New specialized SEO roles

The world of digital marketing is changing, and with it the digital profiles that brands and projects demand. Many of us trained and started working on projects as digital marketing technicians, from a global vision or some partial vision (usually social networks). But the landscape is changing: while a global vision is still necessary to be strategic and flexible, the market is increasingly demanding specialization. It is already very difficult nowadays to find a good SEO and SEM specialist, for example. In the same way that full stack developers (front and back) go down). The prevailing dynamic is to dominate a field in depth, and to be competent in some more.

SEO Specialization: The Opportunity to Improve Your Profile

Even if you're already an SEO specialist, it's a very interesting time to specialize in a particular area. It will make you go deeper than anyone else, and your profile will attract more attention to recruiters, brands and agencies. Here are some of the SEO profiles I see most interesting today:

• Technical SEO: You have mastery of Google documentation and rules, with programming knowledge. You know what code to deliver to search engines, how to prioritize actions.
• Content SEO: you know what to write, and how to optimize it so that search engines love it.
• Link building: You know metrics like DR but you don't marry them. You are an Ahrefs PRO, and you have kicked all the link platforms, but you know that an artisan one with good affinity is the best.
• SEO in marketplaces: Amazon, Temu, Leroy Merlin... You know the specific rules of these platforms and know how to highlight the necessary products in listings.
• SEO in classifieds: Idealista, Wallapop, Doctoralia and many more. They are very large spaces, with a lot of advertising and in which it is difficult to stand out, but you are going to do actions that others will not have even considered.
• Local SEO: You know all the rules for getting out on Google Maps and others. You know a lot of tricks too, but you use them wisely to avoid penalties. You probably already know tools that allow you to improve and automate some flows. You can help hundreds of local businesses attract customers, and they're going to thank you.
• SEO for e-commerce: you use the rules and levers of SEO to attract sales to online stores. You help search engines find your listings, brands, product sheets, and maybe a blog post.
• International SEO (or even SEO for specific markets): you know the technical bases necessary to appear in specific markets, but you also immerse yourself in those languages, cultures and written and unwritten rules to stand out. You probably like to travel and know languages. You can help companies to internationalize, expand and it can bring a lot of business.
• Sectoral SEO: having a deep knowledge of SEO and also the background of a sector makes you a very interesting professional for brands or for specialty agencies (travel, culture, sports...). It will allow you to combine two passions at once.
• B2B SEO: digital relationships between companies follow other rules (and keywords). Specializing in this regard will allow you to help customers with a medium ticket and high recurrence, and it may interest you.
• GEO: It will probably be the profile in demand in the coming years. If you're passionate about AI and have a solid SEO foundation, orienting your profile in this direction can be an interesting leap in your career.
• SEO + UX (SXO): Traffic is important, but converting is what really matters. You put yourself in the shoes of users once they land on the website, and you make the way easier for them. In a world with less traffic on websites, these types of profiles are going to become more relevant. Because obviously your customers want to make more money, not more clicks.
• Affiliate SEO: You apply SEO knowledge to drive traffic to sites that monetize with affiliates. You know affiliate platforms and websites well, and you apply each one when it is necessary. Suitable if you like to work alone, the risk is on you and the Black Hat seems like an elegant hat.
• Media SEO: You're probably a journalist or bookworm who has come to SEO. You have the keys to appear in Discover, Google News and whatever it takes to drive traffic to digital media. You are the translator between journalists and Google, playing in a balance that is never easy.

Find your specialization

All these fields have a very wide range of experience and business possibilities. There is no one better than the other, what is clear is that there will be one that fits more with your knowledge, skills and profile. You just have to find yours, and bet on it.