SEO specialist
Makes sure the website shows up among the top Google results, without paying.
You'll like it if you love writing, analysing and solving small puzzles.
What it is
SEO (Search Engine Optimization) is the work that makes a website easy for Google and other search engines to find and understand. An SEO specialist doesn't buy space: they make pages deserve a spot among the top results, so visits come in for free, sometimes for years.
Works with
- Copywriters and the content team (copy)
- Web developers (technical fixes)
- Whoever runs search ads (shared keywords)
- Product and e-commerce managers (product pages)
Read more on the blog: What does an SEO specialist do, and how do you become one?
What they actually do
Keyword research
Finds out what people type into Google, how often, and why (to learn, to compare, to buy).
On-page optimisation
Fixes titles, meta descriptions, H1 and H2 headings, copy and images so each page answers one specific search well.
Technical SEO
Checks that Google can read the site: pages blocked by mistake, broken links, redirects, speed, mobile version.
Content plan
Decides which articles and pages are missing and asks writers for them with a clear brief.
Links and reputation
Looks for honest ways to be mentioned by other sites, without buying links.
Reporting
Tracks rankings, visits and clicks and explains to the team what changed and why.
How the work is measured
The indicators (KPIs) they look at most often. The charts are just drawings, not real data.
- Organic traffic
- Visits that come from Google without ads.
- Impressions and clicks
- How often the site shows up in results, and how often someone clicks.
- Average position
- Where the site ranks for the searches that matter most.
- Indexed pages
- How many useful pages Google has added to its index.
How to get started
Many people start with an internship at an agency or an online shop. Having your own site or blog to experiment on with Google Search Console helps a lot.
1. Skills you need
- Reading data calmly
- Writing clearly
- HTML basics
- Understanding what people are really looking for
- Patience: results take months, not days
2. Free tools to practise
- Google Search Console
- Google Trends
- Google Keyword Planner
Tools by other companies, free or with a free plan: we mention them only as examples.
3. In job ads it's called
- Junior SEO
- Junior SEO specialist
- Content & SEO assistant
4. Later you can specialise in
- Content strategy
- Copywriting
Try it
Exercise 1 · The Sencha page
Marta from Five Leaf writes to you: "The Sencha can't be found online"
4 parts, nothing to type: just choices, with a professional's solution at the end.
What you learn
- search intent
- choosing a keyword
- titles in pixels
- Product structured data
- answers for AI searches
- rules on health and reviews
The basics, before you try
Short lessons in the app, with a quick check question at the end.
Study the theory →