What does an SEO manager do?
An SEO manager leads a company’s search engine optimisation strategy, balancing technical performance with content quality to improve organic rankings. They plan SEO roadmaps, conduct audits, analyse performance data, and work cross-functionally to drive search visibility.
Responsibilities include managing internal or external content writers, working with developers on site structure and speed, and overseeing link-building strategies. They also report on keyword rankings, traffic, and conversions.
In startups, they may act as a hands-on contributor. In larger organisations, they lead strategy and performance across multiple teams or markets.
Key responsibilities of an SEO manager.
An SEO manager leads efforts to grow organic visibility and traffic through technical and content optimisation. Their responsibilities include:
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Defining and executing the SEO strategy across content, tech, and off-site
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Leading keyword research, opportunity analysis, and roadmap creation
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Managing site audits and working with developers to implement fixes
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Aligning content with search intent, user journeys, and conversion goals
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Overseeing backlink profiles, link-building strategy, and digital PR efforts
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Collaborating with content, UX, and brand teams to improve performance
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Monitoring KPIs using tools like GA4, Ahrefs, or SEMrush
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Reporting rankings, traffic, and ROI to stakeholders
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Educating internal teams on SEO best practices
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Managing SEO budgets and external vendor relationships
This role blends tactical execution with long-term search strategy and cross-team alignment.
Skills and requirements for a SEO manager.
SEO Managers need technical knowledge, content strategy, and the ability to drive growth through organic channels. Employers typically look for:
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4–7 years of experience in SEO, content, or web performance roles
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Strong technical knowledge of site speed, indexing, and crawlability
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Ability to manage keyword strategy, content planning, and on-page SEO
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Experience working with developers, writers, and content teams
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Comfortable using GA4, Search Console, and tools like Ahrefs or SEMrush
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Confidence presenting insights and recommendations to stakeholders
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Ability to lead audits, monitor performance, and spot opportunities
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Experience managing freelancers, agencies, or internal teams
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Knowledge of site migrations, structure, and SERP trends
Most SEO managers come from agency or in-house SEO teams, blending technical depth with content and stakeholder alignment.
Average salary for an SEO manager.
In the UK, the average salary for an SEO manager typically ranges from £45,000 to £65,000, influenced by technical expertise, content strategy, and leadership experience.
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Mid-level SEO managers tend to earn between £45,000 and £55,000
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Those overseeing full SEO teams or large-scale site strategies may earn between £56,000 and £65,000
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Businesses focused on organic growth and inbound traffic often include performance-based rewards
London-based roles in ecommerce, fintech, and global agencies typically offer higher salaries.
Career progression for an SEO manager.
An SEO manager plays a critical role in organic traffic growth. The role opens up opportunities in strategy, content leadership, or technical SEO oversight. A typical progression path is:
SEO executive
Performs keyword research, technical audits, and on-page optimisation.
SEO manager
Owns SEO strategy and reporting. Collaborates with content, development, and digital teams.
Head of SEO
Leads the SEO function, manages a team, and aligns KPIs with commercial performance.
Director of organic or growth
Drives SEO as part of a wider digital and acquisition strategy. Works at leadership level.
Chief digital officer / CMO
Expands into strategic leadership across marketing and customer engagement channels.
SEO and Content Executive
Senior SEO Consultant
Senior Paid Media Manager
Senior Paid Media Manager
salary guide
Our UK marketing salary guide.
SEO managers are responsible for performance across technical, content, and strategic pillars. If you’re hiring one, a strong salary offer is key to attracting the right mix of skills and experience.
Check our 2025 UK marketing salary guide to see where the market is currently sitting for SEO manager roles across the country.
FAQS
SEO manager FAQs.
An SEO manager leads strategy and prioritises SEO work across on-page, off-page, and technical initiatives. They oversee reporting, coordinate with content and dev teams, and guide implementation. SEO executives typically execute day-to-day tasks under the manager’s direction.
Organic traffic growth, keyword rankings, CTR, bounce rate, page speed performance, and technical site health. Conversion from organic traffic and contribution to business KPIs are increasingly important.
Very. They collaborate with developers to fix crawl or speed issues, with writers for content optimisation, and with marketing leads to align SEO with campaign priorities. Stakeholder management is key — especially in non-technical environments.
Often, yes. They might manage in-house SEO executives or brief external consultants, content writers, or link-building agencies. A strong SEO manager balances hands-on knowledge with delegation and leadership.
They track industry news, follow key publications like Search Engine Journal or Google Search Central, and run ongoing experiments. Regular auditing and data analysis help them respond to search engine changes proactively.
