A Detailed Guide From Semalt On How To Become An SEO Specialist


Are you standing at the beginning of your professional path? Or maybe you want to change your career and move to the IT sector? This is a good direction because the work of an SEO specialist has become very popular. More and more companies want to position themselves, so the demand for SEO specialists is high. If you also want to position your pages, read our study. You will learn what exactly SEO is, what the job of a positioning specialist looks like and how to expand your knowledge and keep up to date with industry news. Most importantly, you will find a handful of information about the SEO tool widely used by the most well-known SEO experts and agencies!

Let's start by explaining what SEO is!

What is SEO?



Search Engine Optimization (SEO) is the process of optimizing a website in order to provide it with the highest possible position in free search results for specific keywords. In his / her work, an SEO specialist analyzes a website to check its visibility on Google. An audit allows you to accurately identify the good and bad features of your website and define a positioning strategy. The basic duties of an SEO specialist also include some other on-page and off-page activities, which are selected in accordance with the needs of a given project.

What do you need to know about the SEO industry?

The SEO industry is developing very dynamically and changes are taking place constantly. This is due to systematic large updates of Google algorithms and smaller changes - introduced at least several hundred times in a year. Although they are designed to help search engine users find the desired results, they often provide a "thrill" in the work of an SEO specialist.

One thing is certain - the work of an SEO specialist does not mean boredom! Being a positioner requires constant learning of new tools and finding yourself in many "environments". 

What does an SEO specialist work look like?

The scope of tasks performed in the work of an SEO specialist depends on the results of the website analysis and the developed strategy. As a positioner, you will perform, among others, the on-page and off-page activities described below, which will allow you to achieve the defined marketing goals for the client.


Site analysis

The main task of an SEO specialist is to audit the website in order to check its visibility in Google results. The analysis allows you to determine the scope of changes necessary to be made on the website, define link profiles for linking purposes, and define the client's competition. Thanks to these activities, it will be easier for you to adopt the optimal positioning strategy.

Keyword search

In the SEO job, you will research the range of keywords used by people looking for specific goods or services. Activities in this area are based on the visibility of the customer's website and its competition. As a result of the analysis, you will determine the money keywords, i.e. the keywords that generate the highest profits, as well as mid-tail and long-tail - precise phrases consisting of several words, e.g. "black women's leather boots". Thanks to their appropriate selection, you will develop a strategy that will bring the highest profits for the client.

SEO copywriting

To improve the visibility of the website in the search engine, it should be filled with appropriate content. As an SEO specialist, your task will be to prepare a brief for the copywriter - prepared based on the previously performed audit. You will define keywords to be used in the text, its length and other useful information for the writer.

Website optimization

The SEO positioner's task is also to introduce technical changes on the client's website, mainly within the HTML result code. The modification may include the page title visible in the search engine results, meta tags and a link in the head section, etc. During optimization, you can also make visual corrections, e.g. related to embedding content, as well as implement more advanced changes in the navigation and functionality of the website.

Link building

The key task of an SEO specialist is to obtain external links that will direct users to the client's main page and individual subpages. While working, you can use your competitors' link profile, using modules available on platforms offering link building tools.

Effect analysis

After positioning your website, it's time to find out what impact your work had on the customer's business results. For this purpose, you will analyze the effects on the basis of key performance measures. e.g., website visibility on Google, the addresses generating traffic or the conversion rate.

Modification of the strategy

The previously adopted marketing strategy is changed over time to increase its effectiveness. The need for modification may be determined by the conducted analysis of the effects, updates of Google algorithms, or the conduct of the competition. These activities usually have an impact on the project budget.

How to gain knowledge?

You don't need to have a formal education in the field to start your career as an SEO specialist. But your job will require you to master theoretical and practical knowledge. Much of the content that will help you get started is available for free on the Internet. It is best to focus on systematics, devoting a few hours a week to learning in order to start practising as soon as possible.

Theoretical knowledge of an SEO specialist

It is best to start learning about the theory by reading thematic blogs - run by SEO experts. You will need a good command of English, because you will find a lot of valuable content on foreign websites.

A great way to quickly learn the basics is also by participating in specialized courses, usually conducted online. In addition, it is worth appearing at industry events, where you can additionally establish valuable business relationships and, for example, find a future employer.

SEO skill list including tools


The quality of the positioner's work depends on his / her skills and competencies, as well as the efficient use of SEO tools. If you want to start a career in the industry, you should master the basic knowledge in various fields, including programming, analytics and copywriting. Find out more about it below!

The Dedicated SEO Dashboard

The Dedicated SEO Dashboard is a new generation SEO tool that every SEO specialist must know. Indeed, it is a complete web analysis and SEO audit platform that can be run on your domain at zero cost. It will allow you to provide your clients with advanced analysis services under your own brand. It is designed according to the current requirements of the SEO market, as, it is equipped with several very useful features including the following: 

• Google SERP Analysis

This DSD feature allows you to show your clients their website's positions in the Google SERP as well as the TOP pages and the keywords for which each of these pages ranks. Moreover, it allows you to know the main competitors in the searched niche, after performing a competitive analysis. This way, you can check their keywords that generate more traffic and get an idea of their promotion strategy.

• Technical SEO audit

This feature is one of the great competitive advantages of the dedicated SEO dashboard. Indeed, thanks to it, you can perform a complete website analysis. Everything, from technical audits and speed tests to plagiarism checks, is now under one roof. Your customers will be truly satisfied and will keep recommending your service!

• SEO Reports

The Report Center tool is another innovative feature of our Dedicated SEO Dashboard. It is designed to create report delivery schedules for each client individually. In fact, you can provide your clients with detailed SEO reports with your logo and branding.

Feel free to dive into these data-driven tool features at demo.semalt.com.

• Start your Standard FREE 14 Day Trial Plan!

You're guaranteed unlimited access to the valuable services included in the Standard Plan during the 14-day trial period. From tracking customer complaints to processing prospect data, we have everything you need.

CMS systems

Support for the most popular basic content management systems will certainly be useful. It is interesting to be able to make changes to the content and appearance of the site. Choose 2 or 3 from this list:

Web technologies

Knowledge of the syntax of the most important web technologies will allow you to make changes to existing codes. Languages to learn:

SEO Strategies

In the work of an SEO specialist, you must effectively create marketing strategies for clients. To do this, you'll need both the ability to properly evaluate key success metrics and a good understanding of the basic factors of Google ranking.

How To Get Practical SEO Skills?

After mastering the theory of website positioning, it's time to practice! You have many ways to deepen your knowledge by implementing non-commercial projects that will look good in your portfolio. Participation in specialist internships as well as active participation in Facebook forums and groups devoted to positioning and optimization will also be helpful.

In addition, a good solution for a novice SEO specialist is non-profit works for non-governmental organizations. Foundations often need help in positioning their websites, so you will surely find something interesting. In addition, it is worth asking family and friends. Maybe someone from your environment runs a business and wants to optimize his / her website?

Interested in SEO? Check out our other articles on the Semalt blog.


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