What is a SEA and SEO Expert?
The SEA and SEO expert, also known as a web referrer or SEO manager, is a specialist in digital marketing, and more specifically in search engines. Their job is to optimise the visibility and audience of a website. This involves defining a strategy and implementing a series of actions designed to improve the positioning of the platform on search engines. In concrete terms, the aim is to achieve top ranking in the results of specific keyword queries made by Internet users. The consultant may work as a freelancer or as an employee in a digital agency, with an advertiser or in a large organisation.
What’s the difference between a SEA Expert and an SEO Expert?
The work of a SEA expert and that of an SEO expert are opposites, but complementary.
The SEA Expert looks after the study and development of a paid referencing strategy, while the SEO Expert concentrates on the long-term natural referencing of a site. These include content creation, acquisition of inbound links and technical optimisation of the site.
What are the tasks of the SEA and SEO Expert?
The SEA and SEO Expert is a professional who combines the skills and carries out the tasks of the SEA Expert and the SEO Expert. They are involved in the paid search and natural referencing of a site to improve its positioning.
In SEO, the web referrer is required to :
- optimise the technical design of the website;
- improve each page by selecting relevant keywords, also known as semantic optimisation;
- analyse and monitor traffic (positioning, performance and audience) ;
- create backlinks.
In SEA, the SEO uses :
- keyword acquisition in order to rank and generate qualified traffic on the internet platform;
- social networks to raise its profile through advertising campaigns.
In concrete terms, the SEA and SEO Expert is responsible for optimising a company’s presence on the Internet by :
- identification of website targets ;
- analysis of the competition using keyword tests ;
- improving the site’s structure;
- writing optimised content ;
- improving the site’s indexing by search engines;
- monitoring and evaluating the impact of the actions taken;
- Continuous monitoring to help adjust the site’s referencing;
- developing an effective referencing strategy;
- implementation of various optimisation actions (technical and editorial development of campaigns, definition of performance indices, and performance monitoring and analysis, for example).
Why become a SEA and SEO Expert?
The SEA and SEO expert is a profession with a wide range of opportunities. It is highly sought after in the IT sector, but also in other areas of activity such as development, webmarketing and web design. There are more job vacancies than there is demand, and this profession offers a good income. Over the course of their career, SEO managers can also become digital project managers.
How much does a SEA and SEO Expert earn?
The remuneration of SEA and SEO experts varies according to various criteria, including their qualifications, years of experience, geographical location and legal status. At the start of their career, they are likely to earn between €25,000 and €32,000 gross per annum. After 4 years’ experience, their salary can rise to over 50,000 euros gross per year.
What studies do you need to become a SEA and SEO Expert?
You need a good education to become a SEA and SEO Expert. You need to be adaptable, organised, rigorous, able to summarise and analyse, and have a good command of programming languages and web audience measurement tools. You should therefore have 2 or even 5 years’ higher education in marketing or IT, or both technical and webmarketing training.
An advertising school such as Sup de Pub can offer you a range of diploma courses tailored to this career choice. These range from SP3 Brand Strategy to SP5 Brand Advertising Communication or SP5 Editorial Strategy and Editorial Communication.