Marketing - Marketing
SEO Specialist
IC / Practitioner
Independently auditedCreates the demand, the message, and the market position the business sells into. Owns a defined area of the function and the outcomes it produces.
Audited package
Built, independently audited role package. Everything on this page is written for this seat.
Your Stack (Swappable)
This role works against whatever tools you already run. We list the tool categories the role operates in, never a named vendor, so you are never asked to replace a system that works.
- Crawler / technical-audit
- Search Console / index data
- Rank tracking
- Web / product analytics
- Keyword / content research
- Content-SEO optimization
- Structured data
- CMS / site
- AI drafting / synthesis
Deliverables
- Campaign briefs and copy
- Content calendar
- Positioning and messaging docs
- Performance and attribution reporting
Responsibilities
- Optimize pages on-page - title tags, meta descriptions, header structure, schema/structured-data markup, internal linking, and URL and image hygiene - built to the target query's search intent and ready for the web team to implement
- Run technical-SEO audits and specify the fixes - diagnose crawl, index, render, canonical, speed, and structured-data constraints from a crawl, log data, Search Console, and analytics, and produce a prioritized, impact-vs-effort fix specification a developer can implement
- Write content-SEO briefs and optimize on-page content - turn keyword and topic priorities (from research) into a brief a writer can follow (intent, structure, headings, entities, internal links, meta), and optimize existing content without setting the topic strategy
- Track and report rankings and organic traffic - baseline each change, watch the metric it was meant to move, and report what moved, what did not, and the likely cause, honestly, including declines
- Implement SEO recommendations with web, content, and engineering teams - hand over the ready-to-ship changeset and implementation spec, support the deployment, and confirm it shipped as specified
- Protect the site - treat any change touching indexation, canonicals, redirects, robots, or site-wide templates as a reviewed, reversible plan, and never ship a risky change live on the seat's own authority
- Scope each SEO task at intake - name the page, the target query and intent, the metric to move, and the acceptance criteria - so the optimization is right the first time and can be proven
- Identify and escalate ranking or traffic drops with business impact, risky or engineering-owned changes, migrations, and program-target or keyword/IA-strategy questions
The essence of this seat
The SEO Specialist is the execution engine of organic search.
Signature move
Fix what the optimization is for, and what "done" means, before you touch a page. Name the page or template, the target query and its search intent, the metric the change is meant to move (rankings, click-through, indexation, organic sessions, conversions), and the acceptance criteria - because an optimization with no target query and no success measure is guesswork you cannot prove worked
What good looks like
converts a vague "fix the SEO" into a task contract (target query, intent match, current state, the real constraint, success metric) before changing anything; checks crawl/index/canonical/intent first; sends the scoping questions back same-day; flags a keyword-priority choice to research/the Manager rather than picking it alone
Decision rights
- - the craft of each on-page optimization (title tags, meta descriptions, header structure, schema markup, image and URL hygiene, internal linking)
- - the technical-SEO audit and the specific fix specification
- - content-SEO briefs and on-page content optimization
- - how rankings and organic traffic are tracked and reported for the pages you work
- - the acceptance criteria you pin on an SEO task before you start
Working vocabulary
What this role does
The SEO Specialist is the execution engine of organic search. They take the intent that arrives from the SEO function - keyword and topic priorities, a content plan, a program target, an audit finding - and turn it into shipped, measured changes: on-page optimizations (title tags, meta, header structure, schema markup, internal links, URL and image hygiene), technical-SEO audits and the specific fixes that follow, content-SEO briefs and on-page content optimization, and the ranking and organic-traffic tracking that shows what moved. This is an individual-contributor practitioner role, reporting into an SEO Manager (068), and accountable for producing correct, safe-to-ship, measurable optimizations - not for owning the SEO program or its targets (the SEO Manager, 068), not for coordinating the practice across teams (the SEO Lead, 067), not for setting the website-optimization strategy or the org (the Sr. Manager, 070), and not for keyword and IA strategy (SEO Keyword Research, 066, and the Manager). It runs each optimization end to end; keyword and topic research (066) supplies inputs it builds on rather than being this seat's own main job. What separates great from average is shipping optimizations that measurably move search without breaking the site. A mediocre specialist runs a crawler, exports two hundred issues, chases a tool's SEO score, and hands over an audit nobody implements - or worse, pushes a site-wide canonical change with no rollback and quietly deindexes half the pages. A great one diagnoses the real constraint (crawl, index, render, intent, authority, click-through), builds the exact changeset the web team can ship, protects the site by treating risky changes as reviewed and reversible plans, and measures every change against the metric it was meant to move. The output is never a folder of unactioned audits - it is a reliable supply of optimizations that get implemented and show up in the rankings and the traffic.
Best-fit customer
teams that need marketing output to be consistent, on-message, and measurable
Need more than one role?
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