Search Engine Optimization Specialist

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used.

This occupation has not yet received an official NOC code. However, it is considered similar to the following historical NOC codes. CAUTION—As this occupation is only similar to these NOC codes, related details and labour market information may not be accurate:

• 2006 NOC: Web Designers and Developers (2175) 
• 2006 NOC-S: Web Designers and Developers (C075) 
• 2011 NOC: Web designers and developers (2175) 
• 2016 NOC: Web designers and developers (2175) 

Search engine optimization (SEO) is part of an internet marketing strategy. SEO specialists must know several things:

• how search engines work
• what people search for
• the search terms or keywords people most often use in search engines
• which search engines their target audience prefers.

In general, SEO specialists:

• research keywords to optimize existing content
• study, review, suggest, or implement changes to website architecture, content, links, and other factors to improve SEO
• consult with web designers to improve site navigation (to enhance search engine ranking)
• use SEO tools to monitor, analyze, and review websites
• help create and support marketing content for social media purposes
• come up with new ways to improve and track site performance
• research and analyze competitor advertising links
• develop and implement link-building strategy.

SEO specialists need to know how to:

• create and manage content to optimize website, advertising and social media content
• build internal and external links for SEO
• use page and site architecture for SEO
• manage a company’s online reputation through reviews and social media
• use online and social media advertising.

SEO specialists have intimate knowledge of:

• computer and web programming
• web development and design (content management systems)
• graphic design
• internet marketing (online advertising, email marketing, social media marketing).

Search engine optimization specialists can work in an office setting. They can also work from remote locations, including home. They may work shifts and overtime may be required to meet deadlines or resolve program issues. SEO specialists may need to sit at a computer for long periods.

Emerging occupations typically are the result of:

• an increased human need (for example, alternate sources of energy)
• technological advances
• greater specialization within an occupation.

Often there are too few people working in an emerging occupation to gather survey information. Therefore, it can be difficult to define advancement opportunities or employment outlook. Some Albertans already are working in this emerging occupation but future demand for search engine optimization specialists is unknown.

SEO specialists work for large software companies and consulting firms. Many of these are based outside Alberta. Most programmers employed in Alberta work in specialized software development firms. They may work in the information systems departments of large companies. These may include:

• software developers
• consulting firms
• marketing, insurance, oil, transportation, and utility firms
• municipal, provincial, and federal governments
• online retailers
• educational institutions
• financial companies.

They may work in the IT units of large private- or public-sector organizations. They may be self-employed. Most jobs are located in major urban areas. Outstanding individuals who have graduate degrees and many years on the job may become managers or private consultants.

Search engine optimization specialists are part of the larger 2011 National Occupational Classification 2175: Web designers and developers. In Alberta, 78% of people employed in this classification work in the following industries:

• Professional, Scientific and Technical Services [pdf]
• Information, Culture and Recreation [pdf]
• Public Administration [pdf]
• Educational Services [pdf].

The employment outlook [pdf] in this occupation will be influenced by a wide variety of factors including:

• location in Alberta
• trends and events that affect overall employment (especially in the industries listed above)
• employment turnover (work opportunities that come up when people leave existing positions)
• occupational growth (work opportunities that come up when new positions are created)
• size of the occupation.

In Alberta, the C075: Web Designers and Developers occupational group is expected to have a below-average annual growth of 1.3% from 2016 to 2020. In addition to job openings created by employment turnover, 20 new positions are forecasted to be created within this occupational group each year.

Search Engine Marketing Professional Organization (SEMPO) Canada website: www.sempo.ca

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