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Salary Range
€40k - €55k
Career Zone

In Summary - Search Engine Optimisation (SEO) Specialist

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

Career Sectors

Search Engine Optimisation (SEO) Specialists typically work in the following Career Sectors:

Computers & ICT

Videos on the Web

The Work - Search Engine Optimisation (SEO) Specialist

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.

Interests - Search Engine Optimisation (SEO) Specialist

This occupation is typically suited for people with the following Career Interests:


The Investigative person will usually find a particular area of science to be of interest. They are inclined toward intellectual and analytical activities and enjoy observation and theory. They may prefer thought to action, and enjoy the challenge of solving problems with sophiscticated technology. These types prefer mentally stimulating environments and often pay close attention to developments in their chosen field.


Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.


Realists are usually interested in 'things' - such as buildings, mechanics, equipment, tools, electronics etc. Their primary focus is dealing with these - as in building, fixing, operating or designing them. Involvement in these areas leads to high manual skills, or a fine aptitude for practical design - as found in the various forms of engineering.

Realists like to find practical solutions to problems using tools, technology and skilled work. Realists usually prefer to be active in their work environment, often do most of their work alone, and enjoy taking decisive action with a minimum amount of discussion and paperwork.


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 Requirements - Search Engine Optimisation (SEO) Specialist

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

Pay & Salary - Search Engine Optimisation (SEO) Specialist

Salary Range (thousands per year)* €40k - €55k

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.

Labour Market Updates - Search Engine Optimisation (SEO) Specialist

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

Useful Contacts - Search Engine Optimisation (SEO) Specialist

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