What Is an SEO Specialist and What Does an SEO Specialist Do?

SEO specialist, what is it and what do they actually do?

An SEO specialist helps optimise websites so they score better in search engines such as Google and Bing.

But which tasks are part of their work, and what can you actually expect from them?

We've covered that in detail below, so read on and find out…

What Is an SEO Specialist?

An SEO specialist makes sure your website is found more easily in search engines such as Google. SEO, or search engine optimisation, helps you rank higher in search results, so more people find your site more quickly.

The specialist applies various techniques, such as finding the right keywords, optimising the content, and improving your website technically.

The goal of an SEO specialist is simple: attract more visitors to your website without you having to advertise for it.

SEO is a long-term strategy, but it can have a huge impact on the success and profitability of your online business.

What Does an SEO Specialist Do? (Tasks)

An SEO specialist helps your website become more visible in search engines such as Google. But what exactly does an SEO specialist do?

Here's a concrete overview of their main tasks:

• Keyword research
  • The SEO specialist finds out which words and phrases people use when looking for the products or services you offer. This research helps them understand which terms matter most for your website.
• Technical SEO
  • Here, the specialist looks at the technical side of your website. They check whether your site is fast enough, works well on mobile phones, and whether there are any errors that stop search engines from reading your site properly.
• Content optimisation
  • The content on your website needs to be relevant and targeted at the right keywords. An SEO specialist rewrites existing copy or writes new SEO content so it better matches users' keywords and search intent.

• Link building
  • An SEO specialist builds relationships with other websites to get them to link to your website. This is called link building. Links from other websites can be seen as a kind of recommendation, and search engines nowadays place a lot of value on this.
• Analysis and reporting
  • Once all the optimisations have been made, the SEO specialist measures the effect. They look at metrics such as how many people visit your website, how long they stay, and which pages are popular. Based on this data, the specialist adjusts the strategy to achieve even better results.

• Working with other marketing channels
  • SEO often works alongside other forms of online marketing. The SEO specialist coordinates with, for example, the SEA specialist to make sure your paid ads and organic search results reinforce each other. This can mean working together on campaigns that attract both paid and organic traffic.

NOW you know the tasks of an SEO specialist, but what can you actually expect from an SEO specialist? We've explained that below, read on…

Hiring an SEO Specialist: What to Expect

If you're considering hiring an SEO specialist, it's good to know exactly what to expect. Here's an overview of what you CAN expect:

1. Personal, Tailored Advice

A good SEO specialist won't just start optimising without first understanding your business and goals. They take the time to analyse your website and discuss exactly what you want to achieve. This can range from more traffic and higher Google rankings to improving your site's usability.

2. Clear Communication and Realistic Expectations

SEO isn't magic, and a trustworthy specialist won't make promises that sound too good to be true, such as “ranking number 1 in Google within a week.” Instead, expect realistic expectations and a detailed plan showing how your website will improve step by step.

3. Use of SEO Tools

SEO specialists use a range of tools to optimise your website, such as Google Analytics for tracking traffic, Ahrefs for analysing backlinks, and Google Search Console for identifying technical issues. These tools help them see exactly where improvements are needed and back up their strategy with data.

4. Regular Reporting

Naturally, you'll want to know what's happening and whether the strategy is working. An SEO specialist will regularly provide you with reports, usually monthly, showing what's been done, what the results are, and what the next steps will be. This keeps you in the loop and lets you work together on any adjustments needed.

5. A Long-Term Investment

SEO is a long-term game. Don't expect huge results within a few days or weeks. Building up organic traffic takes time, but the investment eventually pays off with stable, lasting results. A specialist will help you stay patient and focus on the long term.

By hiring an SEO specialist, you're investing in your business's online visibility and growth. They take the technical work off your hands, so you can focus on what you do best: running your business.

What Can't You Expect from an SEO Specialist?

Here are four things you can't expect from an SEO specialist:

1. Instant results: SEO takes time; results usually only show up after a few months.
2. A guaranteed number 1 position: Nobody can guarantee the top spot in Google.
3. A one-off fix: SEO is a continuous process that requires maintenance and regular adjustments.
4. Unlimited work on a small budget: SEO requires time and resources, so expect results that are realistic for your budget.

Which Tools Do SEO Specialists Use?

An SEO specialist works with various tools and software, so you don't have to worry about figuring them out, learning them, or paying monthly subscriptions. To give you an idea, we've briefly covered the five most important tools below…

• Ahrefs: Ahrefs is a powerful SEO tool for both keyword research and backlink analysis. SEO specialists use it to see which keywords competitors use, how hard it is to rank for certain terms, and which websites link to their own website. This helps them make strategic decisions about what to focus on. (An important tool)
• Google Search Console: This is a free tool from Google that helps you monitor a website's performance in search results. It shows which searches your website appears for, how many people click on it, and whether there are technical issues you need to fix.
• Screaming Frog: Screaming Frog is a desktop program that crawls a website, just like Google does. It looks for technical SEO issues, such as broken links, missing meta descriptions, and duplicate content.
• Google Analytics: This tool gives detailed statistics on how visitors behave on your website. You can see how much traffic your website gets, where that traffic comes from, and which pages are visited most. Google Analytics helps SEO specialists understand how effective their SEO strategies are and where to make adjustments
• ChatGPT: ChatGPT is used by SEO specialists for content creation and brainstorming. It helps generate ideas for new blog posts, write SEO-friendly copy, and provide inspiration for marketing campaigns.

These tools form the basis of an SEO specialist's work and help optimise websites so they perform better in search engines. Now, these are of course just five, and there are countless more, think of SEMrush, Moz, Ubersuggest, and so on.

Above, we've covered the tools we use the most.

What Does an SEO Specialist Cost? Or What Does an SEO Specialist Earn?

SEO specialists can work either as freelancers or be employed by a company or marketing agency. Depending on their experience and the complexity of the work, costs and salaries can vary.

What Does an SEO Specialist Cost?

• Freelance SEO specialist: The cost of a freelance SEO specialist often ranges between €75 and €150 per hour, depending on their experience and expertise. Some highly experienced specialists can charge even higher rates.
• Ongoing collaboration: For long-term projects or ongoing SEO services, some specialists or agencies use monthly packages. These can range from €500 for basic services to €5,000 or more for extensive SEO strategies and execution.

What Does an SEO Specialist Earn?

• Junior SEO specialist: A starting SEO specialist can expect an annual salary of around €25,000 to €35,000.
• Mid-level SEO specialist: With a few years of experience, the salary is usually between €35,000 and €50,000 per year.
• Senior SEO specialist: For senior specialists with extensive experience and responsibility, the annual salary can rise to €60,000 or more. In Amsterdam or other major cities, this can be even higher due to competition and demand.

Now you might be thinking WOW, that's a serious chunk of money, but it's also an investment in growth, and it can pay off handsomely!

A freelancer offers flexibility in hiring and often has fast communication and adaptability, but usually has fewer resources.

An SEO agency often has a dedicated team who can bounce ideas off each other and has plenty of resources, but tends to be slower in communication and often somewhat more expensive.

Final Words

You're now well informed about what an SEO specialist does and what you can expect if you hire one.

SEO matters a great deal for making your website stand out in search engines and attracting more visitors. An SEO specialist can help you with this by improving your website's visibility and generating more organic traffic.

By investing in SEO, you're investing in the growth and success of your online business.

Want to see what SEO could mean for you? Book a free consultation here and discover how we can optimise your website for better search results and more conversions.