What does an SEO manager do?
An SEO manager controls how search engines crawl, index, and rank a website by managing technical infrastructure and on-page content structure. This role bridges the gap between engineering constraints and marketing goals to secure organic visibility. You diagnose why pages fail to appear in results and implement fixes that help algorithms understand site architecture. The work requires constant monitoring of search performance data to validate changes and guide future optimizations.
- Configure robots.txt files and submit XML sitemaps to direct crawler access toward high-value pages while blocking low-priority areas. Manage canonical tags and redirect chains to resolve duplicate content issues that dilute ranking signals across multiple URLs.
- Implement structured data markup on key pages to enable rich results and help search engines interpret content context accurately. Organize internal linking structures and descriptive URL paths so algorithms can discover new content and establish topical authority without manual intervention.
- Analyze coverage reports and performance metrics in Google Search Console to identify indexing errors or drops in visibility for critical pages. Troubleshoot specific URL inspection failures and iterate on technical fixes based on observed changes in search result appearance and traffic patterns.
How to hire an SEO manager on Upwork
Step 1: Post a job
Define your search visibility goals and technical requirements clearly to attract qualified candidates. Use the Job Post Generator powered by Uma™, Upwork's Mindful AI to draft a precise description from a few sentences about your needs. You can write a new post, update a saved draft, or reuse an existing post to save time.
- Specify whether you need technical SEO fixes like robots.txt configuration or strategic content optimization for Shopify stores.
- List required tools such as Google Search Console so candidates know which platforms they must master.
- Include expected deliverables like sitemap submissions or structured data implementation to set clear expectations.
Step 2: Evaluate candidates
Look for proof of improved crawlability and indexation in past projects rather than generic claims. Uma can run instant video interviews and build shortlists with side-by-side comparisons to help you assess fit quickly.
- Review case studies showing how the candidate resolved coverage errors or fixed canonicalization issues.
- Check for experience with local SEO tactics if your business relies on geographic search visibility.
- Verify their ability to interpret Search Console data to drive specific on-page changes.
Step 3: Interview your top choices
Discuss their approach to diagnosing indexing problems and optimizing site structure for search engines. Schedule and conduct interviews within Upwork Messages to receive an immediate transcript and summary after each session.
- Ask how they prioritize fixes when multiple crawl errors affect site performance.
- Request examples of structured data they implemented to enhance search result appearances.
- Explore their method for monitoring ranking changes after deploying technical updates.
Step 4: Agree on scope and begin work
Set clear milestones for audits, implementation, and reporting to track progress effectively. Use Upwork Messages and the contract workroom for communication and project management, plus identity verification, payment protection, hourly tracking, and project funds for security.
- Define specific outputs like updated sitemaps or revised robots.txt files for each milestone.
- Agree on reporting frequency for indexing status and performance metrics from Google tools.
- Establish protocols for testing changes before full deployment to avoid traffic drops.
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