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Occupation Details

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Search Engine Optimisation (SEO) Specialist

Job Zone

Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, you may need to complete three - four years of college and work for several years in the career area to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, computer programmers, chemists, environmental engineers, criminal investigators, and financial analysts.

€40k > 55
SEO Specialist
Salary Range
(thousands per year)*
€40 - 55
Related Information:
Data Source(s):

Last Updated: March, 2017

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Shortage Indicator

Employment growth in this occupation is in line with the national average. Demand relates primarily to those with a third level qualification, with experience a key contributory factor in emerging shortages.

National Skills Bulletin 2018

Occupational Category

ICT Specialists & Project Managers

Also included in this category:

Technical directors (computer services); data centre managers; IT managers; IT support managers; programme managers (computing); project leaders (software design).

Number Employed:


Part time workers: 3%
Male / Female: 70 / 30%
Non-Nationals: 18%
With Third Level: 84%
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At a Glance... header image

Works to increase a website's visibility on the internet.

Videos & Interviews header image

The Work header image

Search Engine Optimisation (SEO) is the term used to describe designing a website or a blog with the use of key search terms that an individual is most likely to use when searching the internet for a particular subject, product or service.

In forecasting which search terms are likely to be used, an SEO Specialist can design and adjust a website so that those terms, also known as keywords, will be recognised by a search engine and attract new visitors to a website.

When a site is properly optimised, its ranking among other sites rises, increasing the likelihood of it being seen by visitors.

An SEO specialist works hard to assure that a client’s site or blog ranks on the first page of the most popular search engines worldwide.

SEO Specialists perform a variety of tasks, such as:

  • Creating search engine optimised content
  • Analysing the optimisation of existing content
  • Ensuring that titles, headers, meta tags and website themes are all designed to improve a site’s overall ranking
  • Research keywords and competitor websites in the interest of positioning a site or a blog in such a way so as to outrank the positioning of other similar sites or blogs and increase the revenue a web property earns

An SEO specialist will also work to ensure that keywords appear in places like the titles and the descriptions that accompany websites. As with web content, these subtle keyword placements help search engines recognise and categorise a website or blog so it can offer the most useful search results based on individual queries.

An SEO specialist may have to periodically edit a site’s optimisation to bypass competitors and achieve a high search engine ranking.

Personal Qualitiesheader image

An SEO specialist must be a strong writer who is able to produce engaging and grammatically correct content while implementing highly targeted keywords that will attract visitors, as it is ulimately the webmaster’s goal to turn visitors into customers who will pay for a featured product or service. 

At the very least, the aim is to encourage visitors to explore the advertisements featured on a website or blog, as advertisers are willing to compensate site owners for directing web traffic to them.

Strong strategic, technical, analytical and communication skills are also essential in a good SEO Specialist

Entry Routesheader image

There is no one path to becoming an SEO Specialist. Some people come to this role from technical backgrounds in IT, or have a passion for technical writing or internet marketing.

Most search engine optimisation specialists are self-employed. Many work from home or other independent locations.

Independent webmasters often train themselves to optimise their own websites, but many hire a search engine optimisation specialist to assist in the building and maintenance of their website or blog. 

Larger IT companies such as Google may employ in-house SEO Specialists. The role is in demand now by a specialist digital marketing companies as well a wide range of companies from insurance and healthcare to online betting site providers.

Last Updated: May, 2015

Related Occupationsheader image

Contactsheader image


Organisation: Smart Futures
Address: Discover Science & Engineering, Wilton Park House, Wilton Place, Dublin, 2
Tel: (01) 607 3171
Email: Click here
Url Click here


Organisation: ICS - The Society for Chartered IT Professionals in Ireland
Address: 87-89 Pembroke Road, Dublin 4
Tel: (01) 237 7788
Email: Click here
Url Click here


Organisation: Irish Software Association
Address: Confederation House, 84/86 Lower Baggot St. Dublin 2
Tel: (01) 605 1500
Email: Click here
Url Click here

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Industry Expert

Career Guidance

This occupation is popular with people who have the following Career Interests...

...and for people who like working in the following Career Sectors:

Computers & ICT
Business Management & Human Resources

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Further Ed & PLC Course Suggestions
If you are interested in this occupation, then the following courses may also be of interest. Note that these course suggestions are not intended to indicate that they lead directly to this occupation, only that they are related in some way and may be worth exploring.

Courses found: 1

Digital Healthcare
Letterkenny Institute of Technology - LYIT