So You Want to Become an SEO Analyst: Skills, Salaries, and Job Prospects – Search Engine Journal | Mega Mediakw

Of all the roles available in the digital marketing world, SEO Analyst is one of the most demanding.

As an SEO Analyst, your business or clients will turn to you to collect and organize the data on how their websites are performing, interpret what it all means for them in their market niches, and recommend the strategies that will help them achieve their business goals reach.

It’s a huge undertaking, and as such, SEO analysts need to have fully developed expertise in multiple areas to be successful.

Luckily, due to the technical nature of the job and the skills required, SEO analyst roles are generally well-rewarded in the US, and the need for them in 2022 is pretty great.

What is an SEO Analyst?

When you research the different roles in SEO, you realize that the positions of SEO specialists and SEO analysts are often confused.

While the two are related and actually quite close, think of the SEO Analyst’s role as one that transcends the specialist by taking things to a higher level.

While the SEO specialist is in the weeds — sort of doing the work, implementing title tags and H1s, adding structured data to product pages, and uploading new content — the SEO analyst thinks outside the box.

Analysts examine the numbers – the hard data – and interpret what they mean for the site’s current performance and where improvements are needed.

It’s fair to say that your job as an analyst is exactly what your title says: analyzing websites for their SEO quality.

Analysts first look at the site as a whole and see if there is anything visible from a UX perspective that they think could be improved.

This can be an ineffective or missing CTA, missed internal linking opportunities, muddled main navigation, or unoptimized title tags.

SEO analysts also want to see if there are any new pages or sections that the site could benefit from, including service, location, product, blog, FAQ, or testimonial pages.

Perhaps most importantly, SEO analysts scour the entire site looking for technical issues that cannot be efficiently detected with the naked eye.

They use numerous SEO tools – including Screaming Frog, Semrush, and Google Search Console – to check for issues related to broken pages, redirects, metadata, load times, and structured data, etc.

Google PageSpeed ​​Insights and GTmetrix are then used to check for page speed issues, and then Ahrefs to investigate opportunities for broken backlinks.

While doing all of this, the SEO Analyst is also heavily involved in conducting keyword and competitor research to see which keywords the website could either target or start targeting to increase their chance of coming up with relevant searches to appear above their competitors.

As important as the analysis part of the job is, the recommendation part is where things are taken further.

SEO analysts need to be able to translate all that data — all that keyword volume and intent, all that SEO stuff they’ve been poring over for days or weeks — into real-world recommendations and strategies for their employer or client portfolio .

However, once this is done, the client would implement the SEO analyst’s strategies and ideally start reaping the rewards in the months that follow.

Essential Skills of an SEO Analyst

I’m really not trying to be funny here, but to be an SEO analyst you have to have a mind that tends towards… the analytical.

It is not enough to learn and understand what makes a good website and use different SEO tools to do research.

An effective SEO analyst must be able to approach a website with a logical, meticulously investigative mindset.

Soft skills can always be taught, but learning soft skills is more of a personal growth activity that lacks definable milestones.

As a result, it can be difficult for a non-analytical person to turn around and become at the level required of an SEO analyst.

With all that said, here are the essential skills of an SEO analyst, broken down into hard and soft skills:

Difficult Skills

  • Advanced knowledge of SEO best practices.
  • Thorough understanding of how technical SEO works.
  • Ability to conduct keyword research and competitive analysis.
  • Knowledge of a range of SEO tools including Google Analytics, Google Search Console, Semrush, Ahrefs, SpyFu, GTmetrix, PageSpeed ​​Insights and Screaming Frog.
  • Knowledge of the most popular CMS including WordPress, Squarespace, Shopify, Drupal, Wix, HubSpot and Magento.
  • Knowledge of content marketing, topic research and content auditing.
  • Understanding link building, backlinks and problems in these areas.
  • The ability to keep up to date with SEO best practices.

soft skills

  • The ability to use logic.
  • curiosity and thoughtfulness.
  • Critical thinking.
  • Creative problem solving.
  • Organization.
  • Time management.
  • Effective oral and written communication.
  • Interpersonal skills.

What experience or certifications are required/helpful?

Glassdoor has provided a basic SEO Analyst job description template.

According to the Job and Employer Reviews website, SEO analyst jobs typically require a degree in a related field, such as marketing. B. computer science or information technology.

Other SEO analyst jobs require a bachelor’s degree in marketing or business.

According to the same Glassdoor job overview, most SEO analysts — 60% — have two to four years of experience at what they do.

It can be difficult to jump right in and find your feet as an SEO analyst. The skills required to do the job well must be honed over time through the harsh lessons of experience.

However, after two to four years in this place, I would say that the SEO Analyst is almost an expert when I see all types of websites looking for SEO audits.

As for the certifications that I would recommend to anyone wanting to become an SEO Analyst, you absolutely cannot go wrong with the following courses:

1. Google Analytics Academy Courses

  • Google Analytics for Beginners.
  • Advanced Google Analytics.
  • Google Analytics for power users.
  • Introducing Data Studio.
  • Google Tag Manager basics.

2. Hubspot SEO Certification Course

3. Semrush Academy SEO Courses

  • Semrush SEO Toolkit.
  • Check your online visibility with Semrush.
  • Competitive analysis and keyword research.
  • OnPage and technical SEO.
  • link building.
  • rank tracking.
  • Semrush site audit with Ross Tavendale.
  • Technical SEO with Bastian Grimm.
  • SEO basics, keyword research, backlink management, mobile SEO and local SEO – all with Greg Gifford.
  • Content-Led SEO with Brian Dean.

4. Ahrefs Academy Courses

  • Ahrefs Certification Course.
  • SEO training course.

What is the salary of an SEO Analyst?

Those who want to be SEO analysts are in luck because according to ZipRecruiter, the average US salary is a pretty healthy $63,058.

Glassdoor puts that number a little lower at $62,987.

Meanwhile, Salary.com reports that the average national salary for an SEO analyst is $71,101, with most people making between $64,301 and $77,601.

However, as with any job, you can expect the salary range to increase or decrease depending on a number of factors, including the size of the employer, geographic location, and your experience.

SEO Analyst Job Prospects in 2022

In another win for today’s SEO analyst, the prospects for the role seem pretty bright.

A search on Indeed for “SEO Analyst” in the United States returned 975 jobs.

Of these, 592 were full-time employees, 566 were earning more than $50,000, and 291 were in remote positions.

It’s worth noting that most of these posts, 553, were for mid-level roles, while most individual posts I looked at when I filtered for “mid-level” indicated that the candidate was between two and must have four years of experience in SEO or research and data analysis.

These Indeed jobs come from companies like Pearson, Deloitte, Angi, LendingTree, and Merkle.

An identical search on LinkedIn returned 966 SEO Analyst jobs. Of these, 866 were full-time, 509 were earning more than $40,000 and 535 were on-site, closely followed by 364 remote positions.

Most of LinkedIn’s 966 SEO analyst jobs, 522, were at the associate level.

From what I saw when I checked the job postings, this means that the experience level required was only between zero and two years of experience.

The LinkedIn job postings came from a variety of employers, but some included The Home Depot, Thriveworks, Havas Media Group, and Vox Media.

The last word

No question: SEO analysts have a tough job.

It takes a lot of critical thinking, problem-solving skills, and SEO know-how to scour websites to find what’s wrong with them, examine data for the answers they contain, and report their findings in an easy-to-understand way for businesses and customers.

Candidates for SEO analyst roles typically require a bachelor’s degree in a related field, but that’s not always required.

And depending on the employer and location, these professionals make upwards of $50,000 for their skills in the crowded marketplace.

When data analysis and SEO meet where your professional interests meet, you could find the perfect role for you as an SEO Analyst.

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Featured image: Andrey_Popov/Shutterstock

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