What is an SEO consultant and what is their role?

It is one of the most in-demand profiles in the field of digital marketing, and its high value lies in the fact that a website’s visibility in search engines largely depends on its performance. We are referring to the SEO consultant, a professional responsible for designing strategies to improve a site’s positioning online, specifically in search engines.

These experts in Search Engine Optimization (SEO) can work within companies, especially in large corporations with dedicated positioning teams as part of their marketing departments, or as external professionals. The role of an SEO consultant largely depends on the resources that brands allocate to their communication strategy, as explained below.

Key responsibilities of an SEO consultant

Since an SEO consultant is responsible for designing and planning strategies to increase a website’s visibility in search engines and therefore attract more qualified traffic, these are their main functions:

1. Analyzing the current positioning of the website through a full audit and an in-depth study of direct competitors.
2. Conducting keyword research based on the target audience, defining the terms that will be used to optimize positioning.
3. Monitoring SEO KPIs: measuring relevance, authority, and accessibility before, during, and after implementing the strategy to evaluate its effectiveness.
4. Designing strategies, both on-page and off-page SEO.
5. Planning on-page SEO actions, including:

• Writing optimized website content (copywriting) that includes relevant keywords.
• Analyzing website usability, loading speed, and overall performance.
• Improving navigation through effective and well-planned link-building strategies.
• Setting up and managing a content blog to enrich the website.

6. Planning off-page SEO actions:

• Implementing strategies to gain external links pointing to the website.
• Managing social media activity to strengthen brand image and drive traffic.

7. Selecting and using the most effective SEO tools to streamline and automate tasks.
8. Identifying areas for improvement, such as responsive design, website security, and proper display across devices.

Imagen

What skills does an SEO consultant need?

SEO consultants must have a set of key skills and knowledge essential for their professional performance. Some of the most important include:

• Strong understanding of digital marketing.
• Knowledge of how search engines work and how they deliver results to users.
• A proactive mindset and a commitment to continuous learning, as search engine algorithms are constantly evolving.
• Awareness of the latest trends in search engine positioning to stay ahead of competitors.
• Advanced knowledge of SEO, including on-page, off-page, and technical SEO.

Understanding what SEO is in depth is essential, as it is a broad field that requires continuous updates and staying current with digital marketing trends and website optimization techniques.

Types of SEO consultants: professional profiles

There are different types of SEO consultants depending on their role and specialization within a company or brand:

• Technical SEO specialist, focused on the technical aspects of search engine positioning.
• SEO business specialist, focused on partnerships and collaborations to improve visibility.
• SEO marketing specialist, with experience in social media management, public relations, and community engagement.
• SEO content specialist, skilled in keyword selection and content strategy, which are the foundation of SEO.

SEO specialist salary

Salaries for professionals in search engine positioning vary depending on experience and role. According to Glassdoor, a reference platform for SEO specialist salaries, compensation typically ranges between 21,000 € and 30,000 € per year, often including performance-based bonuses.

According to Talenttunity, salaries start at around 19,500 € annually for professionals with 0 to 3 years of experience, and can reach up to 43,900 € for those with 10 to 20 years. Senior profiles can earn up to 52,500 € per year.

What should you study to become an SEO consultant?

Professionals working in search engine positioning typically have a background in communication or digital marketing. As this is a relatively new profession, many come from fields such as Advertising and Public Relations or Journalism. The key is to pursue specialized programs that provide in-depth knowledge of SEO consultant responsibilities and strategies.

At EAE Business School Barcelona, we offer programs designed to help you build a career in SEO, covering both the responsibilities of a Search Engine Optimization specialist and the essential skills required for the role. For example, the Bachelor’s Degree in Marketing and Digital Communication is an excellent starting point. You can further specialize with the Master’s in Digital Marketing & Growth Hacking. Our team can guide you in choosing the best path based on your academic and professional profile.