Employ
RecruitHow to Hire a SEO Specialist: A Comprehensive Guide
If you’ve spent any time online—whether you’re running a business, building a blog, or trying to get your website noticed—you’ve probably heard the term SEO. But what does it actually mean?
SEO stands for Search Engine Optimization. It’s the practice of improving a website so it shows up higher on search engines like Google, Bing, or Yahoo when people look for something. Think of it as a way to help your website “speak the same language” as search engines so it has a better chance of being found.
What’s interesting is that SEO isn’t a new idea. In fact, the acronym SEO started popping up in 1997—before Google even existed. Back then, websites competed for spots on search engines like AltaVista and Ask Jeeves. Over the years, SEO has grown into a major part of online marketing and website development. And now, more than ever, businesses need smart strategies to keep up with search engine changes and user behavior.
Yet, SEO isn’t just a marketing trend—it’s become a standard part of running a business online. Whether you’re a small business trying to stand out or a growing company aiming to reach more people, the right SEO approach can bring more visitors to your site. More visitors often means more leads, more customers, and more growth.
That’s why hiring the right person for this job is so important.
Hiring an SEO Specialist doesn’t have to feel overwhelming. At Remote People, we make the process feel simpler. We help connect you with professionals who match your goals, your team, and your style of work—without wasting time on long searches or confusing job boards.
Now, let’s take a closer look at what goes into hiring the right SEO Specialist for your team.
What Does an SEO Specialist Do?
These days, nearly every business with a website is trying to stand out online. Whether it’s a clothing store, law office, dental clinic, or tech startup, people want their websites to show up when someone searches for what they offer.
That’s where an SEO Specialist comes in.
As more shopping and decision-making moves online, this role has become one of the most in-demand positions in digital marketing. In fact, 49% of U.S. consumers begin their online shopping journey on a search engine like Google. And here’s another eye-opening stat: Google organic search drives 57.8% of all website traffic worldwide. That means more than half the people visiting websites aren’t coming from social media, ads, or email—they’re clicking search results.
But getting to the top of those search results isn’t as simple as it might sound. SEO is full of moving parts: algorithms, rankings, keywords, backlinks, user behavior, page load speed, and more. It’s constantly changing. An SEO Specialist is someone who understands how to keep up and help websites stay visible, readable, and trusted by search engines and visitors.
The Role of a SEO Specialist
An SEO Specialist helps improve a website’s chances of being found through search engines. They look at everything from how a page is written to how fast it loads and how other sites link to it. Their job often involves:
- Researching keywords: Finding out what people are searching for and how those words relate to your product or service.
- Updating content: Making sure blog posts, product pages, and website copy include the right terms in the right places.
- Fixing technical issues: Checking for broken links, improving page speed, making sure the site is mobile-friendly, and cleaning up messy code.
- Tracking results: Using tools like Google Analytics or Google Search Console to measure what’s working and what needs work.
- Building links: Reaching out to other websites or using strategies to get valuable backlinks that improve a site’s authority.
- Keeping up with search engine changes: Google makes updates all the time, and a good SEO specialist knows how to adjust accordingly.
The Work Environment: Remote, Hybrid, or In-Person?
Many SEO Specialists work remotely—especially those who freelance or work with global clients. Others might work in-house at a company or with an agency, either on-site or in a hybrid setting. It’s a role that fits well with remote work since most of the tools and platforms they use are online.
Whether they’re part of a large marketing team or flying solo, they usually work closely with web developers, content writers, and marketing managers to align SEO with bigger business goals.
Examples of SEO Specialist Responsibilities
The projects can vary depending on the business, but here are a few examples:
- Launching a new website and making sure it’s set up with the right structure for search engines to read.
- Rewriting product descriptions so they include popular search terms customers use.
- Creating an SEO audit to review a site’s strengths and weak spots.
- Planning a content calendar based on what people are searching for in that industry.
- Improving local SEO, so a business shows up in map listings or searches that include a location.
Industries That Rely on SEO Specialist
Almost every industry with an online presence needs SEO. Some of the busiest fields looking for skilled SEO Specialists include:
- E-commerce (online stores and marketplaces)
- Healthcare (dentists, clinics, mental health providers)
- Technology and software companies
- Legal and financial services
- Education and online learning platforms
- Hospitality (hotels, travel companies, local attractions)
- Real estate (agencies, brokers, and listing sites)
If a business has a website and wants to be found online, there’s a good chance they could benefit from an SEO Specialist. That’s what makes this role so valuable—and why it’s worth taking the time to find the right person for the job.
What Skills Are Needed for an SEO Specialist Position?
Here’s something wild: 95% of all pages on the internet have zero backlinks. That means almost no other websites are linking to them. And if you’re thinking, “So what?”—well, backlinks are one of the ways Google decides how to rank a page. Without them, you’re not going to get very far.
Want another eye-opener? The #1 result on Google’s search page gets an average click-through rate (CTR) of 31.7%. That means nearly one in every three people clicks that top result. In fact, that first spot is 10 times more likely to get a click than the one sitting in 10th place.
What does all this mean?
If your website isn’t set up properly, has weak content, or isn’t trusted by search engines, it’s going to be hard to compete. But here’s the good news: an SEO Specialist will know what all this means—and what to do about it.
They won’t just understand the numbers. They’ll know how to fix the problems behind them.
So, what skills should you look for when hiring one? We’ve got the information you are looking for.
Technical Skills
A strong SEO Specialist should be comfortable working behind the scenes of a website. These are the tools and skills that help them do just that:
- Google Analytics and Google Search Console: For tracking website performance and spotting issues.
- SEO tools like Ahrefs, SEMrush, or Moz: To check backlinks, research keywords, and keep an eye on competitors.
- Keyword research tools: Like Ubersuggest, Keywords Everywhere, or Google Keyword Planner.
- Basic HTML/CSS knowledge: They don’t need to be full-blown developers, but they should know how to read code and spot problems.
- Content Management Systems (CMS): Experience with platforms like WordPress, Shopify, or Squarespace.
- Technical audits: Knowing how to run a site audit and fix problems with page speed, mobile-friendliness, or broken links.
- Local SEO skills: Understanding how to get a business found in map listings and local searches.
Soft Skills
It’s not all about numbers and tools. The best SEO Specialists also know how to work with people, share ideas clearly, and stay flexible when plans change:
- Communication: They can explain what they’re doing (and why) without using too much jargon.
- Problem-solving: SEO is full of puzzles. They should enjoy figuring out why rankings dropped or why traffic isn’t converting.
- Curiosity: Google updates often, and what worked last month might not work today. A good specialist stays curious and keeps learning.
- Teamwork: SEO connects with content writers, developers, designers, and marketing teams. Collaboration is a must.
- Time management: Projects can get complex. A reliable SEO pro should be able to juggle multiple tasks without dropping the ball.
Certifications and Advanced Qualifications
While not always required, some background in digital marketing or SEO-specific training can help show that a candidate is serious about the field. Here are a few that stand out:
- Google Analytics Certification: Shows they know how to use one of the most important tracking tools.
- Google Search Console Training: Free training available from Google that covers how to manage a website’s presence in search results.
- HubSpot SEO Certification: Offers a general overview of how SEO fits into digital marketing.
- Yoast SEO Academy: Great for candidates who have worked with WordPress sites.
- Marketing or Communications Degree: Not required, but can be helpful if paired with hands-on experience.
SEO is always changing, and there’s no single way to “master” it. What matters most is finding someone who has the right balance of skills, experience, and curiosity to grow with your business—and help your website climb toward that #1 spot.
How to Write an SEO Specialist Job Description
So, now it’s time to talk about job descriptions.
Have one from a few years ago that you’re thinking of dusting off and reposting? Maybe it’s been sitting in a shared drive, just waiting for its moment to shine again?
Bad idea.
SEO isn’t the same today as it was last year—or even last month. Google constantly updates how its algorithm works. In the past few years alone, we’ve seen updates around page experience, mobile indexing, spam detection, and AI-driven results. Add in the changes to Google Analytics (hello, GA4), and it’s clear that the skill set needed to succeed in SEO today isn’t exactly the same as it was back then.
That’s why it’s smart to revisit your SEO job descriptions once a year, even if you’re not hiring at the moment. That way, when the time does come, your post will match what the role really requires—and what candidates are actually looking for.
Let’s discuss how to write a job description that stands out and gets the attention of the right people.
Step-by-Step: Writing a Great SEO Job Description
Writing a strong job description isn’t just about listing tasks—it’s about speaking directly to the kind of person you want to hire. A clear, thoughtful post can help you attract candidates who understand the role, bring the right skills, and actually want to work with your team. Here’s a simple, step-by-step way to build a job description that does just that.
Start With a Clear Job Title
Stick with something straightforward like “SEO Specialist” or “SEO Manager.” Avoid fancy titles that confuse people (like “Search Wizard” or “Traffic Guru”).
Open With a Short, Punchy Summary
Describe the role in a few sentences. Mention what type of company you are, what kind of work the person will do, and what kind of impact they’ll have. This is your chance to get someone excited.
Example: We’re looking for a data-driven SEO Specialist to join our growing marketing team. If you love figuring out how to get content ranking on page one and have a passion for digging into analytics, this role is for you.
List the Main Responsibilities Using Action Verbs
Use clear, action-oriented language that focuses on what the person will actually be doing. Keep it simple and easy to scan.
Examples of responsibilities:
- Research keywords for blog posts, landing pages, and product pages
- Run site audits and work with developers to resolve technical SEO issues
- Monitor and report on SEO performance using tools like Google Analytics and Search Console
- Identify link-building opportunities and outreach strategies
- Stay current on algorithm updates and SEO trends
Outline the Required Skills and Experience
This is where you’ll list both hard and soft skills. Be specific but not overwhelming. You can also include preferred qualifications in a separate list if needed.
Examples:
- 2+ years of hands-on SEO experience
- Experience with SEO tools like Ahrefs, SEMrush, or Moz
- Working knowledge of HTML and CMS platforms like WordPress
- Strong writing and editing skills
- Comfortable working with data and analytics
Highlight Remote-Friendly Details
If the role is remote, be upfront about it! Add a short paragraph explaining how your team works remotely—what tools you use, how you communicate, and what kind of schedule flexibility is available. This will help attract talent that’s already used to working from home.
Remote-friendly note: This is a fully remote position. Our team works across multiple time zones, and we use tools like Slack, Zoom, and Asana to stay connected. As long as you have a reliable internet connection and can attend core meetings, your schedule is flexible.
Add a Simple, Friendly Call to Action
Wrap up your description with a brief sentence that encourages people to apply and lets them know what to expect next.
Example: Think you’d be a great fit? We’d love to hear from you. Apply with your resume and a short note about why this role interests you.
Common Mistakes to Avoid
Even with the best intentions, it’s easy to fall into a few traps when writing a job post—especially in a fast-changing field like SEO. To help you avoid the most common HR hiring mistakes, here are a few things to watch out for before hitting publish.
- Writing a job post that sounds too corporate or robotic
- Including outdated tools or techniques (goodbye, keyword stuffing)
- Asking for too many years of experience—SEO changes fast, and 2-3 solid years can be more valuable than 10
- Forgetting to mention remote work details or expectations
- Using vague phrases like “fast-paced environment” or “rockstar needed”
- Making the job description too long or hard to scan
- Leaving out what makes your company or team enjoyable to work with
How to Screen Resumes for an SEO Specialist
Let’s be honest—writing a resume takes time. A serious candidate doesn’t just slap one together overnight. They think about how to tell their story, how to show off their wins, and how to make it easy for someone like you to say, “Yes, let’s talk.”
So when you’re reviewing resumes, it’s important to give them the attention they deserve—without getting stuck in the weeds. The best resumes will show you more than a work history. They’ll give you a window into how a person thinks, solves problems, and contributes to a team.
Here’s how to spot the good ones—and what to watch out for.
Step 1: What to Look for in a Resume
A strong SEO resume should include:
- Relevant experience: Look for roles that show hands-on SEO work—whether it’s in-house, agency, or freelance.
- Clear results: Candidates who list achievements like “increased organic traffic by 40%” or “ranked 15 keywords on page 1” are worth a second look.
- Technical skills: Watch for specific tools like Google Analytics, Google Search Console, Ahrefs, SEMrush, Moz, Screaming Frog, or WordPress.
- Content and strategy experience: SEO isn’t just technical. Many specialists also write or work with content teams. Mentions of keyword strategy or content planning show a broader skill set.
- Certifications: Not a deal-breaker, but seeing things like Google Analytics certification or HubSpot SEO Training can be a bonus.
- Industry relevance: Extra points if they’ve worked in your industry before—especially if your business has unique needs like local SEO, ecommerce SEO, or B2B strategy.
Step 2: Spotting Red Flags or Inconsistencies
Some resumes might look fine at first glance—but take a closer look if you notice:
- Very vague descriptions: “Did SEO stuff” or “worked on website rankings” doesn’t really say much.
- No mention of tools: If they don’t list any tools, it could be a sign they’re not as hands-on as you’d like.
- Lots of short-term jobs: A few gigs are normal, but job-hopping every few months without explanation can raise questions.
- Buzzwords without backing: Anyone can say they’re a “results-driven SEO expert,” but if there’s no proof—like rankings or traffic numbers—it might just be filler.
- Copied job duties: If the same bullet points show up under every role, they may have recycled one list instead of tailoring their resume.
Step 3: Tips for Evaluating Resumes Quickly but Thoroughly
When you’re sorting through a stack of resumes, time matters. But speed doesn’t mean skipping over the good stuff. Here’s how to spot the right candidates without reading every word like it’s a novel.
- Skim for the basics first: Do they meet your minimum requirements for experience and skills? If yes, keep reading. If not, move on.
- Look for numbers: Candidates who can show measurable results usually have a deeper understanding of SEO goals.
- Scan for keywords: You don’t need to use software—just check for mentions of tools, certifications, and specific SEO strategies.
- Glance at formatting: A resume that’s clear, clean, and easy to read says a lot about how a person communicates.
- Trust your instincts: If a resume feels thoughtful, specific, and easy to follow, it probably reflects how the person works, too.
Interview Questions to Ask an SEO Specialist
Once you’ve found a few resumes that stand out, it’s time to set up interviews. This step isn’t just about confirming skills—it’s about getting to know how a candidate thinks, how they communicate, and how well they might fit into your team.
Best Practices for a Smooth Interview Process
A great interview isn’t just about asking the right questions—it’s about creating a process that respects the candidate’s time and gives your team the info it needs to make a smart decision. Here are a few best practices to help everything run more smoothly from start to finish.
- Plan ahead: Set clear goals for each round of interviews. Know what you want to ask, and who’s asking it.
- Limit the steps: Most SEO Specialist roles don’t need a five-stage process. One or two interviews and a short task are usually enough.
- Keep communication clear: Let candidates know what to expect, who they’ll meet with, and when they’ll hear back.
- Involve the right people: It’s smart to include someone from your marketing team, someone technical (if applicable), and the person the SEO hire will report to.
What to Avoid
Even with good intentions, it’s easy to make the interview process harder than it needs to be. Here are a few common missteps that can slow things down—or send strong candidates running.
- Dragging it out: A long process can cause you to lose great candidates who get scooped up by someone else.
- Too many cooks: Don’t bring in every team member for every interview. Keep it focused.
- Poor follow-up: Ghosting or delaying responses reflects poorly on your company and can hurt your brand.
Behavioral Questions
Who should ask these: Your hiring manager or team lead—someone focused on how the candidate works and solves problems.
These questions help you understand how someone thinks, reacts to challenges, and works with others. You’re looking for real-world examples, not just theory.
- Can you tell me about a time you helped improve organic traffic? What steps did you take?
- Describe a time a strategy didn’t work the way you expected. What did you do next?
- Have you ever had to explain SEO to someone who didn’t understand it? How did you approach it?
- Tell me about a situation where you had to prioritize multiple SEO tasks. How did you decide what came first?
- Have you worked with developers, writers, or marketing teams before? How did you make sure your ideas were heard?
Technical Questions
Who should ask these: Someone on your marketing or web team with SEO or technical experience.
These questions test whether the candidate knows the tools and techniques they’ll use on the job.
- What SEO tools do you use most often, and why?
- How would you fix a page that’s not getting indexed by Google?
- What’s your process for doing a site audit?
- Can you walk me through how you use Google Search Console?
- How do you track keyword rankings, and how often do you check them?
- What are some common technical SEO issues, and how do you handle them?
Role-Specific Questions
Who should ask these: The person who will be managing the SEO hire or working closely with them.
These questions get into the day-to-day responsibilities and challenges of your specific role. Tailor them to match your business needs.
- If hired, what would you look at first on our website?
- How would you approach improving local search visibility?
- What experience do you have with content strategy and keyword planning?
- Have you worked with e-commerce SEO or large-scale sites with thousands of pages?
- How do you measure success in an SEO campaign?
- What kind of support do you need from other teams to be successful?
What Is the Average Salary for an SEO Specialist in the United States?
If you’re planning to hire an SEO Specialist, it helps to know what the market looks like—especially when it comes to salary.
Right now, the average salary for an SEO Specialist in the U.S. is around $63,227 per year. That number can vary depending on location, experience, and the size of the company.
Some areas tend to pay more than others, especially in cities with a high concentration of tech or marketing jobs. The top-paying locations for SEO Specialists include:
- Seattle, WA
- New York, NY
- Waltham, MA
- Denver, CO
- Spokane, WA
In these areas, pay can climb into the $70,000–$90,000+ range, especially for candidates with several years of experience or broader digital marketing skills.
Remote roles may offer more flexibility, but they also bring a wider range of pay expectations. Some companies base remote salaries on national averages, while others adjust pay based on where the candidate lives.
Growth Potential in the Role
The good news? SEO Specialists often grow quickly in their careers. Many start out managing a few tasks—like keyword research or content updates—but soon move into more strategic roles. Over time, an experienced SEO professional might step into positions like:
- SEO Manager
- Content Marketing Manager
- Digital Marketing Strategist
- Head of SEO
- Director of Marketing
Challenges in Hiring an SEO Specialist
Hiring the right SEO Specialist can be tough—really tough. Even if you’ve nailed the job description and know exactly what you’re looking for, getting someone great to the finish line isn’t always easy.
Let’s look at a few numbers that paint the picture:
- Average time to fill a position: 42 days
- 90% of hiring managers say they struggle to find skilled candidates
- Average cost per hire: around $4,700
That’s a lot of time and money spent trying to find the right person—and that doesn’t even include the stress or risk of making the wrong hire.
So, what’s getting in the way?
Common Hiring Challenges for This Role
- Too few qualified applicants: Many candidates list SEO on their resume, but fewer have the hands-on experience needed for real results.
- Outdated hiring expectations: If your team expects a full-stack digital marketer, developer, and content writer all in one, you may be scaring away good SEO pros.
- Unclear job scope: If the responsibilities are too broad—or not explained well—you might attract the wrong kind of candidate.
- Slow hiring processes: SEO professionals are in demand. If your hiring process takes too long, they may accept another offer before you make a move.
- Non-competitive offers: Salary, benefits, and remote flexibility all matter. If your offer falls short, your preferred candidate might pass.
- Lack of internal SEO knowledge: If no one on your team fully understands SEO, it can be hard to evaluate candidates correctly.
Tips for Overcoming These Challenges
While hiring an SEO Specialist can be tough, it’s definitely not impossible. With a few smart adjustments, you can attract stronger candidates and move through the process with more confidence. Here are some simple ways to make hiring a little easier.
- Simplify the process: Keep your interview steps lean and focused. Respect candidates’ time.
- Offer remote flexibility: Many SEO specialists prefer remote roles. Opening your search beyond your city can bring in stronger applicants.
- Stay competitive: Research salaries in your area and offer a package that shows you value the role.
- Be clear and realistic: Focus your job description on the actual skills you need—nothing more, nothing less.
- Involve the right people: Make sure someone on your team understands SEO or bring in a consultant to help evaluate candidates.
How Remote People Can Help
If all this sounds like a lot, that’s because it is. The good news? Remote People takes the heavy lifting off your plate.
We specialize in helping companies find remote-ready professionals—SEO Specialists included—who match your needs, goals, and working style. Whether you need someone full-time, part-time, or project-based, we’ll help you connect with candidates who are ready to go and bring real results to the table.
So, instead of spending 42 days sorting resumes and chasing leads, you can spend your time meeting people who are already a good fit.
Why Choose Remote People to Find the Right SEO Specialist?
Finding the right SEO Specialist takes time, effort, and the right connections. That’s where Remote People comes in.
We specialize in helping companies connect with qualified talent from around the globe. Whether you’re hiring locally or building a remote team across time zones, we’re experts in international staffing and global recruiting. Our network reaches far and wide, so you’re not limited to one city—or even one country.
We don’t just understand the role—we understand the person behind it. We know what makes a great SEO Specialist and how to spot candidates who bring both skill and strategy to the table. We help you go beyond job boards and inbox clutter to connect with people who are ready to contribute on day one.
And it doesn’t stop at SEO.
Remote People can also help you hire for other marketing roles, including:
- Digital Marketing Managers
- Content Strategists
- Event Marketing Managers
- Paid Media Specialists
- Marketing Analysts
- And even executive-level positions in marketing and beyond
Whether you’re building a team from scratch or filling one hard-to-hire role, we’re here to make the process easier, faster, and more focused.
Talk to an HR expert at Remote People today to get started—and let’s find the right person for your team.
Frequently Asked Questions
The demand for SEO specialists continues to grow—and it’s not slowing down anytime soon. As more businesses realize how important organic search traffic is for growth, the need for skilled SEO professionals keeps rising. In fact, the global SEO services market is expected to reach $234.8 billion by 2030.
If you’re hiring for this role, you’re not alone in your questions. Here are answers to some of the most common ones:
It depends on your goals and budget. If SEO is a big part of your growth plan, a full-time hire can bring more focus and consistency. But if you only need help with a few projects, a part-time or freelance SEO specialist could work well. Just be sure they’re able to track progress and communicate clearly, no matter their hours.
An SEO Specialist focuses mostly on improving your search engine rankings and growing organic traffic. A Digital Marketing Manager has a broader role, which might include email campaigns, paid ads, content, and social media. Think of it this way: an SEO Specialist is a deep dive into search, while a Digital Marketing Manager covers more ground across your entire marketing strategy.
Ask about real results they’ve delivered. Look for specific examples like traffic increases, keyword rankings, or successful site audits. Good SEO specialists can walk you through their process, explain tools they’ve used, and break down strategies in a way that makes sense—even if you’re not an SEO expert yourself.
It depends on your website’s needs. If your site has performance issues, broken links, or indexing problems, technical skills should come first. If you need help writing pages that rank or developing blog content, focus on someone with a content background. Many strong candidates can do both—but it’s okay to prioritize one depending on your goals.
SEO takes time. In most cases, you won’t see big changes overnight. Some small wins can happen in the first month or two, but steady growth usually takes 3–6 months or more. A good SEO Specialist will set expectations early and provide regular updates so you know what’s working and where things are headed.
Some of the most common tools include Google Analytics, Google Search Console, Ahrefs, SEMrush, Moz, Screaming Frog, and keyword research tools like Ubersuggest or Keywords Everywhere. They might also use CMS platforms like WordPress and tools for page speed testing, backlink tracking, or site audits. The exact tools may vary, but familiarity with several of these is a good sign.
Possibly—but they’re different skill sets. Local SEO focuses on map listings, reviews, and city-based searches, while national or global SEO deals more with broad content strategies and high-competition keywords. Some SEO Specialists are strong in both, but make sure you ask about past experience in the area that matches your needs most closely.
In the U.S., the average salary is around $63,227 per year, but this can vary based on experience, location, and job type. Cities like Seattle, New York, Denver, and Waltham tend to pay more. Remote roles may offer flexibility in pay depending on where the candidate lives and how much experience they bring to the table.
Set clear goals upfront—like improving keyword rankings, increasing organic traffic, or getting more leads. Then track those results using tools like Google Analytics and Google Search Console. Your SEO hire should send regular reports with easy-to-understand updates. If progress feels slow or unclear after a few months, it’s worth having a conversation to reset expectations or adjust the plan.
Yes! While we’re great at finding SEO Specialists, we also help companies fill other roles—like Digital Marketing Managers, Content Strategists, Event Marketing Managers, and even executive-level positions. Whether you need one person or a full team, we’ve got the network and hiring experience to help you build your marketing department with people who fit your goals and style.
