Handles on-page optimisation, keyword work and reporting for a site or a set of client accounts.
SEO executives handle keyword research, on-page optimisation and reporting, usually across several client accounts in an agency or for a single site in-house. India has a large SEO services industry serving overseas clients, which keeps entry-level volume high in Pune, Noida and Ahmedabad. The field is in the middle of its biggest shift in a decade as search moves toward AI-generated answers, and executives who stay at the keyword-and-backlink level are the most exposed.
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Fixes crawling, indexing, site architecture and structured data. The most defensible corner of SEO as search shifts to AI answers.
Owns organic search strategy, the content roadmap behind it and the team executing it.
The technical and strategic half of it, yes. The commodity half — mass keyword pages and link building — is under real pressure as AI answers absorb informational queries.
Google Search Console first, since it is free and authoritative. Then Screaming Frog, and one of Semrush or Ahrefs depending on what your employer pays for.
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Rank something of your own. A site you built, grew and can show Search Console data for is worth more than any certificate.
It is killing part of them. Informational queries increasingly get answered without a click, which reduces the value of content-volume SEO. Local, transactional and technical work has held up much better, and answer engine optimisation is becoming a named skill in job descriptions.