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Graduating from university marks the beginning of an exciting but often uncertain journey into the job market. For those interested in digital marketing, SEO (Search Engine Optimisation) offers an appealing path: a career that’s data-driven yet creative, strategic yet practical. Whether you’re fascinated by algorithms, enjoy writing content, or like analysing how websites perform, SEO is a field that offers real-world impact, constant evolution, and growing demand.

But breaking into SEO as a beginner can be daunting  –  especially now that artificial intelligence is changing the way websites are optimised and how users find information. Those who are proactive, self-taught, and willing to adapt will have the upper hand. Many beginners start by learning from resources, working on personal websites, or even contributing to a recognised trusted SEO Company in London  to gain real-world experience.

Here’s a detailed, beginner-focused guide on how to get your first job in SEO  –  and what you need to know about AI’s impact on the future of the field.

1. Learn the Foundations of SEO  –  Not Just the Buzzwords

Many graduates hear the term “SEO” and think it’s just about keywords and Google rankings. But SEO is an umbrella discipline covering a wide spectrum of skills and knowledge areas. A junior SEO professional could end up specialising in any of the following:

  • Technical SEO: Ensuring websites are crawlable, indexable, fast, mobile-friendly, and structured properly
  • Content SEO: Creating and optimising content to match user intent and help pages rank
  • On-page SEO: Optimising metadata, headers, images, and internal links
  • Off-page SEO: Building backlinks and authority through outreach and PR
  • Local SEO: Optimising Google Business Profiles, local citations, and location-based searches
  • Analytics and Reporting: Using tools to track performance, conversions, and rankings

Beginner Tip: Start with Google’s official documentation (Search Central). Then work through free beginner guides by Moz, Ahrefs, or Backlinko to get a comprehensive view of what SEO involves today.

2. Create a Personal Website  –  Your Most Valuable Learning Tool

There’s no better way to learn SEO than by doing. Build a website or blog from scratch using WordPress or Webflow. This allows you to apply everything you learn in real-time.

You’ll gain experience with:

  • Domain setup, hosting, and installing a CMS
  • Creating optimised blog posts and service pages
  • Installing and configuring SEO plugins
  • Monitoring how Google indexes your content
  • Learning from mistakes without fear

Beginner Tip: Choose a niche topic that interests you (travel, sports, local events, books). Create 10–20 blog posts over time. Use this site as your first portfolio piece when applying for jobs.

3. Get Comfortable With SEO Tools  –  Even the Free Ones

Every SEO role requires tool literacy. While some tools are expensive, many offer free versions or trial periods that beginners can take advantage of.

Here are a few essentials to start with:

  • Google Search Console – monitor how your pages appear in Google
  • Google Analytics 4 – track user behaviour, traffic, and conversions
  • Screaming Frog SEO Spider – crawl your site for technical issues (free up to 500 URLs)
  • Ahrefs Webmaster Tools – analyse backlinks and site health
  • Ubersuggest or Keyword Surfer – research keywords and search volume

Beginner Tip: Choose one tool a week and watch beginner tutorials on YouTube. Document your learnings in a Notion page or spreadsheet.

4. Start with Freelance or Volunteer Projects

Before landing a salaried position, many SEO pros begin by helping small businesses, friends, or nonprofits. Freelancing (even for free) helps build experience, client communication skills, and case studies.

You could offer to:

  • Audit a local business’s website and suggest SEO improvements
  • Write blog content that targets local or niche keywords
  • Improve their Google Business Profile
  • Help set up basic Google Analytics and tracking

Beginner Tip: Use websites like Upwork or PeoplePerHour to find entry-level SEO gigs. Save all your deliverables and results to build a job application portfolio.

5. Learn How to Write for the Web

Even if you don’t plan to become a content specialist, strong writing skills will help you throughout your SEO career. Writing for SEO is not about stuffing in keywords  –  it’s about creating helpful, relevant, and engaging content that aligns with search intent.

Key writing skills include:

  • Structuring articles using headers (H1, H2, H3)
  • Incorporating primary and secondary keywords naturally
  • Crafting compelling meta descriptions
  • Writing concise intros and using bullet points for readability

Beginner Tip: Write 3–5 SEO blog articles and run them through Surfer SEO or Frase for feedback on optimisation. Practice rewriting content to improve clarity and engagement.

6. Tailor Your CV to Demonstrate SEO Aptitude

Most entry-level SEO job listings will ask for 1–2 years of experience. That doesn’t mean formal employment  –  your freelance work, personal website, or coursework projects all count.

What to include in your CV:

  • Specific tools you’ve used (e.g. “Used Screaming Frog to identify broken links and metadata gaps”)
  • Types of content written and optimised
  • Metrics you’ve improved (traffic, CTR, keyword rankings)
  • Projects you’ve completed (audits, content plans, link strategies)

Beginner Tip: Use a clean, one-page CV and attach a Google Slides portfolio with screenshots of your work.

7. Join SEO Communities and Follow Industry Experts

Learning from others is one of the fastest ways to grow. Join active SEO communities and engage with professionals. This opens the door to mentorship, job referrals, and advice.

Where to join:

  • LinkedIn (follow SEO thought leaders)
  • Reddit’s r/SEO and r/BigSEO
  • Slack communities like Traffic Think Tank (paid) or Women in Tech SEO (free)
  • Weekly newsletters like SEOFOMO or Search Engine Roundtable

Beginner Tip: Comment on posts, share insights from what you’re learning, and ask thoughtful questions. Networking is crucial in digital industries.

8. Understand How AI Is Shaping the SEO Landscape

One of the biggest changes in SEO in recent years is the integration of artificial intelligence  –  not just by SEOs, but by search engines themselves.

AI Is Changing:

  • Search Interfaces: Google is rolling out Search Generative Experience (SGE), which displays AI-generated answers directly on the search page. SEO pros must now consider how to structure content for AI-enhanced search.
  • Content Creation: AI writing tools (like ChatGPT, Jasper, and Gemini) are helping marketers create content faster. But AI-generated content still needs human editing for tone, structure, accuracy, and brand alignment.
  • Automation: SEO workflows such as clustering keywords, generating meta tags, building content briefs, and even internal linking can now be partially automated using AI.

What Beginners Should Focus On:

  • Learning how to edit and refine AI-generated content
  • Understanding EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)  –  which humanises and differentiates your content
  • Staying informed about how search engines are evolving  –  follow Google’s blog, attend webinars, and test your content in AI search results

Beginner Tip: Don’t ignore AI, but don’t depend on it either. Learn how to use it as a tool  –  not a replacement for your own thinking.

9. Apply for Junior Roles  –  And Don’t Let “Experience” Requirements Stop You

Many companies write job descriptions assuming an ideal candidate. In reality, if you can demonstrate motivation, basic knowledge, and the ability to learn, they’ll often hire you over someone with years of experience but no initiative.

What to look for:

  • SEO Executive or SEO Assistant roles
  • Marketing Internships with SEO tasks
  • Digital Marketing Apprenticeships
  • Remote freelance openings to build more experience

Beginner Tip: Apply even if you only tick 60% of the boxes. Use your personal projects and training to demonstrate why you’re ready to grow into the role.

10. Stay Curious and Keep Learning  –  SEO Never Stands Still

One of the most exciting (and challenging) aspects of SEO is that it never stops evolving. Algorithms update. Search behaviours shift. Competitor tactics change. AI SEO develops rapidly. To stay employable  –  and eventually progress to mid or senior roles  –  you need to develop a habit of continuous learning.

Ways to keep improving:

  • Set Google Alerts for SEO news
  • Attend online events like BrightonSEO, Ahrefs webinars, or Women in Tech SEO meetups
  • Track your own experiments  –  tweak your personal site and observe what changes in search results

Beginner Tip: Allocate one hour per week to learning. Take notes, bookmark key articles, and reflect on how new changes affect your SEO approach.

Final Thoughts

SEO is one of the few digital careers that rewards self-starters more than credentials. You don’t need a marketing degree, agency experience, or a list of certifications to get started. You need curiosity, discipline, a willingness to learn, and a strong understanding of how people search for and consume information.

In the age of AI, the value of SEO professionals lies in their ability to combine tools and data with human insight and strategy. For new graduates, that means opportunity  –  especially for those who can adapt quickly, communicate well, and make their mark by delivering measurable results.

Start where you are, use what you have, and build from there. Your future SEO job may be just one project, one article, or one conversation away.

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