An SEO manager is responsible for implementing, planning and controlling the measures that ensure that websites can be found as well as possible in search engines, primarily Google.

This is done by the SEO Manager researching trends and actions and using the results to plan a strategy and execute it. For this purpose, among other things, various analysis tools are used, which provide the SEO manager with an overview of certain data.

An important feature of SEO projects is the long-term nature of the work. The first measures often show effects only after a few weeks and even after years there is still work to be done with a domain

As a rule, the work begins with the analysis of a domain and a keyword research (search term analysis). On the basis of analysis and search terms, strategies for OnSite and OffSite concept are developed. These strategies are then executed by many different entities, while the SEO Manager provides project management and client consultation. These jobs include Development (technical adjustments), Authors (content) and Linkbuilding. The SEO Manager plans, manages, advises and controls. Control includes monitoring of competitors, as well as their actions and the development of their own activities.

Due to the fact that the SEO Manager is a relatively new job description, the tasks, training and career path vary greatly.

Overall, it can be said that the tasks of the SEO Manager are very diverse. And this is not surprising, because after all, there are also completely new search queries every day.

Requirements and competences of the SEO Manager

Continuous training and commitment in the areas of technology, Internet, programming (HTML and CSS) and the current CMS systems is essential for the fast-moving topic of SEO. Analytical thinking and an affinity for numbers are prerequisites for creating statistics for a ranking strategy based on them.

Ultimately, however, companies do not want to achieve specific rankings, but rather economic goals. In order to properly assess and plan the contribution of SEO, basic business knowledge is very helpful.

Since an SEO Manager acts as an interface between service providers and the marketing department, the ability to work in a team and flexibility should be present.

A good command of English makes the job easier, as many blogs, tools and conferences are in English.

Academic training for SEO

So far, there is no dedicated training or degree program to become an SEO Manager. But courses of study and training are now developing around the topic of online marketing and e-commerce with extensive courses on SEO.

Self-taught training is absolutely necessary for aspiring SEO managers, despite the growing supply and training opportunities. Many employers expect this in addition to a college degree in business information systems or business sciences with an emphasis in marketing.

A good start into the profession are trainee programs offered by some companies, especially SEO agencies.

Conferences are a great way to expand personal SEO know-how. Your own experience through private projects, such as blogs, is also very helpful, as this is definitely considered relevant professional experience.

Concrete tasks for SEO Manager

  • Ensure high user-friendliness of the website
  • Keyword and topic research
  • Planning and implementation of concepts that optimize the web presence
  • Monitoring and controlling of all previously elaborated measures for the optimization of the web presence
  • Interface to external service providers (e.g. commissioning/accepting content)
  • Coordination with other departments, such as Affiliate Management, Online Editing, Web Development or the Graphics Department
  • Prepare statistical analyses using tools and then present them
  • Evaluation of crawling results
  • Autodidactic continuing education in all important areas
  • OffPage optimization through sufficient link cooperation
  • Market and competition observation

The challenges for an SEO manager

Probably the biggest challenge of an SEO manager, both in the SEO agency and in-house, is to work efficiently as an interface between management, IT, web design, editorial, marketing, PR and graphics. It is always important to keep the different interests of these parties in mind. As an SEO, you are mostly dependent on the cooperation of your colleagues from the different departments, because a large part of the implementations is not done by the SEO himself, but by his colleagues and service providers.

SEO managers spend much of their work analyzing and formulating recommendations for action for the various “implementers”. If you don’t have these parties on your side, there’s a problem. This often requires some diplomatic skill. If one conveys the feeling of encroaching too far into the territory of the respective area, one must expect resistance and corresponding difficulties in implementation.

Especially in-house SEO managers who are new to a company are busy in the early days identifying, educating or training stakeholders and building bridges.

Lone wolves will always have a hard time finding their way in the corporate hierarchy and, accordingly, are usually not very successful as SEOs.

How much does one earn as an SEO?

The amount that German companies invest in online marketing has grown steadily in recent years, and the trend is upward. This means that, on the one hand, more jobs will be created in the field of online marketing, as well as higher salaries.

Basically the salary of an SEO Manager is between €50.000 – €60.000

The salary development of an SEO manager depends on various external factors, such as the industry and the location of the company. In addition, the size of the company often determines the salary level and the breadth of the SEO manager’s area of responsibility. But soft factors such as experience also have a similarly strong effect on salary, while the degree is only the necessary basic requirement.

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