What does an SEO marketer do?

In today’s digital age, Internet visibility is essential to the success of any business. This is where the role of an SEO marketer comes in. These marketers are the architects behind a website’s online findability, focused on optimizing content to rank higher in the search results of search engines such as Google.

By applying the right strategies and techniques, SEO marketers ensure that websites not only attract more visitors, but visitors who are actually interested in the products or services being offered. In the complex world of digital marketing, SEO plays a crucial role, serving as the foundation upon which other digital marketing efforts are built.

What is SEO?

SEO stands for Search Engine Optimization, or search engine optimization.(1) It is the process of optimizing websites to achieve higher positions in search engine search results. This is achieved by improving both the technical aspects of a website (such as loading speed and mobile friendliness) and the content (such as the quality and relevance of the content). SEO includes a set of strategies, techniques and tactics aimed at increasing the number of visitors to a Web site by obtaining high rankings in search results.

Why is SEO important for businesses?

In a world where the Internet is often the first point of contact between a business and its potential customers, SEO is invaluable. The importance of SEO lies in its ability to increase a brand’s online visibility, leading to more website visitors, higher brand awareness and ultimately more sales. Websites that appear at the top of search results are considered more reliable and relevant by users, which significantly increases the likelihood of clicks. In addition, SEO allows businesses to attract targeted traffic to their Web sites. This means that visitors coming through search engines are often already interested in the products or services being offered. This makes SEO not only an essential, but also a very cost-effective component of any digital marketing strategy.

What does an SEO marketer do (video)

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What does an SEO marketer do (video).

The role of an SEO marketer

An SEO marketer is responsible for increasing a website’s visibility in search engines and optimizing its online presence to improve the quantity and quality of traffic to the website. These marketers use a mix of technical, content, and off-page SEO strategies to achieve goals. Responsibilities include researching keywords, analyzing competitors, optimizing website content, building backlinks, and monitoring performance through analytics tools. The goal is to create a user-friendly website that ranks high on relevant search terms.

The difference between an SEO marketer and other digital marketing roles

Although SEO marketers focus on search engine optimization, their duties often overlap with other digital marketing roles. The distinction lies in specialization; where SEO marketers focus specifically on improving organic traffic, content marketers may focus on content creation and distribution across various channels, and PPC marketers manage paid advertising campaigns. An SEO marketer’s expertise lies in understanding and applying search algorithms to improve organic visibility, while other marketers may focus on broader digital strategies or specific channels.

What does the SEO marketer do in terms of technical SEO

Technical SEO refers to optimizing the technical aspects of a website to improve search engine ranking.(2) This includes improving website architecture, speeding up load times, ensuring mobile compatibility, and implementing correct schema markup. The goal of technical SEO is to help search engines easily crawl and index the website, and provide a good user experience for visitors.

Duties of an SEO marketer in the field of technical SEO

When it comes to technical SEO, marketers focus on several crucial tasks. They conduct audits to identify problems such as broken links, slow load times, and mobile usability issues. They provide a clean and logical site architecture so that search engines can easily crawl and index the website. SEO marketers also work to optimize robots.txt files and the sitemap, and ensure the implementation of SSL for a secure connection.

Examples of technical SEO activities

Some examples of technical SEO activities include optimizing website speed by compressing images and using browser caching. Setting 301 redirects correctly to ensure that users and search engines are directed to the correct page when content is outdated or deleted. Implementing responsive design so that the website functions properly on all devices. And finally, improving website structure and URL structure for better crawlability and user experience. By optimizing these technical aspects, an SEO marketer increases the chances of a website ranking higher in search results, leading to more traffic and conversions.

What does the SEO marketer do in terms of content?

Content is at the core of SEO and plays a crucial role in improving a website’s visibility in search engines. Quality, relevant content not only attracts search engine attention through the use of targeted keywords, but also provides value to readers, leading to a better user experience and higher engagement. Good content increases the chances of shares, links and repeat visits, all of which send positive signals to search engines and improve SEO rankings.

How an SEO marketer works on content strategy and optimization

SEO marketers begin with thorough keyword research to understand what information the target audience is looking for. Based on this, they develop a content strategy aimed at creating valuable content that answers users’ questions and encourages them to take action. They also take care of optimizing existing content by improving titles, meta descriptions, and using relevant keywords in strategic places. SEO marketers work continuously to update and improve content to maintain relevance and freshness.

On-page SEO tactics and best practices

On-page SEO involves optimizations on individual Web pages to improve ranking.(3) This includes using relevant and long-tail keywords in the content and HTML source code, such as in the titles, headers, and meta descriptions. Improving URL structure, using alt text for images, and ensuring fast load times are also essential. In addition, it is important to use internal links to help search engines index new pages and provide context through the link anchor text.

What does the SEO marketer do in terms of link building

Off-page SEO refers to activities outside your own website that contribute to SEO rankings.(4) This primarily includes obtaining backlinks from other websites, but also includes social media marketing, guest blogging, and other forms of content promotion that can lead to mentions and links. Off-page SEO helps build a website’s authority and credibility, which is crucial for improving its position in search engine results.

The importance of backlinks and how to obtain them

Backlinks, links from other Web sites to one’s own site, are one of the most important factors in SEO.(5) They act as a “voice” of confidence from one site to another and increase a Web site’s authority in the eyes of search engines. Obtaining high-quality backlinks can be done by creating valuable content that is naturally shared, guest blogging on relevant sites, and building relationships with influencers and other websites in the same or related industries.

Role of the SEO marketer in link building strategies

SEO marketers play a key role in developing and implementing effective link-building strategies. This includes identifying potential link sources, partnering with other websites, and creating content worth linking to. They use tools to monitor and analyze backlinks in order to continually refine their strategies and target links that will have the greatest impact on SEO performance. By taking a proactive approach and focusing on quality over quantity, SEO marketers can achieve significant improvements in search engine rankings.

What does the SEO marketer do in terms of strategy?

Keyword research is a fundamental step in the SEO process, searching for relevant words and phrases that potential customers use to find products, services or information online. This process begins with brainstorming basic ideas related to the brand, products, or services and using SEO tools to deepen these ideas.

This involves looking at search volume, competition, and the relevance of the keywords. The goal is to create a list of keywords that offers a mix of “head” terms (broad and competitive) and “long-tail” searches (more specific and less competitive), which match the search intent of the target audience.

The importance of a solid keyword strategy

A sound keyword strategy is central to effective SEO efforts. It helps target the right audience and improve visibility in search engine results for searches that matter. Focusing on relevant keywords can make a Web site more attractive to search engines and attract the right visitors. This increases the likelihood of conversions. Moreover, a good keyword strategy helps content creators create targeted content that meets users’ needs and queries.

How an SEO marketer selects and deploys keywords

SEO marketers use several criteria to select keywords, including relevance to the business, search volume, the competitiveness of the keyword, and its potential to generate traffic or conversions. After selecting target keywords, they integrate them into website content, including titles, meta descriptions, headers, and body text. They ensure that the integration is natural and does not affect the readability or quality of the content. In addition, they use the keywords in the content creation strategy to determine topics that match the interests of their target audience.

What does the SEO marketer do in terms of analysis?

For measuring SEO success, there are several KPIs that provide insight into the effectiveness of the strategy. Some of these KPIs include organic traffic growth, keyword ranking, click-through rate (CTR), time on site, bounce rate, and conversion rates. These indicators help determine the site’s performance in search engines and user behavior on the site.

Tools and techniques for measuring SEO success

To measure the progress and success of SEO efforts, SEO marketers use a range of tools such as Google Analytics, Google Search Console, Ahrefs, SEMrush, and Moz. These tools provide comprehensive data on traffic, rankings, backlinks, and other crucial metrics. They enable marketers to perform in-depth analysis, identify trends, and discover areas for improvement.

Adapting strategies based on analytical insights

Based on the data and insights gathered, SEO marketers adjust their strategies to improve performance. This may mean adjusting the focus of their keyword strategy, changing the structure of the website, or creating new content that better matches the search intent of their target audience. Continuous analysis and optimization is essential in an ever-changing SEO landscape, where the goal is always to increase visibility, improve traffic, and ultimately achieve business goals.

Salary of an SEO marketer

An SEO marketer’s salary can vary greatly depending on factors such as geographic location, industry, experience, and the specific company they work for. In general, however, we can provide general estimates for junior, medior, and senior SEO marketers based on industry averages. It is important to emphasize that these amounts can fluctuate based on the aforementioned variables.

  • Junior SEO marketer: At the beginning of their career, with less than 2 years of experience, junior SEO marketers can expect to earn a starting salary ranging from about €25,000 to €35,000 per year. This role requires basic knowledge of SEO principles and practices, and the salary range may increase as they gain experience and skills.
  • Medior SEO marketer: With 2 to 5 years of experience, medior SEO marketers can expect a salary in the range of about €35,000 to €50,000 per year. Medior marketers have a deeper understanding of SEO strategies and tactics and can independently manage projects and execute optimization campaigns.
  • Senior SEO marketer: SEO professionals with more than 5 years of experience, especially those in leadership positions or with specialized knowledge, can expect a salary ranging from about €50,000 to €70,000 or more per year. Senior SEO marketers have extensive experience planning and implementing complex SEO strategies, leading teams, and contributing directly to business success through their efforts.

These figures are indicative and may vary, especially in large cities or at companies with a strong emphasis on digital marketing, where the demand for experienced SEO specialists may be higher. Moreover, freelancers or consultants may have variable rates that depend on the projects they work on. It is also common for salaries to grow over the course of a career due to ongoing education, certifications, and demonstration of measurable impact on business results.


The role of an SEO marketer is essential in the digital marketing landscape, focused on increasing online visibility and attracting targeted traffic to websites. Through technical optimization, content strategy and optimization, effective link building, and targeted keyword research and deployment, SEO marketers build a website’s authority and relevance. The continuous process of measuring, analyzing and adjusting SEO strategies is crucial to achieving success and supporting a company’s growth and goals in a competitive online landscape.

  1. SEO Starter Guide: The Basics | Google Search Central. (s.d.-b). Google For Developers. https://developers.google.com/search/docs/fundamentals/seo-starter-guide
  2. Pol, T. (2024b, Feb. 8). What Is Technical SEO? Basics and Best Practices. Semrush Blog. https://www.semrush.com/blog/technical-seo/
  3. Lyons, K. (2023a, December 15). On-Page SEO: What It Is and How to Do It. Semrush Blog. https://www.semrush.com/blog/on-page-seo/
  4. Silva, C. (2024, Feb. 16). What Is Off-Page SEO? A Guide to Off-Page SEO Strategy. Semrush Blog. https://www.semrush.com/blog/off-page-seo/
  5. Lyons, K. (2023c, December 18). What are backlinks & Why they matter in SEO. Semrush Blog. https://www.semrush.com/blog/what-are-backlinks/
Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 75 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 27 March 2024. The last update of this article was on 27 March 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.