What is an SEO Analyst?

Understanding the SEO Analyst Role

In the dynamic realm of digital marketing, the position of an SEO analyst stands as a highly challenging yet vital role.

An SEO analyst plays a pivotal role, as they are the go-to experts for gathering, sorting, and deciphering data related to website performance. They interpret the data within the context of the market and craft strategies to drive business objectives.

This role demands a comprehensive skill set across various disciplines, making it a significant responsibility. Given the technical demands and requisite expertise, SEO analysts typically receive competitive compensation in the U.S., reflecting the strong demand for these professionals in 2022.

Confusion Between Roles

There is often confusion between the roles of SEO specialist and SEO analyst. Though closely related, the SEO analyst’s job extends further, focusing on overarching strategy rather than day-to-day tasks.

Whereas an SEO specialist handles daily operations—like updating meta tags, adding structured data, and publishing new content—an SEO analyst evaluates broader metrics. They analyze data to gauge current website performance and identify areas needing enhancement.

The Core of Their Work

The core of an SEO analyst’s job is to assess websites for SEO efficacy. They begin with a holistic view of the site, examining user experience (UX) elements that might need refinement, such as ineffective calls-to-action (CTAs), missed linking opportunities, or cumbersome navigation.

SEO analysts also look for potential additions like new pages or sections that could enrich the site, such as service descriptions, geographical information, product details, blogs, FAQs, or testimonials.

Technical and Analytical Skills

A crucial aspect of their work involves a technical audit of the site, utilizing tools like Screaming Frog, Semrush, and Google Search Console. They seek out issues with broken pages, redirects, metadata, loading times, and structured data.

Tools like Google PageSpeed Insights and GTmetrix are employed to assess page speed problems. Ahrefs helps identify opportunities in fixing or gaining backlinks.

Strategic Recommendations

Beyond technical assessments, SEO analysts conduct thorough keyword and competitive research to pinpoint opportunities for enhancing visibility and outranking competitors.

The analytical phase is critical, but translating this analysis into actionable recommendations is where an SEO analyst truly demonstrates their value. They must synthesize extensive data—from keyword research to SEO diagnostics—into practical strategies for their clients or employer.

Once strategies are implemented, clients should see progressive improvements, leveraging the insights and expertise provided by their SEO analyst over the subsequent months.

Essential Skills Of An SEO Analyst

Becoming an SEO analyst requires a naturally analytical mindset—not merely learning SEO tools or understanding website dynamics.

An adept SEO analyst approaches website evaluation with a logical and thorough investigative mindset. While soft skills are valuable and can be developed over time, they often lack tangible milestones and may be challenging for someone who is not inherently analytical.

Thus, here is a breakdown of the crucial hard and soft skills an SEO analyst should have:

Hard Skills

• Deep understanding of SEO best practices.
• Comprehensive knowledge of technical SEO components.
• Proficiency in conducting keyword research and competitive analysis.
• Familiarity with a variety of SEO tools, such as Google Analytics, Google Search Console, Semrush, Ahrefs, SpyFu, GTmetrix, PageSpeed Insights, and Screaming Frog.
• Knowledge of prevalent CMS platforms like WordPress, Squarespace, Shopify, Drupal, Wix, HubSpot, and Magento.
• Expertise in content marketing, topic research, and content audits.
• Insight into link building and the challenges associated with backlinks.
• Commitment to staying updated with SEO industry trends and practices.

Soft Skills

• Logical reasoning abilities.
• A curious and reflective mindset.
• Strong critical thinking capabilities.
• Innovative problem-solving skills.
• Organizational prowess.
• Proficient time management.
• Effective communication skills, both oral and written.
• Interpersonal competencies.

What Experience Or Certifications Are Required/Helpful?

According to a synopsis by Glassdoor, the typical SEO analyst job description requires a degree in a relevant field such as computer science or information technology, although some positions may call for a marketing or business degree.

Most SEO analysts, as per Glassdoor, have accrued two to four years of experience. This period is crucial as it allows analysts to refine their skills through practical experience, dealing with various websites and SEO challenges.

After gaining substantial experience, an SEO analyst is often on the brink of becoming an expert, equipped to handle comprehensive SEO audits and complex client needs.

Recommended Certifications for Aspiring SEO Analysts

For those looking to advance their careers as SEO analysts, the following courses are indispensable:

• Google Analytics Academy: Includes courses such as Google Analytics for Beginners, Advanced Google Analytics, Google Analytics for Power Users, Introduction to Data Studio, and Google Tag Manager Fundamentals.
• HubSpot SEO Certification Course: Covers essential SEO strategies and techniques.
• Semrush Academy: Offers comprehensive courses like Semrush SEO Toolkit, Audit Your Online Visibility with Semrush, Competitive Analysis and Keyword Research, On-Page and Technical SEO, and Link Building. Additional advanced courses include Rank Tracking, Semrush Site Audit with Ross Tavendale, Technical SEO with Bastian Grimm, and several courses with Greg Gifford covering fundamentals to specific topics like Mobile SEO and Local SEO. Content-Led SEO with Brian Dean is also featured.
• Ahrefs Academy: Provides an Ahrefs Certification Course and an SEO Training Course.

What Does An SEO Analyst’s Salary Look Like?

Aspiring SEO analysts can expect a competitive salary in the U.S. ZipRecruiter lists the average salary at approximately $63,058, while Glassdoor estimates it slightly lower at $62,987. Salary.com, however, suggests a higher average of $71,101, with the range typically falling between $64,301 and $77,601. Salary variations are influenced by factors such as employer size, geographic location, and individual experience.

SEO Analyst Job Outlook in 2022

The job market for SEO analysts in 2022 is robust. An Indeed search for “SEO analyst” in the U.S. shows 975 available positions, with a significant number being full-time and well-compensated. Detailed breakdown: 592 full-time roles, 566 positions offering over $50,000, and 291 remote opportunities. Mid-level positions dominate the market, typically requiring two to four years of SEO or related experience. Prominent employers include Pearson, Deloitte, Angi, LendingTree, and Merkle.

A similar LinkedIn search yields 966 job postings, with 866 full-time positions, 509 offering salaries above $40,000, and a balance of on-site and remote opportunities. Most of these jobs are at the associate level, indicating an entry to mid-level experience requirement, generally between zero and two years.

The Final Word

SEO analysts undertake a challenging role, necessitating strong critical thinking, problem-solving capabilities, and in-depth SEO knowledge. They analyze websites, interpret data, and provide clear, actionable insights. Typically, a bachelor’s degree in a relevant field is required, though not always mandatory. With salaries potentially exceeding $50,000, the role of an SEO analyst is both demanding and rewarding, perfect for those at the intersection of data analysis and SEO.

Trends Impacting the Role of SEO Analysts

The landscape of search engine optimization is constantly evolving, and staying abreast of the latest trends is crucial for SEO analysts who aim to maintain and enhance their effectiveness. Below are some key trends that are shaping the role of SEO analysts today:

• Voice Search Optimization: With the rising popularity of voice-activated devices like Google Home and Amazon Echo, SEO analysts must adapt strategies to include more conversational keywords and natural language to improve rankings in voice search results.
• Artificial Intelligence in SEO: AI is transforming SEO practices by enabling more personalized content creation and predictive analytics. SEO analysts need to leverage AI tools to anticipate user behaviors and optimize content accordingly.
• Mobile-First Indexing: Google’s shift to mobile-first indexing means websites must be optimized for mobile to rank well. SEO analysts must ensure that sites are responsive, load quickly on mobile devices, and provide a seamless user experience.
• E-A-T Principles: Google’s emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T) is more crucial than ever. SEO analysts must work to improve these aspects by enhancing the quality of the content, securing reputable backlinks, and ensuring accurate and authoritative sources are cited.
• Video SEO: As video content becomes more prevalent, SEO analysts should not overlook optimizing video titles, descriptions, and tags to enhance visibility on platforms like YouTube, which is also a massive search engine on its own.
• Featured Snippets and SERP Features: Gaining a spot in Google’s featured snippets or other Search Engine Results Page (SERP) features can significantly increase visibility. SEO analysts should focus on structuring content that directly answers questions and includes formatted data like lists and tables that Google can easily pull into these features.

Understanding and adapting to these trends will not only help SEO analysts stay competitive but also drive forward-thinking strategies that align with the future of search behaviors.