The PathMatch Guide to

Search Engine Optimization (SEO)

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A Day in the Life

Search Engine Optimization, or SEO, is the process of getting traffic to a website from search engines like Google and Bing. Simply put, it's the job of making a website show up at the top of the search engine results. In today's "Google it" world, SEO has become an absolute essential for a company's visibility. It differs from Search Engine Marketing (SEM) in that SEO focuses on free, organic traffic rather than paid advertising on these search engines.

Work Responsibilities

  • Help end users find products and information on search engines like Google or Bing
  • Research and analysis on trends and online best practices to develop and implement strategies that improve search results
  • Increase website traffic by using keywords and topics to improve search results enabling increased sales

Skills You'll Need

  • Deep understanding of core SEO concepts and practices, with knowledge of how various technologies and web design principles impact SEO
  • Experience with Google's marketing tools including Analytics, Search Console, Tag Manager, and Data Studio
  • Proven track record of developing SEO initiatives and delivering effective results
  • Experience planning and executing SEO A/B tests
  • Ability to work with HTML, CSS, and Javascript necessary to optimize page load speed
  • Familiar with SEO suites and tools including Screaming Frog, Ahrefs, and BrighLocal

Industries You'll Work In

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The Network You'd Build

Here are a few real-word examples of jobs and people working in this industry right now.

Example Jobs

SEO Manager at Casper

SEO Manager at Rag & Bone

SEO Manager at Whole Foods

Director of SEO for Hilton

Real World Professionals

SEO Content Specialist

Senior SEO Analyst

SEO Manager

Product Manager, SEO & Content

Director of SEO

Director, SEO

Growth Path

  1. Search Engine Optimization Coordinator
  2. Search Engine Optimization Specialist
  3. Search Engine Optimization Manager
  4. Search Engine Optimization Director

Demand for Talent

  • The search industry is HOT🔥, and SEO Marketers are high in demand
  • The search industry has grown 13% in the past 5 years with $100 Billion in revenue
  • There are 100 Billion Google searches every month, 93% of online experiences begin with a search engine
  • 75% of search engine clicks are organic


Search Engine Optimization Coordinator
Search Engine Optimization Specialist
Search Engine Optimization Manager
Search Engine Optimization Director

Teams You'll Work With

Search Engine Optimization can work with different programs across a company: marketing, product, and customer success.


Work/Life Balance Score

Work/life balance is when someone equally prioritizes their career and their personal life. This balance can vary greatly from one career to the next.


Job Stability Score

Job stability is about more than your experience and career. As industries decline, so do the jobs in them.


Prestige Score

Job stability is about more than your experience and career. As industries decline, so do the jobs in them.

The future of work is here.

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