have an understanding of HTML, CSS, and JavaScript
understand a company's online presence and current marketing performance
create and implement a content strategy that will maximise brand visibility, by increasing organic and paid search traffic to a website and encouraging users to engage and take positive action
carry out keyword research and analysis to identify valuable search terms and trends relating to your client or employer's business
employ, monitor and maintain keyword strategies (based on keyword research findings) to ensure optimal content ranking
collaborate with any social and content colleagues/teams over content optimisation \- drawing on user intent research to inform content strategies and to develop appropriate content
carry out a range of SEO activities to improve a website's performance, in accordance with the content strategy \- using tools and optimisation methods, such as Google Analytics, web analytics, strategic marketing, and search engine marketing (SEM), to improve organic search traffic and through paid advertising and utilising both organic and paid marketing methods
conduct competitor analysis and monitor competitors' SEO strategies to identify ways to improve your clients' position in the marketplace
continually monitor and refine SEO performance strategies
look at KPIs (key performance indicators) such as organic traffic, search engine results page (SERP) rankings, brand vs non\-brand keyword clicks and SEO leads \- and present findings in a clear and relatable way
conduct technical and on\-page audits, checking for necessary URL structure changes, fixing broken links, correcting heading hierarchies, adding missing metadata, etc.
write original content for webpages \- tailored for the target audience
provide SEO advice and support to clients, signposting or actioning as necessary
employ user experience (UX) and conversion rate optimisation methods to turn visitors into more active users and to help improve website performance
develop and integrate content marketing strategies
monitor search engine algorithms to keep up to date with changes.