position. Only 10.7% of the job listings analyzed were for roles in agencies. In terms of salary, 75.1% of US SEO managers make $100,000-$159,999, with roughly half of those making $120,000-$139,999.
It’s clear that an SEO manager is far from an entry-level position, with most job listings requiring at least two years of experience. The paths to becoming an SEO manager vary, but starting as an intern and progressing to an SEO specialist before moving into a managerial role is a common trajectory. It’s also important to continue learning, collaborating with other teams, and staying up-to-date on industry trends to succeed as an SEO manager.