SEO Strategist
Plans and executes search optimisation work to improve a site's organic visibility, rankings, and traffic in search engines.
If you think an SEO strategist only adds keywords to pages, you miss the broader strategy of content, technical SEO, and links.
Key points
- Base your strategy on search intent, not just keyword volume.
- Combine keyword research, content, technical SEO, and link building into one plan.
- Measure success with organic traffic, rankings, and business goals, not just rankings.
- Avoid keyword stuffing; it weakens your SEO content strategy and can get your pages penalised.
- Keep site performance, mobile usability, and user experience in focus.
A B2B SaaS company rethinks its keyword focus
A B2B SaaS company hired an SEO strategist to improve organic traffic. The strategist analysed search intent and found that the target keyword 'project management software' had high competition but low purchase intent for their product. Instead, they focused on long-tail queries like 'best project management tool for remote teams'. Within six months, organic traffic increased by 40% and trial sign-ups doubled.
Three common mistakes that kill your SEO strategy
- Treating SEO as only keyword insertion Many practitioners focus on adding keywords to pages without considering broader content strategy, technical optimisation, or link building. This narrow approach often fails to improve rankings or traffic.
- Ignoring search intent Optimising for keywords that do not match what users actually want wastes effort. The strategist must match content to the user's goal, whether informational, navigational, or transactional.
- Neglecting site performance A slow page or poor mobile experience undermines even the best content. SEO strategists must ensure speed, usability, and mobile optimisation as part of the plan.
Four areas an SEO strategist plans
- Keyword research Identifies search terms with genuine demand and matches them to search intent. This foundation drives content and technical decisions.
- Content development Creates helpful, people-first SEO text that satisfies user queries. The strategist plans topics, structure, and internal linking as part of an overarching SEO content strategy.
- Technical optimisation Ensures search engines can crawl, index, and render the site. This includes site structure, headings, schema, and performance.
- Link building Develops a strategy to earn relevant, high-quality backlinks through content promotion, digital PR, and ethical outreach. This builds domain authority and amplifies organic visibility, while avoiding spammy tactics like parasite SEO.
Three things that change your approach
- Search intent shifts What users expect from a query changes over time. The strategist must monitor and adapt content to match evolving intent.
- AI-driven search surfaces Search engines now use generative AI to answer queries directly. Strategists must account for featured snippets, answer boxes, and other SERP features.
- Mobile and performance standards Google's emphasis on mobile-first indexing and core web vitals means performance is a ranking factor. Strategists must prioritise speed and usability.
Common questions
What is SEO and how does it work?
SEO is optimising a website to rank higher in unpaid search results. It works by improving content, technical structure, and authority to match search engine algorithms.
SEO strategist vs SEO specialist – what is the difference?
An SEO strategist focuses on long-term planning and big-picture goals, while a specialist typically executes specific tasks like technical audits or link building.
Sources
- Google Search Central - SEO Starter Guide Google's official guide on SEO fundamentals and best practices.
- Moz - SEO Learning Center Comprehensive introduction to SEO concepts and roles.
- Ahrefs Blog In-depth articles on SEO strategy, keyword research, and link building.