SEO & SEM

Search engine optimization, paid search, performance marketing

SEO and Search Enging Marketing (SEM) roles are consistently in demand, which reflects the sustained importance of search as a customer acquisition channel. Being able to apply deep technical knowledge and connect search performance to broader business outcomes is hugely valuable to an organisation.

Specific roles range from technical SEO specialist (whose focus is on site architecture, crawlability, Core Web Vitals and structured data) to content-led SEO positions that might look more like editorial and strategy. The huge difference between these kinds of SEO roles means it’s essential to know the kind of work you want to do and what your experience might lead you towards. At the highest levels, SEO Managers and Heads of SEO will own channel strategy, work closely with development and content teams to align the potential of organic search performance to the organisation’s goals.

SEM and paid search roles focus on campaigns across Google Ads and Microsoft Ads. Deep knowledge of bidding strategy, quality score, audience segmentation and return on ad spend along with experience of Google’s Performance Max campaigns and the role of automation in campaign management is increasingly desirable.

Smaller organisations may offer roles that span both organic and paid search, and being able to demonstrate a breadth of knowledge is valuable here. Positions that fall under ‘performance marketing’ often incorporate SEM alongside paid social and programmatic, so think about how your skills, experience and interests map to the wider performance landscape.