21 Aug 2025

How to Become an SEO Specialist in 2025: Steps, Skills, and Expert Insights

Robert Goldenowl

Search engine optimization remains a dynamic, high-demand career path in 2025. In fact, over 93% of online experiences begin with a search, and demand for SEO talent is growing fast (job postings increased ~43% year-over-year). No specific degree is required – most SEO roles care more about skills than formal credentials. As Lily Ray puts it, SEO rewards “self-starters who are full of curiosity and motivation to continuously learn new things”. Barry Schwartz, a veteran SEO journalist, echoes this: “The only way to be an SEO… is to love change,” since search algorithms and AI tools are always evolving. In short, SEO can be lucrative for those who master its fundamentals, stay adaptable, and practice constantly.

Why Pursue an SEO Career in 2025?

The SEO field offers strong opportunity and growth. As one recent analysis notes, many companies are embedding SEO specialists in their core marketing teams because search performance directly impacts the bottom line. Entry-level SEO specialists in the U.S. earn an average of about $49,600 per year, often with rapid growth potential. For a career-changer or new graduate, SEO is attractive because skills matter more than credentials. In fact, less than 30% of SEO job postings even require a bachelor’s degree – companies want demonstrable know-how (e.g. case studies, portfolios) instead of diplomas.

Key industry trends also motivate learners. Voice search, AI-generated content, and other innovations are reshaping SEO. Already over half of all searches are on mobile devices, and Google is pushing voice assistants and AI answer engines. SEO experts like Lily Ray are advising newcomers to embrace AI-driven search innovations, focusing on optimizing for voice and generative engines. Barry Schwartz cautions against seeking “magic bullet” hacks – today “the only long-term strategy that works … is to focus on the quality of the content and your website as a whole.”. In other words, SEO careers in 2025 reward continuous learning, technical skill, and high-quality content. As Lily Ray advises, “Never stop learning. The SEO industry changes so fast that you need to constantly stay on top of algorithm updates, new technologies, and shifts in user behavior to succeed.”.

What Does an SEO Specialist Do?

An SEO specialist optimizes websites to rank higher in search results, driving organic traffic and business growth. On a typical day, an SEO specialist may:

• Research keywords and content ideas using tools like Google Keyword Planner, SEMrush, SE Ranking or Ahrefs.
• Analyze site performance in Google Analytics/Search Console to track traffic and rankings.
• Optimize on-page elements, improving meta titles, headings, and content to match user intent.
• Perform technical audits, fixing issues with site speed, mobile-friendliness, indexing, and code.
• Monitor algorithm updates and adapt strategies accordingly (Google changes its ranking rules thousands of times a year).

These tasks blend creativity (good content and UX) with analytics and technical work. As AgencyJet notes, “SEO specialist careers are particularly dynamic” because Google’s frequent updates “require specialists to stay perpetually informed about industry shifts”. In practice, an SEO specialist serves as the bridge between content creators, developers, and marketers – for instance, coordinating with writers on SEO-friendly blog posts or guiding developers on proper site structure.

Essential SEO Skills and Tools in 2025

Becoming a successful SEO specialist means mastering a wide mix of skills. The top skills include:

• Keyword research & content strategy: Finding high-volume, low-competition search terms and aligning them with user intent.
• On-page SEO & copywriting: Writing or editing web content (titles, headings, body text) that satisfies both users and algorithms. Strong writing skills are crucial.
• Basic coding (HTML/CSS): Knowing how search engines read code helps you optimize tags, alt text, schema markup, and fix crawl issues. Even a basic grasp of HTML is important.
• Technical SEO: Understanding site speed, mobile-responsiveness, indexing, sitemaps, and structured data (schema). This ensures websites can be crawled and understood by search bots.
• Link-building & outreach: Acquiring high-quality backlinks to improve a site’s authority. This involves networking and digital PR skills.
• Tools proficiency: Familiarity with analytics and SEO platforms. Top tools include Google Analytics/Search Console, SEMrush, Ahrefs, Moz, Screaming Frog, GTMetrix, and others. For example, Ahrefs and SEMrush help with keyword and competitor analysis. (In fact, SEMrush data shows their SEO courses are led by industry experts for every skill level.)
• Emerging SEO trends: Awareness of AI search (sometimes called Generative Engine Optimization), voice search, E-E-A-T guidelines, etc. As SEO veteran Lily Ray notes, experts now blend “traditional SEO practices with AI-driven search innovations”.

In sum, Backlinko’s Brian Dean emphasizes that a top SEO pro must be well-rounded: from HTML and keyword tactics to advanced content optimization and links. Soft skills like strategic thinking, problem-solving, and communication are also vital – SEO specialists must often explain complex technical ideas to non-technical colleagues or clients.

Step-by-Step Guide: Becoming an SEO Specialist

1. Learn SEO Fundamentals. Start with the basics of how search engines work: crawling, indexing, and ranking. Google’s Search Engine Optimization (SEO) Starter Guide is a free resource. Learn key ranking factors (content relevance, authority, user experience) and basic HTML. As Backlinko explains, the SEO fundamentals include knowing how to find keywords, write SEO-friendly copy, and understand technical impacts. Focus on core concepts first, such as on-page optimization, user intent, and the importance of mobile-first design. A structured course or bootcamp can accelerate learning: for example, BrainStation notes that a digital marketing bootcamp covers fundamental SEO concepts and even helps build a portfolio project.
2. Master Essential SEO Tools. Next, become proficient with the tools that SEOs use daily. Set up Google Analytics and Google Search Console on your practice site; these are required in 90%+ of SEO jobs. Learn a major SEO platform like SEMrush or Ahrefs – both offer tutorials and free certifications. For example, SEMrush Academy has free courses (e.g. “SEO Essentials” and even a Brian Dean–led SEO crash course). Ahrefs Academy likewise provides a “SEO Course for Beginners” covering keyword research, on-page SEO, and link-building. Practice using tools for keyword analysis, rank tracking, and site audits (e.g. Screaming Frog for technical audits). The goal is to know how to use data from these tools to drive your decisions.
3. Hands-On Practice. Real experience is crucial. Create your own website or blog (even a simple hobby site) and optimize it as a sandbox. Try ranking for a few keywords by writing and optimizing content, then track your results over time. Experiment with different strategies – for instance, adjust title tags or add internal links – and see what moves the needle. Document everything: keep records of changes and outcomes. As AgencyJet advises, “optimizing your own website or blog” and documenting case studies is one of the most effective ways to demonstrate your SEO skills. You can also volunteer or freelance for local businesses or nonprofits, offering free SEO help in exchange for case study testimonials.
4. Build a Portfolio. Compile your best SEO projects into a portfolio. Show before-and-after data (rankings, traffic) to highlight your impact. For example, you might showcase an ecommerce site you helped get onto page one for certain keywords. Alternatively, contribute articles to industry blogs under your name, summarizing your findings (this also builds your personal brand). Even if you have no paid clients yet, a portfolio of self-initiated projects proves your abilities. Many hiring managers prefer a portfolio of real results over resume claims. As BrainStation notes, coursework from a bootcamp can “form the basis for a professional portfolio – an indispensable tool in your future job search”.
5. Network and Keep Learning. SEO is evolving constantly, so stay engaged with the community. Join SEO forums (e.g. Reddit’s r/SEO, TrafficThinkTank Slack), attend webinars and conferences, and follow experts on Twitter (now X). As AgencyJet suggests, “join active SEO communities on LinkedIn, Reddit, and Twitter” and participate in conferences. Enroll in new courses to learn about the latest Google updates or AI-driven search trends. Top SEO voices like Lily Ray, Barry Schwartz, and Glenn Gabe regularly share insights on algorithm changes – follow them for early warnings. Lily Ray’s own advice underlines that persistent learning is key: “The SEO industry changes so fast that you need to constantly stay on top of algorithm updates, new technologies, and shifts in user behavior”. Make learning a daily habit: read industry blogs (Search Engine Land, Search Engine Journal, Backlinko), subscribe to newsletters, and even get Google Analytics or HubSpot certifications to bolster your resume.

Understanding LLMs and Their Impact on SEO

In 2025, SEO specialists must go beyond traditional search algorithms and understand how Large Language Models (LLMs) like ChatGPT, Gemini, and Claude are reshaping search behavior. These models don’t just rank pages; they generate answers, often blending multiple sources. This trend is sometimes referred to as Generative Engine Optimization (GEO).

Why LLMs Matter for SEO

• AI-generated answers: Platforms like Google’s AI Overviews and ChatGPT provide direct answers, often reducing clicks to websites. Learning how LLMs “decide” which sources to cite is key to visibility.
• Citation-driven authority: Unlike Google’s classic PageRank model, LLMs frequently select sources based on clarity, structure, and domain authority rather than just backlinks.
• Shift in metrics: Instead of focusing only on ranking, SEO pros must track LLM visibility (how often a brand or page is cited inside AI responses).

As Glenn Gabe has pointed out, LLM-driven search “creates a new layer of visibility challenges” — you can rank on page one but still lose clicks if AI engines answer the query upfront.

How to Learn About LLM Algorithms

To position yourself as an SEO specialist in 2025, you should dedicate time to studying how LLMs function:

• Understand model training: Learn the basics of how LLMs are trained on vast datasets (transformer architectures, embeddings, and reinforcement learning with human feedback). You don’t need to be a data scientist, but knowing these concepts helps you adapt SEO content for machine readability.
• Follow AI/SEO research: Blogs from Search Engine Journal, Search Engine Land, and experts like Lily Ray and Brodie Clark regularly analyze AI-driven search experiments.
• Experiment with AI search tools: Actively test prompts in ChatGPT, Perplexity, and Google’s AI Mode. Note what kinds of content are cited. Build a personal dataset of “what works” in getting your content pulled into LLM answers.
• Courses and resources: Platforms like SEMrush Academy and Ahrefs Academy are beginning to offer modules on AI search. For deeper knowledge, free resources on transformer models (Hugging Face tutorials, Google AI blog) are excellent starting points.

How LLMs Affect SEO Strategy

• Structured data is critical: LLMs prefer clear, structured content (FAQs, bullet lists, schema markup) because it’s easier to parse and summarize.
• Topical authority over keyword stuffing: Models prioritize consistent expertise and clarity across a site. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is amplified in the LLM era.
• Conversational optimization: Since users often phrase prompts as questions, content must anticipate natural-language queries (“How to fix…”, “What is the best…”) rather than just short keywords.
• Brand citations as the new backlinks: Being referenced in industry news, Reddit discussions, or thought leadership increases chances of appearing in LLM outputs.

As Barry Schwartz reminds us, “The only way to win long-term is to focus on quality and usefulness” — in 2025, that means writing content not just for Google, but for AI readers as well.

Education & Certification Resources

Fortunately, there are plenty of free and paid courses to accelerate your SEO learning. For example:

• Semrush Academy: Offers free SEO courses (from beginner to advanced) led by experts. Courses cover keyword research, on-page SEO, local SEO, and even international SEO. Completing these courses yields industry-recognized certificates.
• Ahrefs Academy: Provides a free “SEO Course for Beginners” (taught by Ahrefs’ Sam Oh) covering fundamentals: keyword research, on-page SEO, link building, and technical SEO. Ahrefs also curates a list of 10 top free SEO courses from various providers.
• Google & HubSpot: Google’s free tools training (e.g. Analytics Academy, Skillshop’s “Make sure customers find you online” SEO course) and HubSpot’s SEO certification offer strong foundations. Google’s SEO Starter Guide (PDF) is a must-read for beginners.
• SE Ranking Academy: (If you use SE Ranking) They offer free SEO tutorial series and a “SEO Basics” course with certification.
• University Programs & Bootcamps: Formal options like digital marketing bootcamps or online degrees can provide structure. BrainStation highlights their own bootcamp and others as ways to learn SEO fundamentals quickly. However, remember that on-the-job results and up-to-date knowledge often outweigh formal degrees in SEO.

Choose courses that include hands-on projects or case studies. Apply learnings immediately: for example, after a keyword research course, do a real keyword study on your blog. Over time, certifications (Semrush, Google Analytics, Moz, etc.) will show employers your dedication and current knowledge.

Building Experience and a Portfolio

Getting your first SEO experience may mean running personal projects or internships. Create a mock campaign: pick a topic, build a landing page or blog, and optimize it. Use Google Analytics and Search Console to measure traffic growth. Write up your strategy and results – this becomes a case study in your portfolio.

Networking also helps. Attend virtual meetups or local digital marketing groups. Offer to audit a friend’s or community website. Each real-world task – even if unpaid – sharpens your skills and yields data to share. AgencyJet emphasizes documenting these case studies, as they “show your capabilities far better than theoretical knowledge”.

As you work, track which techniques succeed or fail. SEO is about experimentation. Barry Schwartz reminds us: don’t obsess over tiny tweaks – always return to user-centered content. In short, practice regularly, learn from every experiment, and showcase your work in an online portfolio or blog.

Monetizing Your SEO Skills: Career Paths and Freelancing

An SEO specialist can earn profitably in several ways:

• In-house SEO roles: Work as part of a marketing team for a company. Your salary and growth depend on the organization. AgencyJet notes that entry-level SEO roles pay about $49K on average, often with room for raises or promotions (e.g. SEO Manager, Director). Over time, specialists can move into content strategy, analytics, or leadership positions.
• Digital marketing agencies: Many businesses hire agencies for SEO. Working at an agency exposes you to diverse projects (e-commerce, local SEO, B2B) and usually offers structured career progression (Senior SEO, SEO Manager, etc.).
• Freelance/Consulting: Building a freelance SEO business is very common and can be highly profitable. According to industry guidelines, SEO freelancers typically charge per-project or retainers, giving high profit margins. As you gain results, you can raise your rates and be selective with clients. For example, Brodie Clark built a thriving solo SEO consultancy focused on both technical and content SEO. Freelancers enjoy flexibility: they “choose the projects and clients” and control their workload. Keep in mind this path also requires selling yourself – strong personal branding and client communication skills are crucial.
• Productized SEO: This model packages SEO services (like site audits) at fixed prices. You deliver recommendations (or the full service) for one fee. This can be lucrative – one SEO leader charges up to $6,500 for strategic audit services. It offers predictable profit (clients pay upfront) but requires constantly finding new clients since contracts end.
• Affiliate and content sites: Some SEO specialists build their own affiliate websites or niche blogs. For instance, creating a review site optimized for “best X” keywords can earn affiliate commissions. SEO drives traffic, turning into passive income. However, this takes time to rank. It’s a more entrepreneurial route.
• Sponsored content and partnerships: If you grow your own blog or social media, brands may pay you for sponsored posts or collaborations. This is indirect SEO profit (it pays to have an audience and SEO-optimized platform).

Overall, freelancing and consulting stand out for profitability. PW Skills notes SEO freelancing has “high profit margins” and you can raise rates with experience. Building a personal brand is key: share SEO tips on social media or write articles to attract clients. But even as an employee, SEO skills are in demand and can boost your compensation (adding SEO to your resume often leads to higher pay).

Expert Insights and Perspectives

To succeed, heed the advice of SEO veterans:

• Lily Ray (Amsive Digital): Lily’s career (from SEO analyst to industry authority in under 5 years) shows what’s possible. Her mantra for newcomers: “Never stop learning… stay on top of algorithm updates, new technologies, and shifts in user behavior”. She exemplifies combining technical SEO mastery with thought leadership (speaking at conferences, writing about Google E-E-A-T).
• Brian Dean (Backlinko): Brian emphasizes mastering fundamentals first. His guides stress learning HTML basics, how Google’s ranking works, and essential skills from content writing to backlink building. He also champions building real-world projects and case studies (“if you’re not an SEO expert yet, why would someone hire you?”). Following Brian’s method means studying a wide range of topics in order and applying them in practice.
• Barry Schwartz (Search Engine Roundtable): Barry reminds us to focus on what matters long-term. He says, “people spend too much time on the little things… [instead] make the content better”. In other words, concentrate on content quality and user experience. Barry also warns to “love change”: he points out that AI will reshape SEO, so be an early adopter, not someone who fears it.
• Brodie Clark (SEO Consultant): Brodie’s example underscores technical expertise. After building SEO skills, he turned himself into a recognized consultant by sharing insights on Twitter and in talks. The PW Skills guide notes how Brodie “built a name for himself… focusing on both technical and content SEO”. His story illustrates that cultivating your personal brand (via social media or speaking) can open doors and clients.
• Glenn Gabe (G-Squared Interactive): With 24+ years in SEO, Glenn highlights the importance of dealing with Google’s complex updates. Although not quoted here, his work (algorithm recovery, technical audits) suggests a lesson: developing deep technical knowledge and monitoring Google’s own announcements is critical.

Collectively, these voices highlight several themes: continuous learning, adaptability, and a user-first mindset. The future of SEO (2025 and beyond) leans into AI and rich results, but at its core it’s still “all about content”. That means as an SEO specialist, you’ll need to combine data-driven tactics with creative, high-quality content creation.

Conclusion

Becoming an SEO specialist in 2025 is a journey of learning, practice, and adaptation. Start by studying SEO fundamentals and tools, then apply them in real projects and build a portfolio of results. Take advantage of free courses (Semrush, Ahrefs, Google) and certifications to validate your skills. Join the SEO community, follow experts like Lily Ray and Barry Schwartz for the latest insights, and never stop experimenting. As one expert puts it, “SEO is a wonderful career for self-starters” – if you stay curious, embrace change, and focus on creating truly valuable content, you can build a profitable SEO career that thrives even as the industry evolves.

Sources: Authoritative SEO Guides and Industry Experts

1. BrainStation - BrainStation provides digital marketing and SEO career insights, including updated statistics on job demand, salary ranges, and educational pathways. Their resources highlight how SEO fits into the broader digital marketing landscape and why it’s a strong career choice for 2025.
2. AgencyJet - AgencyJet publishes in-depth guides on SEO careers, skill requirements, and industry best practices. Their articles include salary benchmarks, daily tasks of SEO specialists, and advice on building case studies and portfolios. They also emphasize networking and continuous learning as cornerstones of SEO success.
3. SEO.ai - SEO.ai explores the future of SEO, especially how AI and generative search are reshaping strategies. Their content helps explain Generative Engine Optimization (GEO) and how large language models are influencing ranking, visibility, and content creation in 2025.
4. Backlinko - Founded by Brian Dean, Backlinko is one of the most influential SEO blogs. It provides step-by-step guides on fundamentals like keyword research, link building, and on-page optimization. Brian Dean’s insights into technical SEO, copywriting, and portfolio-building are widely cited as industry standards for beginners and professionals alike.
5. SEMrush - SEMrush is both a top SEO tool and a leading educator through SEMrush Academy, offering free courses and certifications on keyword research, on-page SEO, technical SEO, and competitive analysis. Their resources are valuable for hands-on learning and building credibility through certifications.
6. Ahrefs - Ahrefs is another major SEO platform that runs Ahrefs Academy, which provides beginner-friendly courses covering keyword research, content optimization, and link-building. Their blog also delivers technical deep dives into SEO tactics and algorithm updates.
7. PW Skills - PW Skills specializes in practical career training and published resources on freelancing in SEO. Their guides emphasize profitability paths like freelance consulting, affiliate SEO, and productized SEO services, making them highly relevant for newcomers looking to monetize their skills.
8. DemandSage - DemandSage compiles statistical reports and trends on SEO, search marketing, and AI-driven tools. Their analyses help illustrate the scale of the SEO industry, adoption of AI in search, and why demand for SEO specialists continues to rise.