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This article uses two real job ads to guide how to perform research for a position as an SEO specialist. Additionally, it covers how to present the data to a CEO or other key staff.

Job description 1

Freelance SEO Expert – Off-Page SEO & Link Building

* Audit existing backlinks and identify potential issues or opportunities.

This is a common requirement for any SEO position and involves

* Research competitor backlinks and find realistic opportunities we can pursue.

* Build relevant, high-quality backlinks through manual outreach, guest contributions, editorial opportunities, digital PR and other legitimate methods.

* Contact publishers and website owners and manage outreach and follow-ups.

* Assess potential links based on relevance, real traffic, search visibility and overall website quality rather than relying only on DA/DR scores.

* Monitor lost and newly acquired links.

* Provide straightforward reports showing links acquired, outreach activity, progress and recommended next steps.

* Identify obvious technical or on-page SEO issues that could affect organic performance.

You should have practical experience with tools such as Ahrefs ($129 month), Semrush, Google Search Console, Google Analytics or Screaming Frog.

Your objective is to increase qualified, commercially relevant organic traffic that contributes to enquiries, customers, transactions and revenue. Rankings, impressions and traffic are important indicators, but they are not the end goal.

Job description 2

What you’ll be responsible for

• Owning and developing our technical SEO strategy

• Identifying opportunities to increase qualified organic traffic and organic revenue

• Conducting detailed technical SEO audits and prioritising actions

• Monitoring crawling, rendering and indexation

• Managing crawl efficiency

• Reviewing website architecture

• Identifying canonicalisation, duplication and pagination issues

• Reviewing redirects and technical problems

• Monitoring Core Web Vitals and website performance

• Identifying JavaScript SEO issues

• Implementing and improving structured data and schema markup

• Using Google Search Console and other data sources

• Conducting keyword, competitor and search-intent analysis

• Identifying keyword cannibalisation and competing URLs

• Working with developers and content writers

• Monitoring algorithm, search-engine and AI-search developments

• Measuring the commercial impact of SEO changes

Internal linking and website architecture