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SEO-SEM specialists are responsible for managing campaigns and strategies in order to increase the visibility of a brand or product's website in search engines, driving visits and generating new potential customers. Using SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies, these professionals work at the crossroads between marketing, web analytics and strategic planning of digital content, especially considering the use of keywords.

SEM strategies are based on carrying out paid campaigns and the sponsored result (either a specific website or product) appears in the upper or lateral area of the search results, under the heading of advertisement. In this way, the page temporarily improves its visibility in the search engines during the campaign. These campaigns are usually carried out through platforms such as Google AdWords or BingAds. Its cost is variable and the improvement in visibility is proportional to the investment made.

On the other hand, SEO is based on optimizing different aspects of the website in order to appear organically among the first search results. This job requires being up to date with the latest news from search engines and a lot of dedication in order to apply the pertinent improvements to the different elements of the web: keywords, tags, web architecture, links, design and usability. In this case, the search engines do not get renumeration. The success of SEO strategies will be based on the generation of new content that will improve the positioning of the website in search engines in an organic and relatively stable way.

It is usual for SEO-SEM specialists to use a combination of the two strategies in order to improve positioning, since SEM provides visibility immediately, while SEO achieves better brand positioning in the long term.


SEO-SEM specialists plan, implement and manage these strategies in order to promote the positioning of a website or product. Specifically:
  • Identify the user profile to which the brand or product is directed in order to focus the strategy.
  • Find ways to optimize page visibility in organic search (SEO), review keywords regularly, and thoroughly research what the new ones might be.
  • Design and execute payment campaigns in order to promote specific products or services (SEM).
  • Monitor data on the success of the campaign compared to investment and make proposals in order to maximize ROI (Return On Investment).
  • In charge of planning the creation of new content that improves the web positioning of the website.
  • Coordinate with development and marketing teams to properly implement the strategy and good practices.
  • Identify the most suitable KPIs (Key Performance Indicator) in order to measure results, for example the click-through rate, the bounce rate, or the percentage of redirects, among others, and follow-up.
  • Analyse the strategies of the competition in order to optimize the results.
  • Prepare reports and present proposals and results of web traffic regularly.
  • Keep up to date with new trends and good practices in digital marketing.

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Centre per al desenvolupament professional Porta22

Barcelona Treball (Porta22)
Llacuna, 156-162, 08018 Barcelona

Monday to Friday from 9 to 18 h

Generalitat de Catalunya
Unió Europea FEDER
Unió Europea FSE