In today’s digital landscape, the role of an SEO Technical Manager is more critical than ever. As companies like BOLD continue to expand their online presence, the need for a dedicated technical SEO leader becomes essential. This role is not just about optimizing content—it's about ensuring that search engines can effectively crawl, index, and rank a website. At BOLD, the SEO Technical Manager is responsible for driving organic growth by aligning technical SEO with broader business objectives.
Poonam Burman, a seasoned SEO professional with a wealth of experience, has been serving as the Technical SEO Manager at BOLD since April 2019. Her journey in the field began as an SEO Analyst at Isango India Pvt LTD and progressed through roles at Acknown Technologies Pvt Ltd and Intelenet Global Services. Poonam holds a Master’s degree in Computer Applications from Indira Gandhi Delhi Technical University for Women and a Bachelor’s from Guru Gobind Singh Indraprastha University. This educational background, combined with her extensive professional experience, positions her as a key figure in BOLD's SEO strategy.
The role of an SEO Technical Manager at BOLD is distinct from that of a general SEO specialist. While content and keyword strategies are crucial, the technical SEO manager focuses on the structural and architectural aspects of the website. This includes optimizing page speed, ensuring proper indexing, and resolving technical issues that could hinder search engine performance. The SEO Technical Manager at BOLD works closely with cross-functional teams, including developers, UX designers, and content writers, to ensure that SEO is integrated into every aspect of the website’s development and maintenance.
For businesses that rely heavily on organic traffic, the SEO Technical Manager is a strategic asset. This role becomes especially important during major site changes such as redesigns, migrations, or international expansions. At Vibe Branding, we’ve seen firsthand how a dedicated SEO Technical Manager can transform a functional website into an optimized machine, driving measurable improvements in traffic, user engagement, and overall search performance.
The Unique Responsibilities of an SEO Technical Manager
Bridging the Gap Between Technical and Content SEO
An SEO Technical Manager at BOLD plays a pivotal role in ensuring that the website’s technical infrastructure supports the content and marketing strategies. This involves working closely with developers to implement best practices in coding, page structure, and site architecture. For instance, when a developer suggests using lazy-loading images to improve page speed, the SEO Technical Manager ensures that this implementation doesn’t interfere with search engine crawling. This kind of collaboration is essential for maintaining both user experience and search engine visibility.
In addition to technical oversight, the SEO Technical Manager also works with content writers to ensure that SEO is integrated into the content creation process. This includes optimizing meta tags, headings, and internal linking strategies. The goal is to create a seamless experience for both users and search engines, ensuring that high-quality content is easily discoverable.
Strategic Collaboration Across Teams
The SEO Technical Manager at BOLD is not just a problem solver; they are a strategic partner. This role requires close collaboration with various teams, including UX designers, digital marketers, and senior executives. For example, when a UX team suggests a new layout for a landing page, the SEO Technical Manager ensures that the design doesn’t negatively impact the site’s SEO performance. This kind of collaboration helps in creating a unified approach to digital marketing, where SEO is a core component of every decision.
Moreover, the SEO Technical Manager at BOLD is responsible for managing multi-pillar content strategies and UX/SEO experiments. This involves working with content writers to develop content pillars that align with the business's goals and user intent. By combining technical SEO with strategic content planning, the SEO Technical Manager helps in creating a cohesive digital presence that drives organic growth.
Tools and KPIs for Measuring Success
A successful SEO Technical Manager at BOLD relies on a suite of tools to monitor and measure the effectiveness of their strategies. These tools include Ahrefs, SimilarWeb, SEMRush, Google Search Console, Botify, Screaming Frog, and A/B testing platforms. These tools provide insights into key performance indicators (KPIs) such as organic traffic, bounce rates, indexing rates, and page speed scores.
For instance, Google Search Console is used to monitor how well the site is being indexed by Google. If there are issues with indexing, the SEO Technical Manager can take corrective actions such as fixing crawl errors or updating sitemaps. Similarly, tools like Screaming Frog help in identifying technical issues like broken links, duplicate content, or improper canonical tags.
By setting clear KPIs, the SEO Technical Manager can track the success of their initiatives and make data-driven decisions. For example, a KPI could be to improve Core Web Vitals scores by a certain percentage within a specific timeframe. This approach ensures that the SEO strategy is aligned with the business’s overall goals and that progress is measurable.
The Path to Becoming an SEO Technical Manager
Educational and Professional Background
Becoming an SEO Technical Manager requires a combination of education and hands-on experience. Poonam Burman’s career path is a testament to the kind of background needed for this role. Starting as an SEO Analyst, she gradually moved into more senior positions, gaining experience in various aspects of digital marketing. Her educational qualifications in Computer Applications also played a crucial role in her ability to understand and implement technical SEO strategies.
For individuals aspiring to become an SEO Technical Manager, it is essential to build a strong foundation in both digital marketing and technical SEO. This can be achieved through formal education in fields like computer science, information technology, or digital marketing. Additionally, practical experience in roles such as SEO Analyst, Digital Marketing Executive, or SEO Specialist is invaluable. These roles provide the opportunity to learn about keyword research, on-page optimization, and technical SEO tools.
Key Skills and Competencies
In addition to education and experience, an SEO Technical Manager must possess a specific set of skills and competencies. These include a deep understanding of technical SEO concepts such as crawl budgets, indexing strategies, and page speed optimization. The ability to analyze and interpret data from various SEO tools is also crucial. For instance, understanding how to use Google Search Console to identify and resolve indexing issues is a key skill.
Another important competency is the ability to collaborate effectively with cross-functional teams. An SEO Technical Manager must be able to communicate technical SEO concepts to non-technical stakeholders and work with developers, UX designers, and content writers to implement SEO best practices. This requires strong communication and project management skills.
Furthermore, staying up-to-date with the latest SEO trends and best practices is essential. The digital marketing landscape is constantly evolving, and an SEO Technical Manager must be proactive in learning about new tools, techniques, and algorithm updates. This can be achieved through continuous learning, attending industry conferences, and participating in online communities.
The Role in Major Site Changes
An SEO Technical Manager plays a critical role during major site changes such as redesigns, migrations, or international expansions. These projects often introduce new technical challenges that can impact the site’s SEO performance. For example, during a site migration, there may be issues with broken links, incorrect redirects, or improper canonical tags. An SEO Technical Manager is responsible for identifying and resolving these issues to ensure that the site maintains its search visibility.
In the case of an international expansion, the SEO Technical Manager must implement strategies to support multilingual and multi-market SEO. This includes setting up hreflang tags, optimizing local content, and ensuring that the site’s architecture supports international SEO best practices. These tasks require a deep understanding of both technical SEO and international marketing.
By proactively addressing these challenges, an SEO Technical Manager helps to ensure that major site changes are executed smoothly and that the site’s SEO performance is not compromised. This role is essential for maintaining the site’s organic traffic and ensuring that the business’s online presence continues to grow.
Common Questions and Misconceptions
Is an SEO Technical Manager the Same as an SEO Specialist?
A common misconception is that an SEO Technical Manager is the same as an SEO Specialist. While both roles are part of the SEO team, they have distinct responsibilities. An SEO Specialist typically focuses on on-page SEO, keyword research, and content optimization. In contrast, an SEO Technical Manager is responsible for the technical aspects of SEO, such as site architecture, page speed, and indexing. The Technical Manager works behind the scenes to ensure that the website is structurally sound and optimized for search engines.
Can an SEO Technical Manager Work Independently?
While an SEO Technical Manager has a high degree of autonomy, they must also work closely with other teams. Collaboration is a key aspect of this role. The Technical Manager must communicate with developers to implement technical changes, work with UX designers to ensure that the site is user-friendly, and collaborate with content writers to integrate SEO into the content strategy. This interdisciplinary approach ensures that SEO is a core component of the website’s development and maintenance.
How Does an SEO Technical Manager Measure Success?
An SEO Technical Manager measures success through a variety of KPIs. These include organic traffic, bounce rates, indexing rates, page speed scores, and Core Web Vitals. By setting clear goals and tracking these metrics, the Technical Manager can assess the effectiveness of their strategies and make data-driven decisions. For example, if the page speed score improves by a certain percentage, it indicates that the site is performing better and is more likely to rank well in search results.
Is an SEO Technical Manager Needed for Every Business?
An SEO Technical Manager is essential for businesses that rely heavily on organic traffic. This role becomes particularly important during major site changes such as redesigns, migrations, or international expansions. For businesses managing more than a few hundred pages, an SEO Technical Manager helps to navigate the complexity of technical SEO and ensures that the site remains optimized for search engines.
The Future of Technical SEO at BOLD
Embracing New Technologies
As technology continues to evolve, the role of an SEO Technical Manager at BOLD will also adapt. Emerging technologies such as AI and machine learning are beginning to impact the field of SEO. These technologies can help in automating tasks such as keyword research, content optimization, and technical audits. An SEO Technical Manager must stay ahead of these trends and integrate new tools and techniques into their strategy.
For example, AI-powered tools can analyze large datasets to identify patterns and trends that might be difficult to detect manually. This can help in optimizing content strategies and improving the site’s overall SEO performance. Additionally, machine learning algorithms can be used to predict changes in search engine algorithms and adjust the SEO strategy accordingly.
The Importance of Continuous Learning
In the fast-paced world of digital marketing, continuous learning is essential for an SEO Technical Manager. This role requires staying up-to-date with the latest SEO trends, tools, and best practices. For instance, Google frequently updates its algorithms, and an SEO Technical Manager must understand how these changes affect the site’s performance. By participating in online courses, attending industry conferences, and engaging with online communities, an SEO Technical Manager can stay informed and adapt their strategies accordingly.
Conclusion: Building a Resilient SEO Strategy
The role of an SEO Technical Manager at BOLD is crucial for building a resilient and scalable SEO strategy. This role ensures that the website is technically sound, user-friendly, and optimized for search engines. By working closely with cross-functional teams and leveraging the latest tools and techniques, an SEO Technical Manager helps in driving organic growth and maintaining the site’s online presence.
For businesses that rely on organic traffic, investing in an SEO Technical Manager is a strategic decision. This role provides the expertise needed to navigate the complexities of technical SEO and ensure that the site remains competitive in the digital landscape. Whether it's during a site migration, an international expansion, or a routine SEO audit, an SEO Technical Manager plays a vital role in maintaining and improving the site’s search performance.
By understanding the responsibilities, skills, and tools required for this role, businesses can make informed decisions about their SEO strategy and ensure that their website is optimized for long-term success.