I’ve been an SEO strategist for more than a decade now, and let me tell you, it’s been a wild ride.
When I first started, Search Engine Optimization (SEO) felt like a mysterious puzzle part science, part art, and a whole lot of trial and error.
In 2025, it’s a dynamic, ever-evolving field that demands creativity, technical know-how, and a knack for staying one step ahead of Google’s algorithms.
Along the way, I have also been asked many times, “What is an SEO Strategist?”
Today, I’ll share what it means to be an SEO strategist, the strategies I use to drive organic traffic, and how I deal with the challenges like Google’s E-E-A-T guidelines to help businesses thrive online.
Buckle up, because I’m diving deep into the world of SEO with a human touch, no fluff, just real talk.
What is an SEO Strategist?
As an SEO strategist, my job is to make websites shine on search engines like Google, Bing, and even niche platforms.
My goal?
To boost organic traffic… those clicks from people finding your site naturally, not through paid ads. It’s about understanding:
- What is your audience searching for?
- How do search engines rank content?
- And how to make a website both user-friendly and algorithm-friendly?
I wear many hats. One day, I’m knee-deep in keyword research, figuring out what terms like “best coffee makers” or “local yoga classes” will drive the right visitors. The next, I’m tweaking meta tags or begging a developer to fix a broken link. It’s a mix of strategy, analysis, and collaboration with content creators, designers, and marketers. But at its core, being an SEO strategist is about telling a story through a website that both people and search engines love.
So, unlike general marketers, SEO strategists focus specifically on optimizing every aspect of a website, from its content and structure to its technical performance and external authority. They act as the bridge between marketing teams, web developers, and content creators, ensuring that all efforts align with SEO best practices.
The Building Blocks of My SEO Strategy
Let’s break down the key pieces of my work as an SEO strategist. These are the tools and tactics I lean on to make magic happen.
1. Keyword Research: The Heart of SEO
I start every project with keyword research. It’s like being a detective, hunting for clues about what people type into Google. Using tools like Ahrefs, SEMrush, or Google Keyword Planner, I dig into search volume, competition, and user intent. For example, if I’m working with a local bakery, I might target “best cupcakes near me” to attract nearby dessert lovers. Whether I’m optimizing for a small business or offering SEO services in New York, this research lays the foundation for a successful strategy.
But here’s the thing… keywords aren’t just words. In 2025, Google’s NLP algorithms, powered by tech like Bidirectional Encoder Representations from Transformers (BERT), care about context. So, I also look at long-tail keywords like “how to choose gluten-free cupcakes” or voice search queries like “where’s the best bakery open now?” It’s about getting into the searcher’s head and meeting them where they are.
2. On-Page SEO: Polishing the Details
Once I’ve got my keywords, I dive into on-page SEO. This is where I optimize individual pages to make them irresistible to search engines. I tweak meta titles and meta descriptions to be clickable, ensure headers (like H1 and H2 tags) are keyword-rich but natural, and sprinkle in alt text for images to boost accessibility and rankings.
3. Technical SEO: The Behind-the-Scenes Magic
Technical SEO is my nerdy side coming out. It’s about making sure a website runs smoothly under the hood. I check for things like site speed (nobody likes a slow website), mobile optimization (because most searches happen on phones), and crawlability (so Google’s bots can navigate the site easily).
Google’s Core Web Vitals are a big deal in 2025. These metrics measure how fast a page loads, how interactive it is, and whether it shifts around while loading. I once spent a week working with a developer to compress images and reduce JavaScript bloat, and the client’s bounce rate dropped by 20%. That’s the kind of impact technical SEO can have.
4. Off-Page SEO: Building Authority
Off-page SEO is all about reputation. The biggest piece here is link building getting other reputable websites to link back to yours. Think of backlinks as votes of confidence. If a popular blog mentions your site, Google sees you as more trustworthy.
I’ve had success with strategies like guest posting and digital PR. For a small business client, I got their eco-friendly product featured in a sustainability magazine, earning a high-quality backlink that boosted their rankings. But I’m careful; low-quality or spammy links can do more harm than good, so I monitor the backlink profile closely.
5. Content Strategy Telling Stories That Rank
Content is where my creative side gets to play. As an SEO strategist, I work with writers to craft content marketing that’s both engaging and optimized. Whether it’s a blog post, a video, or an infographic, the content needs to answer the searcher’s question while hitting SEO goals.
I also keep Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in mind. Google loves content from credible sources, so I ensure authors have clear bios, link to reputable sources, and avoid fluff. For a healthcare client, I helped rewrite their blog to include insights from a licensed doctor, which not only improved rankings but also built trust with readers.
Dealing with Google’s E-E-A-T: My Approach
Speaking of E-E-A-T, it’s a game-changer in 2025. Google uses it to judge whether a website deserves to rank, especially for topics that impact people’s lives like health, finance, or even career advice. As an SEO strategist, I’ve learned to bake E-E-A-T into everything I do.
- For Experience, I highlight the real-world expertise of content creators. For example, I worked with a fitness brand to showcase their trainer’s certifications and personal journey in their blog.
- For Expertise, I ensure content is backed by data or expert input.
- Authoritativeness comes from earning backlinks from trusted sites.
- Trustworthiness means having a secure site (HTTPS), clear contact info, and transparent policies.
One memorable project was revamping a financial advisor’s website. We added client testimonials, linked to industry reports, and created a detailed “About” page highlighting the advisor’s credentials. Within three months, their rankings for “retirement planning” jumped from page three to page one. More than a buzzword, E-E-A-T is a roadmap to success.
Challenges I Face as an SEO Strategist
This job isn’t all smooth sailing. Google’s algorithm updates keep me on my toes. Just when I think I’ve cracked the code, an update like the 2024 Helpful Content Update comes along, emphasizing user-focused content over keyword-stuffed fluff. I’ve had to pivot fast, rewriting entire content strategies to stay compliant.
Competition is another hurdle. For example, all fashion stores want to rank for the most profitable keywords such as “best bags” or “best clothes” but standing out takes effort, strategy, and creativity. Plus, emerging trends like voice search optimization and visual search mean I’m constantly learning new tricks. I recently optimized a client’s images for Google Lens, which drove a surprising spike in traffic from visual searches.
Balancing user experience (UX) with SEO is my biggest challenge. I want pages to load fast and look great, but I also need to hit keyword targets. It’s a tightrope, but when it works, it’s incredibly rewarding.
Why I Love Being an SEO Strategist
Despite the challenges, I’m hooked on this career. There’s something thrilling about seeing a client’s traffic soar or watching their site hit the featured snippet spot on Google. I love the mix of data and creativity crunching numbers one minute and brainstorming blog ideas the next.
In 2025, tools like Google Search Console and Moz make my life easier, but it’s the human element that keeps me going. Understanding what makes people click, search, or buy is like solving a puzzle. And when I help a small business compete with the big dogs, it feels like a win for the underdog.
The Future of SEO: Where I’m Headed…
Looking ahead, I’m excited about where SEO is going. AI-driven SEO tools are streamlining tasks like keyword analysis, but they’ll never replace the human touch. Local SEO is growing as businesses focus on hyper-local audiences, and I’m diving into schema markup to help clients appear in rich results like event listings or product carousels.
Sustainability is also on my radar. Google’s rumored push for eco-friendly websites means I’m exploring ways to optimize for green hosting or highlight clients’ sustainability efforts. Plus, with conversational AI shaping search, I’m experimenting with chat-style content to capture voice queries.
Wrapping Up
Being an SEO strategist is like being a digital storyteller, knitting together keywords, content, and technical fixes to create a story that resonates with both people and search engines. It’s not always easy Google’s E-E-A-T, algorithm shifts, and fierce competition keep me sharp—but it’s endlessly rewarding. Whether I’m helping a local shop rank for “best coffee” or guiding an e-commerce giant to dominate “sneaker deals,” I’m driven by the impact I can make.
I hope I have successfully answered, “What is an SEO Strategist?” and “What does an SEO Strategist Do?”
If you’re thinking about SEO for your business or dreaming of a career in digital marketing, my advice is simple: stay curious, keep learning, and never underestimate the power of a well-placed keywords.