Most commonly reported Work Activities

• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Analysing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
• Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Processing Information Compiling, coding, categorising, calculating, tabulating, auditing, or verifying information or data.
• Developing Objectives and Strategies Establishing long-range objectives and specifying the strategies and actions to achieve them.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.

The Work

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.

Most commonly reported Work Tasks

• Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
• Optimise digital assets, such as text, graphics, or multimedia assets, for search engine optimisation (SEO) or for display and usability on internet-connected devices.
• Collect and analyse Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
• Participate in the development or implementation of online marketing strategy.
• Optimise Web site exposure by analysing search engine patterns to direct online placement of keywords or other content.
• Coordinate with developers to optimise Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
• Assist in setting up or optimising analytics tools for tracking visitors' behaviors.
• Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
• Create content strategies for digital media.
• Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.

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

Investigative

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

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.

Realist

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.

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.

Training & Development 

FET Centre Traineeship: Business Admin, Prince 2 & scrum master project management, Digital media Design, Supervisory management & leadership at NFQ Levels 5-6 Search FET Courses

FET PLC Courses: Art Graphic design, Media production, Marketing, Business Studies & Digital Marketing, Business with Digital Marketing and Behavioural Studies, Creative Advertising & Digital Marketing, Digital Marketing & Content Development, Digital Marketing, Enterprise and Social Media, Event Management with PR & Digital Marketing at NFQ Levels 5-6 Search FET PLC Courses

Apprenticeship: ICT Developer, Animator Apprenticeships NFQ level 9 Search Apprenticeships

Higher Education CAO Entry: Media production, marketing & digital media, creative digital media, Digital Marketing, Digital Marketing and Public Relations, Digital Marketing Technologies, Digital Marketing with Analytics, Marketing and Digital Media at NFQ Levels 6-8 Search CAO courses

Professional Development

Postgraduate Study Options Business - Marketing Stream, Digital media & production, Marketing - Strategic Marketing, project management, Business Administration - MBA - Marketing Stream, Digital Marketing, Digital Marketing & Analytics NFQ level 9

Last Updated: April, 2023

Salary Range (thousands per year)* €35k - €120k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
CPL/ Morgan McKinley / Sigmar/ Indeed/ Lincoln/ Azon/ Prosperity.ie/ Clark

Last Updated: July, 2024

* 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.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

The negative average annual employment growth rate over the five-year period for this occupation is partly related to changes in the LFS in 2017; however, employment has declined annually since 2020. Those employed were primarily male, working full-time and held third-level qualifications. The share of non-Irish citizens employed far exceeded the national average (41% compared to 19% nationally).

Despite the decline in employment, over 3,500 new employment permits were issued in 2022 across a range of roles including IT analysts/engineers (cloud, security, systems, network, test), There was a high volume of mentions in the Recruitment Agency Survey for network/security and site reliability engineers while vacancies for software testers were cited as difficult to fill by employers in the Skills for Growth data, particularly for those with cybersecurity, cloud computing and HTML skills. The number of online job adverts declined by 12% in 2022, predominantly due to the fall in postings for systems analysts which alone accounted for nearly half the total decline in ICT job postings in 2022.

Despite falling employment numbers, strong demand remains evident across the indicators in key areas such as network/cloud and security engineering. The move to remote working since the onset of the pandemic, along with the war in Ukraine, have increased the prevalence of cybersecurity threats39 with demand for these skills likely to persist. The fall in online vacancy advertisements indicates a slowing in demand but shortages remain, at least in the short-term.

• Smart Futures

  • Discover Science & Engineering, Wilton Park House, Wilton Place, Dublin, 2
  • Click Here

• ICS - The Society for Chartered IT Professionals in Ireland

  • 87-89 Pembroke Road, Dublin 4
  • (01) 237 7788
  • [email protected]
  • Click Here

• Irish Software Association

  • Confederation House, 84/86 Lower Baggot St. Dublin 2
  • (01) 605 1500
  • [email protected]
  • Click Here