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SEO Career Matrix
This matrix is designed to help SEO executives through to consultants at Reddico with their career progression. The team is responsible for their own development, including using the approval process to progress through each stage and providing any necessary evidence. The matrix can be used for personal development, as well as to support salary reviews. It will be used as the basis for promotions too. As things can change regularly, it will be reviewed on an annual basis. Any SEO could choose to develop additional skills at any point in their progression.
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A = Advice Process (include the date of process)
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S = Supporting Documents (link to document's location)
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SEO Executive - £xx-£xx
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Entry Level - Tier 1
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to attend internal meetings and take notes / minutes. Ability to properly manage time and prioritise work. Basic understanding of Google Analytics and ability to dig deeper into issues highlighted in reports.Ability to compile reports for consultants and provide basic insights.Ability to carry out monthly health checks and highlight issues idenified. Demonstrable ability to gather crawl data and link data using Screaming Frog and Lacuna.Make basic on-site changes to client's websiteAbility to carry out keyword research and categorise keywords. Full understanding of Reddico's link development process.Ability to carry out link reviews and provide recommendationsHow search engines work
Evolution of search
Link process presentation
Link Review
Kewyord Research
Company Intro (Jira, Confluence, PeopleHR, Workplace)
Excel / Google Sheets basics,
Reporting,
SEMRush Basics, Ahrefs,
Keyword Planner,
Accuranker / Lacuna

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ADATE
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SSee C3
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Tier 2
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to attend external meetings / take notes Excellent communication skills with ability to work confidently with internal and external teams Monitoring and reporting keyword positions and highlighting opportunities within search engines using a range of tools (Google Analytics / Google Search Console, Lacuna / Accuranker / SEMRush) Spreadsheet management - ensuring all data is collated and recorded accurately for analysisFundamental knowledge of HTML & CSSDemonstrate a clear understanding of the major factors that influence search engine keyword rankingsAbility to review and provide recommendations on document structure.Ability to provide in depth recommendations following Keyword Research, based on search intent and opportunity. Ability to work with content writers to generate quality content for link buildingAn understanding of how authority is passed through links. Reasonable surfer model.Key Google Patents
Key Algorithms & Manual Actions		HTML, CSS,
Phone skills,
Meeting skills
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A
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S
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Tier 3
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to attend meetings and contributeAbility to create an SEO roadmap, properly prioritised and presented. Basic experience using key tools including Google Analytics, Google keyword planner, Accuranker, Google Search Console, SEMRush, Ahrefs and Lacuna.Ability to spot trends and extract learning's from data.Understanding site structure and demonstrable ability to provide site structure improvements following KWR.Understanding of the process of testing SEO changesAbility to carry out GAP analysis and provide recommendations.Ability to carry out a local SEO audit. Ability to put together a creative link development plan. Ability to carry out a competitor link profile analysis.Planning an SEO Campaign
Link Reclamation
Content / GAP Analysis
Local SEO
Onsite Content - Confluence
Content / GAP Analysis
Page Quality Assessment (or similar)
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A
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S
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SEO Consultant - £xx-£xx
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Tier 1
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to handle basic meetings and calls on ownAbility to take ownership and manage smaller client campaigns with support from senior SEO consultant. Demonstrate consistent focus on KPI's and ROI from SEO on client campaigns.Ability to complete Google Analytics audit with prioritised recommendations.Ability to complete a full technical audit with prioritised recommendations.Ability to carry out a site migration, from planning to implementation.Proven ability to improve client rankings through on-page recommendations.Thorough understanding of Google's Quality Raters Guidelines Clear understanding of outreach process and the different methods to acquire backlinks (outreaching methods, sky scraper approach).Analytics auditing
Technical Auditing
Site Migration		Screaming Frog
Advanced SEMRush
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A
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S
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Tier 2
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to lead meetings with multiple peopleEducate clients and pro-actively suggest changes and improvements on the campaigns based on changes in the search industry that potentially affect the client's strategies and overall objectives.Broad experience using and exploiting all functionalities of key tools including Google Analytics, Google keyword planner, Accuranker, Ahrefs, Lacuna and Webmaster Tools.Ensure proper tracking mechanisms are implemented to ensure campaign success metrics are appropriately measured.Ability to carry out a page speed audit, with prioritised recommendations.Understanding of web site development techniques, Content Management Systems, server responses, consumer journey and conversion optimisation.Ability to carry out a content quality review and provide recommendations.Ability to provide recommendations for search engine friendly advertising implementations.Ability to provide recommendations on the creation and promotion of content to naturally achieve links (content marketing).Page Speed Auditing
Quality Review		Webpagetest.org
Page Speed Insights
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Tier 3
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to manage quaterly review meetingsA confident presenter to explain terminology to non-technical clients and colleagues and interact with people when presenting.Passing of Google Analytics IQ exam.Strong PowerPoint and Excel skillsClear understanding of a server log analysis, what insights are gained and recommendations to make.Demonstrable understanding of structured data specification.Demonstrable understanding of meta data split testing to improve organic CTR.Ability to carry out a Panda audit and provide correct recommendationsAbility to take part in the development of PR campaigns to aid in link developmentPanda Review
Structured Data Specification
Server Log Analysis		Advanced Powerpoint
Saw Mill
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Tier 4
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to conduct stakeholder meetingsUpdate all allocated clients on major industry search developments as appropriate Advanced experience with Microsoft Excel including the use of pivot tables, custom sorted lists, vlookups and filtering.Ability to compile in-depth statistical analysis and reports to clients.Ability to confidentally respond to client's on wide range of technical SEO queries Clear understanding of the major factors that influence search engine keyword rankings, content, site accessibility and indexing, link building, etcWorking knowledge on Video optimisation in particular YouTube as well as understanding the concepts behind appstore optimisationDevelop, deploy and manage strategic link acquisition campaigns, working alongside internal teams, being the focal point in the development and delivery of such campaigns.International SEO
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E
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Senior SEO Consultant - £xx-£xx
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Tier 1
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to take part in pitchesIndependently manage and take ownership for a portfolio of high value client's SEO campaigns including development of targets and objectives.Incorporating SEO into the broader digital strategy, understanding the impact on business objectives and KPI`sEnsuring sustained profitability across designated SEO projectsFirm grasp of the main SEO implications of different web technologies such as JS frameworksStrong understanding of web site development techniques, Content Management Systems, server responses, consumer journey and conversion optimisation.Ability to carry out review of international SEO implementations and provide correct recommendations.Ability to manage multiple link development campaigns. Working with outreach team to ensure targets are hit.Constant testing of link development strategies to understand how different links provide value.Working with APIsMyers Briggs
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Tier 2
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Client ServicesAnalysis / AnalyticsTechnicalOn-PageOff-PageTraining
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Ability to contribute towards proposal and pitchesActively engage and contribute to the Reddico site (SEO)Ability to aid in constantly developing Reddico's ability to deliver best in class reporting and analysis.Ability to create in-depth industry reports for client's and sales team.Ability to investigate complex technical issues and legacy issues and create testing plans to confirm the root cause.A full and detailed understanding of advanced on page elements. The ability to confidentally educate clients and juniors.Constant testing and researching of onpage elements and the level to which they individually effect performance. Ability to educate senior team.An up to date understanding of what works and what doesn’t from an off-page perspective. Kept up to date through testing and experimentation. Ability to put together tailored link development strategy from start to finish, targeted at the client's specific needs. Aid in constantly improving Reddico's ability to develop team members through training.Public Speaking Training
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