SEO Analyst

SEO Analyst

What is an SEO analyst?

An SEO analyst is a marketing professional who helps websites improve their ranking in search engine results pages (SERPs).

SEO analysts essentially act as the bridge between a website and search engines.

By understanding how search engines work and what factors they consider when ranking websites, they can help websites attract more organic traffic, which is traffic that comes from unpaid search results.

What do SEO analysts do?

The primary goal of an SEO analyst is to support organizations in building and improving their online presence. To achieve this goal, SEO analysts perform several tasks, including:

  • Conducting keyword research
  • Monitoring conversion rates
  • Researching organic traffic numbers
  • Tracking the average time people spend on a page
  • Monitoring and reporting search trends
  • Looking at websites and social media pages to make recommendations
  • Researching competitor websites and social media to identify areas of improvement
  • Remaining updated with new SEO, marketing, social media and industry trends, tools and practices
  • Writing data-based reports
  • Aiding organizations in link-building strategies
  • Providing input for creative teams to create SEO content
  • Providing other teams within an organization with helpful advice about SEO strategies
  • Optimizing web pages for mobile devices such as smartphones and tablets
  • Updating outdated content
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What training do SEO analysts typically have?

SEO analyst training is more experience-focused than degree-focused. While a degree in marketing, communications, or computer science can be helpful, many learn through:

  • Online courses
  • Self-study
  • On-the-job training
  • SEO certifications (not mandatory)

Responsibilities of a SEO Analyst

SEO analysts spend a bulk of their time conducting keyword research using specialized software. They will also generate new keyword ideas to aid with business marketing efforts and look into potential opportunities with search analytics platforms like Moz or Google Search Console.

Additional SEO research includes analyzing competitors’ websites and social media pages and comparing them with your own. The research also includes keeping track of your industry’s top players and their organic (google, bing, etc) search rankings. With this knowledge, SEO analysts are expected to make and implement recommendations for improvements.

SEO analysts are also in charge of optimizing websites to make sure search engines can crawl their content effectively, this is typically called “technical SEO”.

Other smaller tasks of SEO analysts may include generating content ideas for landing pages for specific keywords and overseeing content creation to match their strategies. They may also be responsible for keeping business content up to date (typically in partnership with editorial or content strategists) to rank higher with “newer” or updated content.

Also read: SEO jobs in New York

Typical employers of SEO analysts

SEO analysts can work either as part of an organisation’s marketing team or for an independent SEO agency on behalf of clients. A wide variety of organisations employ SEO analysts (either directly or through an agency), including:

  • commercial companies
  • educational institutions
  • non-profit organisations
  • government organisations.

Marketing graduate jobs are advertised online, including on the websites of organisations that are recruiting.

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Key skills for SEO analysts

  • Verbal and written communication
  • Analytical skills and the ability to work with large data sets
  • Organisation, time management and the ability to prioritise tasks
  • Research skills and attention to detail when pulling data from multiple platforms
  • Interpersonal skills to manage relationships with clients
  • Project management skills
  • An inquisitive nature and an ability to think creatively
  • Problem solving and decision making.

Do I need a degree to be a SEO Analyst?

A degree is not mandatory to become an SEO Analyst. The field values practical skills, up-to-date knowledge, and hands-on experience more. Many professionals learn through online courses, self-study, and on-the-job training.

However, a degree in marketing, communications, or computer science can be beneficial. It provides a foundation in relevant areas and may enhance your job prospects.

Do SEO Analysts need to know how to code?

No, SEO analysts typically don’t need to be experts at coding. You can be successful in the field without writing a single line of code.

However, some basic understanding of HTML and CSS can be very helpful. This knowledge allows you to better understand how websites work and communicate effectively with developers or webmasters who might handle the coding aspects of SEO recommendations.

What is a SEO Analyst’s salary?

We’ve aggregated thousands of salaries across glassdoor and linkedin, and SEO analysts can make anywhere between 75k – 98k, depending on their location and skillsets.

Career Path of a SEO Analyst

  • SEO Analyst, or SEO Specialist: Spend about 2-4 years at each level here.
  • Senior SEO Analyst: Spend about 3-5 years here. This is also a popular role to freelance.
  • Analytics Manager (or Product Manager): Spend about 5-10 years here.
  • Director of Analytics: This one is tricky, but most folks spend roughly 4-6 years here.

Popular Job Description of a SEO Analyst

You’ll be the SEO wizard!

  • Research keywords people use to find similar websites.
  • Analyze how well the website performs in search results.
  • Craft strategies to improve search ranking and organic traffic.
  • Create or optimize content to be search engine friendly.
  • Stay updated on the latest SEO trends and algorithms.
  • Track and report on website traffic and SEO performance.

Basically, you’ll be the mastermind behind the website’s climb to search engine glory!

Top Technical Skills of a SEO Analyst

SEO Analysts need a strong mix of technical and analytical skills to be successful. Here are some of the top technical skills for SEO analysts in 2024:

Website Crawling and Indexing:

  • Understanding how search engines crawl and index websites.
  • Identifying and fixing technical issues that hinder crawling and indexing, like broken links, slow loading times, and mobile-friendliness problems.
  • Using tools like Google Search Console to monitor crawl errors and submit sitemaps.

Technical SEO Audits:

  • Performing technical SEO audits to identify website weaknesses and opportunities.
  • Analyzing website structure, code quality, and internal linking for optimal SEO performance.

Structured Data and Schema Markup:

  • Understanding the role of structured data and schema markup in improving search engine understanding of a website’s content.
  • Implementing schema markup to enhance search results with rich snippets.

SEO Tools and Platforms:

  • Proficiency in using popular SEO tools like Google Search Console, Google Analytics, SEMrush, Ahrefs, Moz, etc.
  • Utilizing these tools for keyword research, competitor analysis, backlink monitoring, and technical SEO audits.

Basic understanding of HTML and CSS:

  • While not required to code extensively, familiarity with HTML and CSS helps understand website structure, meta tags, and troubleshoot basic technical issues.

Mobile SEO:

  • Understanding the importance of mobile optimization for SEO success.
  • Ensuring the website is mobile-friendly and provides a seamless user experience across devices.

Staying Updated:

  • Search engine algorithms and best practices constantly evolve. A successful SEO analyst needs to be a continuous learner, staying updated on the latest SEO trends and algorithm updates.

Top Tools of an SEO Analyst

An SEO analyst’s toolbox is packed with a variety of resources for different needs. Here’s a breakdown of the top tools categorized by their function:

For Gathering Quantitative Data:

  • Google Search Console (Free): Provides crucial data on website traffic, search queries, crawl errors, and indexing status. A must-have for any SEO analyst.
  • Google Analytics (Free): Offers in-depth website traffic data, user behavior insights, and conversion tracking. Essential for understanding website performance and user engagement.
  • SEMrush/Ahrefs/Moz (Paid): These comprehensive SEO platforms offer advanced features for keyword research, competitor analysis, backlink monitoring, and technical SEO audits.

For Monitoring Content Strategy:

  • Google Search Console (Free): Monitors keyword rankings, impressions, and clicks, helping you assess content performance for target keywords.
  • BuzzSumo (Paid): Discovers trending topics and content insights to inform your content strategy and identify high-performing content for inspiration.
  • AnswerThePublic (Free/Paid): Generates long-tail keyword suggestions based on user search queries, helping you create content that addresses specific user needs.

Other Helpful Tools:

  • Screaming Frog (Free/Paid): Powerful website crawler for identifying technical SEO issues like broken links, redirects, and crawl errors.
  • Surfer SEO (Paid): AI-powered content optimization tool that suggests improvements based on search intent, readability, and on-page SEO best practices.
  • Google Trends (Free): Explores search trends over time, helping you identify growing topics to inform content creation and keyword targeting.

For Task Management:

  • Trello/Asana (Free/Paid): Popular project management tools for organizing SEO tasks, collaborating with team members, and tracking project progress.
  • Google Sheets (Free): A versatile tool for creating custom SEO dashboards, tracking keyword rankings, and analyzing data.

This list includes both free and paid options. The best toolset depends on your budget and specific needs.

Difference between Data Analyst, Marketing Analyst & SEO Analyst

Here’s a breakdown of the key differences between data analysts, marketing analysts, and SEO analysts:

Focus:

  • Data Analyst: Broadest role, analyzes data across various departments (marketing, sales, finance, etc.) to identify trends and inform business decisions.
  • Marketing Analyst: Analyzes data specifically related to marketing efforts (website traffic, campaign performance, customer behavior) to improve marketing effectiveness.
  • SEO Analyst: Analyzes data related to website search engine optimization (SEO) to improve website ranking in search results and increase organic traffic.

Skills:

  • Data Analyst: Strong analytical skills, data wrangling and manipulation expertise, proficiency in SQL and data visualization tools.
  • Marketing Analyst: Marketing knowledge in addition to data analysis skills, understanding of marketing channels and campaign measurement.
  • SEO Analyst: SEO expertise (keyword research, on-page optimization, link building), technical SEO knowledge (website crawling and indexing), familiarity with SEO tools.

Tools:

  • Data Analyst: SQL databases, data visualization tools (Tableau, Power BI), data wrangling tools.
  • Marketing Analyst: Marketing automation platforms, web analytics tools (Google Analytics), marketing attribution tools.
  • SEO Analyst: SEO tools (SEMrush, Ahrefs, Moz), Google Search Console, website crawling tools (Screaming Frog).

Think of it like this:

  • Data Analyst is the umbrella term, providing insights across the organization.
  • Marketing Analyst is a specialist within data analysis, focusing on marketing data.
  • SEO Analyst is a sub-specialization within marketing analytics, focusing on website traffic acquisition through search engines.
What are the benefits of being an SEO analyst?

Here are the benefits of being an SEO analyst in a nutshell:

  • High demand & good salary: SEO is crucial for businesses, making SEO analysts valuable assets.
  • Career growth: The field is constantly evolving, offering opportunities to learn and stay challenged.
  • Measurable results: You’ll see the impact of your work on website traffic and business success.
  • Analytical & strategic thinking: You’ll develop valuable skills in data analysis and strategic planning.
  • Work in a dynamic field: SEO is at the forefront of digital marketing, keeping things interesting.
Why do companies hire SEO analysts?

Companies hire SEO analysts to improve their website’s visibility in search engine results pages (SERPs). This translates to more organic traffic, which means more potential customers who find the company through online searches without needing paid advertising.

Here’s a quick rundown of why SEO analysts are valuable:

  • Boost website traffic: Attract more visitors through organic search.
  • Increase leads and sales: Convert website traffic into valuable leads and customers.
  • Improve brand awareness: Get your brand seen by more people searching for relevant terms.
  • Cost-effective marketing: SEO is a long-term strategy that delivers results over time.
  • Stay ahead of the competition: In today’s digital world, good SEO is essential for competing online.