How to write an SEO Expert cover letter

A hot topic going around in the SEO marketing community in 2023 is:

“Do you need a cover letter to get a job?”

I hear both sides of the argument.

Some say no, some say yes, but I like to think of job seeking as a “point system”.

If there are two candidates with nearly identical skills, résumé, and applications.

How do recruiters pick which candidate to interview, and potentially hire?

The candidate who stands out the most!

So in my opinion, it’s worth going the extra mile to write a thoughtful cover letter.

So with that being said:

I broke my SEO specialist resume writing process down into five easy steps to help you be able to quickly follow them. This is a perfect cover letter example for freshers and experts alike.

Okay, let’s begin!

How to Write an SEO Cover Letter Video tutorial

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1.Write an introduction

The first thing you want to do when writing your cover letter is to start off with a “hook”, or introduction sentence.

With this first sentence, you are helping to engage the recruiter and get them to read your whole letter.

So it is important to get this first sentence correct!

The sentence doesn’t need to be anything fancy, it could be something as simple as:

What is your name? and what position are you applying for?

In the screenshot below I included an example hook:

As you can see, I just kept it short, sweet, and to the point.

2.Describe your background and why you’re applying

The next step is to describe your background.

So explain to recruiters:

  • Your past work experience
  • Why and how you got into SEO
  • How you educate yourself on best practices

So this is the time to mention any internships, freelancing opportunities, or past jobs.

The goal is to show the reader that you are an expert and a qualified candidate.

Here’s my example:

As you can see I mention my experience, and what excites me about SEO.

Also for this section, it may be helpful to have your résumé close by so you can remember your experiences better.

If you need help writing one, you can visit my article: 3 steps to writing a winning SEO Specialist Resume.

The article is totally worth reading because while having an awesome cover letter is key, your resume is still the first thing that recruiters notice and remember.

So I would not take it lightly, especially if you are really seriously about getting a job!

Okay, now let’s get to the next step.

3.Highlight any accomplishments or job-specific skills you have

In this next step, you’re going to tell recruiters the exact strategies and techniques you use to do SEO.

Essentially, you are showing them that you are an expert and know best practices.

So here are some things you can talk about:

  • Performing keyword research
  • Using white-hat link building strategies
  • Adding Schema Markup
  • Optimizing Google My Business Accounts
  • Monitoring Core Web Vitals

I gave you these examples to give you an idea of what skills are relevant to mention.

Check out my example below:

But essentially, you want to include at least one strategy from On-Site, Off-Site and Technical SEO.

By doing this you are again communicating to them that you are a well-rounded professional.

Read my post 5 typical tasks SEO specialist perform for more strategies to mention, in case you cannot remember.

Another thing that may be worth mentioning in this paragraph is; accomplishments you have.

If you’re a fresher to SEO you may be concerned that you haven’t accomplished anything yet.

In fact, the number one thing job seekers often say to me is:

“I don’t have any specific accomplishments to put down”

And my response is: Don’t panic!

Mentioning any unique skills is helpful. Something is always better than nothing!

Also you may be surprised that the skills you already have are applicable to SEO.

The key is to be creative and think outside of the box – which is what we have to do all the time in SEO, right?

Here’s an example of what I mean:

In my cover letter, I mentioned that I also know how to do PPC (Pay Per Click) marketing.

Obviously I am applying for an SEO specialist position, but I’m aiming to think like a recruiter.

Pay Per Click advertising is also a common part of a digital marketing agency so by mentioning that I also have this skill, it also shows recruiters that I have a unique skill set and that I am versatile. 

Again, if you know something like how to code (e.g., HTML, Javascript, CSS) then I would mention it in this section.

Maybe you’re really good at writing, bring that up as well.

Don’t allow not having a huge amount of accomplishments to stop you from writing an awesome cover letter.

But if you still feel stuck or worried, I would also recommend reading my SEO Specialist Career Path guide for how to acquire experience if you are starting from zero.

4.Explain to them why you are job seeking or why you’d be a good fit

Next, explain to recruiters why you’re seeking this job and why you may be a good fit for the position.

For this section of your cover letter, I would stand clear of just mentioning: “ I’m a good worker” or “I work hard”.

With statements like these, it is almost impossible to stand out from other applicants.

Personally, what I like to do is some research on the company itself.

And maybe add in a sentence or two about something you noticed or like about the company.

The goal is to connect with the recruiter and show them you really care about their position. 

Doing this can help them take you more serious and want to discuss the position with you further.

Here’s an example:

5.Close with your contact information

Last step, close the cover letter with your contact information. 

Mention that you’re excited to potentially do the interview and the best form of contact/communication for you.

An email and a phone number does the trick.

Quick tip: I did not include it in the screenshot, but another thing I’d like to include is a link to my portfolio or a project that I’m working on.

Again, I found that by including something extra like this it helps me stand out even more, and increase my chances of getting an interview.

How to modify this example for a Local SEO job

For a local SEO specialist job include topics like; geotags or location keyword targeting methods. Also discuss citations and directory link building strategies, and highlight your knowledge of local search engine rankings by discussing Google My business and gaining map pack results.

How to modify this example for a SEO content writer job

In your cover letter discuss; keyword research and mapping keywords to the buyer’s journey. Also discuss using SEO and UX copywriting methods like using short sentences and paragraphs, having a hook or engaging first paragraph sentence. Including relevant headings in HTML format, and using relevant keywords throughout your content. Also include internal and external link building techniques as well. For more information on what to include on your cover letter, visit my how to become a SEO content writer guide.

How to write an SEO Manager Cover Letter

In an SEO Manager cover letter include years of work experience, your amount team management experience, revenue or lead generation accomplishments. Generally you want to include information that shows job recruiters you have experience managing a team, executing an SEO strategy, and following best practices. Manager positions are typically more laborious than entry-level positions so you want to make sure you show them that your are well-qualified and an expert in the field.

Get An Example Cover Letter Template

All right, so I hope you guys found this how to guide helpful.

If you would like a fully customizable template of one of my cover letters, then you can submit your name, and email in the form below and I will send you a copy of it along with the résumé, so that you can edit it as well.




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If you are looking for additional readings, check out my:

All of these post can help prepare you further for your job interviews.

So until next time, see ya!

Roggie (Raj) Clark is a Senior SEO Manager, specialist & career mentor with 8 years of experience. He has worked with a wide range of clients in many industries including B2B, SaaS, Fintech, home improvement, tech-startups, dentistry, and eye care. He started the blog; Bounce Rank, as a way to help business owners grow their website traffic and to help people who want to get a job in SEO.

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