Mid-Level SEO Specialist

1. Campaign Execution • Implement SEO strategies across assigned websites and campaigns. • Translate recommendations into weekly and monthly actions. • Complete agreed deliverables accurately and on time. • Maintain campaign trackers, implementation logs and reporting documents. • Coordinate with writers, developers, designers and account managers. • Raise technical or performance concerns early and request senior support where needed. 2. Keyword Research and Mapping • Conduct keyword research for services, products, locations and informational topics. • Evaluate relevance, search intent, competition, demand and conversion potential. • Identify primary, secondary, long-tail, local and question-based terms. • Group related terms into topic clusters and map them to pages. • Identify cannibalisation, content gaps and new landing-page opportunities. • Maintain keyword tracking and monitor priority movements. 3. On-Page SEO • Optimise titles, descriptions, headings, URLs, images, internal links and body content. • Ensure pages satisfy search intent and provide clear next steps. • Recommend improvements for underperforming pages. • Identify thin, duplicated, outdated or low-value content. • Support consolidation, pruning, expansion and refresh projects. • Review new pages before publication for SEO quality and conversion readiness. 4. Technical SEO • Conduct routine website crawls and technical checks. • Identify broken links, redirect issues, duplicate metadata, canonical errors and indexation problems. • Review XML sitemaps, robots.txt, structured data, internal linking and orphan pages. • Monitor mobile usability, page speed and Core Web Vitals. • Document issues clearly for developers and retest fixes after implementation. • Support migration, redesign and larger technical projects under senior guidance. 5. Content Planning and Optimisation • Create SEO content briefs for service pages, landing pages, blogs and guides. • Include target audience, keywords, intent, structure, questions, internal links and calls to action. • Review content for usefulness, accuracy, relevance and completeness. • Update existing content based on search demand and performance data. • Support pillar-page and topic-cluster development. • Coordinate publication and post-publication optimisation. 6. AI SEO and Search Evolution • Support optimisation for AI-generated results, featured snippets, People Also Ask and answer engines. • Structure content with clear headings, concise answers and deeper supporting detail. • Apply structured data recommendations where appropriate. • Support entity consistency across brand, service, expert and location information. • Use AI tools responsibly for research, ideation, grouping, outlines and workflow support. • Fact-check and edit AI-assisted work before publication. • Monitor emerging AI referral traffic and brand mentions. • Avoid generic, repetitive or unverified AI-generated content. 7. Local SEO • Optimise Google Business Profiles and local landing pages. • Maintain accurate categories, services, business details and opening hours. • Support review acquisition and professional review responses. • Track local rankings, calls, profile interactions and direction requests. • Identify duplicate or inaccurate listings and maintain relevant citations. 8. Link Building and Authority Support • Conduct backlink research and competitor link analysis. • Identify relevant publication, directory, partnership and resource opportunities. • Support digital PR and content promotion. • Track new, lost and potentially harmful backlinks. • Maintain outreach records and focus on relevance and quality rather than volume. 9. Analytics and Reporting • Use GA4 and Google Search Console to monitor traffic, clicks, impressions and conversions. • Analyse performance by page, query, device and location. • Support monthly reports and dashboards with clear written insights. • Identify high-traffic pages producing weak engagement or few enquiries. • Check tracking quality and escalate unexplained performance changes. • Provide practical recommendations based on data. 10. Organic Lead Generation • Monitor organic form submissions, calls, bookings and other conversion actions. • Identify which pages and queries generate enquiries. • Review calls to action, forms, trust signals, mobile usability and service clarity. • Support analysis of lead quality, enquiry abandonment and lost leads. • Understand the difference between traffic growth and qualified lead growth. • Recommend improvements that may increase organic conversion rates. 11. Competitor Research • Monitor competitor rankings, content, links, website changes and SERP positioning. • Identify keyword, content and authority gaps. • Compare page structures and search-intent coverage. • Present findings in a clear and actionable format. 12. Communication and Collaboration • Provide clear progress updates to senior team members and stakeholders. • Participate in campaign reviews and planning meetings. • Explain recommendations in straightforward language. • Collaborate with PPC, content, social, design, development and account teams. • Respond positively to feedback and maintain organised campaign records.