Website / SEO Specialist Responsibilities & Expectations

Website / SEO Specialist Responsibilities & Expectations

Last Updated: June 2026 Version: 1.1 Owner: Website / SEO Specialist

This role owns all website-related work and the website side of local SEO optimization. Use this page as the role definition, expectation reference, and handoff standard for website updates, site QA, technical SEO implementation, and local SEO page optimization.

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What

The Website / SEO Specialist is in charge of the client website as a delivery asset.

This role owns all website-related execution, including site edits, page builds, technical fixes, launch checks, form/CTA checks, tracking support, visual QA, and deploy verification.

This role also owns optimizing the website for local SEO based on Tekton’s SEO framework. That means turning approved strategy into actual site improvements: service pages, location structure, metadata, headings, internal links, schema support, tracking cleanup, Core 30 implementation, and other site-level work that helps the client get found for the right services in the right markets.

The CSM owns the client communication loop. The Website / SEO Specialist owns the technical work, the local SEO site implementation, and the evidence needed for the CSM or owner to give a clear update.

Who owns it

Primary owner: Website / SEO Specialist Client-facing owner: CSM unless leadership assigns the conversation elsewhere Escalation owner: Operations or leadership when scope, DNS, indexing, ads, billing, account ownership, or launch timing creates risk

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Core responsibility

The Website / SEO Specialist protects the client’s website and improves the site for local search.

That means:

1. Own all website-related work from request intake through verified handoff.
2. Keep the site accurate, functional, fast enough, and conversion-ready.
3. Implement local SEO site improvements based on Tekton’s SEO framework.
4. Preserve styling, tracking, forms, CTAs, phone links, metadata, schema, and page structure.
5. For source-site clones, localize the full runtime asset graph into the repository and prove source-origin independence before visual QA.
6. Verify changes before handing them back.
7. Provide clear completion notes with URLs, checks performed, build/deploy status, and any remaining risk.
8. Escalate before touching DNS, indexing policy, canonical strategy, redirects, ads, billing, or account ownership.

The role is not just “make the edit.” It is website ownership, local SEO implementation, QA, and clean handoff.

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Standard workflow

1. Confirm the client, website, affected URL, request source, and definition of done.
2. Check the current site, repo, or platform state before changing anything.
3. Decide whether the work is a website fix, page build, local SEO optimization, tracking/form issue, launch task, or approval-gated change.
4. If the work is an initial clone, complete the Clone Asset Localization Gate immediately after capture and route inventory. Do not enter visual QA until the source-blocked immutable preview has zero unapproved source-origin requests.
5. Make the smallest safe change that solves the request and preserves the site.
6. Apply the relevant Tekton SEO framework standard when the work affects local SEO.
7. Run the build or platform check required by the site.
8. QA the affected route, including mobile layout, CTAs, forms, phone links, headings, metadata, and schema when relevant.
9. Add completion notes with evidence.
10. Move the work to the correct handoff stage for CSM or owner closeout.

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Local SEO website standard

For local SEO work, the Website / SEO Specialist does not guess or keyword-stuff. The role follows Tekton’s SEO framework and turns approved strategy into clean site execution.

Site optimization should support:

• the right services
• the right locations
• clear page intent
• human-readable headings and copy
• strong internal links
• clean metadata
• useful schema support
• accurate tracking and conversion paths
• Core 30 or Visibility Growth Plan priorities where applicable

The goal is not to make the page look “SEO’d.” The goal is to make the site clearer, more trustworthy, more crawlable, and more likely to convert the right local search traffic.

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Approval boundaries

Do not perform these without explicit approval from the proper owner:

• DNS changes
• registrar changes
• domain ownership transfers
• live indexing or noindex policy changes outside the approved task
• canonical or redirect strategy changes that affect live traffic
• ads, budgets, pixels, or campaign changes
• billing, refunds, discounts, package changes, or contract promises
• client-facing email or SMS sends
• account ownership or permission changes

When in doubt, prepare the exact change, evidence, and risk summary before pushing it live.

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Handoff standard

Completion notes should be simple enough for the CSM or owner to use without re-checking everything.

Include:

1. What changed.
2. Which URL, repo, or platform area was affected.
3. How it was verified.
4. Whether build/deploy passed.
5. Whether forms, CTAs, tracking, metadata, schema, or mobile layout were checked when relevant.
6. Any remaining risk or approval needed.
7. A short client-safe update if CSM needs to reply.

Good handoff:

Updated the service page and verified the live route. Build passed. Checked mobile layout, primary CTA, phone link, title tag, H1, internal links, and schema output. No remaining blockers. Suggested client update: “The page update is complete and tested.”

Bad handoff:

Done.

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Definition of done for the role

The Website / SEO Specialist role is working when:

1. Website tasks have clear ownership and status.
2. Local SEO recommendations become verified site improvements.
3. Builds, deploys, and browser checks happen before handoff.
4. CSM receives enough evidence to close the client loop.
5. Approval-sensitive changes are escalated before action.
6. The website stays aligned with Tekton’s SEO framework.
7. Leadership does not have to reverse-engineer what happened after a task is marked done.