Search engine marketing Supervisor Function & Expertise (Defined by Search engine marketing Managers)

  • January 4, 2023
  • elkenz
  • 9 min read

Search engine marketing is among the most multidisciplinary advertising and marketing fields. It’s intertwined with many different points: advertising and marketing channels, product, and improvement. Search engine marketing managers are right here to make all of it work like a well-oiled machine that aligns with the advertising and marketing technique and enterprise targets.

However what does an Search engine marketing supervisor do each day? What are an important abilities that you must grow to be one? And the way a lot are you able to count on to earn? We’ve received the solutions.

I reached out to a few of my Twitter and LinkedIn connections with Search engine marketing supervisor roles of their respective bios. Enormous due to the next SEOs who helped me put this text collectively:

Let’s dive in.

What does an Search engine marketing supervisor do on a every day foundation?

In the event you’re searching for a various job, you hit the jackpot. Once I collated the solutions from the article contributors, I received a giant record of duties and actions. I discovered there may be an overarching sentiment that no day appears to be like the identical while you’re an Search engine marketing supervisor.

The every day agenda depends upon whether or not you’re an in-house worker working for one firm solely or in an company managing a number of shoppers. For instance, you’ll be able to typically count on extra tactical work in-house whereas the company facet has extra conferences and technique planning.

I divided the every day duties into 4 classes to make sense of all of it. And we’re kicking it off with…


Nicely, duh. Search engine marketing managers handle issues and other people. In smaller corporations, Search engine marketing managers are sometimes accountable for the entire Search engine marketing division and instantly report back to a CMO. In greater advertising and marketing groups, there is usually a head of Search engine marketing in between.

Administration could be seen as a imprecise time period. So right here’s an instance record of managerial duties that you could count on on this function:

  • Taking part in conferences with shoppers and group members
  • Coordinating the group’s duties, answering questions, and addressing issues
  • Caring for group schooling, coaching, and motivation
  • Working with stakeholders
  • Creating pitch decks for brand spanking new, potential shoppers (should you’re in an company)


An Search engine marketing technique is a battle plan that guides all Search engine marketing-related efforts towards increased visibility in search engines like google and yahoo. As a part of the technique, managers plan varied Search engine marketing campaigns and make sure that they’re executed correctly. Search engine marketing managers additionally ensure that all of those efforts are an built-in a part of the broader advertising and marketing plan.


Techniques are the way you execute your technique to achieve success. These are all of the Search engine marketing strategies, hacks, efforts, actions, and all the opposite phrases you could find within the context of taking motion.

It comes right down to the truth that you’ll be able to execute hundreds of various issues as an Search engine marketing. However typically talking, if an Search engine marketing supervisor will get concerned in tactical duties, these are normally the extra superior issues that they will possible do higher than others of their groups. Or they’re reviewing the work of others, e.g., content material plans, outlines, drafts, or proposed technical adjustments.

The scope of tactical work for Search engine marketing managers depends upon the assets out there for the deliberate Search engine marketing work. If the supervisor has a small group, they’ll possible interact in hands-on Search engine marketing work extra typically than somebody taking care of 10 Search engine marketing specialists.


Once I say reporting, most of us will possible first affiliate it with the nice previous Search engine marketing report decks (or Google Knowledge Studio dashboards should you’re fancier):

Slide containing summary and key data of link building progress, as well as list of pages that had changes in referring domains

You normally create these as soon as a month to report what has modified, improved, or received worse. That’s removed from being a every day job. However should you work in an company with many consumers, the method of making the primary report might as properly be a frequent exercise.

Then there’s ad hoc reporting. It’s not essentially about reporting to shoppers or stakeholders. Moderately, it’s about reporting inside your group or checking the progress for your self. Two of the contributing Search engine marketing managers really talked about checking reporting instruments on a every day foundation.

When it comes to particular stories, rank monitoring was talked about the most:

Summary of key data (visibility, average position, traffic, etc.) changes. Next to it is dropdown menu with all options ticked. Below is list of keywords with corresponding data.

Screenshot from Ahrefs’ Rank Tracker.

Adopted by checking branded mentions throughout the internet:

Branded mention of "Tim Soulo" in article

Taken from Ahrefs Alerts.

What are an important abilities for an Search engine marketing supervisor?

That is the second query I requested our contributors. In fact, strong Search engine marketing expertise and abilities are a given, so comfortable abilities have been talked about most. I bundled collectively a few of the solutions and received the next prime 5 abilities a person must grow to be an important Search engine marketing supervisor:

Communication abilities

A unanimous winner that shouldn’t shock anybody. Lots of the every day duties talked about above revolve round communication.

Right here’s what communication abilities imply in Search engine marketing:

  • Being able to convey advanced Search engine marketing ideas utilizing easy language that even non-SEOs perceive
  • Assigning duties in a approach that everybody is aware of what they need to be doing and what the purpose of doing the duties is
  • Having the ability to share suggestions constructively
  • Being empathetic towards group members
  • Possessing negotiation abilities and realizing find out how to “promote” the worth of Search engine marketing to stakeholders

Knowledge-driven mindset and significant pondering

I fully agree with Abby’s ideas:

Having an affinity or at the very least an curiosity in knowledge is essential for any advertising and marketing function. 

That is very true in Search engine marketing. You may’t do a lot with out realizing what knowledge to take a look at, what it means, and what to make of it. And that’s additionally largely associated to crucial pondering.

Primarily based alone expertise of interviewing many entrepreneurs, these are abilities most ought to work on. To be an important Search engine marketing supervisor, you must know your approach round Google Analytics, Search Console, an all-in-one Search engine marketing toolset like Ahrefs, after which be capable to create nice Search engine marketing stories utilizing knowledge from these instruments.

Curiosity and fixed studying

The fundamental ideas of Search engine marketing have stayed the identical through the years. However Google retains everybody busy with its algorithm updates and adjustments on SERPs. In the meantime, Search engine marketing instruments preserve releasing new options; additionally, good SEOs are at all times developing with higher options to many issues we’re going through.

And if this isn’t a ok promoting level for the significance of fixed studying and curiosity, we’ve received one other: Your concepts will fail generally. There aren’t any ensures in Search engine marketing, and also you’ll have ample alternatives to study out of your errors. And sure, failures in your group are a part of your obligations as properly.

Time administration, prioritization, and delegation abilities

Even should you’re not a supervisor, you most likely know what it’s wish to be swamped with messages, deadlines, and unending conferences. That’s your alternative to create environment friendly techniques and make sense of the chaos.

Not solely do issues get extra chaotic as you step up, however you’ll even be partially chargeable for different folks’s chaos. Nonetheless, that you must make issues give you the results you want and never in opposition to you by managing time properly, prioritizing vital duties, and delegating work to others.

Technical abilities

As an Search engine marketing practitioner, chances are you’ll get away with realizing simply the fundamentals of technical Search engine marketing if these are usually not your obligations. However any Search engine marketing supervisor ought to transcend the fundamentals, as they’re typically those approving technical Search engine marketing adjustments and speaking with builders.

A primary HTML orientation shouldn’t be taken with no consideration in any respect Search engine marketing ranges. As well as, right here’s a pattern of extra technical abilities that may are available in useful:

How a lot do Search engine marketing managers make?

Lastly—the cash speak. It’s clear that you could’t grow to be an Search engine marketing supervisor proper after you end your first Search engine marketing course. It requires various abilities and expertise, that are indicators of a profitable job.

Within the U.S., the common wage of Search engine marketing managers based mostly on a number of job and HR databases is round $75K. Nonetheless, good candidates can count on at the very least $100K. (I got here to this conclusion after discussing with U.S.-based SEOs and reviewing many job postings.) You might go even increased than that in the preferred technological hubs.

Within the U.Ok., the common compensation appears to be round £40K (~$55K). Search engine marketing salaries within the U.Ok. aren’t that engaging (but), so I can solely encourage you to ask for extra to vary that. In fact, you must count on massive discrepancies between London and the remainder of the nation.

As it is a appropriate job for 100% distant work, I’ve additionally been maintaining a tally of distant job postings. These jobs begin at $40K however can go properly over $100K too. The perfect candidates can get U.S. salaries no matter the place they’re within the world.

Remaining ideas

Being an Search engine marketing supervisor is a various and attention-grabbing job. Nonetheless, we haven’t talked about what comes after that. In lots of corporations, Search engine marketing roles don’t transcend this stage, however the end line is usually a supervisor changing into the top or director of Search engine marketing.

Each Search engine marketing ought to broaden their horizons and deal with advertising and marketing basically in the event that they need to climb the profession ladder—with being a CMO as the tip purpose. In order that’s a bonus ability you must deal with (moreover the highest 5 talked about within the article).

Once more, due to Abby, Sugan, John, and Axel for sharing their insights and expertise.

Bought any questions? Ping me on Twitter.