What Does an SEO Expert Really Do? Insights from Reddit

Introduction

This article synthesizes a lengthy Reddit discussion on the question “What does an SEO specialist really do?” — it paraphrases and summarizes the consensus, disagreements, and practical tips shared by practitioners on r/SEO, then adds structured, expert-level commentary so you get more value than scrolling through comments. If you’re hiring, hiring for yourself, or curious what a seo expert does day-to-day, this guide is for you.

Reddit Consensus: What an SEO Expert Does

Across the thread, most contributors agreed that an SEO role is multi-disciplinary. The common list of responsibilities included:

Technical SEO — audits, site speed, crawlability, indexation issues, structured data, canonicalization.
On-page SEO — keyword research mapped to content, metadata optimization, content structure (headers, internal linking).
Content strategy — ideation, briefs, content gap analysis, aligning content to search intent.
Link acquisition — outreach, partnerships, PR-driven link building and relationship management.
Analytics and measurement — using Search Console, GA4, and rank / traffic tools to measure impact and surface problems.
Reporting and stakeholder communication — translating technical findings into business-focused recommendations.
Ongoing experimentation — A/B testing meta tags, content changes, and monitoring results.

In short: Redditors described a role that blends engineering, writing, and product thinking. A top-line summary: an SEO expert diagnoses problems, prioritizes fixes that move the needle, and helps shape content and product decisions so a site ranks and converts.

Where Redditors Disagreed

There were a few common fault lines in the discussion:

Generalist vs Specialist: Some argued an SEO should do everything (content, links, tech), while others recommended focusing deeply—e.g., technical SEO only or content-focused only—depending on company size.
Value of Links: Most agreed links still matter, but commenters debated how much to prioritize them vs. product/content improvements that can yield sustainable growth.
Tools vs Intuition: Many relied on tools (Ahrefs, Screaming Frog), but others emphasized manual audits, log files, and direct SERP analysis as superior for complex problems.
Certifications: Some valued formal certificates and courses; many insisted experience and demonstrable results outweigh certificates.
Pricing & Expectations: What an SEO can achieve in X months was contested — some urged patience and a long-term view; others promised faster wins via quick technical fixes or low-hanging content optimizations.

Practical Tips Redditors Shared

Below are paraphrased, actionable tips drawn from multiple contributors in the thread combined with common industry practice:

Start with an audit: Crawl the site, review Search Console/GA4 data, check indexation, and prioritize pages with organic potential.
Map keywords to intent: Don’t target keywords in isolation — map them to user intent and the right content format (blog, product page, comparison, etc.).
Fix technical blockers first: Crawl errors, noindex tags, blocked resources, mobile usability, and slow pages are quick blockers to rankings.
Measure meaningful metrics: Track organic sessions, conversions, and impressions-to-clicks. Vanity rank tracking without traffic context is misleading.
Document experiments: Keep a changelog of SEO tests and site changes so you can correlate actions to traffic shifts.
Communicate clearly: Translate technical issues into business impact (e.g., “Fixing duplicate meta tags can increase CTR by X leading to estimated Y in monthly revenue”).
Be skeptical of silver bullets: No one tactic guarantees top rankings; combine improvements across content, technical, and authority signals.

How an SEO Expert Actually Spends Their Time

Many Redditors described a mix of recurring activities. A reasonable estimate for a mid-market SEO role looks like this (percentages are illustrative):

Technical audits & fixes — 25%
Content strategy & briefs — 25%
Link/PR outreach — 15%
Reporting & stakeholder meetings — 15%
Testing & experiments — 10%
Learning & staying current — 10%

Smaller companies tend to require the SEO to wear more hats; enterprise roles can be narrower and more strategic.

Skills & Qualifications Redditors Prioritized

Top skills mentioned in the thread:

Technical: HTML/CSS basics, server headers, canonicalization, structured data, site speed tuning.
Analytical: SQL basics, Excel/Sheets, log file analysis, cohort analysis to measure impact.
Content: Ability to brief writers, optimize content for intent, and craft title/meta improvements.
Soft skills: Communication, project management, and the ability to prioritize.

Most Redditors said practical experience and a portfolio of measurable wins were more convincing than certificates alone.

Hiring Checklist (Manager Edition)

Ask for past wins and the process used (not just results).
Request a short audit of a sample page or site — pay them for it if you want a detailed plan.
Test cultural fit: can they explain technical issues to non-technical stakeholders?
Look for test-and-learn mindset: do they run experiments and iterate?

Expert Insight: Measuring SEO ROI (Beyond Reddit)

Redditors emphasized tracking conversions and traffic. To go further: align SEO with revenue by building a simple attribution model. Start with these steps:

Classify pages by funnel stage (awareness, consideration, purchase).
Assign value per conversion (LTV or average order value) and estimate conversion rates by stage.
Use incrementality testing where possible—e.g., run content or meta tag experiments in geo or category holdouts to estimate lift attributable to SEO changes.
Report on value per organic session, not just sessions or rankings.

This shifts conversations with executives from “rankings” to “how much ARR/month can SEO drive?” — and that is the language leadership understands.

Expert Insight: Advanced Technical Priorities

Several Reddit contributors mentioned technical SEO but didn’t dive deep into advanced diagnostics. Here are higher-level tactics experts use:

Log file analysis: See what bots actually crawl, detect crawl budget waste, and find patterns in how Googlebot treats your site.
Crawl budget optimization: Prioritize indexable pages, block thin/duplicate content, and ensure high-value pages are linked from the main architecture.
Site architecture and internal linking: Use topical clusters and pillar pages to consolidate authority and improve internal PageRank flow.
Indexation debugging: Use the URL Inspection API (Search Console) to debug persistent indexing problems and compare with site-wide patterns.

These tactics require some engineering cooperation but yield outsized wins for large or complex sites.

Common Red Flags (What Redditors Warned About)

Vague promises: someone promising “#1 ranking” for large competitive keywords fast.
Lack of measurement: no access to GA/Search Console or refusal to set up conversions — you should measure everything.
No clear process: if an SEO can’t describe how they prioritize tasks, that’s a warning sign.
Over-reliance on black-hat link tactics: short-term wins often lead to penalties.

Quick Playbook: First 30/60/90 Days for a New SEO Hire

First 30 days: Inventory assets, setup analytics, run a high-level audit, fix critical technical blockers.
Next 30 days: Implement prioritized content updates, start small outreach campaigns, run A/B tests on meta and headings.
Next 30 days: Scale content production where it works, push engineering fixes, and present a roadmap tied to business KPIs.

Final Takeaway

Based on the Reddit discussion and industry best practices, a seo expert is a hybrid role: part analyst, part engineer, and part content strategist. The most effective SEOs combine technical chops with a business-oriented mindset, prioritize experiments, and translate SEO wins into revenue. When hiring or evaluating someone for this role, focus on demonstrable process, measurable wins, and the ability to communicate impact.

Read the full Reddit discussion here.