SEO manager

SEO managers plan and manage search engine optimisation: analyses, keyword strategy, coordination of technology, content and link building, as well as monitoring and reporting. Entry is usually via marketing, media or IT; continuous learning is a must.

With the growing importance of search engines, a profession of its own has developed over recent decades: the SEO manager. But what exactly does an SEO manager do, and which tasks shape everyday work?

What is an SEO manager?

SEO stands for search engine optimisation. The goal is for a website to be found easily in search engines such as Google and Bing – and increasingly in AI search systems – and thus generate more enquiries and revenue.

The SEO manager is responsible for planning and implementing the right measures to achieve this. The role combines analysis, strategy and coordination: they rarely work alone but manage the interplay of technology, editorial and marketing.

The tasks of an SEO manager

A wide range of tasks await in this field:

Analysis of the website, its visibility and the competition
Keyword and topic research and assignment of terms to the right pages
Monitoring competitors, Google updates and developments in AI search
Developing a strategy for technology, content and off-page optimisation
Project management, prioritisation and – in agencies – client consulting
Managing technical adjustments, content creation and link building

Depending on the company, the SEO manager also gives training and workshops and works closely with development, design, product management and editorial. What's exciting about the job is that you accompany projects over the long term and can follow their development over months. SEO measures generally take a few months before they become visible in rankings. That's why monitoring and regular reporting with metrics such as visibility, organic traffic, conversions and revenue are also part of the job.

How do you become an SEO manager?

There is no dedicated apprenticeship or degree specifically for SEO yet. Many SEO managers have studied marketing, media, communication, business administration or business informatics, or come from apprenticeships such as e-commerce management assistant. Others are career changers from editorial, web development or online marketing.

Entry is often via internships, trainee or junior positions in agencies or companies. In addition, there are part-time further training courses and certificates in online marketing and SEO.

In any case, continuous learning is very important. Google changes its algorithm several times a year, and AI answers are currently fundamentally changing how people search. In addition to SEO expertise, data skills, technical understanding, a good feel for content and, increasingly, knowledge of generative engine optimisation are in demand.

Industries for SEO managers

SEO managers have many options. In online marketing and e-commerce agencies, they look after clients from different industries and get to know many websites. Companies and online retailers employ SEO managers to manage their visibility themselves. Publishers, media houses and portals also hire SEO managers – wherever content is meant to be found via Google and AI search.