About Company

At Clarifu, we’re passionate about empowering small businesses to succeed online. As a India based SEO company for small businesses, we take pride in being the driving force behind your business growth. We offer you tailored digital marketing solutions that drive real results. We’re not just another Digital marketing agency for SMEs – we’re your partner in growth. Our specialized SEO services for small businesses maximize your online visibility and reach new customers. 

Job Description

Core responsibilities

Keyword and competitive research: Identify valuable search terms and analyze competitor strategies. 

On-page optimization: Optimize website content, meta tags, headers, and site structure for search engines and users. 

Technical SEO: Conduct technical audits to improve site speed, mobile-friendliness, and crawlability. 

Link building: Develop and implement strategies to build high-quality backlinks to the website. 

Content strategy: Work with content creators to develop and integrate SEO-friendly content that satisfies user queries. 

Performance analysis: Monitor and analyze key performance indicators (KPIs) using tools like Google Analytics to measure success and identify areas for improvement. 

Algorithm monitoring: Stay up-to-date with the latest search engine algorithm changes and industry best practices. 

Required skills and qualifications

1. Strong SEO Fundamentals

The person must have a solid understanding of:

• Keyword research
• Search intent
• On-page SEO
• Technical SEO
• Internal linking
• Site architecture
• Metadata
• Canonicals
• XML sitemaps
• Robots.txt
• Indexing and crawling
• Core Web Vitals
• Mobile SEO
• Image SEO
• Structured data / Schema.org
• Local SEO
• International SEO basics

AI does not replace these fundamentals.

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2. Search Intent & Query Analysis

An SEO specialist should be able to understand why someone is searching, not just identify keywords.

They should classify queries such as:

• Informational
• Problem-based
• Commercial investigation
• Transactional
• Local
• Comparison
• Brand
• High-intent service searches

For example, instead of only targeting:

solar panel

they should understand opportunities such as:

3kw solar for home
solar subsidy Odisha
solar panel installation near me
best solar company for rooftop
solar quotation comparison

This becomes particularly important when building content for AI-generated answers.

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3. AI Search / GEO

This should now be a core skill, not simply an optional topic.

The SEO specialist should understand:

• Generative Engine Optimisation (GEO)
• AI Search
• Google AI Overviews / AI Mode
• ChatGPT Search
• Microsoft Copilot / Bing AI
• AI-generated answers
• AI citations and mentions
• Entity visibility
• Query-level visibility
• Citation-worthy content
• AI search monitoring

They should understand the difference between:

Traditional SEO visibility → ranking in search results

and

AI Search visibility → being understood, mentioned and/or cited in AI-generated answers.

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4. Entity SEO

AI systems need to understand entities and relationships, not just keywords.

The specialist should be able to establish consistent information about:

• Company
• People
• Locations
• Services
• Products
• Brands
• Industries
• Certifications
• Partners
• Projects
• Reviews
• Contact information

They should understand concepts such as:

Entity → Attribute → Relationship → Evidence

For example:

Unitel → Solar Installer → Bhubaneswar → Odisha → Residential Solar → Commercial Solar → PM Surya Ghar → Projects → Reviews

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5. Topical Authority

The SEO specialist should know how to build topic clusters, not simply publish isolated blog posts.

Skills should include:

• Topic research
• Pillar pages
• Supporting articles
• Semantic relationships
• Internal linking
• Content gaps
• Competitor topic analysis
• Topical coverage

For example:

Rooftop Solar

→ 3kW Solar
→ 5kW Solar
→ Solar Subsidy
→ PM Surya Ghar
→ Net Metering
→ Solar Cost
→ Solar Financing
→ Solar Maintenance
→ Solar Installation
→ Solar Warranty

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6. AI-Assisted Content Strategy

The specialist should be able to use AI for:

• Keyword clustering
• Search-intent analysis
• Content outlines
• Competitor analysis
• Content gap analysis
• FAQ discovery
• Query expansion
• Content briefs
• Data analysis
• Content quality checking

But they should not simply generate AI articles and publish them.

They need to add:

• Original information
• First-party experience
• Real examples
• Expert input
• Data
• Case studies
• Images
• Project evidence
• Human review

The skill is increasingly:

AI-assisted research + human expertise + useful original content.

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7. Technical SEO

A modern SEO specialist should be comfortable diagnosing:

• Crawl errors
• Indexing problems
• Duplicate content
• Canonical issues
• Redirects
• 404/5xx errors
• JavaScript rendering issues
• Sitemap problems
• Robots.txt
• HTTP status codes
• Page speed
• Core Web Vitals
• Mobile usability
• Structured data
• Internal linking
• Website migrations

They don’t necessarily need to be a developer, but they should know what the problem is and how to communicate the required fix to a developer.

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8. Google Search Console

This should be mandatory.

They should be able to analyse:

• Queries
• Pages
• Impressions
• Clicks
• CTR
• Average position
• Indexing
• Sitemap status
• Search appearance
• Manual actions
• Core Web Vitals
• Search performance trends

More importantly, they should be able to turn the data into:

Observation → Diagnosis → Action

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9. Analytics & Data Interpretation

Knowledge of:

• Google Analytics 4
• Google Search Console
• Looker Studio
• Excel / Google Sheets
• Basic data analysis

The SEO specialist should understand that:

Traffic ≠ Business Result

They should be able to connect:

Search → Landing Page → Engagement → Enquiry → Lead → Customer

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10. Local SEO

Especially important for small businesses.

Skills should include:

• Google Business Profile
• Bing Places
• Local citations
• NAP consistency
• Local landing pages
• Reviews
• Local schema
• Local keyword research
• Service-area optimisation
• Local project/case-study content
• Map visibility

For Clarifu clients, this could be a major part of the SEO role.

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11. Structured Data & Machine-Readable Information

The SEO specialist should understand Schema.org and appropriate structured data such as:

• Organization
• LocalBusiness
• Product
• Service
• Article
• Breadcrumb
• FAQ where appropriate
• Review-related structured data where eligible

But they should understand an important distinction:

Structured data helps search engines understand content; it is not a guaranteed AI-ranking mechanism.

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12. Off-Page SEO & Digital Authority

Modern off-page SEO should go beyond simply buying backlinks.

Skills should include:

• Digital PR
• Relevant backlinks
• Link-building strategy
• Brand mentions
• Citation building
• Industry directories
• Local references
• Partnerships
• Guest contributions
• Competitor backlink analysis
• Brand/entity reputation

The specialist should understand the difference between:

Link quantity and relevance + authority + context.

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13. Competitor Intelligence

Ability to analyse:

• Competitor keywords
• Content gaps
• Backlinks
• SERP presence
• Local visibility
• Brand mentions
• AI search visibility
• Content quality
• Service pages
• Offers
• Reviews

The goal should be:

Find opportunities the competitor has not covered well.

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14. SERP & AI Visibility Monitoring

A modern SEO specialist should monitor more than rankings.

Track:

Traditional Search

• Rankings
• Featured snippets
• Local pack
• Images
• Videos
• People Also Ask
• Search Console performance

AI Search

• Brand mentions
• Service mentions
• Citations
• Frequently surfaced pages
• Competitor mentions
• Query-level visibility
• Accuracy of AI-generated information

This is where Clarifu’s own AI Visibility Index concept can become useful as an internal reporting framework.

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15. Prompt & Query Research

This is a newer skill.

The specialist should be able to construct a customer AI-query map.

For example, for a solar company:

Who installs rooftop solar in Bhubaneswar?
What is the cost of 3kW solar in Odisha?
What subsidy is available for rooftop solar?
Which solar installer handles subsidy documentation?
How much roof space is required for 5kW solar?
Which is better, 3kW or 5kW solar?

Then assess whether the client’s website provides clear, credible answers.

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16. Content Quality & E-E-A-T Thinking

The specialist should understand Google’s concepts around:

• Experience
• Expertise
• Authoritativeness
• Trust

And translate them into actual website evidence:

• Author profiles
• Company information
• Real project photos
• Case studies
• Certifications
• Experience
• Customer reviews
• Original research
• Contact information
• Transparent business details

For local businesses, real-world evidence can be particularly valuable.

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17. Conversion Awareness

This is often missing from traditional SEO roles.

The specialist should understand:

Ranking → Traffic → Intent → Conversion

They should be able to identify:

• Weak CTAs
• Poor landing pages
• Missing enquiry forms
• Missing WhatsApp/call options
• Poor service-page structure
• Trust gaps
• Unclear offers

An SEO specialist doesn’t need to become a CRO expert, but should recognise obvious conversion problems.

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18. SEO Automation

Useful knowledge of:

• Google Sheets automation
• APIs
• Data extraction
• Reporting automation
• AI workflows
• Bulk keyword classification
• Automated content audits
• Automated technical checks

Basic knowledge of Python or JavaScript can be a significant advantage, although it shouldn’t be mandatory for every SEO role.

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19. SEO Tools

A modern candidate should be comfortable with several categories of tools.

Essential

• Google Search Console
• Google Analytics
• Google Keyword Planner
• Google Business Profile
• Google Trends
• PageSpeed Insights

SEO Platforms

• Semrush
• Ahrefs
• Screaming Frog
• Moz or similar platforms

Technical

• Rich Results Test
• Schema validators
• PageSpeed/Lighthouse
• Chrome DevTools

AI

• ChatGPT
• Gemini
• Claude or equivalent AI tools
• AI search interfaces for query testing

The candidate should understand how to use the data, rather than simply knowing the names of tools.

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20. Communication & Reporting

This is especially important if the SEO specialist works in an agency.

They should be able to explain:

What we found → Why it matters → What we changed → What happened → What we recommend next

They should be comfortable communicating with: CEO/Management

Technical skills: Proficiency with SEO tools (e.g., Google Analytics, GTM, SEMrush, Moz, Screaming Frog ) and keyword research tools. 

Clients

Business Development

Client Relationship Manager

Content team

Designers

Developers

Analytical skills: Ability to analyze complex data and provide data-driven insights. 

Communication skills: Ability to collaborate effectively with other teams, such as marketing and content creators and customer as a primary contact manager. 

Problem-solving and creativity: Capacity to identify and implement creative solutions to improve a website’s visibility. Well versed with Local SEO, GMB Optimisation, Map Profile Optimisation, Business Citation, Backlink Analysis, Ping Submissions, Business Listing, Search Console Analysis.

Education: A bachelor’s degree in marketing, IT, or a related field is often preferred. 

Experience: Proven experience in SEO or a similar digital marketing role is beneficial.