Search Engine Optimisation (SEO) is the manipulation of the results in a search engine to make a website or page more accessible by ranking it higher in the organic search results. Pay per click (PPC) is when an advertiser displays an advert on a site or search engine such as Google and pays the website owner an agreed fee when the advert is clicked.

In terms of starting a career in SEO or PPC, qualifications in digital marketing, communications or computer science are useful. ands on experience and a developed skill set tends to be preferred so starting in an internship or voluntary role is advantageous. Any Google certifications you can get will also be beneficial with SEO and PPC, in particular the Google Analytics individual qualification. In addition, Moz offer a free SEO training course.

Roles in SEO and PPC are ideal if you are looking for a role which offers progression. Roles can vary from entry through to management levels. Therefore, starting salaries begin at £18,000 and increase through to £36,000.

What skills are needed to work in SEO and PPC?

To be good in an SEO or PPC role you will need to be technically minded to understand Google’s algorithms and search engines. As the technology used is continually advancing you should be committed to always learning and investing in your skills and development. 

You will also need a good online presence and understanding of social media platforms as you will use these to distribute content and build campaigns. Therefore, an understanding of marketing and public relations will help with this. As well as working with clients in these sectors you will need to be aware of online consumer behaviour and how customers search.

Finally, strong analytical skills are required to rank algorithms as well as an understanding of HTML coding, Javascript and PHP.

Key responsibilities might also include:

  • Search Engine and social media marketing campaigns
  • Writing content for webpages to support campaigns and drive targeted traffic to a website
  • Regularly check search terms, rankings and analytics to monitor performance
  • Monitoring performance and reporting on campaigns
  • Implementing and developing new marketing strategies
  • Conducting Product & Competitor Research
  • make technical recommendations to developers
  • improve website performance and covert traffic into regular users